CATEGORY ADVICE YOUNG ADULTS & FRESHERS THE LOW AND NO TREND

FORTY-THREE per cent of UK drinkers say they are looking to moderate, according to Steve Young, sales director at Asahi UK. “It is typically younger adults who are reducing the amount they drink or are not drinking at all,” Young says.

Mike Lakhani, of St Mary’s Supermarket in Southampton, has noticed this shift, with more students choosing lower-ABV products. “We’ve had a massive increase on non-alcoholic products,” he says. “We have added to our o ering in this area, including ciders. Ciders, such as Kopparberg and Peroni, are performing well.”

However, not all retailers have noticed this trend.

Iqbal says there was a trend towards low- and no-alcohol a few years ago, but this has since passed. “Young adults have decreased their alcohol intake, but they are shifting towards lower-ABV products, such as ready-to-drink alcohol,” he says.

With non-alcoholic products, taste and flavour are vital components to attract a young adult audience. Young says taste remains the most important purchase driver above price, with younger adults prioritising brands that o er quality.

With freshers’ week quickly approaching, Young recommends retailers start with a core range of just four products. “These products would include a non-alcoholic craft brand, a stout, a can option and Peroni Nastro Azzurro 0.0% 4x330ml,” Young adds. Lakhani adds freshers’ week is the prime time to stock up on both alcoholic and alcohol-free lines, as these shoppers get their rst taste of freedom.

Top Tips

Abigail Nelson-Eho , brand manager at Urban Eat, o ers three top tips for young adults and freshers

Make sure to o er classic favourites, as well as more standout options, to cater for a range of tastes.

Capitalise on di erent eating occasions. Food to go is no longer just centred on the lunchtime trade. Bring in breakfast and snacking options, too. Place bestselling products at eye level in the chiller to encourage purchase and create meal deals where possible to increase basket spend.

“THE back-to-university period is a time of great upheaval for students. They will stay loyal to stores that make their shopping experience simple and provide relevant o ers. Retailers should consider promoting deals targeted at students on TikTok and Instagram. For example, they could o er simple meal solutions for a reduced price or highlight they stock brands that are popular with students.”

“YOUNG people are more aware of the foods they consume, but this doesn’t necessarily mean they are any healthier. Young people, for example, are drinking less, but they’ll compensate this for something else. We’ve noticed young adults are more likely to treat themselves than other customers. It’s about nding a balance for them.”

Attracting Young Adults In Store

FOR many young adults and freshers attending university from September, it will be their rst time away from home. Many will be learning to do things for the rst time and retailers have the potential to create long-term customers by o ering a full meal solution.

Inglis says his biggest seller among students is pizza. “Students in our area love pizza, so stock up on both frozen and chilled. It’s easy, cheap and lling,” he says. “They will occasionally buy fresh ingredients, but it’s all about convenience.”

It’s vital retailers o er a full meal solution, as well as other products they might need to buy last-minute. This expands past food, but includes personal care items, next-gen products and alcohol. “A big category with us for young adults is vapes, so we make sure to have a range of di erent flavours of the main brands,” Inglis adds.

O ering convenience as seamlessly as possible is vital to attracting young adults in store, especially as many are so used to receiving information and products at the touch of a button. Iqbal stresses that a relationship could be impacted if a problem arises that young adults haven’t come across before, like having to pay with cash.

“If you have a minimum charge of, say, £5, it can deter young adults from buying from you,” he says. “Young adults want to buy what they need, tap with their phone and leave. If you aren’t able to o er this, it could impact future business from them. It’s all about the connection you have with them.”