Almost 4 in 10 (36%) adults have actually purchased alcohol made with all-natural ingredients in the past. This shows that there is quite strong awareness levels amongst adults in relation to both alcohol made from all-natural ingredients (49%) and alcohol made from organic ingredients (51%), suggesting that trends in the grocery sector in relation to these types of products are also occurring in the alcohol category.
Recent research on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,061 adults aged 18+, sought to understand what impact these types of alcohol may have on future consumption trends.
Amongst those who are aware of alcohol made from all-natural ingredients, almost 4 in 10 (36%) adults have actually purchased this type of alcohol in the past, with males (42%) more likely to have purchased. The conversion from awareness to purchase for organic alcohol is slightly lower, with 33% of those aware of organic alcohol claiming to have purchased in the past. Males are only marginally more likely to have purchased organic alcohol than females (35% vs. 30%).
There are several categories in which these types of alcohol are being purchased. For alcohol made from all-natural ingredients, the most purchased categories are cider (31%), red wine (30%), lager (27%) and ale (23%). Amongst those who have purchased organic alcohol the key categories are red wine (37%), white wine (31%) and cider (22%).
Both types of alcohol do present an opportunity for retailers to grow their revenue, with almost two thirds of adults (64%) claiming that they expect to pay more for alcohol made from all-natural ingredients, with almost 4 in 10 (39%) believing it is acceptable that the consumer should have to pay more for alcohol made from all-natural ingredients. Further to this, just over 7 in 10 (71%) expect to pay more for organic alcohol, with more than 4 in 10 (44%) believing it is acceptable to have to pay more for organic alcohol.
For further information and more in-depth analysis in the opportunity in relation to all-natural and organic alcohol, please contact Robbie Clarke at Empathy Research.
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