Consumers “in sober mood” during lockdown, study says
Alcohol consumption fell across the country.
The pandemic is making consumers more cautious and apprehensive, with the majority of the country seems to be adopting a more sober lifestyle, according to new research from CGA.
Consumer insight from its BrandTrack survey revealed that 85% of consumers are worried about the long-term financial implications of COVID-19 and 89% worried about their health and that of their families. Over half (54%) are worried about job security.
The study, which surveyed 5,000 Brits, indicated that health has become a bigger issue, with overall alcohol consumption having fallen across the nation. These habits are indicated as “polarised”, with 17% of those who usually drink alcohol increasing their consumption, whilst 28% are drinking less than usual. 9%, meanwhile, have taken the opportunity to cut out alcohol completely.
For regular pub and bar-goers – those who were drinking out at least weekly – saw that one in five are increasing consumption, compared to 45% who have cut down or cut out alcohol. Wine remains the most popular choice for drinkers at home, followed by lager. However, with a decrease of 27% in terms of number of drinkers from out-of-home to in-home, lager has been affected more than wine, with an equivalent fall of 11%. Whisky has been affected the least.
Supporting ethical brands
Three quarters of consumers also suggested that they would be more willing to purchase a product from a brand “that behaved ethically or morally” during the COVID-19 outbreak, whilst 70% also agreed that they would be more likely to visit or engage with brands or chains that have offered their services during the COVID-19 crisis.
A third of adults also said they are continuing to support local hospitality businesses. Of those saying they are backing local pubs and restaurants, 36% were using takeaway food or delivery services, 30% had purchased vouchers at local venues to use on re-opening, whilst 20% had donated to online fundraising initiatives, such as buying a “virtual pint”.
