Kimola Newsletter | Analytics: Gifting is shifting!🍾

May 27, 2023 - 4 min read
Kimola Newsletter | Analytics: Gifting is shifting!🍾
Here are the recent research reports that are curated by Kimola, prepared for marketing and research professionals.

Gifting alcohol is becoming a tradition that gains significance during special occasions.

A research conducted by Drizly with 1,000 participants in the United States reveals a shift in summer beverage preferences. Consumers indicate that they will prefer red wine (31%) over lighter options such as white wine (28%) and rosé (17%) in the summer of 2023. Interest in ready-to-drink cocktails (22%) and hard seltzers (21%) remains low. Consumers state that they will gravitate towards light alcoholic beverages (34%), white wine (28%), and pale lager beers (23%) as their traditional drink choices. On the other hand, consumers' choice of location for alcohol consumption is changing due to inflation. Approximately one in four participants mention that they will prefer to drink less at bars and restaurants in 2023. The percentage of those who will spend on home alcohol consumption is 26%, and there is an observed increase in the number of people who prefer to prepare their own drinks compared to the previous year. The research also shows that gifting alcohol is shifting towards more significant events rather than ordinary occasions.

Consumers expect an informative and advocacy-oriented approach from brands.

A new study conducted by Meyocks with 1,127 consumers in the United States reveals that consumers expect brands to go beyond products or services and adopt an informative, inspiring, and advocacy-oriented approach. According to the research findings, 88% of consumers want brands to provide valuable information, 74% want them to inspire, and 75% want them to advocate for their customers. More than half of the consumers surveyed (56%) state that brands should take a stance on important issues for themselves and their customers. This belief is even stronger among Generation Z (82%). On the other hand, nearly half of the consumers (46%) state that they will stop shopping from a brand that doesn't align with their beliefs.

Gen Z relies on visual media for online shopping.

According to a global study conducted by Cloudinary with 2,693 consumers, Gen Z consumers are turning to a specific source in their search for online product information, with approximately 57% of them making their purchases online. It is evident that as consumers' ages decrease, they tend to resort to online shopping more frequently and rely on visual and social media references. A great shopping experience for Gen Z includes images supported by user reviews (63%), text-only reviews (62%), and detailed product galleries (52%), while Silent Generation participants focus on detailed product galleries (67%), text-only reviews (60%), and branded product videos (28%). The research also indicates that realistic and detailed product visuals can reduce return rates and that the use of digital media can increase the likelihood of making a purchase.

The secret to increasing restaurant loyalty: Personalized reward programs.

A research conducted by HungerRush with 1,000 participants in the United States reveals the impact of restaurant loyalty and reward programs on consumer behavior. According to the study, 55% of consumers visit businesses where they earn rewards at least twice a month, and 51% state that they will not stop going to a restaurant even if the program loses value or changes after they have enrolled. In fact, 47% of consumers say they encourage their friends and family to join programs that offer the best benefits. Loyalty programs also serve as important tools for businesses to collect valuable customer data, and when used correctly, consumers are willing to share this information. 61% of consumers are not hesitant to provide their information in exchange for relevant discounts and personalized offers. Additionally, 71% of Generation Y (Millennials) and 63% of Generation Z consumers are more willing to share their personal information with restaurants in exchange for more frequent or personalized offers, compared to 50% of Baby Boomers.

Inflation is also affecting holiday plans.

As the summer season approaches, the increase in travel costs due to inflation is impacting many people's vacation plans. According to a survey, 60% of consumers in the United States state that inflation is affecting their summer vacation plans, and 55% are planning to spend less money this summer compared to the previous year. However, not all consumers are giving up on travel due to financial reasons. Some people believe that it is worth taking on debt for a quality vacation, and there are even those who prefer to go on vacation without paying off their credit card statements. According to a study by WalletHub, 38% of consumers plan to use their credit card rewards for holiday expenses. On the other hand, 38% of consumers say they will stop eating out for a year to save for their vacation.
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