Kimola Newsletter | Analytics: Gifting is shifting!🍾
Gifting alcohol on 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.
Informative and advocacy
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 and Visual Media in Online Shopping
The secret to increasing restaurant loyalty!
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.
