Kimola Newsletter | Analytics: Sober is the new drunk.

Jul 25, 2023 - 5 min read
Kimola Newsletter | Analytics: Sober is the new drunk.

Here are the recent research reports that are curated by Kimola, prepared for marketing and research professionals.

Surge in non-alcoholic beer consumption.

A study conducted by YouGov in the United States reveals a significant increase in the consumption of non-alcoholic beer. The research shows that the number of weekly non-alcoholic beer consumers has increased 8 times since 2020, reaching 5.2% of the adult population in 2023. Of those who consume non-alcoholic beer, 81% are under the age of 44, and 64% are male. More than half of these individuals are parents, while only 29% of regular beer drinkers fall into this category. Non-alcoholic beer consumers tend to have higher monthly spending power, engage in regular exercise, follow meat-based or flexitarian diets, watch video games, and frequently use social media. The report also reveals the most popular alcoholic beer brands preferred by non-alcoholic beer consumers, including Heineken, Corona, Samuel Adams, Guinness, and Budweiser. 

88% of consumers plan to celebrate mother's day.

A research conducted by Numerator with the participation of 2,650 consumers provides insights into consumer shopping and celebration plans for the upcoming Mother's and Father's Day. According to the key findings of the research, although the number of consumers planning to celebrate Mother's Day (88%) is higher than Father's Day (79%), more consumers (57% to 52%) are planning to buy gifts for Father's Day, with gift cards leading the list. While the majority of those planning to celebrate Mother's Day (74%) prefer to spend quality time with their families, activities such as barbecuing and dining out stand out for Father's Day celebrations. On the other hand, there is a nearly two-fold higher likelihood of purchasing alcohol during Father's Day celebrations compared to Mother's Day (27% to 14%).

In-app advertisements resonate with users.

The increase in mobile usage and changes in consumer habits after the pandemic have led to a significant rise in in-app advertisements. A study conducted by GoodFirms reveals that mobile app advertising can be an effective tool for new applications. In general, in-app advertisements are well-received by users. 56.5% of users download applications after seeing advertisements in the apps they use on a daily basis. 42.6% make purchases after clicking on an ad. However, 66% of users state that they would skip an advertisement if it interrupts video content. Furthermore, while 43% of users still express their dislike for these in-app advertisements, 54% of users prefer ad-supported applications, as they believe such ads can eliminate subscription fees.

The content consumption destination of Gen Z.

The digitally-driven Generation Z has a unique relationship with television, offering new opportunities for advertisers. A significant majority of Generation Z prefers digital streaming services for content consumption, with 65% of them not having traditional cable TV subscriptions. When watching TV, Generation Z largely turns to mobile devices, with 85% simultaneously using their phones or tablets. Additionally, almost half of Generation Z (47%) engages in online shopping while watching TV. 44% pause TV commercials to search for products, and 34% make purchases through QR codes displayed in TV ads, indicating a willingness to interact with advertisements. When it comes to finding what to watch, Generation Z primarily resorts to entertainment platforms and social media applications. TikTok (69%) is their top preference, followed by Instagram (64%). These insights highlight the need for advertisers to think creatively and embrace new technologies to effectively target and engage Generation Z, aiming for measurable results across multiple screens.

Podcasts are a powerful tool for brand marketing.

According to a study conducted by DISQO with 34,841 participants, podcasts stand out as an impressive tool for brand marketing. 45% of daily podcast listeners pay more attention to podcast advertisements compared to other media types. Furthermore, podcasts have the potential to increase brand loyalty, as approximately 33% of listeners tend to favor a brand advertised within a podcast they enjoy or by a favorite host. Young adults tend to enjoy podcast advertisements more, and podcast listeners are generally younger, male, highly educated, and higher-income individuals. Additionally, when it comes to discovering podcasts, content takes precedence, and listeners consider their friends, family, and social media as reliable sources for recommendations.

Consumer interest in prebiotics is high.

According to a global study conducted by FMCG Gurus with 10,000 participants, three-quarters of the respondents state that product efficacy and scientific evidence are the most important factors in purchasing prebiotic foods. Price, on the other hand, falls behind with a rate of 55%. Digestive health and overall health (73%) are important health concerns for those who purchase products containing prebiotics. The research also shows a shift in consumer mindset from a "treat the illness" mentality to a "prevent the illness" mentality. In this context, nearly half (48%) of those who purchase prebiotic-containing foods and beverages indicate that they did not have any symptoms when they started using them. Furthermore, consumers generally have some familiarity with prebiotics, and specific components such as "chicory root fiber" and "inulin" have high awareness levels.

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