"Home Bar" new habits in liquor consumption

The current economic environment affected the way and spending of consumers in all segments, including beverages. Among the alternatives pointed out in a recent Nielsen study shows that 60% of the non-alcoholic categories grow by 37% and economic packaging feature Trade Down, when the consumer opts for cheaper brands. In addition, reduce expenses outside the home shopping channels, diversify with best cost benefit, reduce trips to the point of sale, also is among the outputs. Based on this behavior, Nielsen features four essential factors about consumer behavior that affect the beverage market in the short and medium term: price, economy, exchange of products and Healthiness.
The four factors: 1st PRICE is at the CENTER of THEIR PLANNING: With consumers seeking economy, the industry responds by running promotions to stand out on the shelves. Temporary price reduction actions become good alternatives to the increase in the consumption of drinks. According to Nielsen, in 90% of the categories of drinks, the importance of increased, reaching more than 40 represent% of the volume sold in Large retail with beer and alcoholic mixtures (ice), for example.
2 OPTS for ECONOMY in PLACE of CONVENIENCE: currently, 48% of Atacarejo items are common to the hyper, being 82% of them cheaper and, on average, 13% more competitive. Anyway, the channel can be best explored by the beverage segment, since his penetration in homes buyers is 34% for non-alcoholic beverages and 19% for alcoholic beverages (importance of the canal in spending of households is 5.6%, on average, for both). The consumer also tends to "get the bar". From 2013 to 2015, more than 850,000 homes began to consume beer at home.
3 DEWPOINT of PRODUCT THAN brand name: one of the consumer alternatives to optimize your financial resource is switching to other categories within the beverage segment. For example, 80% of the volume lost was soda for Exchange with other products, especially powdered juice, which concentrates 44% of this volume (mineral water: 42%/juice ready: 6.4%) and replace the coolant in 53% of purchase occasions.
4 CONSUME MORE HEALTHY PRODUCTS: With a population more concerned about the health and the body, some categories with healthy appeal can convert the negative scenario and grow even though more expensive, such as coconut water, juice and tea ready. However, the healthy categories still have a long way to develop, is currently very dependent on their continuous consumers (heavy buyers), that focus on the Southeast. In greater São Paulo, out of home consumption reaches 72% for coconut water, 36% to 39% for juice and tea ready.