Innovation is critical to the health of any category, and the liquor industry as a whole. Innovation plays a key role in building value back into the market, particularly important when set against the backdrop of declining alcohol consumption in Australia.
Innovation is ranked number one by shoppers as the most called for improvement they’d like to see on their next liquor shop. Understanding which categories shoppers most want innovation is one thing, knowing where shoppers are also most likely to buy innovation in addition to their planned purchase to build the basket is another.
Craft Beer came out on top as the category where over 35% of Craft Beer shoppers asked for more innovation on their next shop and ranked as the number one category in-store that shoppers were most likely to put an extra bottle (or a few) in the basket to try something new and different.
In the world of Wine, shoppers desire for new and different is most called for in Rose Wine. Under-pinned by the growing trend of cocktails at home sees Liqueurs top the list in Spirits, and following recent big brand launches in the Pre-Mix category the greatest thirst for innovation is in Pre-mix Vodka.
From a retailing perspective, most retail banners have significantly improved their delivery of innovation to shoppers versus last year, with Dan Murphy’s leading the market.
Innovation can take many forms, often we rely on new products as the solution. Yet innovation from a shoppers perspective can also be just as much about fresh ideas on how to enjoy or different occasions to enjoy their favourites. Arguably an equally compelling avenue to meet shoppers desire for new news without over-loading the shelf with new products.
So whether making ranging decisions, building your innovation pipeline or inspiring shoppers to choose existing brands for new occasions, Australia’s liquor shoppers have spoken and suggest that Craft Beer, Rose, Liqueurs and Pre-mix Vodka should feature high on the list of where to start to entice them to put that extra bottle in the basket.