Recession trends will be long-term

First Drinks presented its Market Report last night and stated the belief that buying trends born of the recession will be long-term.

Presenting the report’s findings, Roy Summers, head of category management, said that one of the key features of the on-going recession was that the buying trends it had inspired had become “ingrained”.

These include a desire for greater value and experiences when buying, a “spirit for nostalgia” – particularly from the 1900s and evidenced recently in the Great Gatsby craze – and the importance of e-commerce and social media.

Also important has been the growth of café bars, venues able to adapt their offering for different clientele at different times of the day. Summers reported that 53% of new openings were café bars.

The changing retail environment for both the on- and off-trades has meant that these sectors have to work hard to provide customers with experiences, hence the popularity of the “perfect serve” and gifting.

In spirits, First Drinks reported that around two thirds of consumers are still willing to pay more for something unique.

As a result, premium spirits are worth £475m to the on-trade, up 25%, and £221m for the off-trade, up 4%.

Scotch whisky, Cognac and premium gin continue to be the key drivers of the premium spirits category.

Chris Mason, managing director of First Drinks, commented: “As the recession continues to play out, it is important to have an in-depth understanding of consumers and shoppers, their changing habits and how they are adapting.

“As such, premium suppliers like ourselves need to work hand in hand with on and off-trade retailers to ensure we are delivering tailor-made, creative solutions to satisfy consumers.”