Thanks according to a survey by Harpoon Brewery as it launched Harpoon Big League.
Consumers are becoming more aware of the impact food can have on their overall health. But they’re not interested in major changes. Still, 70% of respondents say they are more interested in making small changes to their daily routine that can impact their overall health and wellness because of the pandemic.
More than two-thirds (68%) of respondents are more focused on healthy eating and drinking habits now compared to a year ago. That’s especially true for Millennials — 76% say they are more focused on healthy eating and drinking habits now compared to a year ago than Gen Xers (66%).
Nearly one-third (31%) of respondents say that when selecting a craft beer to drink, better-for-you ingredients impact their decision more now compared to a year ago. Over half (52%) of Millennials say better-for-you ingredients impact their decision more now when selecting a craft beer compared to a year ago, while only a quarter (26%) of Gen Xers feels the same.
When selecting a better-for-you adult beverage, more than a quarter of respondents feel that calorie count (28%), percentage of daily value of carbohydrates and sugars (28%), nutritional ingredients (27%), and strength/alcohol by volume (27%) are important factors to consider.
When selecting a better-for-you adult beverage, 38% of Millennials feel that strength/alcohol by volume is an important factor to consider, compared to 28% of Gen Xers.
More than a quarter (26%) of respondents say they take a more balanced, less rigorous approach to diet and exercise.
As noted above, the survey was released in connection with the debut of Harpoon Big League IPA. It’s a full-flavored version of its lighter, sessionable cousin Harpoon Rec. League. The brewers at Harpoon took the same hazy pale ale recipe, multiplied everything by two, and created a crushable hazy IPA to help celebrate life’s big-win moments, from wrapping up a work day to conquering a new personal best while working out.