Just as the craft beer trend – craft’s share of the U.S. beer category nearly doubled from 5.2% in 2010 to 10.2% in 2015 — is problematic for major beer brands, the trend toward fresh ingredients in cocktails is problematic for premade mixers, which carry a perception of being artificial.
Nearly one in five (17%) consumers say mixers have too many artificial ingredients, while the incidence of “beverage mixer” as a cocktail ingredient on US menus was down 25% from Q4 2012 to Q4 2015, our sister publication, Research Alert is reporting, based on Mintel research.
Mintel predicts alcoholic drinks, both in- and out-of-home, and vacations and tourism categories are the three most robust areas for growth over the next five years. However, not all categories will fare as well, Mintel says, with non-alcoholic drinks, clothing, footwear and accessories, and household care expected to encounter challenges ahead.
Equally fascinating in terms of its implications for politics, Mintel also found that while half (49%) of all Americans consider themselves “middle class,” only one third (32%) of consumers say they are satisfied with their personal financial situation, just one quarter (25%) find their work personally fulfilling, and a mere one in 10 (11%) believe their standard of living exceeds their expectations.
After a divisive 2016 presidential election and the never-ending news cycle of today, many Americans are left a little shaken as their top concern is the future of the U.S. economy (86%).
Overall, concerns about the state of the nation are top of mind for most, from the possibility of tax increases (79%) and the outsourcing of jobs overseas (68%) to immigration (60%). However, Mintel research shows that current concerns mirror those of Americans five years ago, indicating that there hasn’t been a dramatic shift in concerns for the country since 2011.
Despite the fact that seven in 10 (71%) Americans are concerned with maintaining their current standard of living, perceptions of financial health remained virtually unchanged 2016-17. More than three quarters of Americans say that their current financial situation is “healthy” or “okay” (78%), indicating that most Americans are able to pay their bills on time and have money left over at the end of the month.
“The majority of Americans say their personal financial situations are healthy and stable in 2017, but it appears that many are left wanting more as a large number of consumers are dissatisfied with their lot in life. Despite positive economic indicators, only a small portion say their standard of living exceeds their expectations.
“This suggests that Americans, including the full half of the country that self-identifies as ‘middle class,’ expect more than the ability to make ends meet; they are looking for more opportunities, work that is personally fulfilling and a community with shared values,” said Dana Macke, Senior Lifestyles and Leisure Analyst at Mintel.
Overall, U.S. consumer expenditures in 2016 increased 3.3% over the previous year, with 2%-6% growth in nearly all of the individual sectors included in Mintel reporting. By 2021, it is projected that Americans’ spending will increase 18%.