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A brand new research has revealed the arduous seltzer traits driving US shoppers’ curiosity within the class, with the thirst for CBD-infused merchandise main the best way.
The variety of arduous seltzers in the marketplace continues to skyrocket, whilst questions arise about the longevity of the category. However with a lot alternative, how do shoppers resolve which merchandise to purchase?
To find out the traits main buying choices, behavioural insights platform Veylinx carried out a research of two,702 US shoppers of authorized consuming age between July and August 2021, monitoring their preferences round eight main arduous seltzer gamers: Arizona Solar Rise, Bon Viv, Bud Mild, Corona, Smirnoff, Topo Chico, Actually and White Claw.
Veylinx analysed the demand for eight totally different ‘added advantages’ that manufacturers might probably use to market their merchandise: excessive alcohol, low alcohol, CBD, nutritional vitamins, power, immunity, sustainable packaging and kombucha.
Individuals within the research demonstrated their willingness to pay for every model, with and with out added advantages, by putting sealed bids on each and offering detailed solutions about their decisions.
The most popular arduous seltzer traits
CBD proved essentially the most interesting additional advantage to shoppers, rising common demand by 12% throughout all manufacturers within the research. Excessive alcohol was subsequent, boosting curiosity by 3%; sustainability supplied a 2% improve in demand; and power, 1%.
Of much less curiosity have been immunity, low alcohol and nutritional vitamins, which all lowered demand by 1%; and kombucha, which diminished demand by 6%.
Veylinx additionally decided which additional advantage was hottest for every model. White Claw was the one arduous seltzer for which its flagship product, with no added advantages, scored the very best amongst shoppers.
In the meantime, sustainable packaging piqued essentially the most client curiosity in Corona and Smirnoff; Bud Mild, Arizona Solar Rise, Actually and Topo Chico all obtained the largest enhance from CBD; and demand for Bon Viv was highest with the additional benefit of excessive alcohol.
The research additionally measured shoppers’ arduous seltzer buying habits over the previous six months. White Claw, the world’s biggest-selling RTD, was the most well-liked, bought by 21% of shoppers; Actually claimed 17%; Bud Mild and Smirnoff tied at 13%; 8% of shoppers purchased Corona, adopted by Arizona Solar Rise and Topo Chico, each at 3%, and Bon Viv (2%).
Veylinx’s information targeted on the US market. To be taught extra about arduous seltzer’s potential to growth exterior the States, learn our investigation of the category’s international growth.