Between Drinks
Cutting back on expenditures
Known for bringing modern punk and new wave fashions into the mainstream, English fashion designer and businesswoman Vivienne Westwood is quoted for saying: “I’m frugal. I’m not a very acquisitive woman. I never waste food. If you prepare your own food, you engage with the world, it tastes alive. It tastes good.”
According to a recent survey by Channel Media Group, U.S. consumers also are valuing frugality — amidst ongoing economic challenges.
(Photo by fcafotodigital/E+ via Getty Images)
“In today’s economic climate, rising costs and stagnant wages have made consumers more selective about their spending,” said Michelle Borczuch, senior account director at Channel Media Group, in a statement. “To overcome these challenges, it is essential for businesses to attract customers with compelling offers that not only draw them in but also leave a lasting impression. By delivering exceptional experiences and showcasing the unique qualities of your brand, you can foster customer loyalty and create long-term relationships.”
Channel Media Group collected 2,075 responses from around the country sharing their views on spending habits, economic outlooks, and what influences purchasing decisions.
The following are key findings from the survey:
Consumers actively are adjusting their purchasing strategies to manage costs. Fifty-nine percent are actively seeking special offers and coupons, 51% are cutting back on non-essential purchases, and 47% are opting for lower-cost alternatives.
The most impacted categories include food and dining at 57%, apparel at 45%, and entertainment at 35%, according to Channel Media Group. Notably, nearly 97% of consumers report using coupons or discount codes, highlighting the critical importance of value-driven promotions in purchasing decisions, it says.
Meanwhile, 74% of consumers are dining out less frequently, and 64% are purchasing fewer on-the-go beverages. Despite this, brands have a clear opportunity to capture consumer interest: nearly 95% of respondents say that special offers could influence their decision to dine out or purchase beverages, the company notes.
The following are additional highlights from Channel Media Group’s national consumer survey:
- 58% of consumers are willing to switch brands for better pricing
- 36% feel pessimistic about the economy
- 36% maintain a neutral outlook
- 28% are optimistic about the future
- 47% of consumers expect to increase spending within the next 12 months
- 26% plan to spend less, making value-driven marketing more essential
As price remains a dominant factor guiding purchasing choices, brands that effectively prioritize value and deliver targeted promotions have a strong potential to thrive despite economic uncertainty, the company says.
For on-the-go hydration
PackIt announced a new addition to its line of solution-oriented products: the Freezable Hydration Crossbody bag. As PackIt’s first-ever offering in the hydration category, the bag is engineered with the brand’s patented ECOFREEZE Technology built into the walls of the removable, freezable insert, allowing it to keep drinks cool for hours, it says. Ideal for everyday use, hiking, working out, or any outdoor adventure, this bag makes it easy to stay hydrated on-the-go, it adds. “We were inspired to create a product that would optimize PackIt’s patented technology in a new way while staying true to the ethos and brand promise,” said Laci Wilson, vice president of product development, in a statement. “The Hydration Crossbody, with its unique Triple-Function Design and innovative ECOFREEZE technology, brings water bottle carriers to a new level and is the perfect launch for PackIt into this new category.” The Freezable Hydration Crossbody bag can be purchased for a suggested retail price of $39.99 at Amazon, as well as by visiting the brand’s website PackIt.com
Fireball unveils epic senior citizen discount
Saluting those aged 90 and older, Fireball Whisky offered the most, epic senior discount of all: free lifetime supplies of its signature cinnamon whisky to those born on or before 1935. “We’ve seen them all over social, we’ve heard directly from the source, and we can confirm one undeniable truth: senior citizens love Fireball,” said Danny Suich, global brand director for Fireball, in a statement. “And who are we to argue with their years of wisdom? It’s time to celebrate the 90-plus crowd, the party royalty who never stopped turning up.” Through March 31, aka the 90th day of the year, those 90 and older were able to enter for the chance to win a lifetime supply of Fireball at LifetimeSupplyofFireball.com. Contestants were required to upload a photo of the nominee enjoying Fireball, and then answer the question, “How do you (or how does your nominee) keep the mischief alive at 90-plus?” Old-school legends who avoid the internet could mail their photo and respond directly to the Fireball Dragon Man at Sazerac Co., ATTN: Team Fireball, 10101 Linn Station Road No. 400, Louisville, Ky. 40223. To stay up to date on the giveaway, contestants can visit @FireballWhisky on TikTok, Instagram and Facebook. “And for our 90 and up fans who may not be on social media, you can give us a call at (866) SAZERAC,” the company says.
C4 Energy unveils ‘Made for Athletes. Certified for Sport.’ campaign
Nutrabolt, owner of C4 Energy, unveiled its new brand campaign “Made for Athletes. Certified for Sport.” The campaign, created in partnership with independent agency Flower Shop, highlights C4 Energy’s long-standing dedication to crafting exceptional products, the company says. These products use high-performance ingredients like CarnoSyn Beta Alanine and BetaPower Betaine Anhydrous to power their clinically studied formula that boosts strength and endurance, along with 200 mg of caffeine to deliver energy to athletes, it notes. C4 Performance Energy also is NSF Certified for Sport, meaning the products meet rigorous safety, quality and performance standards, and contain no unsafe levels of athletic banned substances. “We’re thrilled to launch the ‘Made for Athletes. Certified for Sport.’ platform, reinforcing our brand as an authority in sports and fitness,” said Robert Zajac, chief marketing officer at Nutrabolt, in a statement. “This campaign marks the latest chapter in educating consumers on our dedication to athletic performance and ingredient safety, while also underscoring our commitment to sports. Our formulas and NSF certification set us apart, earning the trust of athletes, consumers, and organizations through rigorous testing that make C4 a great choice both on and off the field.”
With trends like Dry January sweeping the country and consumers shifting their drinking behaviors, non-alcohol (NA) beverages have emerged as a rapidly rising growth segment in the beverage industry.
New data from AdAdapted, a consumer packaged goods (CPG) media partner, shows that planned purchases of NA beer were up 25% year-over-year and up 57% for mocktails, with strong peaks in the spring and summer long after Dry January ended.
The findings also indicate consumers are becoming increasingly interested in NA brands like Athletic Brewing Co., and NA options from well-known brands like Guinness and Corona, the company notes. “This data reaffirms the trajectory of the NA market, highlighting the opportunity brands have to capture consumers’ attention as we transition seasons,” it says.
Yet, because NA consumers typically are new to the category, and more competitors are entering the market to capitalize on the trend, AdAdapted suggests that brands will have to look past historical data and leverage specialized targeting tools to reach consumers with intent and drive them to make a purchase.
