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THE BEVERAGE GUIDE FROM PAGE 38 Versatile milk minus the dairy The demand for alternative milks has never been greater, says Califia Farms Australia Marketing Manager Gemma Goorjian, with consumers seeking variety of choice. “One in six Australians are now dairy free as more people turn to plant-based milks for health, ethical or environmental reasons,” she said. “There are also a lot of Australians who now buy alternative milks as a personal preference for taste, and to try something different, with 25 per cent of the nation considering themselves flexitarians.” As consumer demand grows and more brands and products enter the market, Ms Goorjian notes that fridge space for dairy free milks continues to be a challenge. “Califia’s almond milks require refrigeration,” she said. “However, our Oat Barista Blend is shelf stable, meaning retailers have the option to stock on the shelf or in the fridge, which can help combat the refrigeration space issue for some retailers.” Discussing winter and its impact on the category, Ms Goorjian says plant- based milks are popular all year. “While \\\[Califia’s\\\] Oat Barista Blend is particularly popular in winter for dairy free lattes and other hot drinks, even chilled products such as our XX Espresso Cold Brew Coffee with almond milk taste great when heated up,” she said. “They’re also good for cooking and baking, so even though they’re a cold beverage, they’re still a staple for many in cooler months. We’re supporting all our retail products this winter with a strong social media advertising, influencer and PR program.” Ms Goorjian adds that Califia Farms is engaging with content creators to develop new winter recipes to show the versatility of its products. “While using a dairy free milk in coffee is now a daily staple for many,” she said, “some Australians are new to the idea of using plant milks in things like porridge or creamy pastas, so we try to educate and inspire wherever possible.” Ms Goorjian urges retailers to “ensure that plant-based milks are positioned prominently in-store with sufficient space in both shelf and dairy case fridges, and encourage consumers to trial products at point of sale and inspire Australians to try more plant- based recipes”. Be ‘part of the occasion’ without the alcohol Due to demand driven by global health and wellness trends, Australian consumers are drinking alcohol in lower quantities and less often, resulting in a reduction in alcohol consumption overall, says Edenvale National Business Manager Paul Andrade. “The lower demand for alcohol is prompting Edenvale, and competing non-alcoholic brands, to find ways to take advantage of the mindset shift,” he said. “Edenvale wines are a perfect option for those who prefer not to drink alcohol for health, fitness, pregnancy, safety or religious reasons, and still feel social acceptance and a part of the occasion.” While interest in the low and no alcohol category has led to increased popularity, Mr Andrade admits it remains “relatively new” to some retail stores. “As a result, Edenvale faces the challenge of increasing macro space within the beverage aisle while competing with other segments in the category with lower average prices,” he said. “To overcome these challenges, we plan to increase our UPSPW \\\[units per store per week\\\] on our current range by evolving our promotional mix, and offer up other packaged formats, to ensure we’re competing with other beverages and brands in the category. We also want to increase convenience for our consumers by regularly revisiting and investing in varied packaging formats to increase usage occasions, while retaining the quality and sophistication in our brand for which Edenvale has become renowned for.” Looking at winter, Mr Andrade says fewer beverages are consumed as we enter the season, and as the temperature declines, a corresponding drop in category sales is often seen. “To align with consumer behaviour during this time, Edenvale will continue to develop heartier winter-friendly wines, such as reds and mulled wines, to support sales during the winter period,” he said. “We’ll also position as the ‘hero’ existing red varietals through marketing and promotions with retail partners to complement the seasonality of wine consumption. Additionally, to increase UPSPW, we’ll focus on maintaining a core wine varietal range that consumers can return to year-round, promoting consumption occasions that resonate with key consumer bases.” Mr Andrade believes that in quieter periods such as winter, it’s important for retailers to explore ways to increase their sales opportunities. “During this period, retailers should continue nurturing consumers, and entice them to purchase non- alcoholic beverages by promoting occasional usage and offering new red wine varietals, for example,” he said. “Retailers need to be proactive in keeping up the engagement with consumers at the purchase level.” TO PAGE 42 40 RETAIL WORLD JUN, 2021