In 2020, a brewery in Japan saw a 10.4% increase in volume sales of non-alcoholic drinks and an 18.6% drop in beer. Why did this shift occur? Though the “Low & No Alcohol” category growth rates mirror the West, Asia’s unique cultural context means that the reasons for growth may differ. So, what are the unique demands that L/NA meets in Asia, and what category assumptions should brands avoid to succeed?
Health, convenience, and digital behaviour continue influencing changing consumer journeys, requiring businesses to adapt experiences and communication strategies to evolving audience expectations.
Wellness-conscious consumers increasingly respond to health-focused brand communications that prioritise transparency, credibility, and meaningful information supporting healthier lifestyle decisions and behaviours.
Evolving social values continue shaping changing ideas of transformation, self-improvement, and personal growth across wellness, identity, career, and lifestyle-related cultural conversations.
