Beer and wine have been vying for Americans’ favor as alcoholic beverage of choice, and the gap has narrowed in recent years (see page 12). These shifts in preferences are happening in the context of marketers of both beverages striving to change — or at least broaden — consumer perceptions of the drinks.
Wine marketers have been trying to expand their customer base by positioning wine as an everyday drink, suitable for casual occasions — more in line with Europeans’ “vin de table” drinking style than the formal, often inaccessible image it’s had in the U.S. Adults over 50 are much more likely than younger adults to prefer wine, and marketers hope to increase the beverage’s appeal among Millennials and Gen Xers.
At the same time, a segment of the beer industry has been working to create a more upscale image of the beverage by focusing on the ingredients and craft involved in the brewing process, as well as highlighting beer as a complement to cuisine.
Both trends are occurring in the context of a larger shift in how Americans think about food. Environmental and health concerns, combined with an economy-driven increase in cooking at home, are fueling interest in locally produced and organic foods, cooking shows and celebrity chefs, home canning and baking, gardening, and “slow food.”
Americans who’ve been introduced to foreign cuisines at restaurants are interested in learning how to recreate these dishes at home.
Americans’ eating patterns are also changing; snacks are becoming a bigger part of consumers’ daily life, but it’s not necessarily a reflection of poor eating habits (see page 7). The healthiest eaters are most likely to have snacks during the day. While the increase in snacking likely stems from the need (real or perceived) to eat on the go, it may also reflect changing ideas about nutrition. Medical professionals often advocate eating smaller, more frequent meals over three larger ones.
—Lisa Finn
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