{"id":218330,"date":"2023-07-27T20:21:10","date_gmt":"2023-07-27T20:21:10","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=218330"},"modified":"2023-07-27T20:21:10","modified_gmt":"2023-07-27T20:21:10","slug":"tendinte-tinerii-din-generatia-z-pun-accent-pe-sanatate-si-pe-starea-de-bine-si-renunta-la-alcool-zguduind-din-temelii-piata-bauturilor-ce-solutii-gasesc-producatorii","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=218330","title":{"rendered":"Tendin\u0163e. Tinerii din genera\u0163ia Z pun accent pe s\u0103n\u0103tate \u015fi pe starea de bine \u015fi renun\u0163\u0103 la alcool, zguduind din temelii pia\u0163a b\u0103uturilor. Ce solu\u0163ii g\u0103sesc produc\u0103torii?"},"content":{"rendered":"

\n\u2666<\/span> Berea f\u0103r\u0103 alcool, dar \u015fi varii mixuri de bere cu sucuri au devenit \u00eencet, dar sigur, \u00een ultimii ani, pariul principal al celor mai mari actori din industria de profil <\/strong><\/em>\u2666<\/span><\/strong><\/em> \u00cen cazul vinului \u015fi al b\u0103uturilor spirtoase, pa\u015fii \u00een aceast\u0103 direc\u0163ie sunt mai timizi, dar au \u00eenceput s\u0103 se \u00eent\u00e2mple lucruri.<\/strong><\/em><\/p>\n

\nReprezentan\u0163ii Genera\u0163iei Z zguduie din temelii industria b\u0103uturilor \u2013 at\u00e2t nonal\u00adcooli\u00adce, c\u00e2t mai ales al\u00adcoolice \u2013 dat fiind c\u0103 pun mai mare accent pe s\u0103n\u0103tate \u015fi starea de bine, renun\u0163\u00e2nd astfel la con\u00adsumul de licori cu con\u00adcentra\u0163ie mare alcoolic\u0103, arat\u0103 o analiz\u0103 a companiei de cercetare de pia\u0163\u0103 Euromonitor.<\/p>\n

\nAstfel, au ap\u0103rut baru\u00adrile \u015fi petrecerile f\u0103r\u0103 alcool, au ap\u0103rut con\u00adcepte de tipul mindful drinking \u015fi sober cu\u00adriosity, care \u00een traducere \u00eenseamn\u0103 c\u0103 oamenii beau mai pu\u0163in \u015fi mai sunt aten\u0163i la ce con\u00adsum\u0103.<\/p>\n

\n\u201eGenera\u0163ia Z \u2013 acei oa\u00admeni n\u0103scu\u0163i dup\u0103 mij\u00adlocul anilor \u201990 \u015fi p\u00e2n\u0103 la \u00eenceputul anilor 2010 \u2013 consum\u0103 mai pu\u0163in alcool compara\u0163iv cu celelalte ge\u00adnera\u0163ii. Segmentele de b\u0103u\u00adturi nonalcoolice au avut prin\u00adtre cele mai bune rezultate ca v\u00e2nz\u0103ri din pia\u0163\u0103\u201c, spune Spiros Malandrakis, head of alcoholic drinks la Euromonitor Inter\u00adnational.<\/p>\n

\nSpre exemplu, berea f\u0103r\u0103 alcool a ajuns s\u0103 reprezinte 6% din pia\u0163\u0103 \u00een volum la nivel global, iar asta \u00een condi\u0163iile \u00een care acest seg\u00adment s-a dezvoltat puternic abia \u00een ultimii ani, de\u015fi produse din aceast\u0103 cate\u00adgorie exist\u0103 de mai mult\u0103 vreme. \u015ei \u00een Rom\u00e2nia tendin\u0163a este aceea\u015fi.<\/p>\n

\n\u201eCategoria lager scade, \u00een principal din cauza \u00eemb\u0103tr\u00e2nirii popula\u0163iei, dar \u015fi din ca\u00adu\u00adza migr\u0103rii popula\u0163iei. Trebuie s\u0103 le livr\u0103m produse diferite \u00een func\u0163ie de tipul de con\u00adsu\u00admatori \u015fi astfel am dezvoltat portofoliul de bere f\u0103r\u0103 alcool, unde a\u00advem performan\u0163e foarte bune. Deci r\u0103spundem foarte bine la trendul c\u0103tre o via\u0163\u0103 mai s\u0103n\u0103\u00adtoa\u00ads\u0103 \u015fi un consum moderat de alcool. Iar acesta este scopul nostru principal, s\u0103 livr\u0103m produse care se pliaz\u0103 pe trendurile \u00een dezvoltare\u201c, a explicat recent Michal Mrowiec, managerul care a fost numit la conducerea Ursus Breweries, liderul pie\u0163ei de bere, la \u00eenceputul acestui an.<\/p>\n

\nConform unei analize anterioare rea\u00adlizate de ZF pe baza datelor de la Eurostat, categoria berii f\u0103r\u0103 alcool s-a dublat \u00een cinci ani \u00een Rom\u00e2nia, ajung\u00e2nd la peste 80 de milioane de litri \u00een 2021, adic\u0103 circa 5% din produc\u0163ie.<\/p>\n

\nAstfel, berea f\u0103r\u0103 alcool, dar \u015fi varii mixuri de bere cu sucuri au devenit \u00eencet, dar sigur, \u00een ultimii ani, pariul principal al celor mai mari actori din industria de profil. \u00cen cazul vinului \u015fi al b\u0103uturilor spirtoase, pa\u015fii \u00een aceast\u0103 direc\u0163ie sunt mai timizi, dar \u00eencep s\u0103 apar\u0103 ini\u0163iative.<\/p>\n

\n\u201eConsumatorii caut\u0103 s\u0103 \u00ee\u015fi modereze consumul de alcool \u015fi caut\u0103 op\u0163iuni mai s\u0103n\u0103toase. De aceea, \u00een lupta cu vinul \u015fi cu t\u0103riile, berea se profileaz\u0103 a fi c\u00e2\u015ftig\u0103toare. Totodat\u0103 \u00eens\u0103, \u015fi noi trebuie s\u0103 ne dez\u00advol\u00adt\u0103m portofoliile dincolo de bere (beyond beer)\u201c, a spus \u015fi Gavin Hattersley, CEO al Molson Coors, proprietarul Bergenbier, \u00eentr-un interviu pentru ZF.<\/p>\n

\nC\u00e2nd vine vorba de portofoliul beyond beer, el trebuie analizat \u00een func\u0163ie de pia\u0163\u0103. Spre exemplu, \u00een Rom\u00e2nia compania Bergenbier a dezvoltat categoria de bere f\u0103r\u0103 alcool, dar a \u015fi lansat un brand nou, Fresh, acum doi ani.<\/p>\n

\n\u201e\u00centre timp am extins portofoliul Fresh \u015fi avem acum patru arome. A fost una din\u00adtre cele mai de succes lans\u0103ri recente. C\u00e2nd vine vorba de a pune pe pia\u0163\u0103 un produs nou, trebuie s\u0103 ai curaj. Uneori ai succes, alteori nu, dar trebuie s\u0103 vii \u00een \u00eent\u00e2mpinarea consumatorului. Trebuie chiar s\u0103 anticipezi ce \u00ee\u015fi va dori. Avem speran\u0163e mari de la portofoliul beyond beer, at\u00e2t datorit\u0103 selec\u0163iei de beri f\u0103r\u0103 alcool, c\u00e2t \u015fi celei de mixuri de bere cu arome.\u201c<\/p>\n

\nAcest tip de consum, de\u015fi adus \u00een prim-plan \u00een pandemie, se profila deja \u00eenc\u0103 de dinaintea crizei sanitare. Listen Bar este un concept de bar de tip pop-up, nonal\u00adcoolic, lansat \u00een 2018 la New York de o rom\u00e2nc\u0103, Lorelei Bandrovschi.<\/p>\n

\n\u201eConceptul a fost inspirat de o pro\u00advocare. Acum c\u00e2\u0163iva ani, un prieten m-a provocat s\u0103 petrec o lun\u0103 f\u0103r\u0103 s\u0103 consum b\u0103uturi alcoolice. Mi-a pl\u0103cut \u015fi am realizat c\u0103 exist\u0103 o asemenea oportunitate de a crea o via\u0163\u0103 de noapte care nu este legat\u0103 numai de alcool\u201c, explica ea anterior \u00eentr-un interviu pentru ZF.<\/p>\n

\nAstfel, de\u015fi pe pia\u0163a local\u0103 berea este categoria de produse care a dezvoltat ni\u015fa de f\u0103r\u0103 alcool sau cu con\u0163inut mai redus, \u00een alte pie\u0163e exist\u0103 \u015fi alte licori care au intrat \u00een joc.<\/p>\n

\n\u201eDincolo de berea f\u0103r\u0103 alcool, care exist\u0103 de mult\u0103 vreme \u015fi care a ajuns la o cot\u0103 de pia\u0163\u0103 important\u0103 de 6% \u00een volum, vedem c\u0103 apar \u015fi alte lans\u0103ri. Vinul non-alcoolic este pe val, v\u00e2nz\u0103rile cresc\u00e2nd cu 9% \u00een volum. Vedem \u00eens\u0103 inova\u0163ii \u015fi la nivel de spirtoase non-alcoolice \u015fi b\u0103uturi non-alcoolice din categoria ready to drink (RTD). Se dovede\u015fte c\u0103 vorbim de mai mult dec\u00e2t doar o tendin\u0163\u0103\u201c, spune analistul Euromonitor.<\/p>\n

\nTinerii din genera\u0163ia Z m\u0103n\u00e2nc\u0103 mai s\u0103n\u0103tos, fac mai mult sport, iar asta se transpune \u015fi \u00eentr-un consum mai redus de alcool. Iar asta la o v\u00e2rst\u0103 care, \u00een cazul genera\u0163iilor anterioare, era sinonim\u0103 cu petrecerile \u015fi \u201eb\u0103utele\u201c.<\/p>\n","protected":false},"excerpt":{"rendered":"

Reprezentan\u0163ii Genera\u0163iei Z zguduie din temelii industria b\u0103uturilor \u2013 at\u00e2t nonal\u00adcooli\u00adce, c\u00e2t mai ales al\u00adcoolice \u2013 dat fiind c\u0103 pun mai mare accent pe s\u0103n\u0103tate \u015fi starea de bine, renun\u0163\u00e2nd astfel la con\u00adsumul de licori cu con\u00adcentra\u0163ie mare alcoolic\u0103, arat\u0103 o analiz\u0103 a companiei de cercetare de pia\u0163\u0103 Euromonitor.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[8362,7213,55333,205,55332,7183,55331],"class_list":["post-218330","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-bauturi","tag-bere","tag-piata-bauturilor","tag-sanatate","tag-starea-de-bine","tag-tendinte","tag-tinerii-din-generatia-z"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/218330","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=218330"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/218330\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=218330"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=218330"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=218330"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}