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Active Lifestyle Drinkers: Psychographics

Those who fall into the niche-range of healthy lifestylers who are also social drinkers are more likely to: take a holistic approach to their health, be active in and outside of the gym, have hobbies like gardening or dancing, practice mindful and sustainable eating habits, enjoy out-of-the-ordinary beverages, trust specific people for different information, and live more-balanced lives overall.

HEALTHY LIFESTYLES & MODERATE DRINKING

  • Maintaining a lifestyle full of healthy choices can be “broken down as 20 percent exercise and 80 percent diet,” with the key being a solid balance in the mixture. It also includes sustaining a weight-and-height-appropriate body mass index (BMI).
  • Research from FoodInsight states that over half (56%) of American consumers believe their health to be “excellent” or “very good.” Interestingly, research from the Mayo Clinic states that less than 3% of Americans actually live a “healthy lifestyle.” By their definition, that includes avoiding smoking, eating a nutritious diet, exercising for nearly two hours in total each week, and keeping one’s BMI within the healthy range.
  • Moderate drinking” includes an average of one drink a day for females and two drinks for males. Women are considered “heavy drinkers” when they consume more than eight drinks a week, while for men that number is nearly double at 15 drinks per week. This research focuses on those who are considered moderate drinkers who do not drink heavily.

PSYCHOGRAPHICS OF HEALTHY-LIFESTYLERS WHO ENJOY DRINKING

  • Possible characteristics of those who practice healthy lifestyle habits and who drink socially are detailed below.

MORE LIKELY TO ENJOY EXERCISING OUTSIDE THE GYM

  • In America, only about 16% of the population participates in exercise activities or sports on a daily basis. Combined, these activities only take about 19 minutes out of the average American’s day. Those who live healthier lifestyles are much more likely to among that 16% or to average higher daily activity percentages.
  • Approximately 65% of American women are intimidated about being judged at the gym, so they don’t use these facilities for exercise. Of the 35% who do go to the gym, aerobic-exercise classes, resistance training, and lifting weights are their common choices of activities.
  • Those in this demographic are more likely to be sports fans – whether watching, participating, or most likely, both. Alcohol beverage sponsorships of sports events are astronomical, as this group is among their biggest target audiences.
  • Among active hobbies that are most likely to be enjoyed by the widest range of demographic segments, and especially by those living healthy lifestyles, are dancing, gardening, and engaging in sports-related activities. Each of these has proven to have variable and multiple health benefits – both for the body and the mind.
  • Research into dancing has shown that it provides a mental escape for those who live stressful lives, and can also serve to improve a person’s cognitive flexibility (and keep brain-aging at bay longer). It improves balance and coordination, and provides cardiovascular and aerobic benefits.
  • Additionally, individuals in this demographic are more likely to appreciate the benefits of music – on both their physical and mental health states. Listening to music and/or dancing has been shown to increase immune system functionality, decrease stress and anxiety levels, and ease forms of depression. It has also been shown to improve brain and memory function and to provide the body with the same pleasurable responses that come from having sex.
  • Research has proven that those who garden regularly often live healthier, longer lives that are less stressful than the average person’s life. Those in this demographic, especially among those in the older segments, are likely to enjoy this hobby, as well.

MORE LIKELY TO PRACTICE SUSTAINABLE & MINDFUL EATING HABITS

  • With all the last decade’s worth of research on packing one’s diet with superfoods, those who prefer to live healthy are likely to include more of these in their everyday meals than others.
  • People who live healthier lifestyles often do so to avoid health problems as they age, like problems with their hearts, bones, or brains, as examples. They also do so to maintain energy levels that keep up with their active lifestyles, and to keep their weight at manageable levels.
  • These lifestylers are more likely to cut the intake of sugar from their diets in multiple ways, including drinking more water (over other beverages), cutting down or eliminating sugar-high foods and drinks, and not adding extra sugar to their foods before eating.
  • This demographic is more likely to follow a specific eating pattern that may or may not include intermittent fasting, or specific diet plans like Paleo, gluten-free, low-carb, or Mediterranean. Their motivations for doing so include losing weight, feeling better, increasing their energy levels, and protecting their health from potential/future health conditions. Of note, over half (52%) of Baby Boomers have tried and/or adopted new eating patterns “in an effort to protect [their] long-term health.”
  • As a whole, those in this group are more likely to prefer sustainable practices with their food production and purchasing, and to place importance on knowing the sourcing and other practices were humane and considerate of the Earth. This also is more likely to affect their choices of which restaurants to dine in, as well as to increase their focus on ensuring the foods they consume were not sprayed with heavy pesticides.
  • Individuals who firmly believe food sustainability practices are important, like those living healthy lifestyles do, are more likely to follow specific eating patterns, including one of the most extreme of these, veganism.

MORE LIKELY TO ENJOY OUT-OF-THE-ORDINARY BEVERAGES

  • The Craft Beer Market jumped 16% since 2012, while the general Beer Market declined by 1%. Those who drink socially, especially those in the younger segments of this demographic, are more likely to imbibe craft beverages.
  • Beers and beverages containing hemp and marijuana extracts have hit the legal pot markets in the US with a bang. Although health-conscious individuals are less likely to smoke marijuana, they may be inclined to drink CBD-infused beverages for the health benefits associated with the additive. The entire market for specialized premium liquors and beers is growing, as imbibers are spending more (for higher quality or originality) though they’re drinking less. (SOURCE 11)
  • The trend for NOLO (no alcohol/low alcohol) beverages that taste like alcoholic beverages is on the rise, as well. This growth is driven by a demand for beverage options with fewer calories but still offer that social-drinking-feel.
  • Those in the younger segments of this demographic (notably Millennials) prefer more creative flavors in their beverages, and “seek a more complex or unique flavor profile and authentic back story” in their choices.

MORE LIKELY TO TRUST SPECIFIC SOURCES FOR SPECIFIC INFORMATION

  • The older segments of this demographic are more likely to trust medical or health professionals, including doctors, nurses, dieticians, nutritionists, and wellness/health coaches, to provide them with health-related information or to advise them on health concerns (and any subsequent lifestyle changes that may go with those). In contrast, those in the younger segments of this demographic are more likely to trust technology-based sources, like apps, influencers, and TV-based information.
  • Individuals with lower BMI-indices (or healthier weights) are “more likely to listen to friends, personal healthcare professionals, and health coaches,” than those who are carrying higher BMI scores (and more weight).
  • Influencers – for health and alcoholic enjoyment options – hold strong sway over the opinions of the younger segments of this demographic.

MORE LIKELY TO TAKE A HOLISTIC APPROACH TO HEALTH & LIVE A BALANCED LIFE OVERALL

  • The younger segments of this demographic are more likely to prefer “living in the moment” over tradition, and want to experience all that life has to offer. Additionally, the more engaged people are in the activities in which they are currently involved, the higher their levels of happiness and satisfaction overall. People in this demographic are more likely to understand that – and enjoy each moment for itself.
  • For example, between 66 – 69% of social drinkers reported ordering an alcoholic beverage while dining out at a restaurant within the past month. Although they are more careful with their overall diet plans, these individuals understand the benefits that come from enjoyable activities in the moment.
  • Extensive research has shown that people who engage in leisure activities regularly, including things like exercising and interacting with friends, are happier overall in that these activities increase their levels of “happiness and joy”. This also extends to their work lives and increases in satisfaction there.
  • Helping others or spreading kindness and joy has been shown to “enhance mood and physical health”. Those in this demographic – who are most focused on being healthy overall – are more likely to be the types of people who engage in helping others.
  • Having pets has proven to be a strong way to reduce one’s overall stress and increase one’s activity levels. Those who are living healthier lifestyles are more likely to understand the myriad benefits for health and wellness that come from sharing their lives with beloved furry family members.
  • Those in this demographic are more likely to have knowledge on or be aware of the health benefits associated with alcohol consumption. They understand that moderation is the key to longevity and enjoyment of that time. They are more likely to know that red wine can help strengthen teeth and gums, as well as “fending off tooth decay and gum disease.” They may have read studies that show that moderate drinking can contribute to better cardiovascular health.
  • Since many prescription and over-the-counter medications are contra-indicated with alcohol, those in this demographic – because they do drink socially, are less likely to be taking any of these medications, or at least not be taking them regularly.

Active Lifestyle Drinkers: Demographics

Based on our findings on the demographic profile of active lifestyle drinkers in the US who drink socially on a regular basis, these individuals are predominantly men, ages 25-34, have an income of over $125,000, and have an advanced education degree.

ACTIVE-LIFESTYLE DRINKERS

  • Preliminary researches indicate that, “Millennials tend to be supremely health conscious and that they’re not drinking less.” They tend to drink more often in social situations and monitor their consumption carefully. Moreover, they are generally fussier about quality choices when they do drink.
  • Naples Illustrated’s discussion of a Nielsen report notes that “according to Nielsen, millennials [sic] only account for a quarter of U.S. adults over 21, yet they represent 35 percent of beer consumption and 32 percent of spirits consumption.”

DRINKING PREFERENCES OF ACTIVE-LIFESTYLE DRINKERS

HARD SELTZER

  • Healthy-alcohol‘ is a growing trend among US adults, states NPD. Large brands such as Mark Anthony Brands’ White Claw and Boston Beer Co’s Truly Spiked & Sparkling have launched alcoholic sparkling water, or hard seltzers, that are high in demand by this segment of consumers.
  • “According to sales data from Nielsen published by Brewhound, dollar sales of hard seltzer in the US hit US$257m for the year-to-date to 16 June 2018 compared to just $85m over the same period a year earlier.”
  • Hard seltzer is one of the major growing alcohol trends among health-conscious alcohol drinkers, as this is refreshing drink offers fewer calories than the alternatives.
  • Hard Seltzers are preferred by people who are trying to keep a better handle on their overall health, want to have a variety of flavors, are sensitive to the sugars in other drinks, or easily get hangovers.
  • The top hard seltzer brands in the US include White Claw, Truly Spiked & Sparkling Water, and SpikedSeltzer.
  • The demographic profiles of the primary consumers of the top brands of hard seltzer are very similar:

 Truly Spiked & Sparkling 

  • Age: 25-34, Race: Caucasian, Income: $125,000+, Education: Advanced Degree, Family: No kids

 Spiked Seltzer 

  • Age: 25-34, Race: Caucasian, Income: $125,000+, Education: Advanced Degree, Family: No kids

 White Claw 

  • Age: 25-34, Race: Caucasian, Income: $125,000+, Education: Advanced Degree, Family: No kids

CRAFT BEER

  • According to the survey jointly developed by Nielsen, The Harris Poll, and Brewbound, 80% of the people who drink craft beer describe themselves as being “health-conscious” and are interested in striking a balance between regular alcohol consumption and routine exercise.
  • The survey report states the following in an infographic summarizing their findings:
    • “78% of monthly craft beer drinkers believe it is important to read nutritional labels when buying food and beverages”
    • “73% consider alcohol to be a special treat or indulgence”
  • The report also found that “73 percent of drinkers between the ages of 21 and 34 would be more likely to participate in brewery-sponsored wellness initiatives.
  • “Looking into the lifestyle aims of the craft beer drinker, Nielsen determined that overall, craft beer drinkers are more likely than other drinkers to be interested in exercise, watching their weight and food consumption.”
  • According to the US Brewers Association survey discussing spending habits, “men are shelling out $66 and women spending $50 per month. They also found that more than 56% of Millennials said they drank an ice-cold craft beer more often and 91% said they prefer the taste of craft beer over big brands.
  • The top craft beer brands in the US include Sierra Nevada, Blue Moon, Stone, and others.
  • The demographic profiles of the primary consumers of these top brands of hard seltzer are very similar:

 Sierra Nevada 

  • Age: 25-34, Race: Asian, Income: $125,000+, Education: Advanced Degree, Family: No Kids

 Stone 

  • Age: 25-34, Race: Asian, Income: $125,000+, Education: Advanced Degree, Family: No Kids

 Blue Moon 

  • Age: 25-34, Race: Asian, Income: $125,000+, Education: Advanced Degree, Family: No Kids

DEMOGRAPHICS OF ACTIVE LIFESTYLE DRINKERS

  • Age: 25-34 years
  • Race: Asian and Caucasian
  • Income: Over $125,000+
  • Education: Advanced Degree
  • Family: No kids
  • Gender: Based on the spending habits highlighted by the US Brewers Association survey, it is assumed that a higher percentage of men would fall into the profile of active-lifestyle/health-conscious individuals that drink socially on a regular basis. Men also spend more per month than women, according to the same survey.

OTHER INFORMATION

TDM

LIST OF ALL PSYCHOLOGICAL THEORIES FOR BEHAVIORAL CHANGE APPLICABLE TO THE ONLINE/CONNECTED WORLDS

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