Out with mobile and in with gin

The ONS has revealed its annual shopping basket for 2017, noting growing consumer trends in the realm of conscious eating, cycling and gin.

Non-dairy milks made from soya and almond have made it into the basket for the first time, reflecting the rise in popularity of veganism and dairy-free diets. The cycle helmet made its comeback after a 12-year absence following significant increase in the popularity of cycling, most likely due to sporting successes by British cyclists in 2016.

Gin returns to the basket with a bang, thanks to the recent boom in popularity of crafted drinks and an increase in the number of small distilleries around the UK. A growing thirst for the spirit led to the sale of around 40m bottles in 2016, as well as the opening of 100 new distilleries in the past 2 years alone. Classic gin brands have also been revelling in the consumer’s newfound love of the spirit, with many established names reinstating their products through revitalised marketing campaigns. This was certainly the case when we redesigned the global brand platform for No.3 Gin, created by Berry Bros & Rudd, which positioned No.3 as the most preferred premium gin for both consumers and bar tenders alike.

Flavoured water has been added to this year’s basket under the umbrella of mineral waters, soft drinks and juices – acknowledging the rising trend of alleviating the ‘boring’ experience of drinking plain water with a more flavoursome alternative. This is good news for our vitamin water brand, Get More Vitamin Drinks, who have experienced dramatic growth since their launch in Summer 2013. By offering the right product, to the right audience at the right time, Get More Vitamin Drinks are expected to top £5m in sales this year.

Despite recent media attention regarding back-to-basic technology, feature phones have been removed from the basket for the first time. The number of models available and expenditure are falling rapidly as consumers continue to make the switch to smartphones. Alcatel mobile has thrived in this technological climate, having secured number 3 in the UK for smartphone sales by offering an affordable option to consumers who desire all the features of a smartphone without the expensive price tag.