October 4th, 2023, Janice Fernandes
In the dynamic world of alcohol brands and evolving consumer preferences, what are the driving forces behind purchase choices? And how do products associated with celebrities fare in this landscape?
When it comes to the preferences of consumers who frequently purchase alcohol in the United States and Great Britain, several factors play a role in influencing their choice of brand. Data shows that taste and flavor are paramount in both regions (87% in US and 84% in GB). Price is also a significant consideration, with around three-quarters of consumers in both markets (73% US; 76% GB) taking it into account.
US consumers are significantly more likely to be influenced by brand reputation as compared to Britons (45% vs. 33%). They are also more likely to be influenced by recommendations from friends and family (37% US vs. 29% GB).
Packaging and label design sways the purchase decisions of 20% of US and 15% of GB respondents. Advertising appears to have a relatively limited impact – at least consciously, affecting 9% of US consumers and only 2% of Britons.
Interestingly, data suggests celebrity promotion or ownership of a brand has a low impact, with US adults more likely to be influenced (7%) in comparison to just around 1% of Britons.
Roughly a third of US adults (33%) and around one in eight Britons (13%) who often purchase alcohol have at least once bought a brand because it was promoted or owned by a celebrity. Among these consumers several noteworthy trends and distinctions emerge.
A common thread between the two markets is the impact of the consumer's liking for the celebrity endorsing the brand. In both US and GB, a substantial proportion of consumers (59% in US and 53% in GB) indicate that their positive feelings towards the celebrity play a pivotal role in influencing their decision to consider purchasing the product. This shared inclination highlights the possible universal appeal of celebrities in marketing campaigns.
However, differences become apparent in other aspects influencing consumer choices. Notably, the overall message or story conveyed in the advertisement is a significant influencing factor in the US (45%), while fewer than a quarter of Britons (23%) share the same sentiment.
The celebrity's expertise or involvement in the production process (40% US vs. 25% GB) and the celebrity's popularity and fame indicate to hold more sway in the US (35%) than in Britain (12%).
The limited impact of advertising and celebrity promotion underscores the influencing factors of consumer decision-making. However, among the small share of consumers, positive feelings toward celebrities appear to be a shared influencer, highlighting the universal appeal of celebrity endorsements in both markets.
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Methodology
United States
YouGov polled 1,750 US consumers on September 18, 2023. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, education level, region, and social grade. Results are nationally representative of adults in the United States. Learn more about YouGov Surveys: Self-serve.
Great Britain
YouGov polled 2,000 British consumers on September 14, 2023. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, education level, region, and social grade. Results are nationally representative of adults in Great Britain. Learn more about YouGov Surveys: Self-serve.
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