Formats to fit around the customers’ baskets
CONSUMERS will be looking at how they can save some cash across every category for the foreseeable future.
Craft beers will be included in this and while some consumers may consider trading down to cheaper alternatives, brand loyalty will still remain an important factor, according to BrewDog. 
Aiming to cater to those looking to stick to the same brand without breaking the bank, Miriam Thompson, off-trade category marketing executive at BrewDog, said retailers should consider format sizes.
She said: “In order to maintain their brand loyalty, what we can expect to see is shoppers looking for alternative, more cost-effective formats.
“In the long-term where shoppers are looking for value, larger pack sizes and formats, for example six-10 packs, can be a key way to appeal to shoppers that are feeling the strain, often delivering more value for money than smaller packs or single cans.”
However, retailers should also consider a consumer’s basket spend, according to Thompson, who pointed out that smaller, lower-priced formats could encourage customers to pick up from the category.
She said: “In the short-term, if a shopper is trying to reduce their basket spend and only has £10 left in their budget, a larger multipack of beer that exceeds £10 could be regarded as a big-ticket item they can’t afford in that shop on the day. 
“So, alternatively they will stay loyal to the brand, but trade down to a smaller pack, albeit a higher price per litre.”
