Diageo identifies 2025 socialising trends in new global report

Rhea-AI Summary

Diageo has released its annual global trends report, Distilled 2025, analyzing over 160 million online conversations to predict consumer socializing behaviors. The report identifies key trends including 'zebra striping' (alternating between alcoholic and non-alcoholic drinks), with a 79% increase in discussions about 'decelerated occasions' and 37% rise in self-love celebrations.

The analysis reveals an 83% year-over-year increase in conversations about unique products and experiences, alongside a 42% rise in discussions about alternative social spaces. AI integration shows significant growth, with conversations up 83% worldwide, particularly in Europe (96%) and North America (91%). Community connections are also trending, with a 121% global surge in discussions about connecting passionate fandoms.

The report is powered by Diageo's Foresight System, a proprietary AI-driven tool developed with Share Creative and Kantar, supporting the company's Consumer Choice Framework.

Positive

• Development of proprietary AI-driven analysis tool for consumer insights
• Identification of emerging consumer trends that could drive product development
• Strong growth in consumer engagement across multiple categories

Negative

• Increasing consumer preference for non-alcoholic alternatives could impact traditional alcohol sales
• Shift towards 'zebra striping' might reduce overall alcohol consumption

Insights

Market Research Analyst

This report reveals critical shifts in consumer behavior that could impact Diageo's future revenue streams and market positioning. The identified trend of 'zebra striping' - alternating between alcoholic and non-alcoholic drinks - signals a potential restructuring of the beverage market. With a 79% year-over-year growth in discussions around "decelerated occasions," this could drive increased demand for Diageo's non-alcoholic portfolio while potentially affecting traditional spirits sales.

The 83% increase in conversations about unique experiences and products suggests a strategic opportunity for premium and -edition offerings, which typically command higher margins. This aligns with the premiumization strategy many spirits companies are pursuing. The 121% surge in discussions about connecting passionate fandoms represents a valuable opportunity for community-based marketing and brand loyalty programs.

The integration of AI in consumer decision-making, with 83% growth in related conversations worldwide, indicates a need for Diageo to adapt its digital strategy and potentially develop AI-driven personalization in its marketing and consumer engagement approaches.

Consumer Behavior Expert

The evolving social consumption patterns highlighted in this report suggest a fundamental shift in how consumers approach drinking occasions. The emergence of 'zebra striping' reflects a broader wellness movement that's reshaping the beverage industry. This behavioral trend, combined with the 37% increase in 'self-love' discussions, indicates a more mindful approach to alcohol consumption that could reshape product development strategies.

The 42% increase in conversations about alternative social spaces presents both opportunities and challenges. These new venues could create novel consumption occasions but might also disrupt traditional on-premise sales channels. The focus on unique, memorable experiences suggests consumers are becoming more selective about their social occasions, potentially favoring quality over quantity in their beverage choices.

• Distilled 2025 uses AI-driven analysis to offer foresights into trends shaping consumer behaviour in 2025, including the rise of consumers alternating between alcoholic and non-alcoholic drinks ('zebra striping'), exploring 'one night only' experiences and integrating AI further into their daily lives.
• The report's findings are not siloed to the alcohol industry, supporting brands in any region or sector.

LONDON, Jan. 8, 2025 /PRNewswire/ -- Diageo, maker of Johnnie Walker, Don Julio Tequila and Guinness, has today unveiled its annual global trends report which reveals how and why consumers will socialise over the next year. Based on AI analysis of over 160 million online conversations across the world, Distilled 2025 offers detailed insights into what is driving discussions globally and the current trends shaping consumer decision-making.

This year's edition builds on the success of the inaugural Distilled report. In its first version, the study uncovered and classified five key global consumer trends: Neo-Hedonism, Conscious Wellbeing, Expanding Reality, Collective Belonging and Betterment Brands. In this year's report, Diageo has explored how these five macro trends have evolved over the past 12 months^[1] and used them to offer new foresights into trends likely to shape consumer behaviour this year.

The report identifies that in 2025 we will see a further rise in consumers:

• Practicing moderate drinking by 'zebra striping' - the behaviour of alternating between alcoholic and non-alcoholic beverages during a single social occasion. This reflects the broader rise the report uncovered in online conversations around self-care, wellness and slower social interactions: a 79% year-on-year growth in discussions around "decelerated occasions" (one of the largest increases identified) and a 37% rise in discussions around 'celebrating self-love'.
  
  
• Spending more time and money on single unique products or experiences – or making the most of 'one night only' to create once in a lifetime memories. The report found that conversations about making the most of unique products and events have risen 83% year-on-year (5.6m conversations) alongside a 42% increase in consumers talking about alternative social spaces such as virtual reality gaming lounges, hybrid physical-digital venues or pop-up bars – all offering new ways for people to connect and socialise.
  
  
• Integrating AI into their daily lives. Conversations around AI-enabled relationships are up across every region globally – 83% worldwide with the largest growth in Europe (96%) and North America (91%).^[2] The report explores how as AI evolves, it will likely become a more trusted aid in navigating daily choices and how this is already being seen through everyday consumer applications from banking digital assistants to fitness apps with personalised training plans and real-time health insights, transforming the relationship between consumers and brands as a result.
  
  
• Seeking deeper connections in online and offline communities. The report shows a 121% surge globally in discussions about connecting passionate fandoms – over 32m conversations and the highest conversation increase identified. Markets such as LAC and North America saw an increase of 135% and 126% respectively.

Cristina Diezhandino, Chief Marketing Officer at Diageo, commented: "Distilled 2025 delves into the biggest trends shaping socialising this year - from the rise of the 'zebra striping' phenomenon to people worldwide wanting to spend their well-earned money on one incredible experience. People socialising goes back thousands of years and by tracking how it evolves, it helps us, and our brands, to stay deeply connected with our consumers."

Distilled 2025 is a key component of Diageo's Consumer Choice Framework, a methodology that helps deepen the company's understanding of consumer motivations and ultimately shape the future of socialising by tracking long-term trends. The report is powered by Diageo's Foresight System^TM - a proprietary AI-driven listening tool developed in partnership with data and insight partners Share Creative and Kantar. It combines in-depth quantitative analysis of conversations from an array of online sources including social media platforms, forums and digital media with expert foresights to provide a nuanced understanding of emerging cultural signals and consumer expressions.

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray, and Guinness.

Diageo is a global company, and our products are sold in more than 180 countries around the world.

The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.

Celebrating life, every day, everywhere.

^[1] The data presented in the report tracks conversations between July 2022 and 2024. Any percentage growth rates referenced reflect an increase in conversations between the periods of July 2022 and June 2023 and July 2023 and June 2024.

^[2] Regions covered are Europe, Africa, Asia-Pacific, Latin America and Caribbean (LAC) and North America.

View original content:https://www.prnewswire.com/news-releases/diageo-identifies-2025-socialising-trends-in-new-global-report-302346090.html

SOURCE Diageo

FAQ

What is zebra striping and how might it affect DEO's alcohol sales in 2025?

Zebra striping is the consumer behavior of alternating between alcoholic and non-alcoholic beverages during social occasions. This trend could impact DEO's traditional alcohol sales but also presents opportunities in the non-alcoholic beverage market.

How much has AI-related consumer engagement grown for DEO's markets in 2025?

AI-related consumer engagement has grown 83% worldwide, with particularly strong growth in Europe (96%) and North America (91%).

What percentage increase did DEO report in discussions about decelerated occasions?

DEO reported a 79% year-on-year growth in discussions around 'decelerated occasions,' reflecting a trend toward slower social interactions.

How much growth did DEO observe in conversations about unique products and experiences?

DEO observed an 83% year-over-year increase in conversations about unique products and experiences, representing 5.6 million conversations.

What is the percentage increase in community connection discussions according to DEO's 2025 report?

The report shows a 121% surge globally in discussions about connecting passionate fandoms, with Latin America and North America seeing increases of 135% and 126% respectively.