Diageo has released its findings on the issues that matter to consumers in the second edition of the group’s annual ‘Distilled’ report.
The research, the inaugural version of which was unveiled a year ago, builds on the five trends – ‘neo-hedonism’, ‘conscious wellbeing’, ‘expanding reality’, ‘collective belonging’ and ‘betterment brands’ – that Diageo initially identified. Both reports utilise the brand owner’s patented ‘Foresight System’ that has been created in partnership with data and insight companies Share Creative and Kantar.
The five areas have been investigated further to reveal consumer priorities such as a preference for “alternative social spaces” for meeting friends, a move away from “high intensity” consumption occasions and increased interaction with AI for day-to-day transactions. Also front of mind for today’s drinkers are the intensification of smaller social groupings “to talk about the things they really care about” and an appreciation of localism on a provenance basis.
“Through our Diageo Foresight System, we identified a wide-ranging representation of global consumer trends, with five key macrotrends that we saw shaping global consumer behaviour,” said group CMO Cristina Diezhandino. “For Distilled 2025, our aim has been to dig deeper and gain richer foresights. In the last 12 months, we have analysed over 160m social media and online conversations across all our markets, enabling us to look more deeply at the macro-trends.”
The full report is available to view here.
In its full-year results for fiscal 2024 – to the end of June – Diageo’s sales came in flat (-0.6%) on the prior 12-month period. The group is scheduled to release the figures for the first half of its current financial year on 4 February.
