LSN : Daily Signals : Asahi targets 50% sales share for no- and low-alcohol drinks

Gaggl brings nostalgic tv programmes to Gen Z via content creator streams

Gaggl, US

US – Launched in April 2024, Gaggl is a new platform that licenses and distributes tv shows to content creators for communal viewing on social media. Led by former Twitch and tv executives, Gaggl introduces proprietary interactive formats, transforming traditional television into a dynamic, two-way experience tailored to the behaviours of the 16–34 demographic.

With the linear tv audience rapidly ageing, Gaggl seeks to counter the decline in Gen Z viewership by delivering tv content to platforms frequented by young people, presented by trusted social media personalities. This also provides new revenue streams for content owners and creators alike.

Fremantle US is the inaugural content partner and is bringing classic game shows such as The Price Is Right: The Barker Era to a cadre of Twitch creators, including Khleo Thomas, Alixxa, PeterPark, AnEternalEnigma and Bridget Case.

On screen, users can interact with their favourite creator as they watch and react live to entire old episodes of Bob Barker’s signature tv show (he hosted the programme from 1972 to 2007). Initial results are promising, with engagement rates averaging 4.5 times higher than regular content and extended viewing times of up to 45 minutes per viewer, according to Gaggl.

‘Gen Z expect their entertainment to be interactive, real-time, collective experiences,’ said co-founder Adam Harris. ‘The creators they watch represent the values, identity and interests of this demographic.’

For more insights on Gen Z consumer behaviours, head to our Gen Z Now and Next: From Vision to Contradiction macrotrend report.

Strategic opportunity

Encourage user-generated content creation by providing tools and incentives for viewers to contribute their own reactions, commentary or fan art during live-streams. This will foster a sense of community and ownership among users

Technogym exhibition marks 40 years of innovation at Milan Design Week

Design to Move by Technogym, Milan

Italy – Technogym, the gym equipment and home fitness brand, commemorated four decades of innovation with a showcase at Milan Design Week 2024. Entitled Design to Move, the exhibition featured 40 distinct interpretations of the signature Technogym Bench by renowned designers and artists from around the globe.

Nerio Alessandri, founder and CEO of Technogym, said in a statement: ‘Design has always been a key element of our journey, a strong ally to turn functional into emotional and needs into aspiration.’

Curated by Bruna Roccasalva and visually planned by acclaimed designer Giulio Cappellini, the exhibition explores the symbiotic relationship between design, style and wellness. From Patricia Urquiola to Rolf Sachs, each designer brings a unique perspective to re-imagine the exercise bench, blurring the lines between art and functionality.

The special-edition benches, including designs by Antonio Citterio and Kelly Hoppen, will be available for purchase post-exhibition – with select pieces auctioned through Sotheby’s. All proceeds will support UNICEF, echoing Technogym’s commitment to global wellbeing.

Keep an eye on our Global Events section to read our upcoming Milan Design Week 2024 analysis.

Strategic opportunity

Consider creating immersive brand experiences through exhibitions and showcases to engage customers on a deeper level and strengthen brand loyalty

Asahi targets 50% sales share for no- and low-alcohol drinks

US – Asahi, the Japanese brewer known for brands including Asahi Super Dry, Peroni Nastro Azzurro and Pilsner Urquell, is planning for a continued decline in alcohol consumption.

Asahi CEO Atsushi Katsuki told The Financial Times that the company is targeting an increase in beverages with 3.5% alcohol or less from about 10% of its product mix in 2023 to 20% by 2030. The company also expects zero- and low-alcohol beverages to comprise half of the company’s sales by as early as 2040.

To meet these targets, Asahi plans to expand its line of alcohol-free beverages through investments in start-ups, particularly focusing on the US market.

The zero- and low-alcohol beverage market has seen rapid innovation in recent years – a trend we explore in our No-lo Taste Lifts report. This broadening of the alternative beverage market has even led to Sober Bars, creating opportunities across hospitality too.

Sippers, UK

Strategic opportunity

As the non-alcoholic drinks market continues to grow, the travel and hospitality industry should consider how to seamlessly implement these drinks into all menus by offering pairing notes, seasonal variations and unique glassware

Stat: Eating forage fish could reduce deaths and mitigate climate change

Landless Food by Malu Lücking, Embassy of Food, Dutch Design Week, The Netherlands

Global – A recent study using data from more than 130 countries published in BMJ Global Health has found that changing from red meat to forage fish such as herring, sardines and anchovies could save between 500,000 and 750,000 lives a year. The change could also help tackle the climate crisis, and reduce diet-related diseases and deaths by 2050, primarily by lowering the incidence of coronary heart disease.

Evidence suggests that consuming red meat is associated with a higher risk of disease in humans and poses significant harm to the environment. Conversely, forage fish has high nutritional value, is environmentally friendly and is the most abundant fish species in the world’s oceans.

The researchers stated: ‘This study points to the need for fish-based food policy guidelines and nutrition-sensitive policies to pay more attention to the composition of future fish intake and to promote forage fish consumption.’

For more on innovations in the food and drink sector, read our Adaptive Appetites macrotrend report.

Strategic opportunity

Food and hospitality specialists should consider alternative food products that highlight their environment-friendly values while catering for the preferences of health-conscious consumers