The purpose of this paper is to report on a study that examines the sale and provision of healthy beverages across four sectors of the hospitality industry: restaurants, cafes, pubs and quick-service/takeaways. Specifically, the research investigates perceptions of demand for healthy products, challenges to distribution and strategies for increasing supply. In addition, business managers’ attitudes and behaviours with regard to offering healthy beverages, including probiotic beverages (i.e. kombucha, kefir, etc.), are explored, as these are among the fastest growing drinks category.
Data were collected in 2018 through 400 telephone interviews with hospitality business managers from Australia (n=250) and New Zealand (n=150). Data were analysed through SPSS and Stata using descriptive statistics and Probit regression, with a binary outcome variable of “sell/ do not sell” probiotics to consumers.
Results suggest that the business’ decision to sell healthy beverages is influenced by perceptions of consumer demand, profit margins, shelf life of the products and if locally produced.
The findings from this exploratory study present new insights on how hospitality firms respond to consumer demand for healthy options, and the factors influencing their decision to incorporate healthier beverages in their menus.
