WHAT WOMEN WANT IN A FESTIVAL: LUXURY, ELEGANCE, COMFORT, WET WIPES… AND

20 June 2011

Time was when a muddy tent, a pair of Doc Martens and a bottle of Asti
Spumante was all a girl needed to have a good time at a summer festival.

But a new survey by Alpro soya to mark the start of its Breakfest summer
festival sampling campaign – which kicks off this week to coincide with
the start of Glastonbury – shows how times have changed.

Posh accommodation such as glamping is on the rise, with almost one third
(30%) of festival-going ladies who were surveyed ahead of this year’s
season of outdoor concerts, insisting they definitely won’t be camping in
the conventional way at their favourite festival this summer. While half
will be packing a mirror, one out of 10 will be taking their curling tongs,
hair straighteners and/or a hair dryer, and one in 20 will even be taking
scented candles for some home-from-home relaxation in posh alternative
accommodation.

The nationwide survey of more than 1,000 women predominantly under the age
of 44, all of whom will all be attending festivals including Glastonbury,
Reading and Bestival, found that many will be opting to ‘glamp’ this
summer in posh pre-erected tents with comfy beds, while camper vans and
caravans will also be getting the nod ahead of a night’s sleep on the
ground. Cottage rentals and hotel bookings also look set to soar as the
fairer sex aim to get a good night’s sleep before a day of hard partying.

And it’s not just the bands that they will be there for, either. More than
one out of 10 of those surveyed said they had chosen the festival they were
going to because of its good environmental record, while a similar number
said it was cultural elements to the entertainment – such as ballet and
opera – that had got their vote.

TV presenter Emma Willis, who is fronting the Alpro Breakfest campaign,
said: “Our findings show that many women now expect to enjoy the finer
things in life while still letting their hair down and having fun at
festivals. And who can blame them!

“I, too, would much rather opt for the ‘glamping’ option and enjoy a
little luxury and culture, as well as making sure I also see my favourite
bands.”

Meanwhile, the survey shows that many health conscious women will be giving
take-away food the elbow this summer. It’s out with the rough, greasy
fry-ups and in with the smoothies: when surveyed, female Brits prefer a
healthier start to their festival day: the top two favourite festival
breakfasts included, fruit smoothies (44%) and cereal or cereal bars (43%).

However, the vast majority admitted they are likely to miss breakfast –
often said to be the most important meal of the day – as they expect to
nurse hangovers. Half of those quizzed said they expected to finally getting
round to eat by mid-morning or lunchtime as they began to feel a little
better from the excesses of the day and night before.

“Being healthy and happy is all about getting the right balance, so
although I love the odd bacon buttie for breakfast I would usually choose a
lighter option such as a fruit smoothie to start the day,” added Emma.

Indeed, despite plumping for luxury and better-for-you food, many openly
admitted they planned to let their hair down and drink far more than the 2-3
units of recommended daily alcohol consumption for women. More than seven
out of 10 said they planned to drink up to 10 units per day over the course
of a typical three-day festival – equivalent to one bottle of wine –
while a staggering one in five said they expected to drink at least 21 units
of alcohol daily, equivalent to two bottles of wine or 20 bottles of
alcopop.

Alpro soya will have a big presence across some of the UK’s best festivals
this summer, offering complimentary healthy smoothies, breakfasts and
snacks, to keep festival-goers lighter all round with its plant goodness.

You can also read the full release at the www.responsesource.com website:
http://www.responsesource.com/releases/rel_display.php?relid=65456[additional media available online]