Consumer Attitudes to Drinking - UK - August 2010

About this report

* Despite alcohol consumption being in decline since 2004, almost half of consumers are drinking alcohol ‘once a week’ or ‘at least twice per week or more’, demonstrating how ingrained drinking alcohol is as part of British culture.
* As consumers are going out less often but spending more when they do, the on-trade needs to exploit the experiential nature of pub visiting. With almost half of consumers enjoying trying new drinks, particularly those aged 18-24, the industry needs to encourage up-selling through bartender knowledge and recommendation wherever possible.
* The off-trade has prospered as consumers have shifted to drinking at home more often, with wine and sprits the big winners. One way that retailers can differentiate themselves is by making improvements in guidance e.g. Tesco and Asda’s electronic wine advisers help to inspire confidence and experimentation.
* Almost seven in ten consumers state that they do not like the feeling of losing control when drunk, which suggests that a more moderate and mature attitude to drinking is starting to emerge, which should provide opportuinities for manufacturers of lower alcohol drinks.
* Beer continues to be the biggest category by volumes, although this is declining. The introduction of a tiered system in terms of strength in the lager market has helped revitalised the sector.
* Consumers’ are expanding their drinking repertoires, especially those aged 25-34. Cider is now drunk by almost two fifths of all adults and young male drinkers’ quest for more complex tasting ales, stouts and world beers is driving growth in these markets

Table of contents

Issues in the Market
Key themes
Definition
Market in Brief
Drinking declining but still popular
Binge drinking remains a problem
Recession hurts the on-trade
Switching to in-home drinking
Catering to changing tastes
Innovation driving interest
Internal Market Environment
Key points
Drinking in long-term decline
Figure 1: Trends in drinking habits, 2002-09
In-home drinking benefiting but also feeling the pinch
Figure 2: UK household expenditure on in-home alcoholic drinks, by sector, at constant 2005 prices, 2005-09
Wine and spirits benefit from switch to in-home drinking
Figure 3: Volume sales of alcoholic drinks, by type, 2004-09
Soft drinks present opportunity for the on-trade
Older drinking more often, younger more at once
Figure 4: Adults who drink two or three times a week, 2009 and average units per session, by age, February 2009
The wealthier and employed drink more often
Broader Market Environment
Key points
Outlook for 2010 remains tough
Figure 5: Consumer expenditure and savings, at constant 2010 prices, 2005-15
Duty rises continue
Legislation
Hopes for rising ABC1s
Figure 6: Forecast adult population trends, by socio-economic group, 2005-15
Generation Y to dominate
Figure 7: Trends in the age structure of the UK population, 2005-15
Strengths and Weaknesses
Strengths
Weaknesses
Consumer Usage – What People Drink and How Often
Key points
Targeting consumers
Seasonal drinks
Figure 9: Types of alcohol drunk over past 12 months, June 2010
Appealing to the young
Figure 10: Types of alcohol drunk in the last 12 months – 18-24-year-olds, June 2010
Potential of standard premium variants
What are people drinking?
Wine and beer split for women and men
Figure 11: Types of alcohol drunk over past 12 months, by gender, June 2010
Cider popularity continues
White spirits appealing to all socio-economic groups
How often consumers drink
Figure 12: Frequency of drinking alcohol, June 2010
Drinking more at home
Figure 13: Frequency of drinking alcohol, by age, June 2010
Gender split on frequency
Figure 14: Frequency of drinking alcohol, by gender, June 2010
Employment plays a part
Factors Influencing Drinking Habits
Key points
The relaxing properties of alcohol are the question
Figure 15: Reasons for drinking alcohol (either in or out of home) in the last 12 months, June 2010
Social creatures
Celebrate good times
Bingers
Figure 16: Reasons for drinking alcohol (either in or out of home) in the last 12 months, by age and household income, June 2010
Creatures of habit
Adventurous youth
Figure 17: Types of alcohol not currently drunk, but would consider drinking in future, July 2009
Consumers’ Drinking Behaviour
Key points
Drinks repertoire expanding
Figure 22: Brand repertoire of alcoholic drinks, 2005-09
Younger drinkers are more adventurous
Figure 23: Any agree with statements on drinking alcohol, by age, June 2010
Social beings
Figure 24: Net difference* between any agree statements on drinking alcohol, by gender, June 2010
Men share the cost
Women prefer to share, with friends or partners
Appendix – Market in Brief
Figure 28: Consumer switching behaviour between drinking at home and drinking out of home, April 2009
Appendix – Internal Market Environment
Figure 29: Drunk any alcohol in the last 12 months, by demographics, 2002-06
Figure 30: Drunk any alcohol in the last 12 months, by demographics, 2002-09
Appendix – Consumer Usage
Figure 31: Drunk cider in the last 12 months, by demographics, 2002-09
Figure 32: Drunk white spirits in the last 12 months^, by demographics, 2002-09
Figure 33: Frequency of drinking alcohol, by demographics, June 2010
Appendix – Consumer – Drinking Behaviour
Figure 42: Frequency of drinking alcohol, by statements on drinking alcohol, June 2010
Figure 43: Statements on drinking alcohol, by demographics, June 2010
Figure 44: Brand repertoire of alcoholic drinks, by age, 2009
Figure 45: Types of alcohol drunk in the last 12 months, by statements on drinking alcohol, June 2010

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By sector: Consumer (in Trends), General drinks

By market: United Kingdom (in Europe)