RESEARCH: UK women lead alcohol consumption rise
Alcohol intake amongst young female adults in the UK continues to rise and shows no signs of abating, according to a recent report. Research by independent market analyst Datamonitor, released today (22 April), predicts that alcohol consumption among young female adults in the UK will increase by almost 31% over the next five years, with per head consumption reaching 291 litres per young adult female in 2009.
This trend is not just limited to the UK, however, with Datamonitor's research showing that levels of alcohol consumption among young female adults aged between the legal age for consumption and 24) in France, Germany, Italy the Netherlands, Sweden and the US are also showing similar signs.
"Female Young Adults having more independence than previously, higher levels of disposable income and there is a growing acceptance for women to consume alcohol," comments Danielle Rebelo, consumer analyst at Datamonitor and author of the report.
Datamonitor's report reveals that young adult female consumption per capita has increased on average across Europe and the US from 110 litres in 1999 to 148 litres in 2004.
"The continued rise in female drinking has seen the introduction of feminine beverages such as Vodka Mudslide, Baileys Minis and Diet Lambrini and the feminisation of traditional male drinks," added Rebelo.
Young adults are going out more often than previously and midweek occasions are driving the market, the report notes. Consumers are looking to make the most of their leisure time and seek to go out during the working week to gain added experiences.
For women, socialising is primarily about conversation and interacting with the group, whereas for men socialising is driven more by a shared event or activity such as watching sport.
Despite the importance of sharing when socialising, groups of young adult women are much more likely to order a mixed round of drinks than a batch of identical drinks like men tend to.
"This greater individuality reflects a qualitative difference in women's and men's attitudes to going out to drink and also in the drinks offered as women have a greater variety of drinks that are socially acceptable than men do," concluded Rebelo.
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