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COMMENT: Consumption - young adults fuel on-trade

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Going out occasions are the fastest growing alcoholic drinks occasion among young adults (consumers from the legal drinking age to 24 years).

In Europe and the US together, the number of going out occasions is forecast to grow by 13% and 19.5% respectively over the next five years. The rise in mid-week drinking is driving the number of alcoholic drinking occasions in Europe and the US since these are growing faster than the number of weekend drinking occasions.

The rising number of students with the ability to go out during the week and the growing desire among young adults to maximise their leisure time have all contributed to this trend.

Source: Datamonitor, "New Trends in Young Adults' Alcoholic Drinking Occasions" (DMCM2365)

To see more information about this new report, click here.


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