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Alcohol Consumption at Home - US - July 2012

With total U.S. sales of nearly $86.3 billion in 2011, the market for alcoholic beverages for off-premise consumption has recorded relatively steady growth during the past five years, increasing 5.1% in 2011 compared to 2010’s $82 billion, a 3.2% increase from 2009.

In addition, the market for cocktail mixes recorded sales of $491 million in 2011, down 0.8% from 2010. With expectations that home cocktail parties will continue to be a popular off-premise alcohol consumption occasion, Mintel forecasts this market will increase to $495 million in 2012, the level of sales it recorded in 2010.

In this report, Mintel presents sales trends of the off-premise alcoholic beverage market as well as by type of alcohol to provide context for trends in alcohol consumption at home. The heart of the report is Mintel’s exclusive consumer research and analysis including:

  • Comparisons of alcohol consumption at home versus consumption away from home
  • Exploration of alcohol consumption at home by type of drink and frequency of consumption
  • Shifts in alcohol consumption at home, as well as occasion-based motivators for use and other factors that influence purchase (i.e. health)
  • Key issues, such as obesity and health concerns, that are changing consumer alcohol consumption habits and how the industry can respond
  • Whether on-premise efforts to attract consumers to drink away from home are proving effective and how off-premise marketers can counter such efforts with promotions centered on at-home occasions for alcohol consumption
  • The slow economy’s impact on consumers, and, in turn, alcohol use and market sales
  • A look at innovation in alcoholic beverages by number of new products for each type of alcohol, as well as identifying trends among the most widely used claims as they differentiate by type of alcohol

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: U.S. Total retail sales and forecast of market, at current prices, 2006-16
                        • Forecast
                          • Figure 2: U.S. Total sales and fan chart forecast of market, at current prices, 2006-16
                        • Market factors
                          • Figure 3: Reasons for drinking fewer alcoholic beverages at home, March 2012
                          • Figure 4: Reasons for drinking fewer alcoholic beverages at home, by gender, March 2012
                          • Figure 5: Changes in liquor consumption at home, by type, March 2012
                          • Figure 6: Top five alcohol new product claims, 2012*
                        • The consumer
                          • Figure 7: consumption of alcoholic beverages, monthly means, by gender, March 2012
                          • Figure 8: Attitudes toward drinking at home, March 2012
                          • Figure 9: Occasions for drinking alcoholic beverages at home, March 2012
                          • Figure 10: Alcohol consumption preferences, by race and Hispanic origin, April-November 2011
                          • Figure 11: Share of alcoholic beverage sales for at-home consumption, by channel, 2012
                        • What we think
                        • Issues in the Market

                            • How can alcoholic beverage makers and marketers respond to consumer health and obesity concerns?
                              • How can alcoholic beverage makers and retailers combat on-premise operators’ efforts to lure back drinkers?
                                • Are alcoholic beverage marketers missing opportunities to increase at-home consumption?
                                  • How can alcoholic beverage makers and retailers encourage at-home experimentation?
                                  • Insights and Opportunities

                                    • Consumers drink less at home, but enjoy it more
                                      • The health challenge, face it…or not
                                        • Also, there’s still the economy
                                          • Connect with Millennials through c-store promotions
                                          • Inspire Insights

                                              • Premiumization and Indulgence
                                                • The real thing
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Population numbers tell the story
                                                      • The wine-spirits tug-of-war is tilting in wine’s favor
                                                        • Figure 12: Total U.S. retail sales and forecast of market, at current prices, 2006-16
                                                        • Figure 13: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2006-16
                                                        • Figure 14: Total U.S. sales and fan chart forecast of market, at current prices, 2006-16
                                                      • Walmart sales
                                                      • Market Drivers

                                                        • Key points
                                                          • A shaky economy is leaving consumers uncertain
                                                            • Figure 15: Thomson Reuters/University of Michigan Consumer Sentiment Index
                                                            • Figure 16: Reasons for drinking fewer alcoholic beverages at home, March 2012
                                                            • Figure 17: Reasons for drinking fewer alcoholic beverages at home, by gender, March 2012
                                                            • Figure 18: Reasons for drinking fewer alcoholic beverages at home, by age, March 2012
                                                          • Health issues are impacting consumption
                                                            • Population shifts present opportunities and challenges
                                                              • Figure 19: Incidence of alcoholic beverage consumption at home or outside the home, March 2012
                                                              • Figure 20: Incidence of home consumption, by age, March 2012
                                                              • Figure 21: Population, by generation, 2011
                                                              • Figure 22: Attitudes toward drinking at home, by age, March 2012
                                                              • Figure 23: Occasions that motivate alcoholic beverage purchases, by age, March 2012
                                                          • Competitive Context

                                                            • The on-premise challenge
                                                              • Figure 24: Adjusted foodservice and drinking place sales, January 2008-January 2012
                                                          • Segment Performance

                                                            • Key points
                                                              • A smaller decline in consumption than in 2010
                                                                • Figure 25: Changes in liquor consumption at home, by type, March 2012
                                                                • Figure 26: Total U.S. retail sales of alcoholic beverages, segmented, by type, 2010 and 2011
                                                            • Segment Performance—Beer

                                                              • Key points
                                                                • Sales forecast positive for beer
                                                                  • Figure 27: Total U.S. sales and forecast of beer, at current prices, 2006-16
                                                                  • Figure 28: Alcoholic beverage consumption at home preferences, by gender, March 2012
                                                              • Segment Performance—Wine

                                                                • Key points
                                                                  • Wine will pass spirits in dollar sales
                                                                    • Sales and forecast of wine
                                                                      • Figure 29: Total U.S. sales and forecast of wine, at current prices, 2006-16
                                                                    • Hispanics: a tempting target for wine sales
                                                                      • Figure 30: Alcoholic beverage consumption at home preferences, Hispanic and non-Hispanic, March 2012
                                                                  • Segment Performance—Spirits

                                                                    • Key points
                                                                      • Sales and forecast of spirits
                                                                        • Figure 31: Total U.S. retail sales and forecast of spirits, at current prices, 2006-16
                                                                        • Figure 32: Occasions that motivate alcoholic beverage purchases, by age, March 2012
                                                                        • Figure 33: Total U.S. retail sales of cocktail mixes
                                                                    • Retail Channels

                                                                      • Key points
                                                                        • Sales of market, by channel
                                                                          • Figure 34: Retail sales of alcohol for at-home consumption, by channel, 2011 and 2012
                                                                          • Figure 35: Purchase destinations for alcoholic beverages, March 2012
                                                                      • Retail Channels—Supermarkets

                                                                        • Key points
                                                                          • Supermarket sales of alcoholic beverages for home consumption
                                                                            • Figure 36: Supermarket sales of alcohol for home consumption, at current prices, 2007-12
                                                                            • Figure 37: Purchase destinations for alcoholic beverages, by age, March 2012
                                                                        • Retail Channels—Liquor Stores

                                                                          • Key points
                                                                            • Liquor store sales of alcoholic beverages for home consumption
                                                                              • Figure 38: Liquor store sales of alcohol for at-home consumption, at current prices, 2007-12
                                                                            • Younger consumers favor liquor stores
                                                                              • Figure 39: Purchase destinations for alcoholic beverages, by age, March 2012
                                                                          • Retail Channels—Drug Stores

                                                                            • Key points
                                                                              • Drug store sales of alcoholic beverages for home consumption
                                                                                • Figure 40: Drug store sales of alcohol for at-home consumption, at current prices, 2007-12
                                                                                • Figure 41: Purchase destination for alcoholic beverages, by Hispanic origin, March 2012
                                                                                • Figure 42: Purchase destination for alcoholic beverages, custom groups, March 2012
                                                                            • Retail Channels—Other Retail Channels

                                                                              • Key points
                                                                                • Growth from convenience, price
                                                                                  • Other retail channels sales of alcoholic beverages for home consumption
                                                                                    • Figure 43: Other retail outlet sales of alcohol for at-home consumption, at current prices, 2006-11
                                                                                    • Figure 44: Purchase destinations for alcoholic beverages, March 2012
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • Segment—Beer
                                                                                      • Anheuser-Busch InBev
                                                                                        • Major company developments
                                                                                          • New product launches
                                                                                            • MillerCoors
                                                                                              • Major company developments
                                                                                                • New product launches
                                                                                                  • Segment—Spirits
                                                                                                    • Diageo
                                                                                                      • Major company developments
                                                                                                        • Major product launches
                                                                                                          • Bacardi USA
                                                                                                            • Major company developments
                                                                                                              • New product launches
                                                                                                                • Beam Inc.
                                                                                                                  • Major company developments
                                                                                                                    • Product launches
                                                                                                                      • Segment—Wine
                                                                                                                        • E. & J. Gallo Winery
                                                                                                                          • Major company developments
                                                                                                                            • Product launches
                                                                                                                              • The Wine Group
                                                                                                                                • Major company developments
                                                                                                                                  • Product launches
                                                                                                                                    • Constellation Brands
                                                                                                                                      • Major company developments
                                                                                                                                        • Product launches
                                                                                                                                        • Innovations and Innovators

                                                                                                                                          • Key points
                                                                                                                                              • Figure 45: Alcoholic new product Introductions, by company, January 2007-June 2012
                                                                                                                                              • Figure 46: Alcohol new product Introductions, January 2007-June 2012
                                                                                                                                            • Responding to consumer health concerns
                                                                                                                                                • Figure 47: Alcohol new product claims, January 2007-June 2012
                                                                                                                                              • Creating at-home occasions, pushing premium
                                                                                                                                                • Competing with on-premise promotions
                                                                                                                                                • Marketing Strategies

                                                                                                                                                  • Overview of the brand landscape
                                                                                                                                                    • Brand analysis: Anheuser-Busch InBev
                                                                                                                                                      • Marketing to sports, music enthusiasts
                                                                                                                                                        • Figure 48: Budweiser, TV ad, “Good Dog,” 2012
                                                                                                                                                      • “Track Your Bud” program
                                                                                                                                                        • Corporate social responsibility
                                                                                                                                                          • Marketing to Hispanics
                                                                                                                                                            • Figure 49: Corona, tv ad, “Singing” 2012
                                                                                                                                                          • Brand analysis: MillerCoors
                                                                                                                                                            • Major advertising/marketing initiatives
                                                                                                                                                              • Marketing to Millennials
                                                                                                                                                                • Marketing to men
                                                                                                                                                                  • Figure 50: Coors Light, tv ad, “I host a pretty good game” 2012
                                                                                                                                                                • Marketing to Hispanics
                                                                                                                                                                  • Corporate social responsibility
                                                                                                                                                                    • Brand analysis: Diageo
                                                                                                                                                                      • Major advertising/marketing initiatives
                                                                                                                                                                        • Marketing to Millennials
                                                                                                                                                                          • Marketing to Hispanic men
                                                                                                                                                                            • Marketing to women
                                                                                                                                                                              • Brand analysis: Bacardi
                                                                                                                                                                                • Major advertising/marketing Initiatives
                                                                                                                                                                                  • Consistent messaging, different targets
                                                                                                                                                                                    • Social responsibility
                                                                                                                                                                                      • Brand analysis: Beam
                                                                                                                                                                                        • Major advertising/marketing Initiatives
                                                                                                                                                                                          • Brand analysis: Gallo
                                                                                                                                                                                            • Major advertising/marketing initiatives
                                                                                                                                                                                              • Brand analysis: The Wine Group
                                                                                                                                                                                                • Brand analysis: Constellation Brands
                                                                                                                                                                                                  • Major advertising/marketing Initiatives
                                                                                                                                                                                                      • Figure 51: Black Box, tv ad, “Lose the Bottle” 2012
                                                                                                                                                                                                    • Other marketing addresses relaxing, authenticity
                                                                                                                                                                                                      • Figure 52: Dry Fly Distilling, tv ad, “Fresh Grown” 2012
                                                                                                                                                                                                      • Figure 53: Zonin USA, tv ad, “Zonin” 2012
                                                                                                                                                                                                  • Alcohol Consumption at Home and Outside the Home

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Target both ends of the income spectrum
                                                                                                                                                                                                        • Figure 54: Incidence of alcoholic beverage consumption at home and outside the home, mean, excluding zero, March 2012
                                                                                                                                                                                                        • Figure 55: Incidence of alcoholic beverage consumption at home and outside the home, by household income, March 2012
                                                                                                                                                                                                      • Target new products to younger drinkers
                                                                                                                                                                                                        • Figure 56: Attitudes/opinions about alcohol, by age, April-November 2011
                                                                                                                                                                                                      • Stress at-home enjoyment and relaxation
                                                                                                                                                                                                        • Figure 57: Attitudes toward drinking at home, March 2012
                                                                                                                                                                                                        • Figure 58: Attitudes toward drinking at home, by age, March 2012
                                                                                                                                                                                                        • Figure 59: Attitudes toward drinking at home, information sources, March 2012
                                                                                                                                                                                                    • Alcohol Consumption at Home, by Type

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Women are the wine lovers, along with the aged 55+ crowd
                                                                                                                                                                                                          • Figure 60: Types of alcohol consumed at home, by gender, March 2012
                                                                                                                                                                                                        • Beer is a guy thing, even light beer makes it into the man cave
                                                                                                                                                                                                          • Figure 61: Types of alcoholic beverage consumption at home, by household income, March 2012
                                                                                                                                                                                                          • Figure 62: Types of alcoholic beverage consumed at home, by Hispanic origin, March 2012
                                                                                                                                                                                                        • Young drinkers have a beer but seek out spirits as well
                                                                                                                                                                                                          • Figure 63: Types of alcoholic beverage consumed at home, by age, March 2012
                                                                                                                                                                                                      • Shifts in Alcohol Consumption at Home

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Men, women cutting at-home consumption almost equally
                                                                                                                                                                                                            • Figure 64: Changes in liquor consumption at home, by type and gender, March 2012
                                                                                                                                                                                                            • Figure 65: Attitudes/opinions about dieting, by gender, April-November 2011
                                                                                                                                                                                                            • Figure 66: Reasons for changes in alcohol consumption at home, by household income, March 2012
                                                                                                                                                                                                          • Millennials going back to on-premise consumption
                                                                                                                                                                                                          • Occasion-based Purchasing Motivators

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Socializing with friends brings out the drinks
                                                                                                                                                                                                                • Figure 67: Occasions that motivate alcoholic beverage purchases, by gender, March 2012
                                                                                                                                                                                                              • Cocktails, anyone? Yes, say 34%
                                                                                                                                                                                                                • Figure 68: Occasions that motivate alcoholic beverage purchases, by age, March 2012
                                                                                                                                                                                                              • Ring in more holiday sales
                                                                                                                                                                                                                • Figure 69: Occasions that motivate alcoholic beverage purchases, by custom group drinkers, March 2012
                                                                                                                                                                                                            • Factors that Influence Purchase

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Brand experience matters when buying alcoholic beverages for at-home
                                                                                                                                                                                                                  • Figure 70: Factors that influence purchase, brand image, March 2012
                                                                                                                                                                                                                • Price matters, but being the lowest priced, not so much
                                                                                                                                                                                                                  • Figure 71: Factors that influence purchase, price, March 2012
                                                                                                                                                                                                                  • Figure 72: Factors that influence purchase, in-store factors, March 2012
                                                                                                                                                                                                                • Convenience counts in packaging
                                                                                                                                                                                                                  • Figure 73: Factors that influence purchase, packaging, March 2012
                                                                                                                                                                                                              • Race and Hispanic Origin

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Hispanics spend less, drink as often at home
                                                                                                                                                                                                                    • Figure 74: Alcohol consumption preferences, by race and Hispanic origin, April-November 2011
                                                                                                                                                                                                                    • Figure 75: Where alcohol is consumed, Hispanics vs. total population, Fall 2011
                                                                                                                                                                                                                    • Figure 76: Where alcohol is consumed, by languages spoken in home, April-November 2011
                                                                                                                                                                                                                    • Figure 77: Where alcohol is consumed, Hispanics vs. total population, Fall 2011
                                                                                                                                                                                                                    • Figure 78: Where alcohol is consumed, by languages spoken in home, April-November 2011
                                                                                                                                                                                                                    • Figure 79: Where alcohol is consumed, by residency, April-November 2011
                                                                                                                                                                                                                    • Figure 80: Attitudes/Opinions about alcohol, by languages spoken in home, April-November 2011
                                                                                                                                                                                                                    • Figure 81: Knowledge, by Hispanic origin, March 2012
                                                                                                                                                                                                                  • Black consumers cutting back more than whites, other races
                                                                                                                                                                                                                    • Figure 82: Alcohol consumption changes in the past year, by race, March 2012
                                                                                                                                                                                                                • Custom Consumer Groups: Light, Medium, and Heavy Drinkers

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Number of drinks consumed at home and outside the home
                                                                                                                                                                                                                        • Figure 83: Incidence of alcoholic beverage consumption at home or outside the home, March 2012
                                                                                                                                                                                                                      • Heavy drinkers remain the key target market
                                                                                                                                                                                                                        • Figure 84: Changes in liquor consumption at home, March 2012
                                                                                                                                                                                                                      • Heavy drinkers go for the gusto
                                                                                                                                                                                                                        • Figure 85: Types of alcoholic beverage consumed at home, March 2012
                                                                                                                                                                                                                      • Medium drinkers can be targeted at groceries and liquor stores
                                                                                                                                                                                                                          • Figure 86: Purchase destinations for alcoholic beverages, by custom group drinkers, March 2012
                                                                                                                                                                                                                        • Family, friends are information sources for all groups
                                                                                                                                                                                                                          • Figure 87: Information sources, by custom group drinkers, March 2012
                                                                                                                                                                                                                        • At-home drinking is all about relaxing, enjoying
                                                                                                                                                                                                                          • Figure 88: Home drinking attitudes, by custom group drinkers, March 2012
                                                                                                                                                                                                                        • Health issues don’t phase most heavy drinkers
                                                                                                                                                                                                                            • Figure 89: Health issues, by custom group drinkers, March 2012
                                                                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                            • Figure 90: Occasions that motivate alcoholic beverage purchases, by household income, March 2012
                                                                                                                                                                                                                            • Figure 91: Occasions that motivate alcoholic beverage purchases, by marital and relationship status, March 2012
                                                                                                                                                                                                                            • Figure 92: Knowledge, by age, March 2012
                                                                                                                                                                                                                            • Figure 93: Knowledge, by household income, March 2012
                                                                                                                                                                                                                            • Figure 94: Knowledge, by marital and relationship status, March 2012
                                                                                                                                                                                                                            • Figure 95: Knowledge, by age, March 2012
                                                                                                                                                                                                                            • Figure 96: Factors that influence purchase decisions, by marital and relationship status, March 2012
                                                                                                                                                                                                                            • Figure 97: Factors that influence purchase decisions, by types of alcoholic beverage consumed at home, March 2012
                                                                                                                                                                                                                            • Figure 98: Factors that influence purchase decisions, by types of alcoholic beverage consumed at home, March 2012
                                                                                                                                                                                                                            • Figure 99: Factors that influence purchase, by age, March 2012
                                                                                                                                                                                                                            • Figure 100: Factors that influence purchase decisions, by types of alcoholic beverage consumed at home. March 2012
                                                                                                                                                                                                                            • Figure 101: Factors that influence purchase, friends, family, other, March 2012
                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                          • AmBev (Companhia de Bebidas das Américas)
                                                                                                                                                                                                                          • Anheuser Busch-InBev
                                                                                                                                                                                                                          • Diageo North America
                                                                                                                                                                                                                          • DraftFCB
                                                                                                                                                                                                                          • Guinness
                                                                                                                                                                                                                          • Saatchi & Saatchi
                                                                                                                                                                                                                          • Unilever USA
                                                                                                                                                                                                                          • WPP Group Plc

                                                                                                                                                                                                                          Alcohol Consumption at Home - US - July 2012

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