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Alcohol Consumption at Home - US - June 2010

With total US sales of nearly $80 billion in 2009, the market for alcoholic beverages for off-premise consumption has experienced tapering growth—up a minimal 1.2% from 2008-09. In this report, Mintel presents sales trends of the 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 against consumption away from home
  • Exploration of alcohol consumption at home by type and frequency
  • Opportunities for industry players to encourage experimentation, create a healthy halo for alcoholic beverages and hone marketing tactics to motivate consumer purchase
  • Discussion of how the recession has given a competitive advantage to alcohol marketed for consumption at home, placing added pressure on bars and restaurants
  • Assessments of shifts in population by key demographics—age, gender and Hispanic origin, as related to each group’s behavior and attitudes regarding alcohol consumption at home
  • 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

                      • Sales slow for alcoholic beverages at home
                        • Economic uncertainty causes consumer price-sensitivity
                          • Recession gives competitive advantage to packaged alcoholic beverages
                            • Age, gender, Hispanic origin are influential demographics
                              • Awareness of obesity pandemic has negative impact on alcohol use
                                • Wine leads innovation for category
                                  • Adspend for beer increases while that of wine and spirits declines
                                    • More people drink alcohol at home
                                      • Wine is the most widely consumed alcoholic beverage at home
                                        • Most consumers drinking less alcohol at home
                                          • Health concerns and lack of experimentation stifle use
                                            • Personal events motivate consumers to buy alcoholic beverages
                                              • Most people buy alcoholic beverages at grocery and liquor stores
                                                • Positive brand experiences wield the most influence
                                                  • Custom group profile: Heavy drinkers
                                                  • Insights and Opportunities

                                                    • Insight into alcohol consumption at home trends
                                                      • The bright side of the market
                                                        • But, the news isn’t all good
                                                          • Let’s explore the opportunities
                                                            • Encourage experimentation
                                                              • Creating a healthy halo for alcoholic beverages
                                                                • Become a marketing maverick
                                                                    • Figure 1: Activities related to below-the-line marketing for non-media properties on SNS, by age, November 2009
                                                                • Inspire Insights

                                                                    • Trend: Trial without Error
                                                                      • What it’s about
                                                                        • What we’ve seen
                                                                          • Trend: A Play on Brands
                                                                            • What it’s about
                                                                              • What we’ve seen
                                                                              • Competitive Context

                                                                                • Competing against restaurants and bars
                                                                                  • Restaurants and bars attract key under-35 demographic
                                                                                      • Figure 2: Share of total alcoholic drinks consumed at home and outside the home, by age, March 2010
                                                                                    • Recession gives edge to at-home alcohol consumption
                                                                                      • Figure 3: Spending at restaurants compared to last year, 2008 and 2009
                                                                                      • Figure 4: Alcoholic beverage consumption compared to last year, January 2010
                                                                                      • Figure 5: Consumer Price Index for key consumer markets, 2008-10
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • Tapering growth rates reflect trends in spending, usage, and health
                                                                                        • Sales and forecast of market
                                                                                          • Figure 6: Total sales of alcoholic beverages for off-premise consumption, at current prices, 2004-14
                                                                                          • Figure 7: Total sales of alcoholic beverages for off-premise consumption, at inflation-adjusted prices, 2004-14
                                                                                        • Growth in spirits stronger than that of wine and beer
                                                                                            • Figure 8: Total sales of alcoholic beverages for off-premise consumption, by type, 2004-09
                                                                                            • Figure 9: Sales of alcoholic beverages for off-premise consumption, by type, 2007 and 2009
                                                                                        • Market Factors

                                                                                          • Consumer confidence shattered by recession
                                                                                              • Figure 10: Unemployment and underemployment rates, January 2007-April 2010
                                                                                              • Figure 11: Real personal disposable income, January 2007-February 2010
                                                                                              • Figure 12: Consumer Sentiment Index, March 2007-March 2010
                                                                                            • Shifts in population wield a mixed bag of results
                                                                                              • Baby Boomers: Consume more drinks at home, prefer wine
                                                                                                • Millennials: Heavy drinkers, willing to experiment
                                                                                                    • Figure 13: Population aged 21 or older, by age, 2005-15
                                                                                                  • Men are primary consumers; health opportunity to reach women
                                                                                                    • Figure 14: Male population, by age, 2005-15
                                                                                                    • Figure 15: Reasons for drinking fewer alcoholic beverages at home, by gender, March 2010
                                                                                                  • Hispanics more likely to drink alcohol away from home
                                                                                                      • Figure 16: Population, by Hispanic origin, 2005-15
                                                                                                    • Americans’ waistlines expand
                                                                                                      • Figure 17: Percentage of population who are overweight or obese—20-74s, 1988-2008
                                                                                                    • Growing consumer concern about the negative side effects of obesity
                                                                                                      • Figure 18: Reasons for watching/controlling diet, 2006/07 and 2008/09
                                                                                                    • Attitudes about health negatively impact alcohol consumption
                                                                                                      • Wine’s connection with good health promotes growth
                                                                                                        • Economic woes put pressure on blue laws
                                                                                                        • Purchase Destinations for Alcoholic Beverages

                                                                                                          • Key points
                                                                                                            • Sales at liquor stores and supermarkets support market growth
                                                                                                              • Figure 19: Total sales of alcoholic beverages for off-premise consumption, by channel, 2004-09
                                                                                                              • Figure 20: Sales of alcoholic beverages for off-premise consumption, by channel, 2007 and 2009
                                                                                                            • Where alcoholic beverages are bought
                                                                                                              • Figure 21: Purchase destinations for alcoholic beverages, March 2010
                                                                                                            • Frequent users of alcoholic beverages seek alternative channels
                                                                                                              • Men shop c-stores
                                                                                                                • Figure 22: Purchase destinations for alcoholic beverages, by gender, March 2010
                                                                                                              • 25-34 year-olds shop mass merchants and c-stores for alcohol
                                                                                                                • Figure 23: Purchase destinations for alcoholic beverages, by age, March 2010
                                                                                                              • High-income households buy alcohol at club stores and specialty outlets
                                                                                                                • Figure 24: Purchase destinations for alcoholic beverages, by household income, March 2010
                                                                                                            • Innovations and Innovators

                                                                                                              • Key points
                                                                                                                • Wine drives innovation in alcoholic beverages
                                                                                                                  • Winemakers break free from stereotypes
                                                                                                                      • Figure 25: Number of alcoholic beverage launches, by type, 2005-10
                                                                                                                    • Premium alcoholic beverages top trend
                                                                                                                      • Premium describes distilled spirits
                                                                                                                        • Wine goes organic
                                                                                                                          • A beer for all seasons
                                                                                                                            • Figure 26: Alcoholic beverage launches, by product claim and type, 2009
                                                                                                                        • Advertising and Promotion

                                                                                                                          • Overview: Beer adspend rises while that of wine and spirits declines
                                                                                                                            • Figure 27: Advertising expenditures for alcoholic beverages, by type, 2004-08
                                                                                                                          • Making an impression on important under-35 users
                                                                                                                            • Marketing liquor and wine brands using social media
                                                                                                                                • Figure 28: Bacardi, October 2009
                                                                                                                              • Beer brands marketed as healthy beverages
                                                                                                                                • Figure 29: Michelob Ultra, November 2009
                                                                                                                                • Figure 30: Michelob Ultra with Lance Armstrong, February 2010
                                                                                                                                • Figure 31: MGD 64 vs. Chardonnay, November 2009
                                                                                                                                • Figure 32: MGD vs. Michelob Ultra, March 2010
                                                                                                                                • Figure 33: Budweiser Select 55, February 2010
                                                                                                                            • Alcohol Consumption at Home and Outside the Home

                                                                                                                              • Key points
                                                                                                                                • Widespread usage of alcoholic beverages at home
                                                                                                                                    • Figure 34: Incidence of alcoholic beverage consumption at home and outside the home, by select demographics, March 2010
                                                                                                                                  • More alcoholic beverages consumed at home
                                                                                                                                    • Figure 35: Average number and share of total alcoholic drinks consumed at home and outside the home, March 2010
                                                                                                                                  • Men are heavier drinkers
                                                                                                                                    • Figure 36: Number of alcoholic beverages consumed at home and outside the home, by gender, March 2010
                                                                                                                                  • 35-54-year-olds consume most drinks at home
                                                                                                                                    • Figure 37: Number of alcoholic beverages consumed at home and outside the home, by age, March 2010
                                                                                                                                  • Higher-income households consume more alcoholic beverages in total
                                                                                                                                    • Figure 38: Number of alcoholic beverages consumed at home and outside the home, by household income, March 2010
                                                                                                                                  • Hispanics less likely to drink alcohol at home
                                                                                                                                    • Figure 39: Number of alcoholic beverages consumed at home and outside the home, by Hispanic origin, March 2010
                                                                                                                                • Alcohol Consumption at Home by Type

                                                                                                                                  • Key points
                                                                                                                                    • Types of alcoholic beverages drunk at home
                                                                                                                                      • Men drink beer and spirits; women show preference for wine
                                                                                                                                        • Figure 40: Types of alcoholic beverages consumed at home, by gender, March 2010
                                                                                                                                      • Under-35s demonstrate high acceptance of all types of alcoholic beverages
                                                                                                                                        • Figure 41: Types of alcoholic beverages consumed at home, by age, March 2010
                                                                                                                                      • High-income households strong users of wine and Champagne
                                                                                                                                        • Figure 42: Types of alcoholic beverages consumed at home, by household income, March 2010
                                                                                                                                      • Hispanics show clear preference for regular beer
                                                                                                                                        • Figure 43: Types of alcoholic beverages consumed at home, by Hispanic origin, March 2010
                                                                                                                                    • Shifts in Alcohol Consumption at Home

                                                                                                                                      • Key points
                                                                                                                                        • Shift away from alcohol consumption
                                                                                                                                            • Figure 44: Attitudes towards price and usage of alcoholic beverages, by age, March 2010
                                                                                                                                          • Higher-income households less inclined to change drinking behavior
                                                                                                                                            • Figure 45: Attitudes towards price and usage of alcoholic beverages, by household income, March 2010
                                                                                                                                          • Drinking less liquor
                                                                                                                                            • Figure 46: Changes in consumption of alcoholic beverages at home, by type, March 2010
                                                                                                                                          • Reasons for drinking fewer alcoholic beverages
                                                                                                                                            • Figure 47: Reasons for drinking fewer alcoholic beverages at home, by gender, March 2010
                                                                                                                                          • Higher-income households watch alcohol consumption because of diet
                                                                                                                                            • Figure 48: Reasons for drinking fewer alcoholic beverages at home, by household income, March 2010
                                                                                                                                        • Attitudes towards Health, Experimentation, Knowledge

                                                                                                                                          • Key points
                                                                                                                                            • Attitudes towards health
                                                                                                                                                • Figure 49: Attitudes towards health and alcoholic beverage consumption, by age, March 2010
                                                                                                                                              • Mid- to high-income households drink to improve health
                                                                                                                                                • Figure 50: Attitudes towards health and alcoholic beverage consumption, by household income, March 2010
                                                                                                                                              • Attitudes towards experimentation
                                                                                                                                                  • Figure 51: Attitudes towards experimentation with new alcoholic beverages, by gender, March 2010
                                                                                                                                                • Over-55s least inclined to experiment with new purchases
                                                                                                                                                  • Figure 52: Attitudes towards experimentation with new alcoholic beverages, by age, March 2010
                                                                                                                                                • Lower-income households not willing to experiment
                                                                                                                                                  • Figure 53: Attitudes towards experimentation with new alcoholic beverages, by household income, March 2010
                                                                                                                                                • Knowledge and interest in learning
                                                                                                                                                    • Figure 54: Alcohol knowledge and interest in learning, by gender, March 2010
                                                                                                                                                  • Over-55s least knowledgeable about alcoholic beverages
                                                                                                                                                    • Figure 55: Alcohol knowledge and interest in learning, by age, March 2010
                                                                                                                                                • Occasion-based Motivators

                                                                                                                                                  • Key points
                                                                                                                                                    • Occasions that prompt alcoholic beverage purchases
                                                                                                                                                        • Figure 56: Occasions that motivate alcoholic beverage purchases, by age, March 2010
                                                                                                                                                      • Christmas and Thanksgiving motivate purchases for Hispanics
                                                                                                                                                        • Figure 57: Occasions that motivate alcoholic beverage purchases, by Hispanic origin, March 2010
                                                                                                                                                      • Situational motivators for at-home drinking
                                                                                                                                                          • Figure 58: Situational motivators for at-home drinking, by gender, March 2010
                                                                                                                                                        • All situations motivate 25-34 year-olds to drink/serve alcoholic beverages
                                                                                                                                                          • Figure 59: Situational motivators for at-home drinking, by age, March 2010
                                                                                                                                                      • Factors that Influence Purchase

                                                                                                                                                        • Key points
                                                                                                                                                          • Factors that influence purchase: Overview
                                                                                                                                                              • Figure 60: Factors that influence purchase decisions, March 2010
                                                                                                                                                            • Women influenced by price, in-store service, and low calorie
                                                                                                                                                              • Figure 61: Factors that influence purchase decisions, by gender, March 2010
                                                                                                                                                            • Under-35s highly influenced by price and promotion
                                                                                                                                                                • Figure 62: Factors that influence purchase decisions, by age, March 2010
                                                                                                                                                              • Most affluent consumers more influenced by experience
                                                                                                                                                                • Figure 63: Factors that influence purchase decisions, by household income, March 2010
                                                                                                                                                            • Custom Groups: Light, Medium and Heavy Drinkers

                                                                                                                                                                • Number of drinks consumed at home and outside the home
                                                                                                                                                                  • Figure 64: Number of alcoholic beverages consumed at home and outside the home, by usage, March 2010
                                                                                                                                                                • Types of alcoholic beverages drunk at home
                                                                                                                                                                  • Figure 65: Types of alcoholic beverages consumed at home, by usage level, March 2010
                                                                                                                                                                • Shifts in consumption of alcoholic beverages at home
                                                                                                                                                                  • Figure 66: Attitudes towards price and usage of alcoholic beverages, by usage level, March 2010
                                                                                                                                                                • Attitudes towards health, experimentation, knowledge
                                                                                                                                                                  • Figure 67: Attitudes towards health and alcoholic beverage consumption, by usage level, March 2010
                                                                                                                                                                • Occasions that motivate purchase
                                                                                                                                                                  • Figure 68: Occasions that motivate alcoholic beverage purchases, by usage level, March 2010
                                                                                                                                                                  • Figure 69: Situational motivators of at-home drikning, by usage level, March 2010
                                                                                                                                                                • Factors that influence purchase
                                                                                                                                                                  • Figure 70: Factors that influence purchase decisions, by usage level, March 2010
                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                  • Experimenters
                                                                                                                                                                    • Demographics
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Opportunities
                                                                                                                                                                          • Moderates
                                                                                                                                                                            • Demographics
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Opportunities
                                                                                                                                                                                  • Reserves
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunities
                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                            • Figure 71: Alcohol consumption clusters, March 2010
                                                                                                                                                                                            • Figure 72: Types of alcoholic beverages consumed at home, by alcohol consumption clusters, March 2010
                                                                                                                                                                                            • Figure 73: Attitudes towards price and usage of alcoholic beverages, by alcohol consumption clusters, March 2010
                                                                                                                                                                                            • Figure 74: Attitudes towards health and alcoholic beverage consumption, by alcohol consumption clusters, March 2010
                                                                                                                                                                                            • Figure 75: Occasions that motivate alcoholic beverage purchases, by alcohol consumption clusters, March 2010
                                                                                                                                                                                            • Figure 76: Situational motivators of at-home drikning, by alcohol consumption clusters, March 2010
                                                                                                                                                                                            • Figure 77: Factors that influence purchase decisions, by alcohol consumption clusters, March 2010
                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                            • Figure 78: Alcohol consumption clusters, by gender, March 2010
                                                                                                                                                                                            • Figure 79: Alcohol consumption clusters, by age, March 2010
                                                                                                                                                                                            • Figure 80: Alcohol consumption clusters, by household income, March 2010
                                                                                                                                                                                            • Figure 81: Alcohol consumption clusters, by race, March 2010
                                                                                                                                                                                            • Figure 82: Alcohol consumption clusters, by Hispanic origin, March 2010
                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • American Beverage Licensees
                                                                                                                                                                                            • Beer Institute (The)
                                                                                                                                                                                            • Brewers’ Association of America (BAA)
                                                                                                                                                                                            • Bureau of Economic Analysis
                                                                                                                                                                                            • Constellation Brands, Inc.
                                                                                                                                                                                            • Distilled Spirits Council of the United States
                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                            • Food Marketing Institute
                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                            • National Association of Beverage Importers
                                                                                                                                                                                            • National Association of Beverage Retailers (NABR)
                                                                                                                                                                                            • National Association of Realtors (NAR)
                                                                                                                                                                                            • National Beer Wholesalers’ Association (NBWA)
                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                            • Wine Institute (The)
                                                                                                                                                                                            • Wine Market Council (The)

                                                                                                                                                                                            Alcohol Consumption at Home - US - June 2010

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