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Alcohol Consumption at Home - US - May 2013

“Alcohol consumption at home or someone else’s home has become more commonplace in the wake of the recession. However, the slow economic recovery has seen some consumers return to on-premise alcohol consumption, which is slated to continually lessen the sales lead maintained by off-premise channels. Thus, more should be done to encourage consumers to feel comfortable drinking at home, such as education about new products, sharing recipes for entertaining, and presenting the occasional serving as a way to unwind—alone or with friends.”

– Jennifer Zegler, Beverage Analyst

Some questions answered in this report include:

  • How can marketers give consumers reasons to drink at home?
  • Is there potential to balance on- and off-premise sales and appeal?
  • How do emerging segments or new products achieve retail sales?
  • What can be done to stop consumers from cutting back on alcohol?
Home-based alcohol consumption increased for consumers of legal drinking age as they became more frugal after the recession and during the subsequent slow recovery.
Now, consumers of all legal drinking ages are continuing to consume alcoholic beverages at their own or someone else’s home—making it a habit more than a fad. Still, consumers are mainly drinking at home while socializing, which presents an opportunity to expand at-home drinking occasions around less formal gatherings, meal times, and the occasional glass or two as a way to unwind alone.
 
Despite these gains, a challenge exists with 48% of respondents aged 22+ indicating that they are drinking less of at least one of the surveyed alcoholic beverage types in 2013 compared to 2012. Indeed, respondents overall are motivated to cut back on alcohol consumption because of cost, calorie counts, and health concerns.
While price adjustments, new products, and health research can address those concerns, additional competition from restaurants, bars, and nightclubs, also known as on-premise, is heating up.
Manufacturers should do more to boost at-home consumption, such as ads that share cocktail recipes, food pairings, and event theme ideas.
 
For the purposes of this report, the market size, forecast, and analysis will focus on U.S. retail sales, also known as off-premise sales, of the following alcoholic drinks categories:
  • Beer, including domestic, imported, and craft beer 
  • Wine, including domestic and imported red, white, and sparkling wines 
  • Liquor or distilled spirits, such as vodka, gin, whiskey, or rum 
  • Hard cider, flavored malt beverages, premixed cocktails, and other flavored alcoholic beverages

 

Liqueurs - UK - January 2012

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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
                          • Retail sales of alcohol continue to grow, but on-premise sales are closing the gap
                            • Figure 1: Total U.S. off-premise sales and fan chart forecast of alcoholic beverages, at current prices, 2007-17
                          • New products fuel beer’s dominance, while launches help wine challenge spirits
                            • Figure 2: Total U.S. retail sales and forecast of alcohol for home-based consumption, by segment, at current prices, 2007-17
                          • Market factors
                            • Unemployment, health concerns fuel disinterest in alcohol among some
                              • As consumer confidence trends upward, will it also increase desires to go out?
                                • Hispanic population growth could translate to continued positive at-home sales
                                  • Retail channels
                                    • Liquor stores lead sales, other retail channel shows growth
                                      • Figure 3: Market share of U.S. retail sales of alcohol at home, by channel, at current prices, 2012
                                    • Key players
                                      • Wine leads in new product introductions, but beer not far behind
                                        • Figure 4: U.S. alcoholic beverage launches, by sub-category, March 2012-March 2013
                                      • The consumer
                                        • Cross-category consumption not limited to on-premise
                                          • Figure 5: Changes in home-based consumption of alcohol, by category net consumption, February 2013
                                        • Regardless of age, alcohol cutbacks influenced by cost, health concerns
                                          • Figure 6: Top 3 reasons for reducing home-based alcohol consumption, by generation, February 2013
                                        • Hispanics most likely to report home-based consumption of range of alcohol
                                          • Figure 7: Any home-based consumption of alcohol, by category net, by race and Hispanic origin, February 2013
                                        • Cost more influential for drinking alcohol at home than relaxation or entertaining
                                          • Figure 8: Attitudes toward home-based alcohol consumption, by generation, February 2013
                                        • What we think
                                        • Issues in the Market

                                            • How can marketers give consumers reasons to drink at home?
                                              • Figure 9: Maker’s Mark, television ad, 2012
                                              • Figure 10: Pinnacle Vodka, television ad, 2012
                                            • Is there potential to balance on- and off-premise sales and appeal?
                                              • How do emerging segments or new products achieve retail sales?
                                                • What can be done to stop consumers from cutting back on alcohol?
                                                • Insights and Opportunities

                                                  • Once related only to wine, food pairing suggestions expand
                                                    • Freezable cocktails, make-at-home kits take aim at on-premise favorites
                                                      • Figure 11: Top beverage preparation method for alcoholic beverages on-premise, Q4 2012
                                                    • Extend occasions for at-home drinking through relaxation message
                                                      • Figure 12: Chateau Ste. Michelle print ad, October 2012
                                                    • Promote local as part of the home-based drinking experience
                                                    • Trend Applications

                                                        • Trend: The Nouveau Poor
                                                          • Trend: Simple Balance for Health
                                                            • Mintel Futures: Generation Next
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Off-premise sales continue to show steady growth through 2017
                                                                  • Sales and forecast of retail sales of alcohol for home-based consumption
                                                                    • Figure 13: Total U.S. retail sales and forecast of alcohol for home-based consumption, at current prices, 2007-17
                                                                    • Figure 14: Total U.S. retail sales and forecast of alcohol for home-based consumption, at inflation-adjusted prices, 2007-17
                                                                  • Fan chart forecast
                                                                      • Figure 15: Total U.S. retail sales and fan chart forecast of alcoholic beverages for home-based consumption, at current prices, 2007-17
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Desire to decrease alcohol consumption could lead to sales declines
                                                                        • Uptick in consumer economic confidence could boost on-premise sales
                                                                          • Figure 16: Restaurant Performance Index, March 29, 2013
                                                                        • Maintain home-based preference among Hispanics, non-white drinkers
                                                                        • Competitive Context

                                                                          • The experience driving factor for on-premise alcohol consumption
                                                                            • Figure 17: Changes in behavior with at-home alcohol consumption, February 2013
                                                                            • Figure 18: Top beverages, by type, in buffets, chain restaurants, independents, top 100 chain restaurants, top chefs, fourth quarter 2012
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Beer, wine gain share as consumers stick with at-home drinking
                                                                              • Figure 19: Total U.S. retail sales of alcohol for home-based consumption, by segment, at current prices, 2010 and 2012
                                                                            • Annual expenditures on at-home alcohol defy recessionary struggles
                                                                              • Figure 20: Annual expenditures on alcohol for at-home consumption per adult aged 21 or older, by segment, at current prices, 2007-12
                                                                            • Expanding variety helps beer maintain lead as top retail seller
                                                                              • Figure 21: Total U.S. retail sales and forecast of beer for home-based consumption, at current prices, 2007-17
                                                                            • Steady growth in spirits belies the segment’s fast pace of innovation
                                                                              • Figure 22: Total U.S. retail sales and forecast of spirits* for home-based consumption, at current prices, 2007-17
                                                                            • Cocktail culture also boosts market for mixers
                                                                              • Figure 23: MULO sales of cocktail mixes, at current prices, 2009-12
                                                                            • Wine the fastest-growing category, but remains the smallest
                                                                              • Figure 24: Total U.S. retail sales and forecast of wine for home-based consumption, at current prices, 2007-17
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Liquor stores maintain dominance in off-premise alcohol sales
                                                                                • Figure 25: Total U.S. retail sales of alcohol at home, by channel, at current prices, 2007-12
                                                                              • Warehouse, specialty stores find niche with higher-income consumers
                                                                                • Figure 26: Retail channel preferences for alcohol purchases for home-based consumption, by household income, February 2013
                                                                              • Specialty channel offers shoppers more than favorite brand, low prices
                                                                                • Figure 27: Factors influencing alcohol purchases for home-based consumption, by specialty beverage store purchases, February 2013
                                                                              • Brand or type favored regardless of household income
                                                                                • Figure 28: Factors influencing alcohol purchases for home-based consumption, by household income, February 2013
                                                                              • Young women more influenced by low price, buzz than men
                                                                                • Figure 29: Factors influencing alcohol purchases for home-based consumption, by gender and age, February 2013
                                                                            • Innovations and Innovators

                                                                              • Wine leads new product releases at retail
                                                                                • Figure 30: U.S. alcoholic beverage launches, by sub-category, March 2012-March 2013
                                                                                • Figure 31: U.S. alcoholic beverage launches, by launch type, March 2012-March 2013
                                                                              • Hybrid products could appeal to surge of cross-category drinkers
                                                                                • Dessert-inspired flavors add another consumption opportunity
                                                                                  • Packaging with intrigue, multiple uses could draw in home drinkers
                                                                                  • Marketing Strategies

                                                                                    • Overview of the brand landscape
                                                                                      • Brand analysis: Smirnoff and Baileys
                                                                                        • Figure 32: Bailey’s and Smirnoff, television ad, 2012
                                                                                        • Figure 33: Bailey’s print ad, December 2012
                                                                                        • Figure 34: Smirnoff print ad, December 2012
                                                                                        • Figure 35: Smirnoff print ad, December 2012
                                                                                      • Brand analysis: Budweiser and Bud Light
                                                                                        • Figure 36: Bud Light, television ad, 2013
                                                                                        • Figure 37: Budweiser, television ad, 2013
                                                                                      • Brand analysis: Skinnygirl
                                                                                        • Figure 38: Skinny Girl, television ad, 2012
                                                                                    • Changes in At-Home Alcohol Consumption

                                                                                      • Key points
                                                                                        • Cross-category consumption popular when it comes to at-home drinking
                                                                                          • Figure 39: Any home-based consumption of alcohol (net), by home-based consumption of alcohol (net), February 2013
                                                                                        • Wine sees uptick, white spirits decline in at-home drinking occasions
                                                                                          • Figure 40: Changes in home-based consumption of alcohol, February 2013
                                                                                        • Imported beer, FMBs lead segments suffering from Millennial attrition
                                                                                          • Figure 41: Reduced home-based consumption of alcoholic beverages compared to previous year, by generations, February 2012
                                                                                        • Older consumers less open to new drinks, unfamiliar with market
                                                                                          • Figure 42: Agreement with attitudes toward home-based alcohol consumption, by gender and age, February 2013
                                                                                        • Premium brands should appeal to high-income home drinkers
                                                                                          • Figure 43: Any home-based consumption of alcohol (net), by household income, February 2013
                                                                                        • Family-friendly gatherings an option to increase parental consumption
                                                                                          • Figure 44: Any home-based consumption of alcohol (net), by marital status and presence of children in household, February 2013
                                                                                        • Couples gatherings an at-home consumption occasion opportunity
                                                                                          • Figure 45: Any home-based consumption of alcohol, by marital/relationship status, February 2013
                                                                                      • Reasons for Reductions in At-Home Drinking

                                                                                        • Key points
                                                                                          • Expense, calories lead all respondents, even Millennials, to cut back
                                                                                            • Figure 46: Reasons for reducing home-based alcohol consumption, by generation, February 2013
                                                                                          • Regardless of alcohol consumed, cost and health impact key issues
                                                                                            • Figure 47: Reasons for reducing home-based alcohol consumption, by home-based consumption of alcohol, February 2013
                                                                                          • Younger women concerned with calories, older men with health
                                                                                            • Figure 48: Reasons for reducing home-based alcohol consumption, by gender and age, February 2013
                                                                                          • Health a concern for lower- to middle-income respondents
                                                                                            • Figure 49: Agreement with attitudes toward home-based alcohol consumption, by household income, February 2013
                                                                                        • At-Home Drinking by Type and Occasion

                                                                                          • Key points
                                                                                            • Drinking at own home most popular location for beer, spirits fans
                                                                                              • Figure 50: Locations where beer is consumed, by age, August 2011-August 2012
                                                                                              • Figure 51: Locations where spirits are consumed, by age, August 2011-August 2012
                                                                                            • Women aged 21-34 are in the lead as own-home wine consumers
                                                                                              • Figure 52: Locations where wine is consumed, by gender and age, August 2011-August 2012
                                                                                            • Younger consumers should be introduced to weeknight moderation
                                                                                              • Figure 53: Home-based alcohol consumption occasions, by gender and age, February 2013
                                                                                            • Married consumers more likely to drink at own home, singles go out
                                                                                              • Figure 54: Establishments where alcohol is consumed, by marital/relationship status, August 2011-August 2012
                                                                                              • Figure 55: Establishments where beer is consumed, by marital/relationship status, August 2011-August 2012
                                                                                              • Figure 56: Establishments where liquor is consumed, by marital/relationship status, August 2011-August 2012
                                                                                            • Respondents with children associate drinking with socializing
                                                                                              • Figure 57: Home-based alcohol consumption occasions, by gender and presence of children in household, February 2013
                                                                                            • Spirits, wine able to appeal for nontraditional drinking occasions
                                                                                              • Figure 58: Home-based alcohol consumption occasions, by alcohol segments, February 2013
                                                                                            • Hard cider finds appeal among curious drinkers
                                                                                              • Figure 59: Agreement with attitudes toward home-based alcohol consumption, by home-based consumption of alcohol, February 2013
                                                                                          • At-Home Drinking Audiences and Motivations

                                                                                            • Key points
                                                                                              • Women more likely to drink with others, half of older men drink solo
                                                                                                • Figure 60: Home-based alcohol consumption audiences, by gender and age, February 2013
                                                                                              • Meals, multitasking lead occasions for solo drinkers
                                                                                                • Affordability is an advantage for middle-aged, older consumers
                                                                                                  • Figure 61: Agreement with attitudes toward home-based alcohol consumption, by gender and age, February 2013
                                                                                                • Relaxation fuels some at-home drinking for younger consumers
                                                                                                  • Figure 62: Agreement with attitudes toward home-based alcohol consumption, by gender and age, February 2013
                                                                                                • Young women more apt to try new brands, beverages
                                                                                                  • Figure 63: Agreement with attitudes toward home-based alcohol consumption, by gender and age, February 2013
                                                                                                • Half of adults from lowest-income households report drinking alone
                                                                                                  • Figure 64: Home-based alcohol consumption audiences, by household income, February 2013
                                                                                                • Solo drinkers also are social drinkers, and vice versa
                                                                                                  • Figure 65: Home-based alcohol consumption audiences, by Home-based alcohol consumption audiences, February 2013
                                                                                              • Race and Hispanic Origin – Changes in At-Home Alcohol Consumption

                                                                                                • Key points
                                                                                                  • Hispanics lead at-home consumption across range of categories
                                                                                                    • Figure 66: Any home-based consumption of alcohol, by race and Hispanic origin, February 2013
                                                                                                  • But Hispanics overindex in terms of reducing alcohol consumption
                                                                                                    • Figure 67: Reduced home-based consumption of alcohol compared to last year, by Hispanic origin, February 2013
                                                                                                  • Other race, Hispanics shop for alcohol in a variety of channels
                                                                                                    • Figure 68: Retail channel preferences for alcohol purchases for home-based consumption, by race/Hispanic origin, February 2013
                                                                                                  • Brand, low price much closer in purchase motivators for nonwhites
                                                                                                    • Figure 69: Factors influencing alcohol purchases for home-based consumption, by race/Hispanic origin, February 2013
                                                                                                • Race and Hispanic Origin – Occasions and Locations

                                                                                                  • Key points
                                                                                                    • Black consumers embrace beer—on their own home turf
                                                                                                      • Figure 70: Establishments where alcohol is consumed, by race and Hispanic origin, August 2011-August 2012
                                                                                                    • Hispanics’ at-home drinking seemingly determined by age
                                                                                                      • Figure 71: Establishments where beer is consumed, by Hispanics, by gender and age, August 2011-August 2012
                                                                                                    • Nonwhite consumers as likely to report home-based wine drinking
                                                                                                      • Figure 72: Locations where wine is consumed, by race and Hispanic origin, August 2011-August 2012
                                                                                                    • Lower-income blacks, higher-income Hispanics drink wine at home
                                                                                                      • Figure 73: Locations where wine is consumed, by race and Hispanic origin in household income, August 2011-August 2012
                                                                                                    • Hispanic women likely to drink wine at someone else’s home
                                                                                                      • Figure 74: Locations where wine is consumed, by Hispanics, by gender and age, August 2011-August 2012
                                                                                                    • Other race respondents are more fond of spirits than counterparts
                                                                                                      • Figure 75: Establishments where liquor is consumed, by race and Hispanic origin, August 2011-August 2012
                                                                                                    • Lower-income Hispanics prefer to drink spirits in their own homes
                                                                                                      • Figure 76: Establishments where liquor is consumed, by household income of Hispanics, August 2011-August 2012
                                                                                                  • Cluster Analysis

                                                                                                      • Be Seen Socializers
                                                                                                        • Demographics
                                                                                                          • Characteristics
                                                                                                            • Opportunity
                                                                                                              • Only In Moderation
                                                                                                                • Demographics
                                                                                                                  • Characteristics
                                                                                                                    • Opportunity
                                                                                                                      • Up For Anything
                                                                                                                        • Demographics
                                                                                                                          • Characteristics
                                                                                                                            • Opportunity
                                                                                                                              • Cluster characteristic tables
                                                                                                                                • Figure 77: Target clusters, February 2013
                                                                                                                                • Figure 78: Any home-based consumption of alcohol (net), by target clusters, February 2013
                                                                                                                                • Figure 79: Home-based alcohol consumption occasions, by target clusters, February 2013
                                                                                                                                • Figure 80: Home-based alcohol consumption audiences, by target clusters, February 2013
                                                                                                                                • Figure 81: Reasons for reducing home-based alcohol consumption, by target clusters, February 2013
                                                                                                                                • Figure 82: Factors influencing alcohol purchases for home-based consumption, by target clusters, February 2013
                                                                                                                              • Cluster demographic tables
                                                                                                                                • Figure 83: Target clusters, by demographic, February 2013
                                                                                                                              • Cluster methodology
                                                                                                                                • Figure 84: Agreement with attitudes toward home-based alcohol consumption, by target clusters, February 2013
                                                                                                                            • Appendix – Market Drivers

                                                                                                                              • Unemployment
                                                                                                                                • Figure 85: U.S. unemployment rate, by month, 2002-13
                                                                                                                                • Figure 86: U.S. Unemployment and under-employment rates, 2007-13
                                                                                                                                • Figure 87: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                              • Obesity
                                                                                                                                • Figure 88: U.S. Obesity, by age group, 2008 and 2012
                                                                                                                              • Consumer confidence
                                                                                                                                • Figure 89: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                              • Racial, ethnic population growth
                                                                                                                                • Figure 90: Population, by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                • Figure 91: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                              • Segment performance
                                                                                                                                • Figure 92: Total U.S. retail sales and forecast of beer for home-based consumption, at inflation-adjusted prices (base year 2012), 2007-17
                                                                                                                                • Figure 93: Total U.S. retail sales and forecast of spirits* for home-based consumption, at inflation-adjusted prices, 2007-17
                                                                                                                                • Figure 94: Total U.S. retail sales and forecast of wine for home-based consumption, at inflation-adjusted prices, 2007-17
                                                                                                                              • Retail channels
                                                                                                                                • Figure 95: Retail channel preferences for alcohol purchases for home-based consumption, by generation, February 2013
                                                                                                                                • Figure 96: Retail channel preferences for alcohol purchases for home-based consumption, by gender and age, February 2013
                                                                                                                                • Figure 97: Factors influencing alcohol purchases for home-based consumption, by retail channel preferences for alcohol purchases for home-based consumption, February 2013
                                                                                                                                • Figure 98: Factors influencing alcohol purchases for home-based consumption, by generation, February 2013
                                                                                                                                • Figure 99: Factors influencing alcohol purchases for home-based consumption, by gender and presence of children in household, February 2013
                                                                                                                              • Changes in at-home alcohol consumption
                                                                                                                                • Figure 100: Any home-based consumption of alcohol (net), by gender and age, February 2013
                                                                                                                                • Figure 101: Any home-based consumption of alcohol (net), by generations, February 2013
                                                                                                                                • Figure 102: Increased home-based consumption on alcohol compared to last year, by generations, February 2013
                                                                                                                              • Reasons for reductions in at-home drinking
                                                                                                                                • Figure 103: Less home-based consumption of alcohol compared to last year, by gender and age, February 2013
                                                                                                                                • Figure 104: Reasons for reducing home-based alcohol consumption, by household income, February 2013
                                                                                                                                • Figure 105: Reasons for reducing home-based alcohol consumption, by parents with children in household, February 2013
                                                                                                                              • At-home drinking occasions, locations, and motivations
                                                                                                                                • Figure 106: Home-based alcohol consumption occasions, by generations, February 2013
                                                                                                                                • Figure 107: Home-based alcohol consumption occasions, by household income, February 2013
                                                                                                                                • Figure 108: Home-based alcohol consumption occasions, by Home-based alcohol consumption audiences, February 2013
                                                                                                                              • Hard cider research—consumption and preferences
                                                                                                                                • Figure 109: Changes in Hard cider consumption, by any home-based consumption of beer and hard cider, February 2013
                                                                                                                                • Figure 110: Changes in Hard cider consumption, by any home-based consumption of wine, spirits, flavored alcoholic beverages, and non-alcoholic cocktail mixers, February 2013
                                                                                                                                • Figure 111: Factors influencing alcohol purchases for home-based consumption, by home-based consumption of alcohol, February 2013
                                                                                                                                • Figure 112: Agreement with attitudes toward home-based alcohol consumption, by home-based consumption of alcohol, February 2013
                                                                                                                            • Appendix – Trade Associations

                                                                                                                              Alcohol Consumption at Home - US - May 2013

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