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Alcohol in Restaurants - UK - April 2011

"Value for money trumps low cost when it comes to consumer spending priorities and this is as true when it comes to diners’ drinks choices as it is to their grocery shopping habits. Upselling on drinks ranges is often difficult because most diners are habitual drinkers and few consumers classify themselves as wine connoisseurs. Therefore it is up to operators to actively demonstrate points of added value."

– Helena Spicer, Senior Foodservice Analyst

The intentions of this report are to highlight the main trends currently driving consumer choices in beverage consumption in the eating out market, for instance it in part looks at the recession and the effects on drinks menu development. This is not meant to be an exhaustive catalogue relating to drinks menu planning; instead it is intended to explore some of the major issues affecting the direction of drinking habits within the eating out market in general, using a selection of examples chosen to highlight particular issues in practical application.

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Table of contents

  1. Introduction

      • Definition
        • Consumer research
          • Abbreviations
          • Issues in the Market

              • How are consumers’ attitudes towards eating out impacted by the economy?
                • What do the recent budget and changes to the regulatory framework mean for the restaurant business?
                  • What factors influence what consumers choose to drink in restaurants?
                    • How can restaurants improve their drinks menus to better meet diners’ expectations?
                    • Executive Summary

                        • Market
                          • Market drivers
                            • Figure 1: Trends in agreement with lifestyle statements on drinking, 2006-10
                          • Companies and products
                            • Pricing trends
                              • Making fine wine more accessible
                                • Bring Your Own (BYO) trends
                                  • Health trends
                                    • Ethical trends
                                      • Technology trends
                                        • The consumer
                                          • Drinking habits
                                            • Figure 2: Frequency of drinking alcohol, March 2011
                                          • Changes to drinking habits
                                            • Figure 3: Changes to drinking habits, March 2011
                                          • Drinks ordered in a restaurant
                                            • Figure 4: Alcohol drunk in restaurants, March 2011
                                          • Motivations for drinks choice
                                            • Figure 5: Motivations for drinks choice in restaurants, March 2011
                                          • Drinks menu enticements
                                            • Figure 6: Drinks menu enticements, March 2011
                                          • What we think?
                                          • Future Opportunities

                                              • Using samples to encourage up-selling
                                                • Guiding choice whilst prompting sales
                                                • Internal Market Environment

                                                  • Key points
                                                    • 2011: Cautious but fairly positive start to the year
                                                      • Figure 7: Sales growth year on year (%) across leading restaurant and pub groups, November 2009-February 2011
                                                    • Alcohol duty
                                                      • Minimum pricing for alcohol debate
                                                        • VAT increase
                                                          • Weights and Measures Act update
                                                            • Pub Health Responsibility Deal
                                                              • Pledges
                                                                • Critics
                                                                • Broader Market Environment

                                                                  • Key points
                                                                    • Consumer confidence still low
                                                                      • Figure 8: GfK NOP Consumer Confidence Index, January 1988-February 2011
                                                                      • Figure 9: Trends in consumer confidence for the coming year, March 2009-March 2011
                                                                    • Consumers balancing the need to save with the desire for ‘experiences’
                                                                      • Figure 10: Consumer spending priorities, November 2009- February 2011
                                                                    • Demographic trends
                                                                      • Figure 11: Forecast adult population trends, by lifestage, 2005-15
                                                                  • Restaurant Visiting Trends

                                                                    • Key points
                                                                      • Restaurant usage relatively stable…
                                                                        • Figure 12: Trends in frequency of visiting restaurant for a meal, 2006-10
                                                                      • …but diners need more assurance to ‘splash out’
                                                                        • Figure 13: Trends in agreement with selected lifestyle statements on restaurants, 2006-10
                                                                      • Growth in casual dining
                                                                        • Restaurants filling the gaps in consumers’ hectic lifestyles
                                                                          • Figure 14: Agreement with statements on food, by restaurant usage, 2010
                                                                      • Price Trends

                                                                        • Key points
                                                                          • Consumers prioritise value for money over lowest cost...
                                                                            • ...but there’s declining enthusiasm for ‘splashing out’
                                                                              • Figure 15: Trends in agreement with lifestyle statements on drinking, 2006-10
                                                                              • Figure 16: Agreement with statements on drinking, by restaurant usage, 2010
                                                                            • Pricing concerns
                                                                              • Is fine wine becoming more accessible?
                                                                                • Flexible pricing
                                                                                  • Menu psychology
                                                                                    • Deals and discounting
                                                                                      • Bring Your Own (BYO) trends
                                                                                      • Health Trends

                                                                                        • Key points
                                                                                          • Figure 17: Consumer demand for calorie content to be displayed on restaurant menus, June 2010-February 2011
                                                                                      • Ethical Trends

                                                                                        • Key points
                                                                                          • Figure 18: Trends in changing grocery shopping habits, February 2009-February 2011
                                                                                          • Figure 19: Agreement with statements on ethical food, by restaurant usage, 2010
                                                                                      • Technology Trends

                                                                                        • Key points
                                                                                          • Digital wine lists
                                                                                            • Other technological innovations
                                                                                            • Drinking Habits

                                                                                              • Key points
                                                                                                • Frequency of drinking alcohol
                                                                                                  • Figure 20: Frequency of drinking alcohol, March 2011
                                                                                                • Shift towards in-home drinking, but both in- and out-of-home drinking are in decline
                                                                                                  • Figure 21: Trends in drinking habits, 2006-10
                                                                                                • Demographic differences
                                                                                                  • Changes to drinking habits
                                                                                                    • Figure 22: Changes to drinking habits, March 2011
                                                                                                    • Figure 23: Reasons why drinkers are consuming less, March 2011
                                                                                                  • Drinking occasions
                                                                                                    • Figure 24: Drinking occasions, 2010
                                                                                                • Alcohol Consumption in Restaurants

                                                                                                  • Key points
                                                                                                    • Drinks ordered in a restaurant
                                                                                                      • Figure 25: Alcohol drunk in restaurants, March 2011
                                                                                                    • Demographic differences
                                                                                                      • Wine
                                                                                                        • Figure 26: Types of wine drinkers, April 2010
                                                                                                      • Beer
                                                                                                        • Cocktails
                                                                                                          • Liqueurs
                                                                                                            • Figure 27: Liqueur drinking occasions in the past year, March 2010
                                                                                                        • Motivations for Drinks Choice in Restaurants

                                                                                                          • Key points
                                                                                                            • Most diners are habitual drinkers
                                                                                                              • Figure 28: Motivations for drinks choice in restaurants, March 2011
                                                                                                            • Price issues
                                                                                                              • Recommendations
                                                                                                                • Figure 29: Motivations for drinks choice in restaurants, by frequency of drinking alcohol, March 2011
                                                                                                              • Creating a sense of exclusivity and urgency of purchase
                                                                                                                • Food/drink matching
                                                                                                                  • Taking it a step further
                                                                                                                  • Drinks Menu Enticements

                                                                                                                    • Key points
                                                                                                                      • More consumers are interested in alcohol unit labelling than calorie counting
                                                                                                                        • Figure 30: Drinks menu enticements, March 2011
                                                                                                                      • Alcohol unit labelling
                                                                                                                        • Figure 31: Harvester’s alcohol unit measuring table, 2011
                                                                                                                      • Wine by the carafe
                                                                                                                        • Wine flights
                                                                                                                          • Calorie counting
                                                                                                                            • Wider range of lower-alcohol beverages
                                                                                                                            • Alcohol in Restaurants Targeting Opportunities

                                                                                                                              • Key points
                                                                                                                                • Figure 32: Alcohol in restaurants target groups, March 2011
                                                                                                                              • Enthusiastic Youngsters
                                                                                                                                • Innovation Seekers
                                                                                                                                  • Routine Indulgers
                                                                                                                                    • Food & Drink Matchers
                                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                                        • Figure 33: Most popular trends in consumer spending priorities, by detailed demographics, December 2010
                                                                                                                                        • Figure 34: Next most popular trends in consumer spending priorities, by detailed demographics, December 2010
                                                                                                                                        • Figure 35: Other trends in consumer spending priorities, by detailed demographics, December 2010
                                                                                                                                        • Figure 36: Least popular trends in consumer spending priorities, by detailed demographics, December 2010
                                                                                                                                    • Appendix – Restaurant Visiting Trends

                                                                                                                                        • Figure 37: Frequency of visiting restaurant for a meal, by detailed demographics, 2010
                                                                                                                                        • Figure 38: When a restaurant is visited regularly, by detailed demographics, 2010
                                                                                                                                        • Figure 39: When a restaurant is visited occasionally, by detailed demographics, 2010
                                                                                                                                        • Figure 40: Agreement with selected lifestyle statements, by detailed demographics, 2010
                                                                                                                                    • Appendix – Price Trends

                                                                                                                                        • Figure 41: Agreement with lifestyle statements on drinking, by detailed demographics, 2010
                                                                                                                                        • Figure 42: Agreement with lifestyle statements on drinking, by detailed demographics, 2010
                                                                                                                                    • Appendix – Drinking Habits

                                                                                                                                        • Figure 43: Frequency of drinking alcohol, March 2011
                                                                                                                                        • Figure 44: Frequency of drinking alcohol, by detailed demographics, March 2011
                                                                                                                                        • Figure 45: Changes to drinking habits, March 2011
                                                                                                                                        • Figure 46: Changes to drinking habits, by detailed demographics, March 2011
                                                                                                                                        • Figure 47: Changes to drinking habits, by frequency of drinking alcohol, March 2011
                                                                                                                                        • Figure 48: Drinking occasions out of home, by detailed demographics, 2010
                                                                                                                                        • Figure 49: Drinking occasions out of home, by detailed demographics, 2010
                                                                                                                                    • Appendix – Alcohol Consumption in Restaurants

                                                                                                                                        • Figure 50: Restaurant drinking habits, March 2011
                                                                                                                                        • Figure 51: Most popular restaurant drinking habits, by detailed demographics, March 2011
                                                                                                                                        • Figure 52: Next most popular restaurant drinking habits, by detailed demographics, March 2011
                                                                                                                                        • Figure 53: Other restaurant drinking habits, by detailed demographics, March 2011
                                                                                                                                        • Figure 54: Restaurant drinking habits, by frequency of drinking alcohol, March 2011
                                                                                                                                        • Figure 55: Restaurant drinking habits, by changes to drinking habits, March 2011
                                                                                                                                        • Figure 56: Most popular restaurant drinking habits, by restaurant drinking habits, March 2011
                                                                                                                                        • Figure 57: Next most popular restaurant drinking habits, by restaurant drinking habits, March 2011
                                                                                                                                        • Figure 58: Other restaurant drinking habits, by restaurant drinking habits, March 2011
                                                                                                                                    • Appendix – Motivations for Drinks Choice in Restaurants

                                                                                                                                        • Figure 59: Motivations for drinks choice in restaurants, March 2011
                                                                                                                                        • Figure 60: Most popular motivations for drinks choice in restaurants, by detailed demographics, March 2011
                                                                                                                                        • Figure 61: Next most popular motivations for drinks choice in restaurants, by detailed demographics, March 2011
                                                                                                                                        • Figure 62: Motivations for drinks choice in restaurants, by frequency of drinking alcohol, March 2011
                                                                                                                                        • Figure 63: Motivations for drinks choice in restaurants, by changes to drinking habits, March 2011
                                                                                                                                        • Figure 64: Most popular restaurant drinking habits, by motivations for drinks choice in restaurants, March 2011
                                                                                                                                        • Figure 65: Next most popular restaurant drinking habits, by motivations for drinks choice in restaurants, March 2011
                                                                                                                                        • Figure 66: Other popular restaurant drinking habits, by motivations for drinks choice in restaurants, March 2011
                                                                                                                                        • Figure 67: Most popular motivations for drinks choice in restaurants, by motivations for drinks choice in restaurants, March 2011
                                                                                                                                        • Figure 68: Next most popular motivations for drinks choice in restaurants, by motivations for drinks choice in restaurants, March 2011
                                                                                                                                    • Appendix – Drinks Menu Enticements

                                                                                                                                        • Figure 69: Drinks menu enticements, March 2011
                                                                                                                                        • Figure 70: Most popular drinks menu enticements, by detailed demographics, March 2011
                                                                                                                                        • Figure 71: Next most popular drinks menu enticements, by detailed demographics, March 2011
                                                                                                                                        • Figure 72: Drinks menu enticements, by frequency of drinking alcohol, March 2011
                                                                                                                                        • Figure 73: Drinks menu enticements, by changes to drinking habits, March 2011
                                                                                                                                        • Figure 74: Most popular restaurant drinking habits, by drinks menu enticements, March 2011
                                                                                                                                        • Figure 75: Next most popular restaurant drinking habits, by drinks menu enticements, March 2011
                                                                                                                                        • Figure 76: Other popular restaurant drinking habits, by drinks menu enticements, March 2011
                                                                                                                                        • Figure 77: Most popular agreement with attitudes towards drinking in restaurants, by drinks menu enticements, March 2011
                                                                                                                                        • Figure 78: Next most popular agreement with attitudes towards drinking in restaurants, by drinks menu enticements, March 2011
                                                                                                                                        • Figure 79: Most popular drinks menu enticements, by drinks menu enticements, March 2011
                                                                                                                                        • Figure 80: Next most popular drinks menu enticements, by drinks menu enticements, March 2011
                                                                                                                                    • Appendix – Alcohol in Restaurants Targeting Opportunities

                                                                                                                                        • Figure 81: Alcohol in restaurants target groups, by detailed demographics, March 2011
                                                                                                                                        • Figure 82: Alcohol in restaurants target groups, by frequency of drinking alcohol, March 2011
                                                                                                                                        • Figure 83: Alcohol in restaurants target groups, by changes to drinking habits, March 2011
                                                                                                                                        • Figure 84: Alcohol in restaurants target groups, by restaurant drinking habits alcohol, March 2011
                                                                                                                                        • Figure 85: Alcohol in restaurants target groups, by motivations for drinks choice in restaurants, March 2011
                                                                                                                                        • Figure 86: Alcohol in restaurants target groups, by drinks menu enticements, March 2011

                                                                                                                                    Companies Covered

                                                                                                                                    • British Beer and Pub Association
                                                                                                                                    • British Hospitality Association
                                                                                                                                    • British Medical Association (BMA)
                                                                                                                                    • Carlson Companies Inc.
                                                                                                                                    • Corney & Barrow
                                                                                                                                    • Gfk NOP
                                                                                                                                    • Heineken N.V.
                                                                                                                                    • JD Wetherspoon
                                                                                                                                    • Kantar Media
                                                                                                                                    • Marks & Spencer
                                                                                                                                    • McDonald's Restaurants Limited (UK)
                                                                                                                                    • Mitchells & Butlers Plc
                                                                                                                                    • Pizza Hut
                                                                                                                                    • PizzaExpress Limited

                                                                                                                                    Alcohol in Restaurants - UK - April 2011

                                                                                                                                    £1,995.00 (Excl.Tax)