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Alcoholic Drinks: Attitudes towards Drinks Gifting - UK - September 2016

“Alcoholic drinks are bought by six in 10 people as gifts, but packaging products to appeal to more people and occasions, such as for female recipients or as a thank you can unlock new occasions. Encouraging trading up through better promoting the premium credentials of products will also help to increase value sales, with unique flavours or particular vintages, limited editions and customised bottles in particular appealing to consumers.”

–    Richard Caines, Senior Food and Drink Analyst

This report will cover the following areas:

  • Scope to target alcoholic drinks gifting more at female recipients and a wider range of seasonal gifting occasions
  • Premium brands and standout packaging remain key ways for encouraging trading up to grow drinks gifting sales
  • Suggestions from retailers and greater attention to pre-packaging and in-store displays needed to promote alcoholic drinks as gifts  

This Report discusses consumer behaviours and attitudes towards alcoholic drinks as gifts. The following types of alcoholic drinks are included within the research:

  • Beer, including lager, ale and stout
  • Cider
  • Still wines
  • Sparkling wines
  • Fortified wines
  • Whisky/bourbon whiskey
  • Gin
  • Vodka
  • Rum
  • Brandy/Cognac/Armagnac
  • Liqueurs

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Recent dip in price of alcoholic drinks
              • Increase in real disposable incomes
                • Gender divide for drinking of some alcoholic drinks
                  • UK’s population ageing bodes well for vintage wines
                    • The consumer
                      • Alcoholic drinks bought as gifts by six in ten people
                        • Figure 1: Types of alcoholic drinks bought as a gift in the last 12 months, July 2016
                      • Male relatives more likely to be given alcoholic drinks
                        • Figure 2: Who people would give alcoholic drink to as a gift, July 2016
                      • Large supermarkets dominate alcoholic drink gift sales
                        • Figure 3: Outlets where alcoholic drinks bought to give as a gift in the last 12 months, July 2016
                      • Importance of matching drinks to recipient’s likes
                        • Figure 4: Most important factors influencing choice when buying alcoholic drinks as a gift, July 2016
                      • Being seen as a premium brand justifies a higher price
                        • Figure 5: Factors most likely to encourage people to pay more for alcoholic drinks as gifts, July 2016
                      • Alcoholic drinks deemed a good last minute gift option
                          • Figure 6: Attitudes towards giving alcoholic drinks as gifts, July 2016
                        • What we think
                        • Issues and Insights

                          • Scope to target alcoholic drinks gifting more at female recipients and a wider range of seasonal gifting occasions
                            • The facts
                              • The implications
                                • Premium brands and standout packaging remain key ways for encouraging trading up to grow drinks gifting sales
                                  • The facts
                                    • The implications
                                      • Suggestions from retailers and greater attention to pre-packaging and in-store displays needed to promote alcoholic drinks as gifts
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Recent dip in price of alcoholic drinks
                                              • Increasingly competitive retail landscape
                                                • Increase in real disposable incomes
                                                  • Gender divide for drinking of some alcoholic drinks
                                                    • Growing population of over-55s who know what they want
                                                    • Market Drivers

                                                      • Dip in price of alcoholic drinks in competitive retail landscape
                                                        • Figure 7: Consumer price indices for beer, wine and spirits and all items (2006=100), 2006-16
                                                      • Big potential market for gift sales as three in four adults drink alcohol
                                                        • Gender divide in in-home drinking of some alcoholic drinks
                                                          • Figure 8: In-home drinking of different types of alcoholic drinks in the last 3 months, by gender, July 2016
                                                        • Growing number of over-55s who are less likely to buy alcohol as a gift
                                                        • The Consumer – What You Need to Know

                                                          • Alcoholic drinks bought as gifts by six in 10 people
                                                            • Strong interest in buying drinks not already bought as gifts
                                                              • Male relatives more likely to be given alcoholic drinks
                                                                • Large supermarkets the leading channel for buying drinks as gifts
                                                                  • Matching alcoholic drinks gifts to recipient likes
                                                                    • Appeal of packaging important to product choice
                                                                      • Being seen as a premium brand helps justify higher price
                                                                        • Unique flavours or being aged for longer can encourage trading up
                                                                          • Drinks seen as good last minute gift solution
                                                                            • Strong interest in multipacks of smaller bottles for gifting
                                                                            • Types of Alcoholic Drinks Bought as Gifts

                                                                              • Alcoholic drinks bought by six in ten people as gifts
                                                                                • Figure 9: Buying of major types of alcoholic drinks as gifts in the last 12 months, July 2016
                                                                              • Strong interest in buying drinks not already bought as gifts
                                                                                • Figure 10: Types of alcoholic drinks bought as a gift in the last 12 months, July 2016
                                                                              • Room to encourage buying of more types of drink as gifts
                                                                                • Figure 11: Number of different types of alcoholic drinks bought as gifts, July 2016
                                                                                • Figure 12: Number of different types of alcoholic drinks that people have not given but would be interested in giving as a gift in the future, July 2016
                                                                            • Who People Would Give Alcoholic Drinks to as a Gift

                                                                              • Male relatives more likely to be given alcoholic drinks
                                                                                • Friends are top recipient of alcohol gifts
                                                                                  • Figure 13: Who people would give alcoholic drink to as a gift, July 2016
                                                                                • Important for drinks brands to appeal to female gift buyers
                                                                                  • Seasonal occasions are widely leveraged to drive alcohol gifting sales
                                                                                  • Where People Buy Alcoholic Drinks as a Gift

                                                                                    • Large supermarkets are leading channel
                                                                                      • Discounters are growing
                                                                                        • A focus on proving drink quality
                                                                                          • Figure 14: Outlets where alcoholic drinks bought to give as a gift in the last 12 months, July 2016
                                                                                        • Convenience stores can target last minute gift purchases
                                                                                          • Specialists need to offer something different to appeal
                                                                                            • Online-only retailers well-placed to excel on range
                                                                                            • Factors Influencing Choice of Alcoholic Drinks as Gifts

                                                                                              • Matching alcoholic drinks gifts to recipients’ likes
                                                                                                • Figure 15: Most important factors influencing choice when buying alcoholic drinks as a gift, July 2016
                                                                                              • Promotions/special offers have big influence on gift buying
                                                                                                • Packaging that stands out can make a difference
                                                                                                  • Gift packs appeal to a fifth of buyers
                                                                                                  • Factors Encouraging People to Pay More for Alcoholic Drinks as Gifts

                                                                                                    • Being seen as a premium brand is important to justify price
                                                                                                      • Premium packaging sways one in five to pay more
                                                                                                        • Figure 16: Factors most likely to encourage people to pay more for alcoholic drinks as gifts, July 2016
                                                                                                      • Limited editions and customised bottles can add value
                                                                                                        • Unique taste can help justify higher price points
                                                                                                          • Products aged for longer have premium credentials
                                                                                                            • Being an award-winning product not a big reason to trade up
                                                                                                            • Attitudes towards Giving Alcoholic Drinks as Gifts

                                                                                                              • Drinks are deemed a good option for a last minute present
                                                                                                                • Figure 17: Attitudes towards giving alcoholic drinks as gifts, July 2016
                                                                                                              • Highlighting gift ideas in alcoholic drinks sections and online
                                                                                                                • Willingness to pay more for drinks if giving to someone else
                                                                                                                  • Alcoholic drinks gifts that go beyond individual bottles
                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                      • Abbreviations
                                                                                                                        • Consumer research methodology

                                                                                                                        Companies Covered

                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                        Alcoholic Drinks: Attitudes towards Drinks Gifting - UK - September 2016

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