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Attitudes Towards Alcoholic Drinks - UK - July 2015

“Rather than focusing only on under-35s, flavoured NPD (New Product Development) should also be looking to appeal to the profitable over-35 group, focusing less on sweet tastes and more on factors such as premium ingredients and unique production processes.”
– Chris Wisson, Senior Drinks Analyst

This report looks at the following areas:

  • Utilising social media to build engagement
  • Innovating with flavour creates opportunities but also risks
  • Clearer alcohol content details can tap into consumers’ moderation mindset
  • Tapping into midweek drinking occasions

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Table of contents

  1. Overview

    • What you need to know
      • Scope of report
      • Executive Summary

          • The market
            • Steady sales growth in the alcoholic drinks market
              • Figure 1: Total UK value sales of alcoholic drinks, 2010-20
            • Companies, brands and innovation
              • Diageo leads the way in value but falls behind in volumes
                • Flavour innovation driving growth
                  • The consumer
                    • 80% of adults drink alcoholic drinks
                      • Figure 2: Usage of different types of alcoholic drinks, May 2015
                    • Almost three quarters do not expect to change how much they drink
                      • Familiar brands lead the way in the decision-making process
                        • Figure 3: Factors in choice of alcoholic drinks brands (any ranking 1-5), May 2015
                      • Taste trumps brand name when it comes to alcoholic drinks
                        • Women and Millennials drive interest in low/non-alcohol
                          • Figure 4: Attitudes towards alcoholic drinks, May 2015
                        • What we think
                        • Issues and Insights

                            • Utilising social media to build engagement
                              • The facts
                                • The implications
                                  • Innovating with flavour creates opportunities but also risks
                                    • The facts
                                      • The implications
                                        • Clearer alcohol content details can tap into consumers’ moderation mindset
                                          • The facts
                                            • The implications
                                              • Tapping into midweek drinking occasions
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need To Know

                                                    • Steady sales growth in the alcoholic drinks market
                                                      • Beer and wine dominate the market
                                                        • Alcoholic drink prices continue to rise
                                                        • Market Size and Segment Performance

                                                          • Steady sales growth in the alcoholic drinks market
                                                            • Figure 5: Total UK value sales of alcoholic drinks, 2010-20
                                                          • Beer and still wine dominate the drinks landscape
                                                            • Figure 6: Total UK value sales of alcoholic drinks, by category, 2010-15
                                                          • Mixed performance for spirits
                                                          • Market Drivers

                                                            • Alcoholic drink prices continue to rise
                                                              • Figure 7: RPI indexed annual change for alcoholic drink prices versus all items except housing, 2000-14
                                                            • Financial health recovers but remains fragile
                                                              • An embattled on-trade industry
                                                                • UK consumers continue to cut back on alcohol
                                                                  • An ageing population could pose a threat
                                                                  • Key Players – What You Need to Know

                                                                    • Most top 10 brands grow in a fragmented market
                                                                      • Diageo leads the way in value but falls behind in volumes
                                                                        • A strong presence from beer brands in the top 10
                                                                          • Flavour innovation driving growth
                                                                          • Brand Performance

                                                                            • Diageo leads the way in value but falls behind in volumes
                                                                                • Figure 8: Leading manufacturers’ shares of alcoholic drink sales in the UK off-trade, 2014/15
                                                                              • Beer dominates the list of leading alcoholic drinks brands
                                                                                • Figure 9: Value sales of the leading alcoholic drinks brands in the off-trade, 2012/13-2014/15
                                                                                • Figure 10: Volume sales of the leading alcoholic drinks brands in the off-trade, 2012/13-2014/15
                                                                              • Hardys races clear in the wine market…
                                                                                • …while Smirnoff does the same in spirits
                                                                                • Launch Activity and Innovations

                                                                                  • Beer and cider
                                                                                    • Flavoured fortunes
                                                                                      • The growth of craft
                                                                                        • Lower/non-alcohol opportunities
                                                                                          • Wine
                                                                                            • Spirits and liqueurs
                                                                                              • Flavoured variants are also coming to the fore in spirits
                                                                                                • To age or not to age
                                                                                                  • Packaging innovation helps brands to stand out
                                                                                                  • The Consumer – What You Need To Know

                                                                                                    • 80% of adults drink alcoholic drinks
                                                                                                      • 72% of drinkers do so at least once a week
                                                                                                        • Almost three quarters expect no change in how much they drink
                                                                                                          • Familiar brands lead the way in the decision-making process
                                                                                                            • Taste trumps brand name when it comes to alcoholic drinks
                                                                                                              • Women and Millennials drive interest in low/non-alcohol
                                                                                                              • Usage of Alcoholic Drinks

                                                                                                                • 80% of adults drink alcoholic drinks
                                                                                                                  • Figure 11: Usage of different types of alcoholic drinks, May 2015
                                                                                                                • Most drinks enjoy higher usage at home than out
                                                                                                                    • Figure 12: Usage of different types of alcoholic drinks at home and out of home, May 2015
                                                                                                                  • A quarter of adults stick to only one or two types of alcoholic drinks
                                                                                                                    • Figure 13: Repertoire of usage of different types of alcoholic drinks at home and out of home, May 2015
                                                                                                                • Occasions for Usage

                                                                                                                  • 72% of users drink alcohol at least once a week
                                                                                                                    • Figure 14: Frequency of drinking alcoholic drinks, May 2015
                                                                                                                  • Weekend is most popular time to drink alcohol
                                                                                                                    • Figure 15: Days on which alcoholic drinks are consumed, by type, May 2015
                                                                                                                  • Alcoholic drinks are most popular after 6pm
                                                                                                                      • Figure 16: Times at which alcoholic drinks are consumed, by type, May 2015
                                                                                                                  • Changes in Alcohol Usage

                                                                                                                    • Almost three quarters do not expect to change how much they drink
                                                                                                                      • Figure 17: Expected changes in quantity of alcohol consumed, May 2015
                                                                                                                    • Money, lifestyles changes and health are prompting usage cuts
                                                                                                                        • Figure 18: Reasons for expecting to cut back on drinking, May 2015
                                                                                                                    • Choice Factors

                                                                                                                      • Habits lead the way in brand choice
                                                                                                                        • Figure 19: Factors in choice of alcoholic drinks brands (any ranking 1-5), May 2015
                                                                                                                        • Figure 20: Factors in choice of alcoholic drinks brands, ranked 1 and any 2-5, May 2015
                                                                                                                      • Flavour and premium perceptions are also important in brand choice
                                                                                                                        • Premium products appeal more to men
                                                                                                                          • Women drive interest in ‘moderation’ drinks
                                                                                                                            • Over-55s take most interest in a high ABV
                                                                                                                              • Ethical drinks appeal most to under-35s
                                                                                                                              • Attitudes towards Alcoholic Drinks

                                                                                                                                • Own-brand widely seen to lag behind brands on taste
                                                                                                                                  • Figure 21: Attitudes towards alcoholic drinks, May 2015
                                                                                                                                • Taste trumps brand name when it comes to alcoholic drinks
                                                                                                                                  • Many drinkers look for quality over quantity
                                                                                                                                    • Women respond to calorie and alcohol content
                                                                                                                                      • Under-35s like innovation but can struggle with wide choice
                                                                                                                                        • Social aspect of drinking matters most to under-35s
                                                                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                                                                          • Data sources
                                                                                                                                            • Fan chart forecast
                                                                                                                                              • Abbreviations
                                                                                                                                              • Appendix – Market Size and Segment Performance

                                                                                                                                                  • Figure 22: Total value sales of different types of alcoholic drinks, 2010-20
                                                                                                                                                  • Figure 23: Best- and worst-case forecasts for the UK alcoholic drinks market, by value, 2015-20

                                                                                                                                              Companies Covered

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

                                                                                                                                              Attitudes Towards Alcoholic Drinks - UK - July 2015

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