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Consumer Attitudes to Drinking - UK - August 2010

  • Despite alcohol consumption being in decline since 2004, almost half of consumers are drinking alcohol ‘once a week’ or ‘at least twice per week or more’, demonstrating how ingrained drinking alcohol is as part of British culture.
  • As consumers are going out less often but spending more when they do, the on-trade needs to exploit the experiential nature of pub visiting. With almost half of consumers enjoying trying new drinks, particularly those aged 18-24, the industry needs to encourage up-selling through bartender knowledge and recommendation wherever possible.
  • The off-trade has prospered as consumers have shifted to drinking at home more often, with wine and sprits the big winners. One way that retailers can differentiate themselves is by making improvements in guidance e.g. Tesco and Asda’s electronic wine advisers help to inspire confidence and experimentation.
  • Almost seven in ten consumers state that they do not like the feeling of losing control when drunk, which suggests that a more moderate and mature attitude to drinking is starting to emerge, which should provide opportuinities for manufacturers of lower alcohol drinks.
  • Beer continues to be the biggest category by volumes, although this is declining. The introduction of a tiered system in terms of strength in the lager market has helped revitalised the sector.
  • Consumers’ are expanding their drinking repertoires, especially those aged 25-34. Cider is now drunk by almost two fifths of all adults and young male drinkers’ quest for more complex tasting ales, stouts and world beers is driving growth in these markets.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
        • Future Opportunities

          • The measured serve
            • Nice and small
              • Education and appreciation
                • Give it a try
                • Market in Brief

                  • Drinking declining but still popular
                    • Binge drinking remains a problem
                      • Recession hurts the on-trade
                        • Switching to in-home drinking
                          • Catering to changing tastes
                            • Innovation driving interest
                            • Internal Market Environment

                              • Key points
                                • Drinking in long-term decline
                                  • Figure 1: Trends in drinking habits, 2002-09
                                • In-home drinking benefiting but also feeling the pinch
                                  • Figure 2: UK household expenditure on in-home alcoholic drinks, by sector, at constant 2005 prices, 2005-09
                                • Wine and spirits benefit from switch to in-home drinking
                                  • Figure 3: Volume sales of alcoholic drinks, by type, 2004-09
                                • Soft drinks present opportunity for the on-trade
                                  • Older drinking more often, younger more at once
                                    • Figure 4: Adults who drink two or three times a week, 2009 and average units per session, by age, February 2009
                                  • The wealthier and employed drink more often
                                  • Broader Market Environment

                                    • Key points
                                      • Outlook for 2010 remains tough
                                        • Figure 5: Consumer expenditure and savings, at constant 2010 prices, 2005-15
                                      • Duty rises continue
                                        • Legislation
                                          • Hopes for rising ABC1s
                                            • Figure 6: Forecast adult population trends, by socio-economic group, 2005-15
                                          • Generation Y to dominate
                                            • Figure 7: Trends in the age structure of the UK population, 2005-15
                                        • Strengths and Weaknesses

                                          • Strengths
                                            • Weaknesses
                                            • Who’s Innovating?

                                              • Key points
                                                • Launches decline as recession bites
                                                  • Figure 8: Trends in new product launches in alcoholic drinks in the UK, by sector, 2005-09
                                                • Beer retains premium focus
                                                  • Flavours in vodka
                                                    • Cider diversifies
                                                      • Packaging focus for wine
                                                        • Whisky promotes exclusivity and convenience
                                                          • Lower ABV set to grow
                                                          • Consumer Usage – What People Drink and How Often

                                                            • Key points
                                                              • Targeting consumers
                                                                • Seasonal drinks
                                                                    • Figure 9: Types of alcohol drunk over past 12 months, June 2010
                                                                  • Appealing to the young
                                                                      • Figure 10: Types of alcohol drunk in the last 12 months – 18-24-year-olds, June 2010
                                                                    • Potential of standard premium variants
                                                                      • What are people drinking?
                                                                        • Wine and beer split for women and men
                                                                            • Figure 11: Types of alcohol drunk over past 12 months, by gender, June 2010
                                                                          • Cider popularity continues
                                                                            • White spirits appealing to all socio-economic groups
                                                                              • How often consumers drink
                                                                                • Figure 12: Frequency of drinking alcohol, June 2010
                                                                              • Drinking more at home
                                                                                  • Figure 13: Frequency of drinking alcohol, by age, June 2010
                                                                                • Gender split on frequency
                                                                                  • Figure 14: Frequency of drinking alcohol, by gender, June 2010
                                                                                • Employment plays a part
                                                                                • Factors Influencing Drinking Habits

                                                                                  • Key points
                                                                                    • The relaxing properties of alcohol are the question
                                                                                      • Figure 15: Reasons for drinking alcohol (either in or out of home) in the last 12 months, June 2010
                                                                                    • Social creatures
                                                                                      • Celebrate good times
                                                                                        • Bingers
                                                                                          • Figure 16: Reasons for drinking alcohol (either in or out of home) in the last 12 months, by age and household income, June 2010
                                                                                        • Creatures of habit
                                                                                          • Adventurous youth
                                                                                              • Figure 17: Types of alcohol not currently drunk, but would consider drinking in future, July 2009
                                                                                          • Consumers’ Attitudes Towards Drinking Alcohol

                                                                                            • Key points
                                                                                              • Recession
                                                                                                  • Figure 18: Agreement with the statement ‘I’ve been cutting down on the amount I drink to save money’, by age, working status, socio-economic group and household income, June 2010
                                                                                                • Drinking at the weekend and more at home
                                                                                                  • Figure 19: Attitudes towards drinking alcohol, by working status, June 2010
                                                                                                • Moderate control
                                                                                                  • Figure 20: Attitudes towards drinking alcohol, June 2010
                                                                                                • Escapism
                                                                                                  • Figure 21: Net difference* between any agree statements on attitudes towards drinking alcohol, by gender, June 2010
                                                                                              • Consumers’ Drinking Behaviour

                                                                                                • Key points
                                                                                                  • Drinks repertoire expanding
                                                                                                      • Figure 22: Brand repertoire of alcoholic drinks, 2005-09
                                                                                                    • Younger drinkers are more adventurous
                                                                                                      • Figure 23: Any agree with statements on drinking alcohol, by age, June 2010
                                                                                                    • Social beings
                                                                                                      • Figure 24: Net difference* between any agree statements on drinking alcohol, by gender, June 2010
                                                                                                    • Men share the cost
                                                                                                      • Women prefer to share, with friends or partners
                                                                                                      • Consumer Targeting Opportunities

                                                                                                        • Key points
                                                                                                            • Figure 25: Consumer clusters for drinking habits, June 2010
                                                                                                          • Hedonists (26%)
                                                                                                            • Mature & relaxed (24%)
                                                                                                                • Figure 26: Analysis of any agree attitudes towards drinking between Hedonists and Mature & relaxed (agreement), June 2010
                                                                                                              • Sociable suppers (24%)
                                                                                                                • Reluctant drinkers (26%)
                                                                                                                    • Figure 27: Analysis of any agree attitudes towards drinking between Sociable suppers and Reluctant drinkers, June 2010
                                                                                                                • Appendix – Market in Brief

                                                                                                                    • Figure 28: Consumer switching behaviour between drinking at home and drinking out of home, April 2009
                                                                                                                • Appendix – Internal Market Environment

                                                                                                                    • Figure 29: Drunk any alcohol in the last 12 months, by demographics, 2002-06
                                                                                                                    • Figure 30: Drunk any alcohol in the last 12 months, by demographics, 2002-09
                                                                                                                • Appendix – Consumer Usage

                                                                                                                    • Figure 31: Drunk cider in the last 12 months, by demographics, 2002-09
                                                                                                                    • Figure 32: Drunk white spirits in the last 12 months^, by demographics, 2002-09
                                                                                                                    • Figure 33: Frequency of drinking alcohol, by demographics, June 2010
                                                                                                                • Appendix – Consumer Attitudes’ Towards Drinking Alcohol

                                                                                                                    • Figure 34: Attitudes towards drinking alcohol, June 2010
                                                                                                                    • Figure 35: Frequency of drinking alcohol, by attitudes towards drinking alcohol, June 2010
                                                                                                                    • Figure 36: Attitudes towards drinking alcohol, by demographics, June 2010
                                                                                                                    • Figure 37: Attitudes towards drinking alcohol, by demographics, June 2010
                                                                                                                    • Figure 38: Attitudes towards drinking alcohol, by demographics, June 2010
                                                                                                                    • Figure 39: Attitudes towards drinking alcohol, by demographics, June 2010
                                                                                                                    • Figure 40: Attitudes towards drinking alcohol, by demographics, June 2010
                                                                                                                    • Figure 41: Attitudes towards drinking alcohol, by demographics, June 2010
                                                                                                                • Appendix – Consumer – Drinking Behaviour

                                                                                                                    • Figure 42: Frequency of drinking alcohol, by statements on drinking alcohol, June 2010
                                                                                                                    • Figure 43: Statements on drinking alcohol, by demographics, June 2010
                                                                                                                    • Figure 44: Brand repertoire of alcoholic drinks, by age, 2009
                                                                                                                    • Figure 45: Types of alcohol drunk in the last 12 months, by statements on drinking alcohol, June 2010
                                                                                                                • Appendix – Consumer – Targeting Opportunities

                                                                                                                    • Figure 46: Frequency of drinking alcohol, by target groups, June 2010
                                                                                                                    • Figure 47: Types of alcohol drunk in the last 12 months, by target groups, June 2010
                                                                                                                    • Figure 48: Statements on drinking alcohol, by target groups, June 2010
                                                                                                                    • Figure 49: Target groups, by demographics, June 2010

                                                                                                                Companies Covered

                                                                                                                • Asahi Breweries, Ltd.
                                                                                                                • Asda Group Ltd
                                                                                                                • Bacardi-Martini Ltd
                                                                                                                • British Beer and Pub Association
                                                                                                                • British Retail Consortium
                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                • Co-operative Group
                                                                                                                • Coca-Cola GB
                                                                                                                • Drinkaware Trust
                                                                                                                • Ehrmanns Ltd
                                                                                                                • Everton Football Club
                                                                                                                • Finlandia
                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                • Guinness
                                                                                                                • Halewood International Ltd
                                                                                                                • Heineken N.V.
                                                                                                                • IKEA
                                                                                                                • J. Sainsbury
                                                                                                                • JD Wetherspoon
                                                                                                                • Kantar Media
                                                                                                                • Lidl (UK)
                                                                                                                • Majestic Wine Warehouse Ltd
                                                                                                                • Marks & Spencer
                                                                                                                • Marne et Champagne
                                                                                                                • Maxxium UK
                                                                                                                • Miller Brands (UK) Ltd
                                                                                                                • mmO2 plc
                                                                                                                • Molson Coors Brewing Company
                                                                                                                • Orange plc (UK)
                                                                                                                • Post Office Counters Ltd
                                                                                                                • Pret A Manger
                                                                                                                • Prezzo PLC
                                                                                                                • Prosecco di Conegliano-Valdobbiadene
                                                                                                                • Rémy Cointreau
                                                                                                                • Russian Standard
                                                                                                                • Stolichnaya
                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                • Tesco Plc
                                                                                                                • Virgin Media Ltd
                                                                                                                • Virgin Mobile
                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                • Wm Morrison Supermarkets

                                                                                                                Consumer Attitudes to Drinking - UK - August 2010

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