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Drinking in the Home - UK - July 2011

“While price remains the overriding reason for consumers to drink at home, other factors are emerging as reasons for consumers to look at drinking in the home less as a financial necessity and more as a positive choice, such as intimacy of the surroundings and relaxation. The off-trade can leverage these strengths and positive connotations for when/if consumer confidence and spending regain momentum and price becomes less relevant.” – Amy Lloyd, Food and Drink Analyst

In this report we answer the key questions:

What factors can brands and retailers leverage to engage consumers in the off-trade?

How are alcohol price increases affecting the in-home market?

What drinks are benefiting most from consumers drinking in the home?

How can drinks manufacturers, retailers and advertisers target the older drinker?

How can younger consumers be encouraged to expand their drinks repertoire at home?

Definition

This report will assess consumer habits of drinking alcohol within the home. It will therefore look at the market for alcohol purchasing for the purpose of drinking in home; it does not cover consumption of soft drinks or hot beverages. National Statistics data on household spend on alcohol drinks purchased in the off-trade cover all outlet types including retail, online, duty-free and purchases in supermarkets/hypermarkets in continental Europe.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK retail value sales of in-home alcoholic drinks, 2006-11
            • The future
              • Market factors
                • Overall consumption remains high
                  • The over-55s present an opportunity and a challenge
                    • Promoting factors other than price will help to convince consumers of the positives of in-home drinking
                      • The consumer
                        • Figure 2: Types of alcohol drunk in the last six months in the home, May 2011
                      • Wine is the most popular drinks choice at home
                        • Figure 3: Top five types of alcohol drunk in the last six months in the home, by gender, May 2011
                      • Sizeable minority are habitual drinkers
                        • Figure 4: Attitudes towards drinking alcohol at home, May 2011
                      • What we think
                      • Issues in the Market

                          • What factors can brands and retailers leverage to engage consumers in the off-trade?
                            • How are alcohol price increases affecting the in-home market?
                              • Which drinks are benefiting most from consumers drinking in the home?
                                • How can drinks manufacturers, retailers and advertisers target the older drinker?
                                  • How can younger consumers be encouraged to expand their drinks repertoire at home?
                                  • Future Opportunities

                                      • Survival Skills
                                        • Brand Review
                                        • Market Environment

                                          • Key points
                                            • Incomes are being squeezed
                                              • Figure 5: Average weekly earnings compared to inflation in the UK, January 2005-April 2011*
                                            • Fuelling the shift to in home
                                              • Figure 6: Trends in yearly price inflation (RPI) changes for UK alcoholic drinks compared to all items, 2000-11*
                                            • Discretionary spending priorities come under pressure
                                              • Figure 7: Trends in what extra money is spent on, May 2011
                                            • Demographic changes should fuel premiumisation in the market
                                              • ABs continue to grow
                                                • Figure 8: Forecast adult population trends, by socio-economic group, 2006-16
                                              • Targeting the older consumer
                                                • Figure 9: Forecast adult population trends, by age, 2006-16
                                            • Consumers’ Changing Drinking Habits

                                              • Key points
                                                • Overall drinking in long-term decline, but at-home drinking resilient
                                                    • Figure 10: Trends in drinking habits, 2005-10
                                                  • Consumers are cutting back on their alcohol spending
                                                      • Figure 11: Annualised growth in real alcoholic drinks spend for in-home drinking compared to total real household expenditure, 1984 Q1-2010 Q4
                                                    • Spirits benefit from switch to in-home drinking
                                                        • Figure 12: Percentage annual increase in value sales for beer, wine and spirits, at constant 2006 prices, 2006-10*
                                                      • Wine fails to capitalise on its strong position
                                                      • Market Size

                                                        • Key points
                                                          • A sizeable market
                                                            • Figure 13: UK retail value sales of In-home alcoholic drinks, at current and constant 2006 prices, 2006-11
                                                          • In-home drinking comes under pressure
                                                            • Figure 14: UK retail value sales of in-home alcoholic drinks, at current and constant 2006 prices, 2006-11
                                                            • Figure 15: Trends in inflation, all items versus prices of alcoholic drinks, by channel, 2004-10
                                                        • The Consumer – Usage

                                                          • Key points
                                                              • Figure 16: Types of alcohol drunk in the last six months in the home, May 2011
                                                            • What are people drinking?
                                                                • Figure 17: Top five types of alcohol drunk in the last six months in the home, by gender, May 2011
                                                              • Spirits benefit from switch to in-home drinking
                                                                • Figure 18: Index of any dark/white spirits drunk in the last six months in the home, by gender, age, socio-economic status and annual household income (average = 100), May 2011
                                                              • Rosé and cider gain in popularity, thanks to their appeal to the more affluent households
                                                                  • Figure 19: Types of alcohol not currently drunk, but would consider drinking in future, July 2009
                                                                • Polarisation in repertoire for older and younger consumers
                                                                  • Figure 20: Types of alcoholic drinks drunk in the last six months in the home – 18-24s vs over-55s, May 2011
                                                                • On-trade fuels popularity of bitter/ale/stouts and liqueurs
                                                                • The Consumer – Drinking Occasions

                                                                  • Key points
                                                                      • Figure 21: Occasions for drinking alcohol at home, May 2011
                                                                    • Relaxing properties appeal to consumers
                                                                      • Brits becoming more social?
                                                                        • Figure 22: Drinking alcohol at home ‘when socialising with friends’, by age, May 2011
                                                                      • Catering to specific occasions
                                                                      • The Consumer – Drinking Occasions by Drinks Type

                                                                        • Key points
                                                                          • Intimacy and relaxation appeal to consumers
                                                                            • Figure 23: Index of agreement with drinking ‘When relaxing of an evening’ in the last six months in the home, by type of drink drunk (average = 100), May 2011
                                                                          • Meal occasions remain a key driver
                                                                              • Figure 24: Index of agreement with drinking ‘To accompany a meal’ in the last six months in the home, by type of drink drunk (average = 100), May 2011
                                                                            • Sharing element boosts the cocktails market
                                                                              • Figure 25: Share of at-home drinkers, by type of drink, who have drunk ‘When socialising with friends’, May 2011
                                                                          • The Consumer – Reasons to Drink at Home

                                                                            • Key points
                                                                                • Figure 26: Factors influencing the decision to drink alcohol at home, May 2011
                                                                              • Cost savings appeal to consumers
                                                                                • Figure 27: Index of agreement with the statement ‘It is cheaper to drink at home’, by gender, age, socio-economic status and annual household income, (average = 100), May 2011
                                                                              • Other factors are changing the way that consumers view in-home drinking
                                                                                  • Figure 28: Index of agreement with the statement ‘It is more intimate at home’, by types of alcohol drunk in the last six months (average = 100), May 2011
                                                                                • Entertaining provides an experiential alternative
                                                                                • Consumer Attitudes towards Drinking in the Home

                                                                                  • Key points
                                                                                      • Figure 29: Attitudes towards drinking alcohol at home, May 2011
                                                                                    • A sizeable minority of consumers are habitual in their drinking habits
                                                                                      • Figure 30: Index of agreement with the statement ‘I always drink the same thing at home’, by gender, age, socio-economic status and annual household income, (average = 100), May 2011
                                                                                    • Older consumers are more adventurous
                                                                                        • Figure 31: Attitudes towards drinking alcohol at home, by age, May 2011
                                                                                      • Less than a fifth are trading up at home
                                                                                          • Figure 32: Index of agreement with the statement ‘I buy more expensive drinks when drinking at home’, by gender, age, socio-economis status and annual household income (average = 100), May 2011
                                                                                        • Those trading up tend to have drunk premium drinks such as brandy
                                                                                          • Figure 33: Index of agreement with the statement ‘I buy more expensive drinks when drinking at home’, by drinks type (average = 100), May 2011
                                                                                        • A more moderate approach to drinking affects drinking at home
                                                                                          • Wealthier households like to match drinks with food
                                                                                              • Figure 34: Index of agreement with the statement ‘I like to match drinks with food at home’, by gender, age, socio-economic status and annual household income (average = 100), May 2011
                                                                                            • The young like to drink the same as their peers
                                                                                              • Figure 35: Agreement with the statement ’I tend to drink the same drink as my partner/friends at home’, by age, May 2011
                                                                                          • The Consumer – Targeting Opportunities

                                                                                            • Key points
                                                                                                • Figure 36: Consumer clusters for drinking in the home, May 2011
                                                                                              • Home Adventurers
                                                                                                • Foodies
                                                                                                  • Reducers
                                                                                                  • Appendix – Market Environment

                                                                                                      • Figure 37: Trends in drinking alcohol in home amongst the population, 2006-10
                                                                                                      • Figure 38: Trends in the age structure of the UK population, 2006-16
                                                                                                  • Appendix – The Consumer – Usage

                                                                                                      • Figure 39: Most popular types of alcohol drunk in the last six months in the home, by demographics, May 2011
                                                                                                      • Figure 40: Next most popular types of alcohol drunk in the last six months in the home, by demographics, May 2011
                                                                                                      • Figure 41: Other types of alcohol drunk in the last six months in the home, by demographics, May 2011
                                                                                                  • Appendix – The Consumer – Drinking Occasions

                                                                                                      • Figure 42: Occasions when have drunk alcohol at home, May 2011
                                                                                                      • Figure 43: Occasions when have drunk alcohol at home, by demographics, May 2011
                                                                                                  • Appendix – The Consumer – Drinking Occasions by Drinks Type

                                                                                                      • Figure 44: Occasions when have drunk alcohol at home, by most popular types of alcohol drunk in the last six months in the home, May 2011
                                                                                                      • Figure 45: Occasions when have drunk alcohol at home, by next most popular types of alcohol drunk in the last six months in the home, May 2011
                                                                                                      • Figure 46: Occasions when have drunk alcohol at home, by other types of alcohol drunk in the last six months in the home, May 2011
                                                                                                  • Appendix – The Consumer – Reasons to Drink at Home

                                                                                                      • Figure 47: Factors influencing the decision to drink alcohol at home, by demographics, May 2011
                                                                                                      • Figure 48: Next most popular factors influencing the decision to drink alcohol at home, by demographics, May 2011
                                                                                                      • Figure 49: Factors influencing the decision to drink alcohol at home, by occasions when have drunk alcohol at a pub/bar/restaurant/other venue, May 2011
                                                                                                      • Figure 50: Factors influencing the decision to drink alcohol at home, by most popular types of alcohol drunk in the last six months in the home, May 2011
                                                                                                      • Figure 51: Factors influencing the decision to drink alcohol at home, by next most popular types of alcohol drunk in the last six months in the home, May 2011
                                                                                                  • Appendix – The Consumer – Attitudes towards Drinking in the Home

                                                                                                      • Figure 52: Agreement with the statements ‘I always drink the same thing at home’ and ‘I don’t drink stronger drinks (eg spirits) at home’, by demographics, May 2011
                                                                                                      • Figure 53: Agreement with the statements ‘I like to match drinks with food at home (eg white wine with fish)’ and ‘I tend to drink the same drink as my partner/friends at home’, by demographics, May 2011
                                                                                                      • Figure 54: Agreement with the statements ‘I tend to mix my drinks less at home than if I’m out’ and ‘I tend to drink more at home than I would if I’m out’, by demographics, May 2011
                                                                                                      • Figure 55: Agreement with the statements ‘I have become more adventurous with what I drink at home’ and ‘I buy more expensive drinks when drinking at home (eg Cognac, Champagne etc)’, by demographics, May 2011
                                                                                                      • Figure 56: Attitudes towards drinking alcohol at home, by most popular types of alcohol drunk in the last six months in the home, May 2011
                                                                                                      • Figure 57: Attitudes towards drinking alcohol at home, by next most popular types of alcohol drunk in the last six months in the home, May 2011
                                                                                                      • Figure 58: Attitudes towards drinking alcohol at home, by other types of alcohol drunk in the last six months in the home, May 2011
                                                                                                  • Appendix – Targeting Opportunities

                                                                                                      • Figure 59: Target groups, by demographics, May 2011
                                                                                                      • Figure 60: Types of alcohol drunk in the last six months in the home, by target groups, May 2011
                                                                                                      • Figure 61: Occasions when have drunk alcohol at home, by target groups, May 2011
                                                                                                      • Figure 62: Factors influencing the decision to drink alcohol at home, by target groups, May 2011
                                                                                                      • Figure 63: Attitudes towards drinking alcohol at home, by target groups, May 2011

                                                                                                  Companies Covered

                                                                                                  • Bacardi & Company Limited
                                                                                                  • British Beer and Pub Association
                                                                                                  • Cadbury Schweppes Plc
                                                                                                  • Coca-Cola GB
                                                                                                  • Diageo Plc
                                                                                                  • Drake and Morgan
                                                                                                  • Greene King Brewing and Retailing Ltd
                                                                                                  • Guinness
                                                                                                  • Marks & Spencer
                                                                                                  • Oddbins Ltd

                                                                                                  Drinking in the Home - UK - July 2011

                                                                                                  £1,750.00 (Excl.Tax)