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Drinking in the Home - UK - June 2012

“Exploring NPD positioning cider as a more sophisticated drink, such as vintage ciders and premium products like Aspall’s could also help the segment to boost its appeal among older age groups, together with a greater emphasis on food matching.”

– Alex Beckett, Senior Food Analyst

Some questions answered in this report include:

  • How can manufacturers tap into drinkers’ attitudes towards drinking in home?
  • How can the off-trade better connect with over-65s?
  • Which types of drink are most suited to premium positioning for in-home drinking?
  • What cues can cider take from the lager sector to engage drinkers as they age?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Forecasts
                • Figure 1: UK retail value sales of in-home alcoholic drinks, 2007-17
                • Figure 2: UK retail volume sales of in-home alcoholic drinks, 2007-17
              • Market factors
                • Recession hits consumer interest in premium beer and wine
                  • Government advances its plans to ban below-cost alcohol
                    • The consumer
                      • Share of adults who drink in-home falls to four-year low
                        • Figure 3: Trends for drinking alcohol amongst the population, 2007-11
                      • The frequency of drinking in-home declines
                        • Female drinkers help white wine to become the most typically-consumed in-home drink
                          • Figure 4: Top 5 alcoholic drinks used in-home, by gender, May 2012
                        • Aside from festive gatherings, drinkers are most likely to drink in-home to relax
                          • Figure 5: Occasions for drinking in the home (ie yours or another person’s), May 2012
                        • Two fifths of in-home drinkers stick to the same brand of drink
                          • Figure 6: Attitudes towards drinking in the home, May 2012
                          • Figure 7: Further attitudes towards drinking in the home, May 2012
                        • What we think
                        • Issues in the Market

                            • How can manufacturers tap into drinkers’ attitudes towards drinking in home?
                              • How can the off-trade better connect with over-65s?
                                • Which types of drink are most suited to premium positioning for in-home drinking?
                                  • What cues can cider take from the lager sector to engage drinkers as they age?
                                  • Future Opportunities

                                      • Trend: Slow It All Down
                                        • Trend: Edutainment
                                          • 2015 Trend: East Meets West
                                          • Market Environment

                                            • Key points
                                              • Economic downturn hits consumer interest in premium beer and wine
                                                • Figure 8: Agreement with selected life style statements, 2007-11
                                              • Fewer than three in ten like to try new drinks
                                                • Government’s minimum pricing plans could see alcohol prices soar
                                                  • Responsibility Deal
                                                    • Pre-loading grabs government’s attention
                                                      • Alcohol deaths edge up between 2009 and 2010
                                                        • Figure 9: Alcohol-related death rates in the UK, by gender, 2000-10
                                                      • Commodity costs, duty and VAT hit alcohol prices in 2011
                                                        • On-trade drinks prices rise faster than those in the off-trade
                                                          • Figure 10: Annual price index (RPI) of beer and wine & spirits, in the off-trade and on-trade, 2006-11
                                                        • The UK slips back into recession
                                                          • Older population set for rapid growth
                                                            • Figure 11: Projected trends in population growth, by age, 2011-16
                                                        • Consumers’ Changing Drinking Habits

                                                          • Key points
                                                            • Overall drinking continues to slide
                                                              • Figure 12: Trends for drinking alcohol amongst the UK adults population, 2006-11
                                                            • Men and 35-54s are biggest in-home drinkers
                                                              • Figure 13: Drinking any alcohol in the past 12 months vs drinking in the home, by gender and age groups, 2011
                                                            • Frequency of drinking in-home
                                                              • Figure 14: Frequency of drinking in home, 2006-11
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Total value of the off-trade drinks market grows
                                                                • Figure 15: Value and volume sales of In-home alcoholic drinks, 2007-17
                                                              • The future of the drinking in the home market
                                                                • Market forecasts
                                                                  • Figure 16: UK retail volume sales of in-home alcoholic drinks, 2007-17
                                                                  • Figure 17: UK retail value sales of in-home alcoholic drinks, 2007-17
                                                                • Forecast methodology
                                                                • The Consumer – Types of Alcoholic Drink Used

                                                                  • Key points
                                                                    • White wine is the most popular in-home drink choice
                                                                        • Figure 18: Types of alcoholic drink used in-home (ie yours or another person’s), May 2012
                                                                        • Figure 19: Top 5 alcoholic drinks used in-home, by gender, May 2012
                                                                      • In-home lager usage peaks among 25-34s
                                                                        • Figure 20: Usage of lager in the home, by age and socio-economic groups, May 2012
                                                                      • Cider represents strong competition for lager among 18-24s
                                                                        • Figure 21: In-home usage of lager and cider, by selected age groups, 2011
                                                                      • Usage of vodka declines with age
                                                                        • Figure 22: In-home usage of vodka and whisky/whiskey, by age groups, May 2012
                                                                      • Whisky scores high for in-home usage with the lucrative 55-64 group
                                                                      • The Consumer – In-home Drinking Occasions

                                                                        • Key points
                                                                          • Festive occasions are key drinking occasions in-home
                                                                              • Figure 23: Occasions for drinking in the home (ie yours or another person’s), May 2012
                                                                            • Food-matching and associations with relaxation hold marked potential
                                                                              • Figure 24: Occasions for drinking in the home, ‘when relaxing in the evening’ and ‘to accompany a meal,’ by age groups, May 2012
                                                                            • Relaxing is a key in-home drinks occasion
                                                                              • Food-matching can help brands engage the majority drinking with a meal
                                                                                • Social aspect is key for 18-24s even in the home
                                                                                    • Figure 25: Occasions for drinking in the home, ‘when relaxing in the evening’ and ‘to unwind after work,’ and ‘to accompany a meal,’ by socio-economic groups, May 2012
                                                                                    • Figure 26: Occasions for drinking in the home and elsewhere, ‘when relaxing in the evening’ and ‘to unwind after work,’ by demographics, May 2012
                                                                                  • Pre-loading peaks among 18-24s, C1s and students
                                                                                    • Figure 27: Occasions for drinking in the home, ‘Drinking before going out,’ by age groups and financial situation, May 2012
                                                                                  • High-earning drinkers are more likely to drink while watching sport
                                                                                  • Consumer – Attitudes Towards Drinking In The Home

                                                                                    • Key points
                                                                                      • Two fifths of in-home drinkers stick to the same brand of drink
                                                                                          • Figure 28: Attitudes towards drinking in the home, May 2012
                                                                                        • Women drinkers appreciate being able to control the size of their drinks
                                                                                          • Figure 29: Agreement with the statement, ‘I like being able to control the size of my drink,’ by gender and age group, May 2012
                                                                                        • Men and 18-24s most likely to check ABV level
                                                                                          • Figure 30: Agreement with the statement, ‘I pay attention to the alcoholic strength (ie ABV level) of my drink,’ by gender and age group, May 2012
                                                                                        • Pre-loading declines with age
                                                                                          • Figure 31: Agreement with the statement, ‘I drink at home before going out to save money,’ by age group and gross annual household income, May 2012
                                                                                        • Strong opportunities for premium beverage brands
                                                                                          • Figure 32: Agreement with the statement, ‘I am more likely to drink a premium quality brand in-home than out-of-home,’ by gender and age groups, May 2012
                                                                                        • Health concerns fail to register among in-home drinkers
                                                                                        • Consumer – Further Attitudes Towards Drinking in the Home

                                                                                          • Key points
                                                                                            • Supermarket price wars see three in ten only buy alcohol when it’s on deal
                                                                                              • Figure 33: Further attitudes towards drinking in the home, May 2012
                                                                                              • Figure 34: Agreement with the statements ‘Buying from supermarkets offers a wider choice of brands than drinking out,’ and ‘I only buy alcohol when it’s on special offer’, by gender and age group, May 2012
                                                                                            • Thriftiness encourages in-home drinking, especially among 18-24s
                                                                                              • Figure 35: Agreement with the statement ‘I feel I am saving money if I drink at home instead of out,’ by age group, May 2012
                                                                                            • Home provides a more popular environment in which to savour a drink
                                                                                              • Figure 36: Agreement with the statements, ‘I prefer to drink at a more relaxed pace than when drinking out,’ and ‘I tend to appreciate the taste of my drink more than when drinking in pubs and bars,’ by gender and age group, May 2012
                                                                                            • Drinkers more likely to trial unfamiliar beverages when at home
                                                                                            • Consumer – Target Groups

                                                                                              • Key points
                                                                                                • Four target groups
                                                                                                  • Figure 37: Target groups, by demographics, May 2012
                                                                                                • Pre-loading Socialisers (21%)
                                                                                                  • Temperates (26%)
                                                                                                    • Food Matchers (24%)
                                                                                                      • Out-of-Homers (29%)
                                                                                                      • Appendix – Market Environment

                                                                                                          • Figure 38: Agreement with selected lifestyle statements, by demographics, 2011
                                                                                                      • Appendix – Consumers’ Changing Drinking Habits

                                                                                                          • Figure 39: Frequency of drinking alcohol in home, by detailed demographics, 2011
                                                                                                      • Appendix – Market Size and Forecast

                                                                                                          • Figure 40: UK retail value sales of in-home alcoholic drinks, 2007-17
                                                                                                          • Figure 41: Best- and worst-case forecasts for in-home alcoholic drinks, by value, 2012-17
                                                                                                          • Figure 42: UK retail volume sales of in-home alcoholic drinks, 2007-17
                                                                                                          • Figure 43: Best- and worst-case forecasts for in-home alcoholic drinks, by volume, 2012-17
                                                                                                      • Appendix – Consumer – Types of Alcoholic Drink Used in the Home

                                                                                                          • Figure 44: Most popular types of alcoholic drinks drunk in the home, by demographics, May 2012
                                                                                                          • Figure 45: Next most popular types of alcoholic drinks drunk in the home, by demographics, May 2012
                                                                                                          • Figure 46: Types of alcoholic drinks used most often, by demographics, May 2012
                                                                                                      • Appendix – Consumer – Occasions for Drinking in the Home

                                                                                                          • Figure 47: Occasions for drinking in the home, May 2012
                                                                                                          • Figure 48: Most popular occasions for drinking in the home, by demographics, May 2012
                                                                                                          • Figure 49: Next most popular occasions for drinking in the home, by demographics, May 2012
                                                                                                      • Appendix – Consumer – Attitudes Towards Drinking in the Home

                                                                                                          • Figure 50: Attitudes towards drinking in the home, May 2012
                                                                                                          • Figure 51: Most popular attitudes towards drinking in the home, by demographics, May 2012
                                                                                                          • Figure 52: Next most popular attitudes towards drinking in the home, by demographics, May 2012
                                                                                                      • Appendix – Consumer – Further Attitudes Towards Drinking in the Home

                                                                                                          • Figure 53: Further attitudes towards drinking in the home, May 2012
                                                                                                          • Figure 54: Agreement with the statements ‘Buying from supermarkets offers a wider choice of brands than drinking out’ and ‘I feel l am saving money if I drink at home instead of out’, by demographics, May 2012
                                                                                                          • Figure 55: Agreement with the statements ‘I’m happy to spend more on better quality alcohol’ and ‘I prefer to drink at a more relaxed pace than when drinking out’, by demographics, May 2012
                                                                                                          • Figure 56: Agreement with the statements ‘I think they are good value, compared to other soft drinks’ and ‘I only buy alcohol when it’s on special offer’, by demographics, May 2012
                                                                                                          • Figure 57: Agreement with the statements ‘My friends and I are increasingly drinking in each other’s homes instead of going out’ and ‘I tend to appreciate the taste of my drink more than when drinking in pubs and bars’, by demographics, May 2012
                                                                                                          • Figure 58: Agreement with the statement ‘When drinking out, I am more likely to have what my partner/friends are drinking’, by demographics, May 2012
                                                                                                          • Figure 59: Agreement with the statement ‘I am more likely to experiment with unfamiliar drinks brands when drinking at home’, by demographics, May 2012
                                                                                                      • Appendix – Consumer – Target Groups

                                                                                                          • Figure 60: Target groups, by demographics, March 2012
                                                                                                          • Figure 61: Attitudes towards drinking in the home, by target group, May 2012
                                                                                                          • Figure 62: Frequency of drinking alcohol by target group, May 2012
                                                                                                          • Figure 63: Further attitudes towards drinking in the home, by target group, May 2012
                                                                                                          • Figure 64: Types of alcoholic drink used by target group, May 2012
                                                                                                          • Figure 65: Occasions for drinking in the home, by target group, May 2012

                                                                                                      Companies Covered

                                                                                                      • British Beer and Pub Association
                                                                                                      • Drinkaware Trust
                                                                                                      • Heineken N.V.
                                                                                                      • Tesco Plc

                                                                                                      Drinking in the Home - UK - June 2012

                                                                                                      £1,995.00 (Excl.Tax)