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Drinking in the Home - UK - June 2014

“Encouraging consumers to trade up to better quality is possible given that 62% of drinkers think that it is worth paying more for better quality. The key to this is conveying tangible reasons for the higher price, for example the use of high-quality ingredients or limited batches.”

– Chris Wisson, Senior Drinks Analyst

Some issues covered in this report include:

  • The decline in alcohol consumption prompts need to encourage trading up
  • Lessons to learn from cider
  • Projecting sophistication to progress in dining occasions
  • Scope for growth for specialist outlets

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Table of contents

  1. Introduction

      • Definition
        • Excluded
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Forecast for value sales of in-home alcoholic drinks, 2009-19
              • Still wine leads the way in the off-trade
                • Figure 2: Share of retail value sales of different alcoholic drinks, 2013
              • Market factors
                • Alcohol consumption is in decline
                  • Consumer confidence bounces back
                    • Government involvement looks set to continue
                      • Population changes also have an influence
                        • Companies, brands and innovation
                          • NPD in decline…
                            • …along with advertising
                              • The consumer
                                • 58% of adults drink at home at least once a week
                                  • Figure 3: Frequency of drinking alcoholic drinks at home, May 2014
                                • Still wine remains the most popular in-home drink
                                  • Figure 4: Types of alcoholic drinks drunk at home, May 2014
                                • More than half of in-home drinkers spend less than £10 per week
                                  • Figure 5: Spend per week on alcoholic drinks for drinking in the home, May 2014
                                • Large supermarket stores dominate alcoholic drink sales
                                  • Wine remains the most popular drink but lager is close behind
                                    • Sharing of drinks and stocking up are popular
                                      • Discounts/special offers the best route to encouraging consumers to try new drinks
                                        • The in-home channel can mine associations to relaxation
                                          • Figure 6: Attitudes towards drinking at home, May 2014
                                        • What we think
                                        • Issues and Insights

                                            • The decline in alcohol consumption prompts need to encourage trading up
                                              • The facts
                                                • The implications
                                                  • Lessons to learn from cider
                                                    • The facts
                                                      • The implications
                                                        • Projecting sophistication to progress in dining occasions
                                                          • The facts
                                                            • The implications
                                                              • Scope for growth for specialist outlets
                                                                • The facts
                                                                  • The implications
                                                                  • Trend Application

                                                                      • Guiding Choice
                                                                        • Many Mes
                                                                          • Mintel Futures: Old Gold
                                                                          • Market Drivers

                                                                            • Key points
                                                                              • Consumer confidence bounces back
                                                                                • Figure 7: UK GDP, by quarter, 2008-14
                                                                                • Figure 8: Consumer confidence index, monthly, January 2007-May 2014
                                                                              • Alcohol consumption is in decline
                                                                                • Figure 9: Trends in UK per capita consumption of 100% alcohol, 2000-13
                                                                                • Figure 10: Index of affordability of alcohol on a per capita basis, 1980-2012
                                                                              • Health considerations play a part in curbing drinking
                                                                                • Binge drinking remains an issue
                                                                                  • Figure 11: Hospital admissions with a primary diagnosis attributable to alcohol consumption in England, 2002/03-2011/12
                                                                                • On-trade prices remain ahead of off-trade prices
                                                                                  • Figure 12: Index of price of beer and wine in the on- and off-trade, 2007-13
                                                                                • Good news from the government
                                                                                  • Figure 13: UK excise duty rates for selected alcoholic drinks, 2003-14
                                                                                • The weather and World Cup could prove to boost the industry
                                                                                  • Figure 14: Hours of sunshine in the UK, by month, 2008-14
                                                                                • An ageing population is less problematic for the off-trade than the on-trade
                                                                                  • Figure 15: Projected trends in the age structure of the UK population, 2014-19
                                                                                • C2s could hold the key to growth
                                                                                • Who’s Innovating?

                                                                                  • Key points
                                                                                    • New product launches drop off
                                                                                      • Figure 16: Share of alcoholic drinks NPD, 2009-14
                                                                                      • Figure 17: Alcoholic drinks NPD in the UK, by launch type, 2009-14
                                                                                      • Figure 18: Alcoholic drinks NPD in the UK, by brand and own-label, 2009-14
                                                                                    • Beer rises to the top of the NPD list
                                                                                      • Figure 19: Share of alcoholic drinks NPD in the UK, by category, 2009-14
                                                                                    • Limited editions become more prevalent
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • In-home sales continue to increase
                                                                                          • Figure 20: Value and volume sales of in-home alcoholic drinks, 2009-19
                                                                                        • Forecasts
                                                                                          • Figure 21: Forecast for value sales of in-home alcoholic drinks, 2009-19
                                                                                          • Figure 22: Forecast for volume sales of in-home alcoholic drinks, 2009-19
                                                                                        • Forecast methodology
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Still wine is the leading off-trade category
                                                                                              • Figure 23: Share of retail value sales of different alcoholic drinks, 2013
                                                                                              • Figure 24: Share of retail volume sales of different alcoholic drinks, 2013
                                                                                              • Figure 25: Retail value and volume performance of alcoholic drinks categories, 2012 and 2013
                                                                                            • Has beer turned the corner?
                                                                                              • Predictions for 2014
                                                                                                • Beer
                                                                                                  • Cider
                                                                                                    • Still, sparkling and fortified wines
                                                                                                      • Spirits and liqueurs
                                                                                                      • Brand Performance

                                                                                                        • Key points
                                                                                                          • Beer brands dominate the off-trade leaders
                                                                                                            • Figure 26: Top 30 off-trade alcoholic drink brands in the UK, value sales, 2011-13
                                                                                                            • Figure 27: Value and volume change in the sales of the top 30 off-trade alcoholic drink brands in the UK, 2012-13
                                                                                                          • Cider picks up some of beer’s business
                                                                                                            • Spirits also play a significant role
                                                                                                              • Hardys outperforms a struggling wine category
                                                                                                                • The influence of own-label
                                                                                                                  • Figure 28: Share of own-label sales per alcoholic drinks category, 2012/13*
                                                                                                                  • Figure 29: Value and volume performance of alcoholic drinks markets, 2011/12 vs 2012/13
                                                                                                              • Brand Communication and Promotion

                                                                                                                • Key points
                                                                                                                  • Adspend on alcoholic drinks is in decline
                                                                                                                    • Figure 30: Total above-the-line adspend for beers, wines and spirits, 2010-14
                                                                                                                  • Beer/Cider becomes more dominant in the advertising landscape
                                                                                                                    • Figure 31: Above-the-line adspend in the UK beers, wines and spirits market, by category, 2010-14
                                                                                                                  • Heineken continues to lead the way
                                                                                                                    • Figure 32: Top 10 beers, wines and spirits advertisers in the UK, 2010-14
                                                                                                                  • TV becomes even more dominant
                                                                                                                    • Figure 33: Above-the-line adspend in the UK, by media type, 2010-14
                                                                                                                • The Consumer – Frequency of Drinking at Home

                                                                                                                  • Key points
                                                                                                                    • 58% of adults drink at home at least once a week
                                                                                                                      • Figure 34: Frequency of drinking alcoholic drinks at home, May 2014
                                                                                                                      • Figure 35: Frequency of drinking alcoholic drinks at home, by age, May 2014
                                                                                                                    • People drink more frequently at home than out
                                                                                                                      • Figure 36: In-home vs out-of-home consumption of alcoholic drinks, by frequency, May 2014
                                                                                                                  • The Consumer – Types of Alcoholic Drinks Drunk at Home

                                                                                                                    • Key points
                                                                                                                      • Still wine remains the most popular in-home drink
                                                                                                                        • Figure 37: Types of alcoholic drinks drunk at home, May 2014
                                                                                                                        • Figure 38: Types of alcoholic drinks drunk at home, May 2014 vs April 2013
                                                                                                                        • Figure 39: Consumption of different types of alcoholic drinks among those who drink at home at least once a week, May 2014
                                                                                                                      • Half of in-home drinkers drink lager
                                                                                                                        • Cider is the star performer in the off-trade
                                                                                                                          • Little change in spirit categories
                                                                                                                            • Almost half of in-home drinkers stick to one or two types of drinks
                                                                                                                              • Figure 40: Repertoire of types of alcoholic drinks drunk at home, May 2014
                                                                                                                          • The Consumer – In-home Spend on Alcoholic Drinks

                                                                                                                            • Key points
                                                                                                                              • More than half of in-home drinkers spend less than £10 per week on alcohol
                                                                                                                                • Figure 41: Spend per week on alcoholic drinks for drinking in the home, May 2014
                                                                                                                              • 36% of in-home drinkers spend between £10 and £30
                                                                                                                              • The Consumer – Locations for Buying Alcoholic Drinks

                                                                                                                                • Key points
                                                                                                                                  • Large supermarkets dominate alcoholic drink sales
                                                                                                                                    • Figure 42: Stores used for buying alcoholic drinks for drinking at home, May 2014
                                                                                                                                  • 22% of in-home drinkers buy drinks online or from societies/clubs
                                                                                                                                      • Figure 43: Other channels used for buying alcoholic drinks for drinking at home, May 2014
                                                                                                                                  • The Consumer – Drinking on Meal Occasions

                                                                                                                                    • Key points
                                                                                                                                      • Wine remains the most popular drink but lager is close behind
                                                                                                                                        • Figure 44: Alcoholic drinks drunk on meal occasions, May 2014
                                                                                                                                        • Figure 45: Consumption of still wine on meal occasions, by gender, age and socio-economic group, May 2014
                                                                                                                                      • Cider is the third main drink for dining occasions…
                                                                                                                                        • …all other drinks only garner niche usage with meals
                                                                                                                                        • The Consumer – Drinking Habits

                                                                                                                                          • Key points
                                                                                                                                            • Summary of in-home drinking habits
                                                                                                                                              • Figure 46: Drinking habits, May 2014
                                                                                                                                            • A quarter of adults are cutting back on alcohol at home
                                                                                                                                              • Health plays a part in shaping drinking habits
                                                                                                                                                • Only a minority of drinkers read the labels
                                                                                                                                                • The Consumer – Enticements for Trying New Drinks

                                                                                                                                                  • Key points
                                                                                                                                                    • Discounts/special offers the best route to encourage trying new drinks
                                                                                                                                                      • Figure 47: Enticements to trying new drinks at home, May 2014
                                                                                                                                                    • Recommendations and tastings can also entice
                                                                                                                                                      • Other factors only carry limited influence…
                                                                                                                                                        • …while 10% of in-home drinkers cannot be persuaded to try something new
                                                                                                                                                        • The Consumer – Attitudes Towards Drinking In Home

                                                                                                                                                          • Key points
                                                                                                                                                            • Summary of attitudes towards drinking in home
                                                                                                                                                              • Figure 48: Attitudes towards drinking at home, May 2014
                                                                                                                                                            • Drinking at home benefits from associations with relaxation
                                                                                                                                                              • Quality is seen as worth paying more for
                                                                                                                                                                • Limited editions appeal to more than two in five drinkers
                                                                                                                                                                  • 38% of drinkers want more information about responsible drinking
                                                                                                                                                                    • Helping consumers to recreate out-of-home experiences should appeal
                                                                                                                                                                    • Appendix – Market Size and Segmentation

                                                                                                                                                                        • Figure 49: Best- and worst-case forecasts for the in-home alcoholic drinks market, by value, 2014-19
                                                                                                                                                                        • Figure 50: Best- and worst-case forecasts for the in-home alcoholic drinks market, by volume, 2014-19
                                                                                                                                                                    • Appendix – Brand Performance

                                                                                                                                                                        • Figure 51: Top 30 off-trade alcoholic drink brands in the UK, volume sales, 2013
                                                                                                                                                                    • Appendix – The Consumer – Frequency of Drinking at Home

                                                                                                                                                                        • Figure 52: Highest frequencies of drinking alcoholic drinks in home, by demographics, May 2014
                                                                                                                                                                        • Figure 53: Other frequencies of drinking alcoholic drinks in home, by demographics, May 2014
                                                                                                                                                                        • Figure 54: Purchase of alcoholic drinks drunk in home, May 2014
                                                                                                                                                                        • Figure 55: Purchase of alcoholic drinks drunk in home, by demographics, May 2014
                                                                                                                                                                    • Appendix – The Consumer – Types of Alcoholic Drinks Drunk at Home

                                                                                                                                                                        • Figure 56: Types of alcoholic drinks drunk in home, May 2014
                                                                                                                                                                        • Figure 57: Most popular types of alcoholic drinks drunk in home, by demographics, May 2014
                                                                                                                                                                        • Figure 58: Next most popular types of alcoholic drinks drunk in home, by demographics, May 2014
                                                                                                                                                                        • Figure 59: Other types of alcoholic drinks drunk in home, by demographics, May 2014
                                                                                                                                                                        • Figure 60: Types of alcoholic drinks drunk in home, by frequency of drinking alcoholic drinks in home, May 2014
                                                                                                                                                                        • Figure 61: Types of alcoholic drinks drunk in home, by outlets used to buy alcoholic drinks (in-store), May 2014
                                                                                                                                                                        • Figure 62: Types of alcoholic drinks drunk in home, by outlets used to buy alcoholic drinks (online/society/club), May 2014
                                                                                                                                                                      • Repertoire analysis
                                                                                                                                                                        • Figure 63: Repertoire of types of alcoholic drinks drunk in home, May 2014
                                                                                                                                                                        • Figure 64: Repertoire of types of alcoholic drinks drunk in home, by demographics, May 2014
                                                                                                                                                                        • Figure 65: Types of alcoholic drinks drunk in home, by repertoire of types of alcoholic drinks drunk in home, May 2014
                                                                                                                                                                    • Appendix – The Consumer – In-home Spend on Alcoholic Drinks

                                                                                                                                                                        • Figure 66: Spend per week on alcoholic drinks for drinking in the home, May 2014
                                                                                                                                                                        • Figure 67: Highest spend per week on alcoholic drinks for drinking in the home, by demographics, May 2014
                                                                                                                                                                        • Figure 68: Next highest spend per week on alcoholic drinks for drinking in the home, by demographics, May 2014
                                                                                                                                                                    • Appendix – The Consumer – Locations for Buying Alcoholic Drinks

                                                                                                                                                                        • Figure 69: Outlets used to buy alcoholic drinks, May 2014
                                                                                                                                                                        • Figure 70: Most popular outlets used to buy alcoholic drinks (in-store), by demographics, May 2014
                                                                                                                                                                        • Figure 71: Next most popular outlets used to buy alcoholic drinks (in-store), by demographics, May 2014
                                                                                                                                                                        • Figure 72: Outlets used to buy alcoholic drinks (online/society/club), by demographics, May 2014
                                                                                                                                                                    • Appendix – The Consumer – Drinking on Meal Occasions

                                                                                                                                                                        • Figure 73: Alcoholic drinks drunk with meals, May 2014
                                                                                                                                                                        • Figure 74: Most popular alcoholic drinks drunk with meals, by demographics, May 2014
                                                                                                                                                                        • Figure 75: Next most popular alcoholic drinks drunk with meals, by demographics, May 2014
                                                                                                                                                                        • Figure 76: Other alcoholic drinks drunk with meals, by demographics, May 2014
                                                                                                                                                                    • Appendix – The Consumer – In-home Drinking Habits

                                                                                                                                                                        • Figure 77: In-home drinking habits, May 2014
                                                                                                                                                                        • Figure 78: Most popular in-home drinking habits, by demographics, May 2014
                                                                                                                                                                        • Figure 79: Next most popular in-home drinking habits, by demographics, May 2014
                                                                                                                                                                    • Appendix – The Consumer – Enticements for Trying New Drinks

                                                                                                                                                                        • Figure 80: Reasons for trying new drinks, May 2014
                                                                                                                                                                        • Figure 81: Most popular reasons for trying new drinks, by demographics, May 2014
                                                                                                                                                                        • Figure 82: Other reasons for trying new drinks, by demographics, May 2014
                                                                                                                                                                    • Appendix – The Consumer – Attitudes Towards Drinking In Home

                                                                                                                                                                        • Figure 83: Attitudes towards drinking in home, May 2014
                                                                                                                                                                        • Figure 84: Agreement with the statements ‘Drinking at home is more relaxing than drinking out of home’ and ‘It is worth paying more for better quality alcoholic drinks’, by demographics, May 2014
                                                                                                                                                                        • Figure 85: Agreement with the statements ‘I am more likely to try a premium brand/drink at home than out of home’ and ‘Limited/special editions of alcoholic drinks appeal to me’, by demographics, May 2014
                                                                                                                                                                        • Figure 86: Agreement with the statements ‘I would like to see more information on packaging about responsible drinking’ and ‘I would be interested in buying cocktail mixes that just need alcohol added to them for drinking at home’, by demographics, May 2014

                                                                                                                                                                    Companies Covered

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

                                                                                                                                                                    Drinking in the Home - UK - June 2014

                                                                                                                                                                    £1,995.00 (Excl.Tax)