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Drinking Out of the Home - UK - August 2011

Lager, white wine and red wine are the three most popular options, owing to the fact that men are more likely than average to be drinking alcohol out-of-home and are more likely to drink lager, while wine can play a role as a compromise option between friends and the sexes.

Overall UK alcohol consumption is, however, in long-term decline and the on-trade is continuing to see prices rise, although this is at a slower rate than the off-trade, for the first time in decades.

This report does not include alcohol consumption in the home, nor does it cover sales of soft drinks or hot beverages.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK on-trade alcoholic drinks household expenditure, 2006-11
            • Decline expected to slow in 2011
              • The future
                • Market factors
                  • Overall consumption remains high
                    • The 25-34s present an opportunity
                      • Promoting occasions will help to remind consumers of the positives of out-of-home drinking
                        • The consumer
                          • Figure 2: Types of alcohol drunk in the last six months at a pub/bar/restaurant/other venue, May 2011
                        • Lager dominates the market
                          • Figure 3: Top 5 types of alcohol drunk in the last six months at a pub/bar/restaurant/other venue, by gender, May 2011
                        • Sizeable minority are habitual drinkers
                          • Figure 4: Attitudes towards statements on drinking alcohol at a pub/bar/restaurant/other venue, May 2011
                        • What we think
                        • Issues in the Market

                            • How can cultivating the experiential element of drinking out of home drive footfall?
                              • How can drinks brands leverage eating out to drive out-of-home custom?
                                • How can catering to specific occasions help to attract consumers and drive premiumisation?
                                  • How can the on-trade encourage greater experimentation and fuel premiumisation?
                                    • How can on-trade operators target the older consumer?
                                    • Future Opportunities

                                        • Slow It All Down
                                          • Switch Off
                                          • Market Environment

                                            • Key points
                                              • Consumer confidence remains under pressure
                                                • Figure 5: GfK NOP Consumer Confidence index, Jan 2007-May 2011
                                              • Dining out remains a spending priority
                                                • Figure 6: Items and activities extra money is spent on, June 2011
                                              • Demographic changes
                                                • Expected rise in the number of ABs should provide a boost to on-trade
                                                  • Figure 7: Forecast adult population trends, by socio-economic group, 2006-16
                                                • Generation Y remains crucial to the on-trade
                                                  • Figure 8: Forecast adult population trends, by age, 2006-11 and 2011-16
                                                • Growth in the number of over-55s will pose a challenge
                                                • Consumers’ Changing Drinking Habits

                                                  • Key points
                                                    • Sharp drop in alcohol consumption in 2010
                                                        • Figure 9: Trends in drinking habits, 2005-10
                                                      • A trend towards less frequent drinking out of home
                                                        • Figure 10: Trends for frequency of alcohol consumption in the on-trade amongst adults, 2006-10
                                                      • Beer volumes are in rapid decline
                                                        • Figure 11: Trends in the pattern of beer volume sales, by channel, 1999-2010
                                                      • Spirits are the main beneficiary of changing drinking habits
                                                          • Figure 12: Annualised rate of growth in consumer spending on alcohol in the on-trade, by type, at constant 2006 prices, 2001-10
                                                        • More potential for wine in restaurants
                                                        • Market Size

                                                          • Key points
                                                            • A sizeable market
                                                              • Figure 13: UK on-trade alcoholic drinks household expenditure, at current and constant 2006 prices, 2006-11
                                                            • The on-trade coming under pressure
                                                              • Figure 14: UK on-trade alcoholic drinks household expenditure, at current and constant 2006 prices, 2006-11
                                                            • How are the different categories performing?
                                                            • The Consumer – Types of Drink Consumed

                                                              • Key points
                                                                • What are people drinking?
                                                                    • Figure 15: Types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
                                                                  • Appealing to the under-35s…
                                                                    • Figure 16: Index of types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, by 18-24-year-olds and 25-34-year-olds, (Average = 100), May 2011
                                                                  • … while not forgetting the over-55s
                                                                    • Women favour wine, men prefer beer
                                                                      • Figure 17: Net difference** between most popular drinks in the last 6 months at a pub/bar/restaurant/other venue, by gender, May 2011
                                                                    • Bitter/ale/stout and red wine attract a similar core base
                                                                      • Figure 18: Index of any red wine and bitter/ale/stout drinkers in the last 6 months at a pub/bar/restaurant/other venue, by gender, age, socio-economic status and annual household income, (Average = 100), May 2011
                                                                  • The Consumer – Where People Drink

                                                                    • Key points
                                                                      • Where are people drinking?
                                                                          • Figure 19: Places visited for an alcoholic drink in the last 6 months, May 2011
                                                                          • Figure 20: Index of people who have visited a ‘restaurant/bar/café’ for an alcoholic drink in the last 6 months, by gender, age, socio-economic group and annual household income, (Average = 100), May 2011
                                                                        • The pub market remains under pressure
                                                                            • Figure 21: Number of pub outlets, 2005-15
                                                                          • Night clubs and wine/cocktail/Champagne bars attract the young
                                                                            • Figure 22: Index of people who have visited a ‘nightclub/late-night bar’ and/or a ‘wine/cocktail/Champagne bar’ for an alcoholic drink in the last 6 months, by age, (Average = 100), May 2011
                                                                          • Entertainment provides a boost
                                                                              • Figure 23: Index of drinks drunk by people who have visited an ‘Entertainment venue’ for an alcoholic drink in the last 6 months, (Average = 100), May 2011
                                                                          • The Consumer – Factors Influencing Venue Choice

                                                                            • Key points
                                                                              • Price and convenience are main attractions in venue choice
                                                                                  • Figure 24: Factors that influence choice of out-of-home drinking venues, May 2011
                                                                                • Two in three keep an eye on costs
                                                                                    • Figure 25: Index of ‘inexpensive cost’ as a factor that influences choice of out-of-home drinking venue, by gender, age, socio-economic group and annual household income, (Average = 100), May 2011
                                                                                  • The local still has strong appeal
                                                                                    • Investing in good food
                                                                                        • Figure 26: Index of ‘good food’ as a factor that influences choice of out-of-home drinking venues, by gender, age, socio-economic group and annual household income, (Average = 100), May 2011
                                                                                      • Food has strong appeal to women, sports to men
                                                                                        • Figure 27: Net difference** between factors that influence choice of out-of-home drinking venues in the last 6 months, by gender, May 2011
                                                                                    • The Consumer – Drinking Occasions

                                                                                      • Key points
                                                                                        • Social element and food remain key drivers of drinking out-of-home
                                                                                            • Figure 28: Occasions for drinking alcohol at a pub/bar/restaurant/other venue, May 2011
                                                                                          • Relaxation less of a motivator out of the home
                                                                                            • Catering to celebrations
                                                                                                • Figure 29: Drinking alcohol at a pub/bar/restaurant/other venue ‘For a special occasion’, by age, May 2011
                                                                                              • Focusing on live events
                                                                                              • The Consumer – Drinking Occasions by Drinks Type

                                                                                                • Key points
                                                                                                  • Champagne drinkers are likely to drink out on special occasions
                                                                                                    • Figure 30: Index of agreement with drinking ‘For a special occasion’ in the last 6 months at a pub/bar/restaurant/other venue, by type of drink drunk, May 2011
                                                                                                  • Spirits popular when socialising
                                                                                                    • Figure 31: Index of agreement with drinking ‘When socialising with friends’ in the last 6 months at a pub/bar/restaurant/other venue, by type of drink drunk, May 2011
                                                                                                  • Wine benefits from food pairings
                                                                                                    • Figure 32: Index of agreement with drinking ‘To accompany a meal’ in the last 6 months at a pub/bar/restaurant/other venue, by type of drink drunk, May 2011
                                                                                                • Consumer Attitudes Towards Drinking Out of Home

                                                                                                  • Key points
                                                                                                    • Cost remains a key issue
                                                                                                        • Figure 33: Agreement with statements on drinking alcohol at a pub/bar/restaurant/other venues, May 2011
                                                                                                      • Cost remains an issue
                                                                                                          • Figure 34: Index of agreement with statements on drinking alcohol at a pub/bar/restaurant/other venues, by gender, age, socio-economic group and annual household income, May 2011
                                                                                                        • Older consumers cut down on drink because of health
                                                                                                            • Figure 35: Index of agreement with statements on drinking alcohol at a pub/bar/restaurant/other venue, by age, (Average = 100), May 2011
                                                                                                          • Consumers unwilling to trade down
                                                                                                              • Figure 36: Agreement with the statement ‘I have switched to cheaper drinks/brands when drinking out-of-home’, by age, May 2011
                                                                                                            • One in four are habitual in their tastes
                                                                                                              • Figure 37: Agreement with statements on drinking alcohol at a pub/bar/restaurant/other venue, by age, May 2011
                                                                                                            • Men drinking less
                                                                                                              • Figure 38: Agreement with the statements on drinking alcohol at a pub/bar/restaurant/other venues, by gender, May 2011
                                                                                                          • Appendix – Consumers’ Changing Drinking Habits

                                                                                                              • Figure 39: Frequency of alcohol consumption in the on-trade (elsewhere) amongst adults, by demographics, 2010
                                                                                                              • Figure 40: Trends in levels of alcohol duty, 2005-11
                                                                                                          • Appendix – The Consumer – Types of Drink Consumed

                                                                                                              • Figure 41: Most popular types of alcohol drunk in the last six months at a pub/bar/restaurant/other venue (outside of the home), by demographics, May 2011
                                                                                                              • Figure 42: Next most popular types of alcohol drunk in the last six months at a pub/bar/restaurant/other venue (outside of the home), by demographics, May 2011
                                                                                                              • Figure 43: Other types of alcohol drunk in the last six months at a pub/bar/restaurant/other venue (outside of the home), by demographics, May 2011
                                                                                                          • Appendix – The Consumer – Where People Drink

                                                                                                              • Figure 44: Places visited for an alcoholic drink in the last 6 months, by demographics, May 2011
                                                                                                              • Figure 45: Places visited for an alcoholic drink in the last 6 months by most popular types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
                                                                                                              • Figure 46: Places visited for an alcoholic drink in the last 6 months, by next most popular types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
                                                                                                              • Figure 47: Places visited for an alcoholic drink in the last 6 months, by other types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
                                                                                                              • Figure 48: Occasions when having drunk alcohol at a pub/bar/restaurant/other venue, by most popular places visited for an alcoholic drink in the last 6 months, May 2011
                                                                                                              • Figure 49: Occasions when having drunk alcohol at a pub/bar/restaurant/other venue, by next most popular places visited for an alcoholic drink in the last 6 months, May 2011
                                                                                                          • Appendix – The Consumer – Factors Influencing Venue Choice

                                                                                                              • Figure 50: Most popular factors that influence choice of out-of-home drinking venues, by demographics, May 2011
                                                                                                              • Figure 51: Next most popular factors that influence choice of out-of-home drinking venues, by demographics, May 2011
                                                                                                          • Appendix – The Consumer – Drinking Occasions

                                                                                                              • Figure 52: Occasions when having drunk alcohol at a pub/bar/restaurant/other venue, May 2011
                                                                                                          • Appendix – The Consumer – Drinking Occasions by Drinks Type

                                                                                                              • Figure 53: Occasions when having drunk alcohol at a pub/bar/restaurant/other venue, by most popular types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
                                                                                                              • Figure 54: Occasions when having drunk alcohol at a pub/bar/restaurant/other venue, by next most popular types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
                                                                                                              • Figure 55: Occasions when having drunk alcohol at a pub/bar/restaurant/other venue, by types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
                                                                                                          • Appendix – Consumer Attitudes Towards Drinking Out of Home

                                                                                                              • Figure 56: Statements on drinking alcohol at a pub/bar/restaurant/other venues, by demographics, May 2011
                                                                                                              • Figure 57: Statements on drinking alcohol at a pub/bar/restaurant/other venues, by demographics, May 2011
                                                                                                              • Figure 58: Agreement with statements on drinking alcohol at a pub/bar/restaurant/other venues, by most popular types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
                                                                                                              • Figure 59: Agreement with statements on drinking alcohol at a pub/bar/restaurant/other venues, by next most popular types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
                                                                                                              • Figure 60: Agreement with statements on drinking alcohol at a pub/bar/restaurant/other venues, by other types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011

                                                                                                          Companies Covered

                                                                                                          • Anheuser Busch-InBev
                                                                                                          • Asda Group Ltd
                                                                                                          • Bacardi & Company Limited
                                                                                                          • Beefeater
                                                                                                          • Bibendum Wine
                                                                                                          • British Beer and Pub Association
                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                          • Campaign for Real Ale
                                                                                                          • Co-operative Group
                                                                                                          • Diageo UK
                                                                                                          • Drake and Morgan
                                                                                                          • Facebook, Inc.
                                                                                                          • Fédération Internationale de Football Association
                                                                                                          • Foursquare
                                                                                                          • Freeview
                                                                                                          • Gfk NOP
                                                                                                          • Government Actuary's Department (GAD)
                                                                                                          • Greene King Brewing and Retailing Ltd
                                                                                                          • JD Wetherspoon
                                                                                                          • Kantar Media
                                                                                                          • Lidl (UK)
                                                                                                          • Lion Nathan Wine
                                                                                                          • Maxxium UK
                                                                                                          • Mitchells & Butlers Plc
                                                                                                          • mmO2 plc
                                                                                                          • Molson Coors Brewing Company
                                                                                                          • Odeon Cinemas
                                                                                                          • Office for National Statistics
                                                                                                          • Orange plc (UK)
                                                                                                          • Prosecco di Conegliano-Valdobbiadene
                                                                                                          • Rekorderlig
                                                                                                          • T-Mobile (UK) Ltd
                                                                                                          • United Nations
                                                                                                          • Virgin Media Ltd
                                                                                                          • Virgin Mobile
                                                                                                          • Vodafone Group Plc (UK)
                                                                                                          • Wine and Spirit Association (The)

                                                                                                          Drinking Out of the Home - UK - August 2011

                                                                                                          £1,750.00 (Excl.Tax)