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Drinking Out of the Home - UK - July 2012

“The hassle involved with queuing is a key disincentive to drinking out of home, as 68% of adults who drink out of home agree that queuing is the most frustrating thing about drinking in pubs and bars. This could be remedied by introducing more table-service zones and faster payment methods to speed up service.”

– Alex Beckett, Senior Food Analyst

Some questions answered in this report include:

  • How can the on-trade encourage more custom from in-home drinkers?
  • How can the drinks brands encourage sales among over-65s in the on-trade?
  • What effect are minimum pricing plans likely to have on out-of-home drinking if carried out?
  • How can the on-trade encourage interest in new products?

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Table of contents

  1. Introduction

      • Definition
        • Excluded:
          • Abbreviations
          • Executive Summary

              • The market
                • Forecast
                  • Figure 1: UK on-trade volume sales of alcoholic drinks, 2007-17
                  • Figure 2: UK on-trade value sales of alcoholic drinks, 2007-17
                • Market factors
                  • The rate of pub closures slows
                    • Plans to ban below-cost alcohol are advanced by government
                      • Over half of adults prefer home comforts to going out
                        • The consumer
                          • Drinking levels decline sharply in the out-of-home market
                            • Figure 3: Trends for drinking alcohol amongst the UK adult population, 2006-11
                          • Socialising with friends is a key out-of-home occasion but lack of relaxing atmosphere is a weakness
                            • Figure 4: Occasions for drinking in and out of home, April 2012
                          • Lager is most typically consumed alcoholic drink out of home thanks to male bias
                            • Figure 5: Most popular types of alcoholic drinks, in home and out of home, April 2012
                          • Brand loyalty is strong in the on-trade
                            • Figure 6: Attitudes towards drinking out of home, April 2012
                          • Queuing for drinks rankles for over two thirds of out-of-home drinkers
                            • Figure 7: Further attitudes towards drinking out of home, April 2012
                          • What we think
                          • Issues in the Market

                              • How can the on-trade encourage more custom from in-home drinkers?
                                • How can the drinks brands encourage sales among over-65s in the on-trade?
                                  • What effect are minimum pricing plans likely to have on out-of-home drinking if carried out?
                                    • How can the on-trade encourage interest in new products?
                                    • Future Opportunities

                                        • Trend: Access All Areas
                                          • Trend: Switch Off
                                            • 2015 Trend: East Meets West
                                            • Market Environment

                                              • Key points
                                                • Pub closures continue but rate of closures slows
                                                  • The price differential between the on- and off-trade widens
                                                    • Figure 8: Price index (RPI) of beer and wine & spirits, in the off-trade and on-trade, 2006-11
                                                  • Government’s minimum pricing plans could benefit the out-of-home drinking market
                                                    • Men and 18-24s are most likely to enjoy pub-going
                                                      • Figure 9: Agreement with the statements ‘I really enjoy a night out at the pub’, and ‘I prefer to spend a quiet evening at home than go out’, by gender and age, 2011
                                                    • Older population set for fast growth
                                                      • Figure 10: Projected trends in population growth, by age, 2012-17
                                                    • The UK slips back into recession
                                                    • Competitive Context – Drinking Outdoors

                                                      • Key points
                                                        • Outdoor drinking occasions present a challenge to the on-trade
                                                          • Figure 11: Attitudes towards outdoor drinking occasions, April 2012
                                                          • Figure 12: Agreement with the statement ‘Outdoor drinking occasions are cheaper than drinking in bars/pubs but more fun than drinking in’, by age and gross annual household income, April 2012
                                                        • Refreshment is a key consideration for outdoor drinking
                                                          • Figure 13: Agreement with the statement ‘I look for drinks that are refreshing’, by age, April 2012
                                                        • Selfless attitude of over-65s makes them a key target
                                                          • Women’s preference to drink from a glass is in the on-trade’s favour
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Total on-trade value creeps up as volumes fade
                                                                    • Figure 14: Value and volume of on-trade sales of alcoholic drinks, 2007-17
                                                                  • The future of the out-of-home drinking market
                                                                    • Market forecasts
                                                                      • Figure 15: UK on-trade volume sales of alcoholic drinks, 2007-17
                                                                      • Figure 16: UK on-trade value sales of alcoholic drinks, 2007-17
                                                                    • Forecast methodology
                                                                    • Consumer – Usage Trends in Out-of-Home Drinking

                                                                      • Key points
                                                                        • Drinking levels decline most sharply in the out-of-home market
                                                                          • Figure 17: Trends for drinking alcohol amongst the UK adult population, 2006-11
                                                                        • Men, 18-24s and ABs are biggest out-of-home drinkers
                                                                          • Frequency of drinking out of home
                                                                            • Figure 18: Frequency of drinking alcohol out of home, 2006-11
                                                                          • Reasons for visiting pubs and bars: women and 55-64s have the most appetite for meals
                                                                            • Figure 19: Visiting pubs and bars in the last 12 months, by gender, age and lifestage, 2011
                                                                        • Consumer – Occasions for Drinking Out of Home

                                                                          • Key points
                                                                            • Drinkers choose home for socialising with family/partner and pubs/bars for socialising with friends
                                                                                • Figure 20: Occasions for drinking in and out of home, April 2012
                                                                              • The family appeal of celebrations is more associated with in-home drinking
                                                                                • A lack of calm atmosphere is a weakness for the out-of-home market
                                                                                  • Figure 21: Occasions for drinking in the home and elsewhere – ‘when relaxing in the evening’ and ‘to unwind after work, April 2012
                                                                                  • Figure 22: Occasions for drinking in the home and elsewhere – ‘when relaxing in the evening’ and ‘to unwind after work, by gender, April 2012
                                                                                • More drinkers watch televised sports at home
                                                                                • Consumer – Types of Alcoholic Drink Used

                                                                                  • Key points
                                                                                    • Lager leads in out-of-home drinking
                                                                                        • Figure 23: Most popular types of alcoholic drinks, in home and out of home, April 2012
                                                                                        • Figure 24: Most popular types of alcoholic drinks in pubs/bars/clubs/ restaurants, by gender, April 2012
                                                                                      • Ale
                                                                                        • Red wine has more unisex appeal than white wine
                                                                                          • Usage of cider declines with age
                                                                                            • Vodka is the most popular on-trade spirit
                                                                                              • Figure 25: Usage of vodka in home and out of home, by age, April 2012
                                                                                          • Consumer – Attitudes Towards Drinking Out of Home

                                                                                            • Key points
                                                                                              • Brand loyalty is strong in the on-trade
                                                                                                  • Figure 26: Attitudes towards drinking out of home, April 2012
                                                                                                • In-home drinkers are more likely to check ABV than those drinking out
                                                                                                  • Figure 27: Agreement with the statement, ‘I pay attention to the alcoholic strength (ie ABV level) of my drink’, by gender and age, April 2012
                                                                                                • 18-24s and the less affluent are most likely to pay out for a premium-quality brand out of home
                                                                                                  • Figure 28: Agreement with the statement ‘I am more likely to drink a premium-quality brand out of home than in’, by age and household income, April 2012
                                                                                              • Consumer – Further Attitudes towards Drinking Out of Home

                                                                                                • Key points
                                                                                                  • Queuing for drinks rankles for over two thirds of out-of-home drinkers
                                                                                                    • Figure 29: Further attitudes towards drinking out of home, April 2012
                                                                                                    • Figure 30: Agreement with the statement ‘Queuing for drinks is the most frustrating thing about drinking in pubs/bars’, by age and household income, April 2012
                                                                                                  • Pub atmosphere: something the in-home market cannot replicate
                                                                                                    • Figure 31: Agreement with the statement ‘I like the atmosphere of drinking in pubs and bars’, by gender and age, April 2012
                                                                                                  • Overcrowded bars are a deterrent for six in ten out-of-home drinkers
                                                                                                    • Figure 32: Agreement with the statement ‘I tend to avoid crowded pubs/bars’, by age and marital status, April 2012
                                                                                                  • Large minority are unlikely to experiment with new drinks out of home as drinkers question the usefulness of bar staff
                                                                                                  • Consumer – Target Groups

                                                                                                    • Key points
                                                                                                      • Three target groups
                                                                                                        • Figure 33: Target groups, April 2012
                                                                                                      • Abstainers (29%)
                                                                                                        • Pub Fans (29%)
                                                                                                          • Ale Aficionados (42%)
                                                                                                          • Appendix – Market Environment

                                                                                                              • Figure 34: Agreement with selected lifestyle statements, by detailed demographics, 2011
                                                                                                          • Appendix – Competitive Context

                                                                                                              • Figure 35: Most popular attitudes towards outdoor drinking occasions, by demographics, April 2012
                                                                                                              • Figure 36: Next most popular attitudes towards outdoor drinking occasions, by demographics, April 2012
                                                                                                          • Appendix – Market Size and Forecast

                                                                                                              • Figure 37: Best- and worst-case forecasts for UK on-trade sales of alcoholic drinks, by volume, 2012-17
                                                                                                              • Figure 38: Best- and worst-case forecasts for UK on-trade sales of alcoholic drinks, by value, 2012-17
                                                                                                          • Appendix – Consumer Usage Trends in Out-of-home Drinking

                                                                                                              • Figure 39: Drinking alcohol amongst the UK population, by detailed demographics, 2011
                                                                                                              • Figure 40: Frequency of drinking alcohol out of home, by detailed demographics, 2011
                                                                                                          • Appendix – Occasions for Drinking Out of Home

                                                                                                              • Figure 41: Most popular occasions for drinking in pubs/bars/clubs/restaurants, by demographics, April 2012
                                                                                                              • Figure 42: Next most popular occasions for drinking in pubs/bars/clubs/restaurants, by demographics, April 2012
                                                                                                          • Appendix – Consumer – Types of Alcoholic Drink Used

                                                                                                                • Figure 43: Most popular types of alcoholic drinks drunk in pubs/bars/clubs/restaurants, by demographics, April 2012
                                                                                                                • Figure 44: Next most popular types of alcoholic drink drunk in pubs/bars/clubs/restaurants, by demographics, April 2012
                                                                                                            • Appendix – Consumer – Attitudes towards Drinking Out of Home

                                                                                                                • Figure 45: Attitudes towards drinking out of home, April 2012
                                                                                                                • Figure 46: Most popular attitudes towards drinking out of home, by demographics, April 2012
                                                                                                                • Figure 47: Next most popular attitudes towards drinking out of home, by demographics, April 2012
                                                                                                            • Appendix – Consumer – Further Attitudes Towards Drinking Out of Home

                                                                                                                • Figure 48: Further attitudes towards drinking out of home, April 2012
                                                                                                                • Figure 49: Agreement with the statements ‘Queuing for drinks is the most frustrating thing about drinking in pubs/bars’ and ‘I like the atmosphere of drinking in pubs and bars’, by demographics, April 2012
                                                                                                                • Figure 50: Agreement with the statements ‘I tend to avoid crowded pubs/bars’ and ‘Drinking in pubs is more enjoyable than drinking in bars/clubs’, by demographics, April 2012
                                                                                                                • Figure 51: Agreement with the statements ‘I am more likely to experiment with new drinks/brands in pubs and bars than at home ’ and ‘Bar staff are good for recommending new types of drinks’, by demographics, April 2012
                                                                                                                • Figure 52: Agreement with the statement ‘I tend to drink what my friends drink when in a pub/bar’, by demographics, April 2012
                                                                                                            • Appendix – Consumer – Target groups

                                                                                                                • Figure 53: Target groups, by demographics, April 2012
                                                                                                                • Figure 54: Frequency of drinking alcohol, by target groups, April 2012
                                                                                                                • Figure 55: Types of alcoholic drink used, by target groups, April 2012
                                                                                                                • Figure 56: Attitudes towards drinking out of home, by target groups, April 2012
                                                                                                                • Figure 57: Further attitudes towards drinking out of home, by target groups, April 2012

                                                                                                            Companies Covered

                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                            • Asda Group Ltd
                                                                                                            • Bank of England
                                                                                                            • Co-operative Group
                                                                                                            • Costcutter Supermarkets Group
                                                                                                            • J. Sainsbury
                                                                                                            • Lidl (UK)
                                                                                                            • Londis (Holdings) Ltd - retail sales
                                                                                                            • Marks & Spencer
                                                                                                            • Spar UK Ltd
                                                                                                            • Tesco Plc
                                                                                                            • Waitrose
                                                                                                            • Wm Morrison Supermarkets

                                                                                                            Drinking Out of the Home - UK - July 2012

                                                                                                            US $2,672.70 (Excl.Tax)