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Drinking Out of the Home - UK - July 2013

“The recent strong growth in pub catering suggests that dining out is an occasion which drinks brands should be targeting.”

Chris Wisson, Senior Drinks Analyst

Some questions answered in this report include:

  • How can the on-trade help to educate out of home drinkers?
  • How can the on-trade entice people to drink out of home more?
  • How can alcoholic drinks tap into the ‘pub grub’ renaissance?
  • Could schooners tackle the problem of falling on-trade beer sales?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast for out of home value sales of alcoholic drinks, 2008-18
            • Market factors
              • Alcohol consumption is in decline, along with consumer confidence
                • The pub industry is shrinking
                  • The cost of excessive drinking incites government involvement
                    • Population changes set to have an influence
                      • The consumer
                        • 31% of adults drink out of home on a weekly basis
                          • Figure 2: Frequency of drinking alcoholic drinks out of home, April 2013
                        • The significant minority are cutting back on out of home drinking
                          • Lager is the most popular on-trade drink
                            • Figure 3: Types of alcoholic drinks drunk out of home, April 2013
                          • Widespread misunderstanding about drink contents
                            • Restaurants/cafés are the most popular on-trade drinking venues
                              • Figure 4: Out of home drinking venues, April 2013
                            • The importance of social drinking
                              • Cost is now a notable concern for out of home drinkers
                                • Figure 5: Attitudes towards drinking out of home, April 2013
                              • Women and under-35s key for the cocktails market
                                • What we think
                                • Issues and Insights

                                    • How can the on-trade help to educate out of home drinkers?
                                      • How can the on-trade entice people to drink out of home more?
                                        • How can alcoholic drinks tap into the ‘pub grub’ renaissance?
                                          • Could schooners tackle the problem of falling on-trade beer sales?
                                          • Trend Application

                                              • Click and Connect
                                                • Many Mes
                                                  • Mintel Futures: Human
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Alcohol consumption in decline, while government intervention rises
                                                        • Figure 6: Trends in UK per capita consumption of 100% alcohol, 2006-11
                                                      • Drinking in UK society
                                                        • Pub visits in decline as consumers switch to cheaper in-home drinking
                                                            • Figure 7: Indices of real disposable income per adult (18+) and affordability of alcohol on a per capita basis in the UK, 1980-2012
                                                            • Figure 8: Consumption of alcoholic drinks in-home and out of home, 2001/02-11
                                                          • The changing face of the pub industry
                                                          • Broader Market Environment

                                                            • Key points
                                                              • Consumer confidence remains low
                                                                • Figure 9: Household income vs expenditure per head (£), 1997-2012
                                                                • Figure 10: Consumer Confidence Index, monthly, January 2007-June 2013
                                                              • Population changes provide warning signs to the on-trade
                                                                  • Figure 11: Projected trends in the age structure of the UK population, 2012-17
                                                                • Socio-economic changes to bring threats and opportunities
                                                                    • Figure 12: Changes in the adult socio-economic structure of the UK population, 2012-17
                                                                  • The weather and high profile events also influence drinking habits
                                                                    • Figure 13: Hours of sunshine in the UK, by month, 2008-13
                                                                  • Drink-driving convictions on the wane, but the problem persists
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Value sales continue to stagnate while volumes fall further
                                                                        • Figure 14: Value and volume sales of out of home alcoholic drinks, 2008-18
                                                                      • Forecasts
                                                                        • Figure 15: Forecast for out of home value sales of alcoholic drinks, 2008-18
                                                                        • Figure 16: Forecast for out of home volume sales of alcoholic drinks, 2008-18
                                                                      • Forecast methodology
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Beer accounts for the majority of on-trade value sales
                                                                            • Figure 17: Share of value sales of different alcoholic drinks in the on-trade, 2012
                                                                        • Consumer – Frequency of Drinking Out of Home

                                                                          • Key points
                                                                            • Over four-fifths have drunk alcohol out of home in the last year
                                                                              • Figure 18: Usage of alcoholic drinks in and out of home, April 2013
                                                                            • Almost one in three drink alcohol weekly outside the home
                                                                              • Figure 19: Frequency of drinking alcoholic drinks out of home, April 2013
                                                                              • Figure 20: Frequency of drinking alcoholic drinks in home and out of home, April 2013
                                                                            • Appealing to the moderators
                                                                              • 17% of adults do not drink out of the home
                                                                              • Consumer – Changing Out of Home Drinking Habits

                                                                                • Key points
                                                                                  • Over a third of out of home drinkers are cutting back
                                                                                    • Figure 21: Changing out of home drinking habits, April 2013
                                                                                • Consumer – Types of Alcoholic Drinks Drunk Out of Home

                                                                                  • Key points
                                                                                    • Lager and wine are the most popular out of home drinks
                                                                                      • Figure 22: Types of alcoholic drinks drunk out of home, April 2013
                                                                                      • Figure 23: Types of alcoholic drinks drunk in home vs out of home, April 2013
                                                                                    • Ales/stouts and sparkling wines fall well behind
                                                                                      • Appealing to younger pub-goers
                                                                                        • Cider
                                                                                          • Spirits and liqueurs
                                                                                            • Cocktails and RTDs
                                                                                              • Over a third of monthly out of home drinkers stick to one type of drink
                                                                                                • Figure 24: Repertoire of types of alcoholic drinks consumed out of home, April 2013
                                                                                            • Consumer – Reactions to the 2013 Budget

                                                                                              • Key points
                                                                                                • The majority of consumers are likely to be unmoved by recent tax changes
                                                                                                    • Figure 25: Summary of consumer reactions to the 2013 Budget, April 2013
                                                                                                  • Focus on Beer
                                                                                                    • Figure 26: Consumer reactions to the 2013 Budget for beer, April 2013
                                                                                                  • Focus on Cider
                                                                                                    • Figure 27: Consumer reactions to the 2013 Budget for cider, April 2013
                                                                                                  • Focus on Wine
                                                                                                    • Figure 28: Consumer reactions to the 2013 Budget for wine, April 2013
                                                                                                  • Focus on Spirits
                                                                                                    • Figure 29: Consumer reactions to the 2013 Budget for spirits, April 2013
                                                                                                • Consumer – Perceptions of Alcoholic Drinks

                                                                                                  • Key points
                                                                                                    • Confusion reigns regarding alcohol content
                                                                                                      • Spirits with mixers most likely to be seen as containing the fewest calories per serving
                                                                                                          • Figure 30: Perceptions of which alcoholic drink contains the fewest calories, April 2013
                                                                                                          • Figure 31: Calorie and unit content of different types of alcoholic drinks
                                                                                                        • White wine also potentially benefiting from ‘lightness’ associations
                                                                                                          • The ‘beer belly’ message has hit home
                                                                                                            • Many consumers are misjudging the alcoholic unit content of beer/cider
                                                                                                                • Figure 32: Perceptions of which alcoholic drink contains the fewest number of alcoholic units, April 2013
                                                                                                              • Beer perceived to provide the best value for money
                                                                                                                  • Figure 33: Perceptions of which alcoholic drink provides the best value for money, April 2013
                                                                                                                • The popularity of the pint
                                                                                                                  • Figure 34: Preferred alcoholic drinks in-home and out of home, April 2013
                                                                                                              • Consumer – Out of Home Drinking Venues

                                                                                                                • Key points
                                                                                                                  • Drinking in restaurants/cafés leads the way
                                                                                                                    • Figure 35: Out of home drinking venues, April 2013
                                                                                                                  • Pubs/bars remain popular venues
                                                                                                                    • Other venues hold a more selective appeal
                                                                                                                    • Consumer – Out of Home Drinking Occasions

                                                                                                                      • Key points
                                                                                                                        • Socialising is the key reason for drinking in the on-trade
                                                                                                                          • Figure 36: Out of home drinking occasions, April 2013
                                                                                                                        • Drinking with food is a key occasion to tap into
                                                                                                                          • Men are most likely to drink when watching sport
                                                                                                                          • Consumer – Attitudes Towards Drinking Out of Home

                                                                                                                            • Key points
                                                                                                                              • Drinking out of home becomes an expensive leisure activity
                                                                                                                                  • Figure 37: Indexed RPI % change for beer and wine in the on- and off-trade, 2006-12
                                                                                                                                  • Figure 38: In-home and out of home alcohol consumption levels, 2001/02-11
                                                                                                                                  • Figure 39: Attitudes towards drinking out of home, April 2013
                                                                                                                                • Sociability and draught drinks are two advantages for the on-trade
                                                                                                                                  • Drinkers think that a binge-drinking mentality still exists in the UK
                                                                                                                                  • Consumer – Further Attitudes Towards Drinking Out of Home

                                                                                                                                    • Key points
                                                                                                                                      • Two in five out of home drinkers decide before getting to the bar
                                                                                                                                        • Figure 40: Further attitudes towards drinking out of home, April 2013
                                                                                                                                      • Competition from soft drinks
                                                                                                                                        • ‘Circuit’ bars meet the needs of younger drinkers
                                                                                                                                        • Consumer – Attitudes Towards Drinking Cocktails and Mixers

                                                                                                                                          • Key points
                                                                                                                                            • Entertainment is a key driver in the cocktails market
                                                                                                                                              • Figure 41: Attitudes towards drinking cocktails and mixers out of home, April 2013
                                                                                                                                            • Lower calorie cocktails could be a growth area in the UK
                                                                                                                                              • Appealing to younger drinkers with wider ranges and newness
                                                                                                                                              • Appendix – Market Size and Segmentation

                                                                                                                                                  • Figure 42: Best- and worst-case forecasts for the out of home alcoholic drinks market, by value, 2013-18
                                                                                                                                                  • Figure 43: Best- and worst-case forecasts for the out of home alcoholic drinks market, by volume, 2013-18
                                                                                                                                              • Appendix – Consumer – Frequency of Drinking Out of Home

                                                                                                                                                  • Figure 44: Frequency of drinking alcoholic drinks out of home, April 2013
                                                                                                                                                  • Figure 45: Frequency of drinking alcoholic drinks out of home, by demographics, April 2013
                                                                                                                                                  • Figure 46: Frequency of drinking alcoholic drinks out of home, by most popular types of alcoholic drinks drunk out of home, April 2013
                                                                                                                                                  • Figure 47: Frequency of drinking alcoholic drinks out of home, by next most popular types of alcoholic drinks drunk out of home, April 2013
                                                                                                                                                  • Figure 48: Frequency of drinking alcoholic drinks out of home, by other types of alcoholic drinks drunk out of home, April 2013
                                                                                                                                              • Appendix – Consumer – Changing Out of Home Drinking Habits

                                                                                                                                                  • Figure 49: Changing out of home drinking habits, April 2013
                                                                                                                                                  • Figure 50: Changing out of home drinking habits (frequency), by demographics, April 2013
                                                                                                                                                  • Figure 51: Changing out of home drinking habits (spend), by demographics, April 2013
                                                                                                                                              • Appendix – Consumer – Types of Alcoholic Drinks Drunk Out of Home

                                                                                                                                                  • Figure 52: Types of alcoholic drinks drunk out of home, April 2013
                                                                                                                                                  • Figure 53: Most popular types of alcoholic drinks drunk out of home, by demographics, April 2013
                                                                                                                                                  • Figure 54: Next most popular types of alcoholic drinks drunk out of home, by demographics, April 2013
                                                                                                                                                  • Figure 55: Other types of alcoholic drinks drunk out of home, by demographics, April 2013
                                                                                                                                                  • Figure 56: Repertoire of types of alcoholic drinks drunk out of home, by demographics, April 2013
                                                                                                                                                  • Figure 57: Types of alcoholic drinks drunk out of home, by repertoire of types of alcoholic drinks drunk out of home, April 2013
                                                                                                                                              • Appendix – Consumer – Reactions to the 2013 Budget

                                                                                                                                                  • Figure 58: How consumers expect drinking habits to change in response to changes in alcohol taxation in the 2013 budget for beer, cider, wine and spirits, April 2013
                                                                                                                                                  • Figure 59: How consumers expect beer drinking habits to change in response to changes in alcohol taxation in the 2013 budget, by demographics, April 2013
                                                                                                                                                  • Figure 60: How consumers expect cider drinking habits to change in response to changes in alcohol taxation in the 2013 budget, by demographics, April 2013
                                                                                                                                                  • Figure 61: How consumers expect wine drinking habits to change in response to changes in alcohol taxation in the 2013 budget, by demographics, April 2013
                                                                                                                                                  • Figure 62: How consumers expect spirit drinking habits to change in response to changes in alcohol taxation in the 2013 budget, by demographics, April 2013
                                                                                                                                              • Appendix – Consumer – Perceptions of Drinks

                                                                                                                                                  • Figure 63: Perceptions of different types of drinks, April 2013
                                                                                                                                                  • Figure 64: Perceptions of different types of drinks: Contains the fewest calories per serving, by demographics, April 2013
                                                                                                                                                  • Figure 65: Perceptions of different types of drinks: Contains the fewest number of alcoholic units per serving, by demographics, April 2013
                                                                                                                                                  • Figure 66: Perceptions of different types of drinks: The best value for money, by demographics, April 2013
                                                                                                                                                  • Figure 67: Perceptions of different types of drinks: Preferred type of drink in-home, by demographics, April 2013
                                                                                                                                                  • Figure 68: Perceptions of different types of drinks: Preferred type of drink out of home, by demographics, April 2013
                                                                                                                                              • Appendix – Consumer – Out of Home Drinking Venues

                                                                                                                                                  • Figure 69: Out of home drinking venues, April 2013
                                                                                                                                                  • Figure 70: Out of home drinking occasions, by demographics, April 2013
                                                                                                                                                  • Figure 71: Out of home drinking venues, by Types of alcoholic drinks drunk out of home, April 2013
                                                                                                                                                  • Figure 72: Out of home drinking venues, by Types of alcoholic drinks drunk out of home, April 2013 (continued)
                                                                                                                                              • Appendix – Consumer – Out of Home Drinking Occasions

                                                                                                                                                  • Figure 73: Out of home drinking occasions, April 2013
                                                                                                                                                  • Figure 74: Out of home drinking occasions, by demographics, April 2013
                                                                                                                                                  • Figure 75: Out of home drinking occasions, by frequency of drinking alcoholic drinking out of home, April 2013
                                                                                                                                              • Appendix – Consumer – Attitudes Towards Drinking Out of Home

                                                                                                                                                  • Figure 76: Attitudes towards drinking out of home, April 2013
                                                                                                                                                  • Figure 77: Agreement with the statements ‘Binge drinking is in decline’ and ‘There should be more information available for people about drinking in moderation’, by demographics, April 2013
                                                                                                                                                  • Figure 78: Agreement with the statements ‘I prefer the taste of alcoholic drinks on draught to bottles’ and ‘Drinking in pubs/restaurants has become too expensive’, by demographics, April 2013
                                                                                                                                                  • Figure 79: Agreement with the statements ‘I am willing to travel further to get to pubs with a better range of alcoholic drinks’ and ‘The social aspect of drinking with other people is important to me’, by demographics, April 2013
                                                                                                                                                  • Figure 80: Attitudes towards drinking out of home, by most popular types of alcoholic drinks drunk out of home, April 2013
                                                                                                                                                  • Figure 81: Attitudes towards drinking out of home, by next most popular types of alcoholic drinks drunk out of home, April 2013
                                                                                                                                              • Appendix – Consumer – Further Attitudes Towards Drinking Out of Home

                                                                                                                                                  • Figure 82: Further attitudes towards drinking out of home, April 2013
                                                                                                                                                  • Figure 83: Most popular further attitudes towards drinking out of home, by demographics, April 2013
                                                                                                                                                  • Figure 84: Next most popular further attitudes towards drinking out of home, by demographics, April 2013
                                                                                                                                              • Appendix – Consumer – Attitudes Towards Drinking Cocktails and Mixers

                                                                                                                                                  • Figure 85: Attitudes towards drinking cocktails and mixers out of home, April 2013
                                                                                                                                                  • Figure 86: Most popular attitudes towards drinking cocktails and mixers out of home, by demographics, April 2013
                                                                                                                                                  • Figure 87: Next most popular attitudes towards drinking cocktails and mixers out of home, by demographics, April 2013

                                                                                                                                              Drinking Out of the Home - UK - July 2013

                                                                                                                                              US $2,648.76 (Excl.Tax)