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Drinking Out of the Home - UK - July 2014

“Some 44% of out-of-home drinkers state that they prefer to drink in venues which offer locally produced drinks. Pubs can use local products to entice visitors but communicating the availability of these, such as via external signage, is central to reaping the benefits.”

– Chris Wisson, Senior Drinks Analyst

Some issues covered in this report include:

  • Regaining consumers' share of spend on alcoholic drinks
  • High potential for lower/non-alcoholic drinks
  • The lure of local drinks
  • Leveraging special offers in the on-trade

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast for value sales of out-of-home alcoholic drinks, 2009-19
            • Market factors
              • Alcohol consumption is in decline as prices rise…
                • …but consumer confidence bounces back
                  • 2014 provides some good news for landlords
                    • Population changes set to have an influence
                      • The consumer
                        • A third of adults drink out of home at least once a week
                          • Figure 2: Frequency of drinking alcoholic drinks out of home, May 2014
                        • Lager is the most popular drink in the on-trade
                          • Figure 3: Types of alcoholic drinks drunk out of home, May 2014
                        • Some 61% of out-of-home drinkers spend less than £20 on a standard night out
                          • Pubs/bars dominate the on-trade landscape for beer and cider
                            • Discounts/special offers the best route to encouraging trying new drinks
                              • Glassware can enhance the out-of-home drinking experience
                                • Figure 4: Attitudes towards drinking out of home, May 2014
                              • What we think
                              • Issues and Insights

                                  • Regaining consumers’ share of spend on alcoholic drinks
                                    • The facts
                                      • The implications
                                        • High potential for lower/non-alcoholic drinks
                                          • The facts
                                            • The implications
                                              • The lure of local drinks
                                                • The facts
                                                  • The implications
                                                    • Leveraging special offers in the on-trade
                                                      • The facts
                                                        • The implications
                                                        • Trend Application

                                                            • Slow It All Down
                                                              • Guiding Choice
                                                                • Nouveau Poor
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Coverage
                                                                      • Consumer confidence bounces back
                                                                        • Figure 5: UK GDP, by quarter, 2008-14
                                                                        • Figure 6: Consumer Confidence Index, monthly, January 2007-May 2014
                                                                      • On-trade prices continue to outstrip those in the off-trade
                                                                        • Figure 7: Index of price of beer and wine in the on- and off-trade, 2007-13
                                                                      • Alcohol consumption is in decline…
                                                                        • …but the issues of binge drinking and drink-driving remain
                                                                          • Good news from the government
                                                                            • Figure 8: UK excise duty rates for selected alcoholic drinks, 2003-14
                                                                          • The weather and World Cup could prove a boon for the industry
                                                                            • Figure 9: 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 10: Projected trends in the age structure of the UK population, 2014-19
                                                                          • C2s could hold the key to growth
                                                                          • Strengths and Weaknesses

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Value sales expected to continue to rise marginally
                                                                                    • Figure 11: Value and volume sales of on-trade alcoholic drinks, 2009-19
                                                                                  • Tight budgets and cautious attitudes put pressure on the on-trade
                                                                                    • Figure 12: Value sales of alcoholic drinks in the on- and off-trade, 2009-19
                                                                                    • Figure 13: Volume sales of alcoholic drinks in the on- and off-trade, 2009-19
                                                                                  • On-trade value sales expected to maintain growth, volumes to fall
                                                                                    • Forecasts
                                                                                      • Figure 14: Forecast for value sales of out-of-home alcoholic drinks, 2009-19
                                                                                      • Figure 15: Forecast for volume sales of out-of-home alcoholic drinks, 2009-19
                                                                                    • Forecast methodology
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Beer accounts for half of on-trade value sales
                                                                                          • Figure 16: Share of value sales of different alcoholic drinks in the on-trade, 2013/14
                                                                                          • Figure 17: Share of value and volume sales of alcoholic drinks in selected alcoholic drinks markets: on-trade vs off-trade, 2013
                                                                                        • Wines and spirits also play an important role in the on-trade
                                                                                        • The Consumer – Frequency of Drinking Out of Home

                                                                                          • Key points
                                                                                            • 34% of adults drink out of home at least once a week
                                                                                              • Figure 18: Frequency of drinking alcoholic drinks out of home, May 2014
                                                                                            • Regular in-home drinking outstrips out-of-home drinking
                                                                                              • Figure 19: Frequency of consumption of alcoholic drinks, in home vs out of home, May 2014
                                                                                              • Figure 20: Frequency of drinking alcoholic drinks out of home, May 2014 and April 2013
                                                                                              • Figure 21: Out-of-home consumption of alcoholic drinks, by gender, May 2014
                                                                                            • Three quarters of out-of-home drinkers drink with friends
                                                                                                • Figure 22: Out-of-home drinking companions, May 2014
                                                                                            • The Consumer – Types of Alcoholic Drinks Drunk Out of Home

                                                                                              • Key points
                                                                                                • Still wine and lager lead in the on-trade
                                                                                                  • Figure 23: Types of alcoholic drinks drunk out of home, May 2014
                                                                                                  • Figure 24: Types of alcoholic drinks drunk out of home, May 2014 and April 2013
                                                                                                • Lager holds shared top spot in the on-trade
                                                                                                    • Figure 25: Types of alcoholic drinks drunk out of home by 18-24s, May 2014
                                                                                                  • Ale/Stout usage is also heavily male-oriented
                                                                                                    • Cider’s off-trade success is mirrored in the on-trade
                                                                                                      • Little overall change in spirits usage
                                                                                                        • Cocktails doing well as evenings out become more of a special occasion
                                                                                                          • A third of out-of-home drinkers stick to one drink type
                                                                                                          • The Consumer – Spend on Alcoholic Drinks

                                                                                                            • Key points
                                                                                                              • Three in five out-of-home drinkers spend less than £20 on a standard night out
                                                                                                                • Figure 26: Typical spend on drinks on a standard night out, May 2014
                                                                                                              • Two in five out-of-home drinkers spend under £20 on drinks on big nights out
                                                                                                                • Figure 27: Typical spend on drinks on a big night out, May 2014
                                                                                                                • Figure 28: Typical spend on drinks on a big night out, by socio-economic group, May 2014
                                                                                                            • The Consumer – Navigation of Bars

                                                                                                              • Key points
                                                                                                                • Under-35s and over-35s navigate the bar in slightly different ways
                                                                                                                    • Figure 29: Navigation of bars among 18-34-year-olds and over-35s, May 2014
                                                                                                                • The Consumer – Locations for Drinking Out of Home

                                                                                                                  • Key points
                                                                                                                    • Pubs/bars dominate the on-trade landscape for beer, cider and ale/stout
                                                                                                                      • Figure 30: Locations for drinking beer, cider and ale/stout out of home, May 2014
                                                                                                                    • Cider usage is more equal by gender
                                                                                                                      • Spirits and Liqueurs also depend upon the pub/bar trade
                                                                                                                        • Figure 31: Locations for drinking spirits, liqueurs, ready-mixed spirits and cocktails out of home, May 2014
                                                                                                                      • Wines are reliant on restaurants
                                                                                                                        • Figure 32: Locations for drinking wines out of home, May 2014
                                                                                                                      • Men shun wine in pubs
                                                                                                                      • The Consumer – Enticements for Trying New Drinks

                                                                                                                        • Key points
                                                                                                                          • Discounts/special offers the best route to encouraging trying new drinks
                                                                                                                            • Figure 33: Enticements to trying new drinks out of home, May 2014
                                                                                                                            • Figure 34: Enticements to trying new drinks in and out of home, May 2014
                                                                                                                          • Try before you buy, recommendations and new variants are also strong enticements
                                                                                                                            • Women look to recommendations and favourite brands
                                                                                                                              • Other factors only carry limited influence
                                                                                                                                • 18-24s are drawn to drinks they spot others enjoying
                                                                                                                                • The Consumer – Attitudes Towards Drinking Out of Home

                                                                                                                                  • Key points
                                                                                                                                    • Summary of attitudes towards drinking out of home
                                                                                                                                      • Figure 35: Attitudes towards drinking out of home, May 2014
                                                                                                                                    • The importance of glassware in the on-trade
                                                                                                                                      • Glassware is widely seen to make a drink feel special
                                                                                                                                        • Safety concerns are a consideration
                                                                                                                                          • Size of serve and lower-alcohol drinks can also play a part
                                                                                                                                            • Half of drinkers only make their choice on reaching the bar
                                                                                                                                            • Appendix – Market Size and Segmentation

                                                                                                                                                • Figure 36: Best- and worst-case forecasts for the out-of-home alcoholic drinks market, by value, 2014-19
                                                                                                                                                • Figure 37: Best- and worst-case forecasts for the out-of-home alcoholic drinks market, by volume, 2014-19
                                                                                                                                            • Appendix – The Consumer – Frequency of Drinking Out of Home

                                                                                                                                                • Figure 38: Frequency of drinking alcoholic drinks out of home, May 2014
                                                                                                                                                • Figure 39: Most frequent occasions for drinking alcoholic drinks out of home, by demographics, May 2014
                                                                                                                                                • Figure 40: Other frequencies for drinking alcoholic drinks out of home, by demographics, May 2014
                                                                                                                                                • Figure 41: Frequency of drinking alcoholic drinks out of home, by most popular types of alcoholic drinks drunk out of home, May 2014
                                                                                                                                                • Figure 42: Frequency of drinking alcoholic drinks out of home, by next most popular types of alcoholic drinks drunk out of home, May 2014
                                                                                                                                                • Figure 43: Frequency of drinking alcoholic drinks out of home, by other types of alcoholic drinks drunk out of home, May 2014
                                                                                                                                                • Figure 44: Out-of-home drinking companions, May 2014
                                                                                                                                                • Figure 45: Out-of-home drinking companions, by demographics, May 2014
                                                                                                                                                • Figure 46: Out-of-home drinking companions, by frequency of drinking alcoholic drinks out of home, May 2014
                                                                                                                                            • Appendix – The Consumer – Types of Alcoholic Drinks Drunk Out of Home

                                                                                                                                                • Figure 47: Types of alcoholic drinks drunk out of home, May 2014
                                                                                                                                                • Figure 48: Most popular types of alcoholic drinks drunk out of home, by demographics, May 2014
                                                                                                                                                • Figure 49: Next most popular types of alcoholic drinks drunk out of home, by demographics, May 2014
                                                                                                                                                • Figure 50: Other types of alcoholic drinks drunk out of home, by demographics, May 2014
                                                                                                                                                • Figure 51: Types of alcoholic drinks drunk out of home, by frequency of drinking alcoholic drinks out of home, May 2014
                                                                                                                                                • Figure 52: Types of alcoholic drinks drunk out of home, by out-of-home drinking companions, May 2014
                                                                                                                                              • Repertoire analysis
                                                                                                                                                • Figure 53: Repertoire of types of alcoholic drinks drunk out of home, May 2014
                                                                                                                                                • Figure 54: Repertoire of types of alcoholic drinks drunk out of home, by demographics, May 2014
                                                                                                                                                • Figure 55: Types of alcoholic drinks drunk out of home, by repertoire of types of alcoholic drinks drunk out of home, May 2014
                                                                                                                                            • Appendix – The Consumer – Spend on Alcoholic Drinks

                                                                                                                                                • Figure 56: Typical weekly spend on alcoholic drinks out of home, May 2014
                                                                                                                                                • Figure 57: Typical weekly spend on alcoholic drinks out of home for a big night out/special occasion, by demographics, May 2014
                                                                                                                                                • Figure 58: Typical weekly spend on alcoholic drinks out of home for a big night out/special occasion, by demographics, May 2014 (continued)
                                                                                                                                                • Figure 59: Typical weekly spend on alcoholic drinks out of home for a standard night out, by demographics, May 2014
                                                                                                                                                • Figure 60: Typical weekly spend on alcoholic drinks out of home for a standard night out, by demographics, May 2014 (continued)
                                                                                                                                            • Appendix – The Consumer – Locations for Drinking Out of Home

                                                                                                                                                • Figure 61: Locations for drinking alcoholic drinks out of home, May 2014
                                                                                                                                                • Figure 62: Most popular drinks drunk in pubs/bars, by demographics, May 2014
                                                                                                                                                • Figure 63: Next most popular drinks drunk in pubs/bars, by demographics, May 2014
                                                                                                                                                • Figure 64: Other drinks drunk in pubs/bars, by demographics, May 2014
                                                                                                                                                • Figure 65: Most popular drinks drunk in clubs, by demographics, May 2014
                                                                                                                                                • Figure 66: Next most popular drinks drunk in clubs, by demographics, May 2014
                                                                                                                                                • Figure 67: Most popular drinks drunk in restaurants, by demographics, May 2014
                                                                                                                                                • Figure 68: Next most popular drinks drunk in restaurants, by demographics, May 2014
                                                                                                                                                • Figure 69: Other drinks drunk in restaurants, by demographics, May 2014
                                                                                                                                                • Figure 70: Drinks drunk in any other location, by demographics, May 2014
                                                                                                                                              • Locations for drinking beer, cider and ale/stout among category users
                                                                                                                                                • Figure 71: Locations for drinking beer, cider and ale/stout out of home, May 2014
                                                                                                                                              • Locations for drinking spirits and liqueurs among category users
                                                                                                                                                • Figure 72: Locations for drinking spirits, liqueurs, ready mixed spirits and cocktails out of home, May 2014
                                                                                                                                              • Locations for drinking wines among category users
                                                                                                                                                • Figure 73: Locations for drinking wines out of home, May 2014
                                                                                                                                            • Appendix – The Consumer – Enticements for Trying New Drinks

                                                                                                                                                • Figure 74: Reasons for trying new drinks, May 2014
                                                                                                                                                • Figure 75: Most popular reasons for trying new drinks, by demographics, May 2014
                                                                                                                                                • Figure 76: Next most popular reasons for trying new drinks, by demographics, May 2014
                                                                                                                                                • Figure 77: Other reasons for trying new drinks, by demographics, May 2014
                                                                                                                                            • Appendix – The Consumer – Attitudes Towards Drinking Out of Home

                                                                                                                                                • Figure 78: Attitudes towards drinking out of home, May 2014
                                                                                                                                                • Figure 79: Agreement with the statements ‘I don’t enjoy drinking alcohol from plastic glasses’ and ‘Pubs/bars/clubs/restaurants should offer a wider range of lower-alcohol drinks’, by demographics, May 2014
                                                                                                                                                • Figure 80: Agreement with the statements ‘I only decide what I want to drink when I reach the bar’ and ‘Branded glasses make the drinking experience feel more special’, by demographics, May 2014
                                                                                                                                                • Figure 81: Agreement with the statements ‘I prefer to drink in pubs which offer a selection of locally produced drinks’ and ‘I am interested in servings of beer/cider which are between pints and half pints in size (eg 350-400ml) when drinking in pubs/bars’, by demographics, May 2014

                                                                                                                                            Companies Covered

                                                                                                                                            • Bacardi-Martini Ltd
                                                                                                                                            • Diageo Plc
                                                                                                                                            • Guinness
                                                                                                                                            • H P Bulmer Holdings PLC
                                                                                                                                            • Kopparbergs Brygegeri AB

                                                                                                                                            Drinking Out of the Home - UK - July 2014

                                                                                                                                            US $2,583.33 (Excl.Tax)