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Description

Description

"Dollar sales of alcohol (on- and off-premise) reached $234 billion in 2017, a 3.5% gain over 2016. Overall sales increased by 20% from 2012-17 due to a supportive economic climate, product innovation – including flavor and format advancements – and a focus on premiumization, all which have encouraged trial. While continued growth is forecast through 2022, a slower pace will be seen. Consumers continue to prefer the ease and personal nature of drinking at home to on-premise consumption yet are shifting consumption behaviors; adopting a wider range of alcohol types for various occasions; and, sometimes, decreasing consumption due to the pursuit of healthy living."

- Beth Bloom, Associate Director - Food & Drink

This report will look at the following areas:

  • Dollar sales of alcohol increase by 3.5% in 2017, rate of growth will slow
  • Alcohol drinkers are more likely to have decreased alcohol consumption in 2017 than increased
  • At-home drinkers primarily seek relaxation

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Dollar sales of alcohol increase by 3.5% in 2017, rate of growth will slow
            • Figure 1: Total US sales and forecast of alcoholic beverages, at current prices, 2012-22
          • Alcohol drinkers are more likely to have decreased alcohol consumption in 2017 than increased
            • At-home drinkers primarily seek relaxation
              • Figure 2: At-home drinking occasions, January 2018
            • The opportunities
              • Wine leads for a relaxing evening at home, pairing with food
                • Figure 3: Correspondence Analysis – Alcohol type per occasion, January 2017
              • The majority of home drinkers do so because it’s relaxing
                • Figure 4: Reasons for drinking at home, January 2018
              • One in 10 home drinkers drinks multiple types of alcohol when they drink
                • Figure 5: Drinking behaviors – Behavior, January 2018
              • What it means
              • The Market – What You Need to Know

                • Dollar sales of alcohol increase by 3.5% in 2017, rate of growth will slow
                  • Beer dominates alcohol sales, but wine is growing
                    • The majority of alcohol is consumed off-premise
                      • Drinkers are more likely to have decreased consumption in 2017
                        • Consumer interest in health challenges alcoholic beverage categories
                        • Market Size and Forecast

                          • Dollar sales of alcohol increase by 3.5% in 2017, rate of growth will slow
                            • Figure 6: Total US sales and forecast of alcoholic beverages, at current prices, 2012-22
                            • Figure 7: Total US sales and forecast of alcoholic beverages, at current prices, 2012-22
                            • Figure 8: Total US sales and forecast of alcoholic beverages, at inflation-adjusted prices, 2012-22
                        • Market Breakdown

                          • Beer dominates alcohol sales
                            • Figure 9: Total US sales and forecast of alcoholic beverages, by segment, at current prices, 2012-22
                          • The majority of alcohol is consumed off-premise
                              • Figure 10: Best- and worst-case forecast value sales of alcoholic drinks (in home), at current prices, 2012-22
                              • Figure 11: Total on-premise alcohol consumption, liters per capita, 2010-20
                          • Market Factors

                            • Drinkers are more likely to have decreased consumption in 2017
                              • Consumer interest in health challenges alcoholic beverage categories
                                • Aging population means a shift in alcohol interest
                                  • Figure 12: Share of population by age, 2013-23
                                • Brands need to cater to preference for staying in
                                  • Saturday night
                                  • Key Players – What You Need to Know

                                    • Lighter offerings bring alcohol in closer alignment with interest in health
                                      • Packaging activity contributes to portability/versatility
                                        • Premium positioning drives engagement, higher spend
                                          • Leveraging technology to boost engagement and sales
                                          • What’s Working?

                                            • Lighter offerings bring alcohol in closer alignment with interest in health
                                              • Growth in cans contributes to portability/versatility
                                                • Figure 13: Alcohol launches, by pack type, 2013-18*
                                              • Premium positioning drives engagement, higher spend
                                                • Figure 14: Alcohol launches, by leading claims, March 2017-February 2018
                                                • Figure 15: Alcohol launches, by fastest-growing claims share, 2013-18*
                                            • What’s Next?

                                              • Alcohol makes a natural transition
                                                • Cocktails will keep things exciting, customizable
                                                  • Leveraging technology to boost engagement and sales
                                                  • The Consumer – What You Need to Know

                                                    • Wine leads alcohol consumption
                                                      • Wine is most popular for drinking at home
                                                        • The majority of home drinkers do so because it’s relaxing
                                                          • 79% of home drinkers drink on the weekend
                                                            • One in 10 home drinkers consumes multiple types of alcohol when they drink
                                                              • Two thirds of home drinkers do so while watching TV
                                                              • Alcoholic Beverage Consumption

                                                                • Wine leads alcohol consumption
                                                                  • Figure 16: Alcohol consumption, January 2018
                                                                • Women make up the largest share of wine and cocktail drinkers
                                                                  • Figure 17: Share of alcohol consumption, by gender, January 2018
                                                                • Wine is most likely to retain drinkers as they age
                                                                  • Figure 18: Share of alcohol consumption, by age, January 2018
                                                                • Wine/cocktails are consumed by a larger percentage of higher earners
                                                                  • Figure 19: Share of alcohol consumption, by HH income, January 2018
                                                              • Consumption Location

                                                                • A higher percentage of consumers drink at home than away from home
                                                                  • Figure 20: Alcohol consumption location – Any alcohol, January 2018
                                                                • Wine is popular for drinking at home
                                                                  • Figure 21: Consumption location, by alcohol type, January 2018
                                                                • Youngest respondents are more likely to drink away from home
                                                                  • Figure 22: Alcohol consumption location – Any alcohol, by age, January 2018
                                                                • Respondents from HHs earning less than $50K are significantly more likely to drink at home
                                                                  • Figure 23: Alcohol consumption location – Any alcohol, by HH income, January 2018
                                                              • Reasons for Drinking at Home

                                                                • The majority of home drinkers do so because it’s relaxing
                                                                  • Figure 24: Reasons for drinking at home, January 2018
                                                                • Young drinkers like the ease of staying at home
                                                                  • Figure 25: Reasons for drinking at home, by age, January 2018
                                                              • Consumption Occasions

                                                                • At-home drinkers primarily seek relaxation
                                                                    • Figure 26: At-home drinking occasions, January 2018
                                                                  • Sports-focused occasions have the greatest chance of appealing to men
                                                                      • Figure 27: At-home drinking occasions, by gender, January 2018
                                                                    • Older consumers are more likely to pair alcohol with meals
                                                                      • Figure 28: At-home drinking occasions, by age, January 2018
                                                                    • Higher-income earners are more likely to drink alcohol with a meal
                                                                      • Figure 29: At-home drinking occasions, by HH income, January 2018
                                                                  • Alcohol Types Associated with Various Occasions

                                                                    • Wine leads for a relaxing evening at home, pairing with food
                                                                      • Figure 30: Correspondence Analysis – Alcohol type per occasion, January 2017
                                                                      • Figure 31: Alcohol type per occasion, January 2017
                                                                    • Relaxing evening at home
                                                                      • Beer is strongly associated with casual occasions and sports
                                                                        • Spirits and sparkling wine have strongest celebration association
                                                                          • Celebration
                                                                          • Alcohol Behaviors

                                                                            • Weeknight/weekend
                                                                              • The majority of home drinkers drink on the weekend
                                                                                • Figure 32: Drinking behaviors – weeknight/weekend, January 2018
                                                                              • Close to half of men drink alcohol on weeknights
                                                                                • Figure 33: Drinking behaviors – weeknight/weekend, by gender, January 2018
                                                                              • Drinking behaviors
                                                                                • One in 10 home drinkers drinks multiple types of alcohol when they drink
                                                                                  • Figure 34: Drinking behaviors – Behavior, January 2018
                                                                                • Men are twice as likely to drink multiple types of alcohol in a night
                                                                                    • Figure 35: Drinking behaviors – Behavior, by gender, January 2018
                                                                                  • Younger drinkers are more likely to drink multiple kinds of alcohol
                                                                                    • Figure 36: Drinking behaviors – Behavior, by age, January 2018
                                                                                  • Black drinkers are open to multiple drink types
                                                                                    • Figure 37: Drinking behaviors – Behavior, by race, January 2018
                                                                                • Technology and Drinking at Home

                                                                                  • Two thirds of home drinkers do so while watching TV
                                                                                    • Figure 38: Technology and drinking at home, January 2018
                                                                                  • Men are more likely to be engaged with tech while drinking at home
                                                                                    • Figure 39: Technology and drinking at home, by gender, January 2018
                                                                                  • Under 45s are most likely to be engaged with tech while drinking at home
                                                                                    • Figure 40: Technology and drinking at home, by age, January 2018
                                                                                  • Tech may be a good means of resonating with Black drinkers
                                                                                    • Figure 41: Technology and drinking at home, by race, January 2018
                                                                                • Hosting a Party/Social Gathering

                                                                                  • Half of party hosts provide multiple kinds of alcohol
                                                                                    • Figure 42: Hosting attitudes and behaviors, January 2018
                                                                                  • Men are more likely to be interested in buying alcohol in bulk
                                                                                    • Figure 43: Hosting attitudes and behaviors, by gender, January 2018
                                                                                  • Younger entertainers are incentivized by bulk purchase options
                                                                                    • Figure 44: Hosting attitudes and behaviors, by age, January 2018
                                                                                  • Lower-earning hosts are less likely to provide multiple types of alcohol
                                                                                    • Figure 45: Hosting attitudes and behaviors, by HH income, January 2018
                                                                                  • Alcohol and food pairing can appeal to Asian hosts
                                                                                    • Figure 46: Hosting attitudes and behaviors, by race, January 2018
                                                                                  • Price incentives and convenience hits the mark for hosts
                                                                                    • Wine leads for party guests
                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                      • Data sources
                                                                                        • Sales data
                                                                                          • Fan chart forecast
                                                                                            • Consumer survey data
                                                                                              • Consumer qualitative research
                                                                                                • Abbreviations and terms
                                                                                                  • Abbreviations
                                                                                                  • Appendix – The Market

                                                                                                      • Figure 47: Total US sales and forecast of beer, at current prices, 2012-22
                                                                                                      • Figure 48: Total US sales and forecast of beer, at inflation-adjusted prices, 2012-22
                                                                                                      • Figure 49: Total US sales and forecast of wine, at current prices, 2012-22
                                                                                                      • Figure 50: Total US sales and forecast of wine, at inflation-adjusted prices, 2012-22
                                                                                                      • Figure 51: Total US sales and forecast of distilled spirits, at current prices, 2012-22
                                                                                                      • Figure 52: Total US sales and forecast of distilled spirits, at inflation-adjusted prices, 2012-22

                                                                                                  About the report

                                                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                  • The Consumer

                                                                                                    What They Want. Why They Want It.

                                                                                                  • The Competitors

                                                                                                    Who’s Winning. How To Stay Ahead.

                                                                                                  • The Market

                                                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                  • The Innovations

                                                                                                    New Ideas. New Products. New Potential.

                                                                                                  • The Opportunities

                                                                                                    Where The White Space Is. How To Make It Yours.

                                                                                                  • The Trends

                                                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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