Drinking in the Home - UK - July 2011
“While price remains the overriding reason for consumers to drink at home, other factors are emerging as reasons for consumers to look at drinking in the home less as a financial necessity and more as a positive choice, such as intimacy of the surroundings and relaxation. The off-trade can leverage these strengths and positive connotations for when/if consumer confidence and spending regain momentum and price becomes less relevant.” – Amy Lloyd, Food and Drink Analyst
In this report we answer the key questions:
What factors can brands and retailers leverage to engage consumers in the off-trade?
What drinks are benefiting most from consumers drinking in the home?
How can drinks manufacturers, retailers and advertisers target the older drinker?
How can younger consumers be encouraged to expand their drinks repertoire at home?
This report will assess consumer habits of drinking alcohol within the home. It will therefore look at the market for alcohol purchasing for the purpose of drinking in home; it does not cover consumption of soft drinks or hot beverages. National Statistics data on household spend on alcohol drinks purchased in the off-trade cover all outlet types including retail, online, duty-free and purchases in supermarkets/hypermarkets in continental Europe.
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