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Description

Description

Concern over binge drinking and related health issues has revived the market for low-alcohol drinks, boosting sales by 10% in volume and 12% in value to stand since 2006 at 20 million litres worth £66 million in 2008.

Lager dominates, buoyed by investment in new lower and mid-strength variants, but cider sales are finally moving forward and wine is said to offer greatest potential.

Key report themes:

  • What impact are the Government’s responsible drinking strategy and the anti-binge drinking lobby having on the low alcohol drinks category?

  • Which soft drinks categories offer greatest competition to low alcohol drinks?

  • Which sub-categories are attracting greatest investment in innovation and marketing?

  • Is the current category growth forecast to continue.

What's included

What's included

Table of contents

Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Making a meal of low alcohol drinks
              • Adding festive sparkle
              • Market in Brief

                • A growing market
                  • Lager leads in sales, NPD investment
                    • Nation becomes more ‘drink aware’
                      • Innovation and marketing propel category forward
                        • Sales shift towards retail, but on-trade value is needed
                          • Market opportunities
                            • Further investment key to future growth
                            • Internal Market Environment

                              • Key points
                                • British public heeds health message
                                  • Figure 1: Trends for alcohol consumption and frequency generally, at home and elsewhere, 2004-08
                                • Binge-drinking backlash also hits home
                                  • Increase in incidents associated with drinking and driving in 2007
                                    • Figure 2: Number of licensed vehicles on UK roads, 2003-07
                                  • Low alcohol gains in cachet?
                                    • Consumers are less experimental
                                      • Figure 3: Trends in attitudes towards alcohol, 2004-08
                                  • Broader Market Environment

                                    • Key points
                                      • Other European markets more receptive to LADs
                                        • Figure 4: European comparison of alcohol and low alcohol beer consumption, 2008
                                      • Legislative issues
                                        • Government and industry tackle alcohol abuse
                                          • Labelling legislation highlights ABV
                                            • The smoking ban and evolving pub culture
                                              • ABV-linked tax proposals could benefit low alcohol category
                                                • Figure 5: Alcohol taxation rates applied in the UK from December 1, 2008
                                              • EU ruling may boost profile of low-alcohol wines
                                                • Ageing population poses a challenge
                                                  • Figure 6: Structure of the UK population, by age and gender, 2003-13
                                                • Recent unemployment increases bad news for LADs
                                                • Competitive Context

                                                  • Key points
                                                    • Figure 7: Market size and growth for premium (adult) soft drinks, carbonates and fruit juice and juice drinks, 2003-07
                                                  • Premium soft drinks
                                                    • Wine-based adult soft drinks
                                                      • Carbonates
                                                        • Fruit juice and juice drinks
                                                        • Strengths and Weaknesses in the Market

                                                          • Strengths
                                                            • Weaknesses
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Climate of concern turns attention to LADs
                                                                  • Figure 8: Reduced/no alcohol launches as a percentage of alcoholic launches, 2004-08
                                                                • Beer: can ‘lower alcohol’ be the new ‘extra cold’
                                                                    • Figure 9: NPD in low/no/reduced alcohol launches, % by drinks category, 2005-08
                                                                  • NPD revives flat low/no-alcohol cider category
                                                                    • Wine
                                                                      • International innovations
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • LADs leave alcoholic drink doldrums behind
                                                                            • Figure 10: UK volume sales of LADs as percentage of total sales, by sector, 2007
                                                                            • Figure 11: UK retail value and volume sales of low-alcohol drinks, 2003-13
                                                                          • LADs emerge as a trend in 2007
                                                                            • Potential emerges in wine and cider categories
                                                                              • Figure 12: UK retail value and volume sales of low-alcohol and alcohol-free drinks, by sector, 2004-08
                                                                            • The future of the market
                                                                              • Forecast
                                                                                • Beer is behind steady market growth
                                                                                  • Factors used in the forecast
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • New entrants propel beer sales
                                                                                        • Figure 13: UK retail value sales of low-alcohol and alcohol-free beer, 2003-13
                                                                                        • Figure 14: UK retail volume sales of low-alcohol and alcohol-free beer, 2003-13
                                                                                      • Capturing the middle ground
                                                                                        • Consistent retail growth for low ABV wines
                                                                                          • Figure 15: UK retail value sales of low-alcohol and alcohol-free wine*, 2003-13
                                                                                          • Figure 16: UK retail volume sales of low-alcohol and alcohol-free wine*, 2003-13
                                                                                        • Low-alcohol variants jump on the cider bandwagon
                                                                                          • Figure 17: UK retail value sales of mid-strength, low-alcohol and alcohol-free cider, 2003-13
                                                                                          • Figure 18: UK retail volume sales of mid-strenghth, low-alcohol and alcohol-free cider, 2003-13
                                                                                      • Market Share

                                                                                        • Key points
                                                                                          • Competition heats up over Kaliber’s eroding share
                                                                                            • Figure 19: Brand shares in low-alcohol and alcohol-free beer, by volume, 2004-08
                                                                                          • Top two lead wine sales
                                                                                            • Figure 20: Brand shares in low-alcohol and alcohol-free wine, by volume, 2004-08
                                                                                        • Companies and Products

                                                                                            • Adnams
                                                                                              • Bavaria
                                                                                                • Carlsberg UK
                                                                                                  • Chalié Richards
                                                                                                    • Cobra
                                                                                                      • Coors Brewers
                                                                                                        • C&C Group
                                                                                                          • Diageo
                                                                                                            • Harveys
                                                                                                              • InBev UK
                                                                                                                • Kopparberg
                                                                                                                  • LoNo Drinks Company
                                                                                                                    • PLB
                                                                                                                      • Surfax
                                                                                                                        • Weston’s
                                                                                                                        • Brand Communication and Promotion

                                                                                                                          • Key points
                                                                                                                            • Mid-strength lager entrant buoys total spend
                                                                                                                              • Figure 21: Main monitored media advertising spend on low/no alcohol beer & lager, 2004-08
                                                                                                                            • Adspend by advertiser
                                                                                                                              • Figure 22: Main monitored media advertising spend on mid-strength, low/no alcohol beer and lager, by advertiser, 2004-08
                                                                                                                            • Carling C2
                                                                                                                              • Cobra Zero%
                                                                                                                                • Bavaria Alcohol Free
                                                                                                                                  • Clausthaler
                                                                                                                                    • Responsible drinking campaigns
                                                                                                                                    • Channels to Market

                                                                                                                                      • Key points
                                                                                                                                        • Slide continues in favour of off-trade sales
                                                                                                                                          • Figure 23: UK retail volume sales of low-alcohol and alcohol-free drinks, by outlet type, 2006-08
                                                                                                                                        • LADs hit by pub downturn
                                                                                                                                          • Buoyant supermarket sales lead category growth
                                                                                                                                          • The Consumer – Usage

                                                                                                                                            • Key points
                                                                                                                                              • Making LADs a part of a young man’s night out
                                                                                                                                                • Encouraging taste trials of new LADs
                                                                                                                                                  • Who currently drinks LADs?
                                                                                                                                                    • Frequency of drinking
                                                                                                                                                      • Figure 24: Frequency of drinking low-alcohol beer or lager (cans or bottles), 2004-08
                                                                                                                                                      • Figure 25: Consumption of low alcoholic drinks, October 2008
                                                                                                                                                    • Older consumers and women reject LADs
                                                                                                                                                      • Men most receptive
                                                                                                                                                        • Poor past experiences a turn-off
                                                                                                                                                          • Enticing newcomers to the category
                                                                                                                                                          • The Consumer – Attitudes and Motivations

                                                                                                                                                            • Key points
                                                                                                                                                                • Figure 26: Agreement with statements about low alcoholic drinks, October 2008
                                                                                                                                                              • Two-fifths of consumers lack awareness of the LAD category
                                                                                                                                                                • Preference for soft drinks holding LADs back
                                                                                                                                                                  • Taste testings to change perceptions
                                                                                                                                                                    • Expanding choice
                                                                                                                                                                    • Targeting Opportunities

                                                                                                                                                                      • Key point
                                                                                                                                                                        • Low awareness and preference for soft drinks are major stumbling blocks
                                                                                                                                                                          • Figure 27: Intention to drink low/no-alcohol drinks by general attitudes towards them, October 2008
                                                                                                                                                                        • 19 million Brits willing and able
                                                                                                                                                                          • Figure 28: Potentials or rejectors by general attitudes towards low/no alcohol, October 2008
                                                                                                                                                                        • Greatest potential amongst younger consumers
                                                                                                                                                                          • Tesco and Asda missing an opportunity?
                                                                                                                                                                            • Figure 29: Supermarkets with the best demographic fit for potentials, October 2008
                                                                                                                                                                        • Appendix

                                                                                                                                                                          • Consumer research
                                                                                                                                                                            • ACORN
                                                                                                                                                                              • Advertising data
                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                    • Figure 30: Trends for not drinking alcohol by gender, 2004-08
                                                                                                                                                                                    • Figure 31: Attitudes towards alcohol, by demographic sub-group, 2007
                                                                                                                                                                                • Appendix – The Consumer Usage

                                                                                                                                                                                    • Figure 32: Consumption of low-alcoholc drinks, by demographic sub-group, October 2008
                                                                                                                                                                                    • Figure 33: Consumption (cans or bottles) of low alcohol beer or lager, by demographic sub-group, 2007
                                                                                                                                                                                    • Figure 34: Consumption (cans or bottles) of low alcohol beer or lager, by demographic sub-group, 2007
                                                                                                                                                                                • Appendix – The Consumer: Attitudes and Motivations

                                                                                                                                                                                    • Figure 35: Agreement with statements about low-alcoholic drinks, by demographic sub-group, October 2008
                                                                                                                                                                                    • Figure 36: Agreement with statements about low alcoholic drinks, by demographic sub-group, October 2008
                                                                                                                                                                                • Appendix – Targeting Opportunities

                                                                                                                                                                                    • Figure 37: Potentials and Rejectors, by demographic sub-group, October 2008

                                                                                                                                                                                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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