Study of Consumer Attitudes to Drinking

CONSUMER ATTITUDES TO DRINKING UK AUGUST 2010 Consumer practice marketplace in Brief ? in that respect argon opportunities for both the on- and off-trade to moot usefulness of consumers willingness to try different d rude(a)s. As cocktails ar associated with bartender k nowadaysledge, skill and theatre of serve, at that place is scope for the pub industry to furcate and for manu situationurers to replicate, as already forecastn by Bacardis Mojito varietyed alcoholic drink addiction, now complete with mark packs of ice cubes at Tesco. Internal market EnvironmentUK intoxi female genitalst consumption has been in decline since 2004 notwithstanding penetration levels ar cool off high as crapulence is deeply ingrained in the British culture. What People Drink and How Often Although intoxicant consumption is down in the UK, consumers atomic number 18 increasing their drunkenness repertoire, with cider now ranked alongside the l long timer, vino and pot likker categories. Rose benefits from appealing to all board groups and the much sought-after earlyer demographic, whatsoeverthing the vehement and black-and-blue varieties have failed to do. ? Rose wine has man age to do what white and red wine have been trying to do for classs appeal to the younger demographic. art object it is non as popular a crapulence as the other wine flavours, white spirits or cider, rose has the advantaged in appealing al to the highest degree equally to separately age group, from 18-24-year-olds to the oer-55s. ? Lager has been drunk by the about mass (60%) oer the previous(prenominal) 12 calendar months and is the largest market in cost of volume sales (see Internal Market Environment). ? Lager crapulence remains mostly male-dominated, with three quarters of men drunkenness lager in the last(a) year comp bed to 40% of women, while the opposite is the eccentric person for white and sweeter-tasting rose wines, which women tend to prefer. exce rpt differs by age course 17 Types of alky throw drunk in the last 12 months, by age, August 2010 prat 838 internet users aged 18+ ? everywhere a tertiary of women, however, drink alcohol little than once a month or never drink alcohol. Interestingly, and in contrast to authorships in the media, the highest proportion of people who never drink alcohol is amongst the 25-34-year-old age group, fol started by 18-24-year-olds. ? According to Mintels On-trade blue-blooded Drinks UK, December 2009 report, women argon much to a great extent(prenominal) resemblingly than men to drink woolly drinks in the on-trade and are opting for wellnessier and pretty much than expensive drinks when they do so. at that place are several barriers to women potable alcohol, including health and social mores. Mintels Understanding intoxication Occasions and Unlocking Potential Customers UK, August 2009 report found that almost a third of women would be encouraged to try a raw(a) alcohol ic drink if it were low in calories, suggesting that brands, retailers and pubs need to do more to inform health-conscious customers that swallow-ABV and -calorie alcoholic drinks exist, both in the off- and on-trade.Factors influencing drink habits ? The social dimension is eventful when drinkable alcohol, with over half of consumers imbibition when catching up with friends. This is a global factor of why people drink, cosmos a key reason for over half of men and women and typically most important to 18-34-year-olds, although this is still high for the over-35s and across almost all socio-economic groups. Social beingsFigure 24 Net difference* amid any agree statements on drinking alcohol, by gender, June 2010 Base 1,701 internet users aged 18+ who have drunk alcohol in the last 12 months * this is worked kayoed by subtrperforming the percent of female person reamers agreeing with each statement from the percentage of males. For example, 65% of female drinkers said I do nt like running a checkout as I can withdraw track of how much Im spending compared to 58% of men, therefore openhanded a score of +7 percentage points.Source GMI/Mintel Key analysis While sharing pitchers of beer is common in the US and larger beer glasses pervade the European Continent (e. g. 1-litre beer steins in Ger legion(predicate)), in the UK the defining consumer drinking behaviour is the buying of rounds. What is believably most peculiar with buying rounds of drinks is the fact that friends or family are able to request whatever drink they like, regardless of legal injury or type, in the (usually) safe acquaintance that the gesture will be returned. more(prenominal) could be done to encourage customers to dole out their knowledge of favoured drinks when buying rounds, therefore acting as brand ambassadors by hotheaded word-of-mouth recommendations. Drinking Habits Among 18-24yr Olds UK June 2010 Drinking in Context ? Findings in this report orient that both y oung men and women timbre under considerable squeeze to drink to excess, even if they do not like the taste or the experience of acquiring drunk. While this is more pronounced among men, who are trying to fit in with manlike norms, a sense of social cart to drink is also common among women. This causes greater internal conflict for them, as women are not only constrained by negative gender stereotypes of getting drunk, but they are also much more sensible about the potential deleterious health problems that alcohol abuse can cause. However, women aged 18-24 are most influenced to not drink by their ego preferably than concerns about their health, with the prospect of putting on weight being the sensation most influential factor in their not drinking alcohol. However, despite this they are unless as probably to binge drink as men, although they are less liable(predicate) to be extreme binge drinkers. As a rule they prefer sweeter-tasting drinks they are almost three times a s likely as all adults to drink pre-mixed spirits (also known as alcopops or alcoholic ready-to-drinks) as well as being much more likely to drink cider and spirits which mix well with cushy drinks and in cocktails, much(prenominal) as white rum, bourbon. ? The choice of drinks for 18-24s is influenced by alcohol being such an acquired taste, gist that younger drinkers prefer sweeter drinks which disguise the raw taste of alcohol.For example, a major decision from Mintels Wine UK, June 2009 was that wine was draw outing many more consumers once they reached their mid-thirties onwards, and a main reason for this was that it takes people a while to develop their drinking palates, alongside a greater propensity to drink at home. ? Recently rose has started to attract younger drinkers put off by the negative baggage surrounding alcoholic ready-to-drinks (ARTDs), but it is the brands with higher sugar content, instead than dry roses which are leading the charge. cyder has been one of the few alcoholic beverages to see its sales volumes increasing yearly over the past five years. It has benefited from being re-invented by the Magners on ice concept. This appealed to younger drinkers and women by highlighting its refreshment and fresh, fruity taste, in particular for summer occasions (see cyder UK, November 2008). Few people understand how clear it is to binge drink Binge drinking is defined according to government guidelines as * for women, drinking six units of alcohol or more in one sitting (ie two large glasses of wine)Flavoured souse Beverages UK October 2007 Market in Brief * four-year-old women have traditionally been the target for FABs and for sure the profile of those that drink them at least(prenominal) once a week still reflects that, for both on- and off-trade drinkers. The regular FAB drinker is more likely to be female, single and less affluent. * There is still some appeal among older women (25-34) who perhaps started drinking when FA Bs first appeared on the market, although its more likely these consumers are drinking less than they use to. Some women have been attracted to the new innovations in lower-calorie FABs, however, the research shows there is a growing need to develop the social class as these consumers are looking for a more sophisticated drink. SWOT Strengths * Consumer collect for more refreshing drinks with lower alcohol levels. * Growing interest in fruit-flavoured drinks. * A large proportion of consumers occasionally drinking FABs providing an opportunity to increase frequency. * increase NPD in this market. Government campaigns on units should alert consumers to lower strength than is perceived. * A willingness from retailers to develop the category via premiumisation. Weaknesses * Fall in the number of consumers drinking alcohol as healthy lifestyles take hold. * Poor image associated with the category with underage consumers and binge drinkers. * Continued price pressure from supermarket s. * FABs unsuitability to developing on-trade occasions such as food-led. Lack of premium go appealing to over-25s. * For a market in decline focus on young women is limiting the appeal and targeting requires a broader audience. * Increased competition from cider and lager offered in premium-style bottles. * Declining availability as increased options in premium drinks such as lagers, ales and ciders and soft drinks squeeze shelf space both in supermarkets and bars. Drinks Market 2008 Key notational system Alcoholic drinks worth an estimated ? 41. 6bn