Alcohol consumption at home or someone else’s home has become more commonplace in the wake of the recession. However, the slow economic recovery has seen some consumers return to on-premise alcohol consumption, which is slated to continually lessen the sales lead maintained by off-premise channels. Thus, more should be done to encourage consumers to feel comfortable drinking at home, such as education about new products, sharing recipes for entertaining, and presenting the occasional serving as a way to unwind—alone or with friends.
Some questions answered in this report include:
- How can marketers give consumers reasons to drink at home?
- Is there potential to balance on- and off-premise sales and appeal?
- How do emerging segments or new products achieve retail sales?
- What can be done to stop consumers from cutting back on alcohol?
Table of Content
Scope and Themes
What you need to know
Consumer survey data
Abbreviations and terms
Issues in the Market
Insights and Opportunities
Market Size and Forecast
Innovations and Innovators
Changes in At-Home Alcohol Consumption
Reasons for Reductions in At-Home Drinking
At-Home Drinking by Type and Occasion
At-Home Drinking Audiences and Motivations
Race and Hispanic Origin – Changes in At-Home Alcohol Consumption
Race and Hispanic Origin – Occasions and Locations
Appendix – Market Drivers
Appendix – Other Useful Consumer Tables
Appendix – Trade Associations
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