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Alcoholic Drinks: Attitudes towards Drinks Gifting - UK - September 2016

Published By :

Mintel

Published Date : Sep 2016

Category :

Alcoholic Beverages

No. of Pages : N/A

Alcoholic drinks are bought by six in 10 people as gifts, but packaging products to appeal to more people and occasions, such as for female recipients or as a thank you can unlock new occasions. Encouraging trading up through better promoting the premium credentials of products will also help to increase value sales, with unique flavours or particular vintages, limited editions and customised bottles in particular appealing to consumers.

Table of contents

OVERVIEW
What you need to know
Covered in this Report

EXECUTIVE SUMMARY
The market
Recent dip in price of alcoholic drinks
Increase in real disposable incomes
Gender divide for drinking of some alcoholic drinks
UK’s population ageing bodes well for vintage wines
The consumer
Alcoholic drinks bought as gifts by six in ten people
Figure 1: Types of alcoholic drinks bought as a gift in the last 12 months, July 2016
Male relatives more likely to be given alcoholic drinks
Figure 2: Who people would give alcoholic drink to as a gift, July 2016
Large supermarkets dominate alcoholic drink gift sales
Figure 3: Outlets where alcoholic drinks bought to give as a gift in the last 12 months, July 2016
Importance of matching drinks to recipient’s likes
Figure 4: Most important factors influencing choice when buying alcoholic drinks as a gift, July 2016
Being seen as a premium brand justifies a higher price
Figure 5: Factors most likely to encourage people to pay more for alcoholic drinks as gifts, July 2016
Alcoholic drinks deemed a good last minute gift option
Figure 6: Attitudes towards giving alcoholic drinks as gifts, July 2016
What we think

ISSUES AND INSIGHTS
Scope to target alcoholic drinks gifting more at female recipients and a wider range of seasonal gifting occasions
The facts
The implications
Premium brands and standout packaging remain key ways for encouraging trading up to grow drinks gifting sales
The facts
The implications
Suggestions from retailers and greater attention to pre-packaging and in-store displays needed to promote alcoholic drinks as gifts
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Recent dip in price of alcoholic drinks
Increasingly competitive retail landscape
Increase in real disposable incomes
Gender divide for drinking of some alcoholic drinks
Growing population of over-55s who know what they want

MARKET DRIVERS
Dip in price of alcoholic drinks in competitive retail landscape
Figure 7: Consumer price indices for beer, wine and spirits and all items (2006=100), 2006-16
Big potential market for gift sales as three in four adults drink alcohol
Gender divide in in-home drinking of some alcoholic drinks
Figure 8: In-home drinking of different types of alcoholic drinks in the last 3 months, by gender, July 2016
Growing number of over-55s who are less likely to buy alcohol as a gift

THE CONSUMER – WHAT YOU NEED TO KNOW
Alcoholic drinks bought as gifts by six in 10 people
Strong interest in buying drinks not already bought as gifts
Male relatives more likely to be given alcoholic drinks
Large supermarkets the leading channel for buying drinks as gifts
Matching alcoholic drinks gifts to recipient likes
Appeal of packaging important to product choice
Being seen as a premium brand helps justify higher price
Unique flavours or being aged for longer can encourage trading up
Drinks seen as good last minute gift solution
Strong interest in multipacks of smaller bottles for gifting

TYPES OF ALCOHOLIC DRINKS BOUGHT AS GIFTS
Alcoholic drinks bought by six in ten people as gifts
Figure 9: Buying of major types of alcoholic drinks as gifts in the last 12 months, July 2016
Strong interest in buying drinks not already bought as gifts
Figure 10: Types of alcoholic drinks bought as a gift in the last 12 months, July 2016
Room to encourage buying of more types of drink as gifts
Figure 11: Number of different types of alcoholic drinks bought as gifts, July 2016
Figure 12: Number of different types of alcoholic drinks that people have not given but would be interested in giving as a gift in the future, July 2016

WHO PEOPLE WOULD GIVE ALCOHOLIC DRINKS TO AS A GIFT
Male relatives more likely to be given alcoholic drinks
Friends are top recipient of alcohol gifts
Figure 13: Who people would give alcoholic drink to as a gift, July 2016
Important for drinks brands to appeal to female gift buyers
Seasonal occasions are widely leveraged to drive alcohol gifting sales

WHERE PEOPLE BUY ALCOHOLIC DRINKS AS A GIFT
Large supermarkets are leading channel
Discounters are growing
A focus on proving drink quality
Figure 14: Outlets where alcoholic drinks bought to give as a gift in the last 12 months, July 2016
Convenience stores can target last minute gift purchases
Specialists need to offer something different to appeal
Online-only retailers well-placed to excel on range

FACTORS INFLUENCING CHOICE OF ALCOHOLIC DRINKS AS GIFTS
Matching alcoholic drinks gifts to recipients’ likes
Figure 15: Most important factors influencing choice when buying alcoholic drinks as a gift, July 2016
Promotions/special offers have big influence on gift buying
Packaging that stands out can make a difference
Gift packs appeal to a fifth of buyers

FACTORS ENCOURAGING PEOPLE TO PAY MORE FOR ALCOHOLIC DRINKS AS GIFTS
Being seen as a premium brand is important to justify price
Premium packaging sways one in five to pay more
Figure 16: Factors most likely to encourage people to pay more for alcoholic drinks as gifts, July 2016
Limited editions and customised bottles can add value
Unique taste can help justify higher price points
Products aged for longer have premium credentials
Being an award-winning product not a big reason to trade up

ATTITUDES TOWARDS GIVING ALCOHOLIC DRINKS AS GIFTS
Drinks are deemed a good option for a last minute present
Figure 17: Attitudes towards giving alcoholic drinks as gifts, July 2016
Highlighting gift ideas in alcoholic drinks sections and online
Willingness to pay more for drinks if giving to someone else
Alcoholic drinks gifts that go beyond individual bottles

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

List of Table

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