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Attitudes Towards Alcoholic Drinks - UK - July 2015

Published By :

Mintel

Published Date : Jul 2015

Category :

Alcoholic Beverages

No. of Pages : N/A

Rather than focusing only on under-35s, flavoured NPD (New Product Development) should also be looking to appeal to the profitable over-35 group, focusing less on sweet tastes and more on factors such as premium ingredients and unique production processes.

Overview

What you need to know
Scope of report

Executive Summary

The market
Steady sales growth in the alcoholic drinks market
Figure 1: Total UK value sales of alcoholic drinks, 2010-20
Companies, brands and innovation
Diageo leads the way in value but falls behind in volumes
Flavour innovation driving growth
The consumer
80% of adults drink alcoholic drinks
Figure 2: Usage of different types of alcoholic drinks, May 2015
Almost three quarters do not expect to change how much they drink
Familiar brands lead the way in the decision-making process
Figure 3: Factors in choice of alcoholic drinks brands (any ranking 1-5), May 2015
Taste trumps brand name when it comes to alcoholic drinks
Women and Millennials drive interest in low/non-alcohol
Figure 4: Attitudes towards alcoholic drinks, May 2015
What we think

Issues and Insights

Utilising social media to build engagement
The facts
The implications
Innovating with flavour creates opportunities but also risks
The facts
The implications
Clearer alcohol content details can tap into consumers’ moderation mindset
The facts
The implications
Tapping into midweek drinking occasions
The facts
The implications

The Market – What You Need To Know

Steady sales growth in the alcoholic drinks market
Beer and wine dominate the market
Alcoholic drink prices continue to rise

Market Size and Segment Performance

Steady sales growth in the alcoholic drinks market
Figure 5: Total UK value sales of alcoholic drinks, 2010-20
Beer and still wine dominate the drinks landscape
Figure 6: Total UK value sales of alcoholic drinks, by category, 2010-15
Mixed performance for spirits

Market Drivers

Alcoholic drink prices continue to rise
Figure 7: RPI indexed annual change for alcoholic drink prices versus all items except housing, 2000-14
Financial health recovers but remains fragile
An embattled on-trade industry
UK consumers continue to cut back on alcohol
An ageing population could pose a threat

Key Players – What You Need to Know

Most top 10 brands grow in a fragmented market
Diageo leads the way in value but falls behind in volumes
A strong presence from beer brands in the top 10
Flavour innovation driving growth

Brand Performance

Diageo leads the way in value but falls behind in volumes
Figure 8: Leading manufacturers’ shares of alcoholic drink sales in the UK off-trade, 2014/15
Beer dominates the list of leading alcoholic drinks brands
Figure 9: Value sales of the leading alcoholic drinks brands in the off-trade, 2012/13-2014/15
Figure 10: Volume sales of the leading alcoholic drinks brands in the off-trade, 2012/13-2014/15
Hardys races clear in the wine market…
…while Smirnoff does the same in spirits

Launch Activity and Innovations

Beer and cider
Flavoured fortunes
The growth of craft
Lower/non-alcohol opportunities
Wine
Spirits and liqueurs
Flavoured variants are also coming to the fore in spirits
To age or not to age
Packaging innovation helps brands to stand out

The Consumer – What You Need To Know

80% of adults drink alcoholic drinks
72% of drinkers do so at least once a week
Almost three quarters expect no change in how much they drink
Familiar brands lead the way in the decision-making process
Taste trumps brand name when it comes to alcoholic drinks
Women and Millennials drive interest in low/non-alcohol

Usage of Alcoholic Drinks

80% of adults drink alcoholic drinks
Figure 11: Usage of different types of alcoholic drinks, May 2015
Most drinks enjoy higher usage at home than out
Figure 12: Usage of different types of alcoholic drinks at home and out of home, May 2015
A quarter of adults stick to only one or two types of alcoholic drinks
Figure 13: Repertoire of usage of different types of alcoholic drinks at home and out of home, May 2015

Occasions for Usage

72% of users drink alcohol at least once a week
Figure 14: Frequency of drinking alcoholic drinks, May 2015
Weekend is most popular time to drink alcohol
Figure 15: Days on which alcoholic drinks are consumed, by type, May 2015
Alcoholic drinks are most popular after 6pm
Figure 16: Times at which alcoholic drinks are consumed, by type, May 2015

Changes in Alcohol Usage

Almost three quarters do not expect to change how much they drink
Figure 17: Expected changes in quantity of alcohol consumed, May 2015
Money, lifestyles changes and health are prompting usage cuts
Figure 18: Reasons for expecting to cut back on drinking, May 2015

Choice Factors

Habits lead the way in brand choice
Figure 19: Factors in choice of alcoholic drinks brands (any ranking 1-5), May 2015
Figure 20: Factors in choice of alcoholic drinks brands, ranked 1 and any 2-5, May 2015
Flavour and premium perceptions are also important in brand choice
Premium products appeal more to men
Women drive interest in ‘moderation’ drinks
Over-55s take most interest in a high ABV
Ethical drinks appeal most to under-35s

Attitudes towards Alcoholic Drinks

Own-brand widely seen to lag behind brands on taste
Figure 21: Attitudes towards alcoholic drinks, May 2015
Taste trumps brand name when it comes to alcoholic drinks
Many drinkers look for quality over quantity
Women respond to calorie and alcohol content
Under-35s like innovation but can struggle with wide choice
Social aspect of drinking matters most to under-35s

Appendix – Data Sources and Abbreviations

Data sources
Fan chart forecast
Abbreviations

Appendix – Market Size and Segment Performance

Figure 22: Total value sales of different types of alcoholic drinks, 2010-20
Figure 23: Best- and worst-case forecasts for the UK alcoholic drinks market, by value, 2015-20

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