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Drinking in the Home - UK - June 2013

Published By :

Mintel

Published Date : Jun 2013

Category :

Alcoholic Beverages

No. of Pages : 159 Pages


Lower-alcohol drinks tend to be cheaper, because of lower taxation, and are often lower calorie. Both factors should make them attractive to people drinking at home, helping to retain users at a time when people are cutting back on spend.
Table of Content

Introduction
Definition
Excluded
Abbreviations

Executive Summary
The market
Figure 1: Forecast for UK retail value sales of alcoholic drinks, 2007-17
Market factors
Alcohol consumption is in decline, along with consumer confidence
The cost of excessive drinking looks set to keep spurring government involvement
Population changes set to have an influence
The consumer
58% of adults drink at home at least weekly
Figure 2: Frequency of drinking alcoholic drinks in the home, April 2013
Still wine is the most popular in-home drink
Figure 3: Types of alcoholic drinks drunk in-home, April 2013
Favourite brand/beverage is the leading choice factor when buying drinks for home
Relaxing/unwinding is the key occasion for drinking at home
The majority of in-home drinkers have not changed their habits…
… although there may be changes ahead as a result of the 2013 Budget
Figure 4: How consumers expect their drinking habits to change in response to changes in alcohol taxation in the 2013 Budget, April 2013
Drinking in-home seen by consumers as helping to relax and unwind
Figure 5: Attitudes towards drinking in-home, April 2013
What we think

Issues and Insights
Consumers are cutting back on alcohol
The issues
The implications
Appealing to 18-24-year-olds
The issues
The implications
Boosting usage in underperforming in-home categories
The issues
The implications
Advertising regulations look likely to tighten in the future
The issues
The implications
Tackling the tax escalators
The issues
The implications

Trend Application
Life Hacking
The Nouveau Poor
Mintel Futures Trend: Brand Intervention

Internal Market Environment
Key points
Alcohol consumption in decline, while government intervention rises
Figure 6: Trends in UK per capita consumption of 100% alcohol, 2006-11
Drinking in the social context
Figure 7: Hospital admissions with a primary diagnosis attributable to alcohol consumption IN England, 2002/03-2011/12
Figure 8: Hospital admissions with a primary or secondary diagnosis wholly attributable to alcohol consumption in England, by age, 2011/12
Figure 9: Accident & Emergency attendances in England, by age group, 2011-12
Pub visits in decline as consumers switch to cheaper in-home drinking
Figure 10: Indices of real disposable income per adult (18+) and affordability of alcohol on a per capita basis in the UK, 1980-2012
Figure 11: Consumption of alcoholic drinks in-home and out of home, 2001/02-2011

Broader Market Environment
Key points
Consumer confidence remains low despite the recession ending
Figure 12: Household income vs expenditure per head (£), 1997-2012
Figure 13: Consumer Confidence Index, monthly, January 2007-May 2013
An ageing population may benefit the in-home market
Figure 14: Projected trends in the age structure of the UK population, 2012-17
Socio-economic changes to bring threats and opportunities
Figure 15: Changes in the adult socio-economic structure of the UK population, 2012-17
The weather and high profile events also influence drinking habits

Market Size and Forecast
Key points
In-home sales continue to increase
Figure 16: Value and volume sales of in-home alcoholic drinks, 2007-17
Forecasts
Figure 17: Forecast for UK retail value sales of alcoholic drinks, 2007-17
Figure 18: Forecast for UK retail volume sales of alcoholic drinks, 2007-17
Forecast methodology

Segment performance
Key points
Wine is the leading in-home drinks category in value terms, but beer dominates volume sales
Figure 19: Share of retail value sales of different alcoholic drinks, 2013 (est)
Figure 20: Share of off-trade volume sales of different alcoholic drinks, 2013 (est)
In-home category estimates for 2013
Beer
Cider
Still, sparkling and fortified wine
Spirits and liqueurs

Brand Communication and Promotion
Key points
Adspend remains steady in 2012
Figure 21: Total above-the-line adspend for BWS, 2009-12
Beer dominates total adspending…
… driven by investment by Heineken
Figure 22: Total above-the-line adspend for BWS, by company, 2012
TV remains the most popular way to advertise

Consumer – Frequency of Drinking In-home
Key points
88% of adults drank alcohol at home in the last year
Figure 23: Usage of alcoholic drinks, by location, April 2013
58% of adults drink at home weekly
Figure 24: Frequency of drinking alcoholic drinks in the home, April 2013
Figure 25: Usage of alcoholic drinks in and out of the home, by frequency of use, April 2013
Three in ten adults drink in-home a few times a month or less

Consumer – Changing In-home Drinking Habits
Key points
The majority of in-home drinkers have not changed their habits
Figure 26: Changes in in-home drinking habits, April 2013

Consumer – Types of Alcoholic Drinks Drunk In-home
Key points
Still wine is the most popular in-home drink
Figure 27: Types of alcoholic drinks drunk in-home, April 2013
Fierce competition in the sparkling wine segment
Lager is drunk by half of in-home drinkers
Cider’s success built upon its appeal to younger drinkers
Spirits and liqueurs appeal to different types of in-home drinkers
RTDs and cocktails hold niche appeal
45% of in-home drinkers only drink one or two types of drinks
Figure 28: Repertoire of types of alcoholic drinks consumed in-home, April 2013

Consumer – Reactions to the 2013 Budget
Key points
The majority of consumers are likely to be unmoved by recent tax changes
Figure 29: Summary of how consumers expect drinking habits to change in in response to changes in alcohol taxation in the 2013 Budget, April 2013
Beer demand set to remain largely unchanged but may see some growth…
Figure 30: How consumers expect their beer drinking habits to change in in response to changes in taxation of beer in the 2013 Budget, April 2013
… cider is likely to see little overall change in in-home drinking habits…
Figure 31: How consumers expect their cider drinking habits to change in in response to changes in taxation of cider in the 2013 Budget, April 2013
… wine may also feel the squeeze…
Figure 32: How consumers expect their wine drinking habits to change in in response to changes in taxation of wine in the 2013 Budget, April 2013
… while spirits look set to be the worst hit
Figure 33: How consumers expect their spirits drinking habits to change in in response to changes in taxation of spirits in the 2013 Budget for spirits, April 2013

Consumer – Choice Factors
Key points
Favourite brand/beverage is the leading choice factor…
Figure 34: Choice factors when buying alcoholic drinks for drinking at home, April 2013
Figure 35: Choice factors when buying alcoholic drinks for drinking at home: US and UK, February/April 2013
… with cost also carrying a strong influence
Other choice factors only carry a limited influence

Consumer – In-home Drinking Occasions
Key points
Seven in ten in-home drinkers do so to relax/unwind
Figure 36: In-home drinking occasions, April 2013
Socialising and meal times are important in-home drinking occasions
Special occasions and watching events are also popular drinks occasions
In-home drinking occasions appeal to parents
Figure 37: Drinking during in-home occasions, by presence of children in household, April 2013

Consumer – Attitudes Towards Drinking In-home
Key points
Drinking in-home is seen as helping consumers to relax and unwind
Figure 38: Attitudes towards drinking in-home, April 2013
Alcohol pricing remains a bone of contention
Figure 39: RPI Index for alcoholic drinks and all items, 2006-12
Potential for online growth
Recreating the out-of-home experience at home

Consumer – Further Attitudes Towards Drinking In-home
Key points
Home comforts hold a particularly strong appeal
Figure 40: Further attitudes towards drinking in-home, April 2013
One in five drink more on at-home occasions than out of home

Appendix – Market Size and Segmentation
Figure 41: Best- and worst-case forecasts for the in-home alcoholic drinks market, by value, 2013-17
Figure 42: Best- and worst-case forecasts for the in-home alcoholic drinks market, by volume, 2013-17

Appendix – Consumer – Frequency of Drinking In-home
Figure 43: Highest frequencies of drinking alcoholic drinks in home, by demographics, April 2013
Figure 44: Other frequencies of drinking alcoholic drinks in home, by demographics, April 2013
Figure 45: Frequency of drinking alcoholic drinks in home, by most popular types of alcoholic drinks drunk in-home, April 2013
Figure 46: Frequency of drinking alcoholic drinks in home, by next most popular types of alcoholic drinks drunk in-home, April 2013

Appendix – Consumer – Changing In-home Drinking Habits
Figure 47: Changing in-home drinking habits (frequency), by demographics, April 2013
Figure 48: Changing in-home drinking habits (spend), by demographics, April 2013

Appendix – Consumer – Types of Alcoholic Drinks Drunk In-home
Figure 49: Types of alcoholic drinks drunk in-home, April 2013
Figure 50: Most popular types of alcoholic drinks drunk in-home, by demographics, April 2013
Figure 51: Next most popular types of alcoholic drinks drunk in-home, by demographics, April 2013
Figure 52: Types of alcoholic drinks drunk in-home, by frequency of drinking alcoholic drinks in home, April 2013
Figure 53: Repertoire of types of alcoholic drinks drunk in-home, by demographics, April 2013
Figure 54: Types of alcoholic drinks drunk in-home, by repertoire of types of alcoholic drinks drunk in-home, April 2013

Appendix – Consumer – Reactions to the 2013 Budget
Figure 55: How consumers expect drinking habits to change in in response to changes in alcohol taxation in the 2013 budget for beer, cider, wine and spirits, April 2013
Figure 56: How consumers expect beer drinking habits to change in in response to changes in alcohol taxation in the 2013 budget, by demographics, April 2013
Figure 57: How consumers expect drinking habits of cider to change in in response to changes in alcohol taxation in the 2013 Budget for cider, by demographics, April 2013
Figure 58: How consumers expect drinking habits of wine to change in in response to changes in alcohol taxation in the 2013 budget, by demographics, April 2013
Figure 59: How consumers expect drinking habits of spirits to change in in response to changes in alcohol taxation in to the 2013 budget, by demographics, April 2013

Appendix – Consumer – Choice Factors
Figure 60: Most popular choice factors when buying alcoholic drinks for drinking at home, by demographics, April 2013
Figure 61: Other choice factors when buying alcoholic drinks for drinking at home, by demographics, April 2013
Figure 62: Choice factors when buying alcoholic drinks for drinking at home, by most popular types of alcoholic drinks drunk in-home, April 2013
Figure 63: Choice factors when buying alcoholic drinks for drinking at home, by next most popular types of alcoholic drinks drunk in-home, April 2013

Appendix – Consumer – In-home Drinking Occasions
Figure 64: In-home drinking occasions, by demographics, April 2013
Figure 65: In-home drinking occasions, by frequency of drinking alcoholic drinks in home, April 2013

Appendix – Consumer – Attitudes Towards Drinking In-home
Figure 66: Attitudes towards drinking in-home, April 2013
Figure 67: Agreement with the statements ‘I am concerned about buying alcoholic drinks online’ and ‘I am interested in beer/wine clubs but am put off by the cost’, by demographics, April 2013
Figure 68: Agreement with the statements ‘I am interested in replicating drinks which I’ve had in pubs/bars when at home’ and ‘Prices of alcoholic drinks have risen more than other food and drink products’, by demographics, April 2013
Figure 69: Agreement with the statements ‘I like to drink at home to help me unwind/relax’ and ‘There are too many cheap alcoholic drinks in supermarkets/off-licences’, by demographics, April 2013
Figure 70: Attitudes towards drinking in-home, by most popular types of alcoholic drinks drunk in-home, April 2013
Figure 71: Attitudes towards drinking in-home, by other types of alcoholic drinks drunk in-home, April 2013

Appendix – Consumer – Further Attitudes Towards Drinking In-home
Figure 72: Further attitudes towards drinking in-home, April 2013
Figure 73: Further attitudes towards drinking in-home, by demographics, April 2013
Figure 74: Further attitudes towards drinking in-home, by demographics, April 2013 (continued)
Figure 75: Further attitudes towards drinking in-home, by most popular types of alcoholic drinks drunk in-home, April 2013
Figure 76: Further attitudes towards drinking in-home, by next most popular types of alcoholic drinks drunk in-home, April 2013

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