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Drinking Out of the Home - UK - July 2013

Published By :

Mintel

Published Date : Jul 2013

Category :

Alcoholic Beverages

No. of Pages : 162 Pages


The recent strong growth in pub catering suggests that dining out is an occasion which drinks brands should be targeting.
Table of Content

Introduction
Definition
Abbreviations

Executive Summary
The market
Figure 1: Forecast for out of home value sales of alcoholic drinks, 2008-18
Market factors
Alcohol consumption is in decline, along with consumer confidence
The pub industry is shrinking
The cost of excessive drinking incites government involvement
Population changes set to have an influence
The consumer
31% of adults drink out of home on a weekly basis
Figure 2: Frequency of drinking alcoholic drinks out of home, April 2013
The significant minority are cutting back on out of home drinking
Lager is the most popular on-trade drink
Figure 3: Types of alcoholic drinks drunk out of home, April 2013
Widespread misunderstanding about drink contents
Restaurants/cafés are the most popular on-trade drinking venues
Figure 4: Out of home drinking venues, April 2013
The importance of social drinking
Cost is now a notable concern for out of home drinkers
Figure 5: Attitudes towards drinking out of home, April 2013
Women and under-35s key for the cocktails market
What we think

Issues and Insights
How can the on-trade help to educate out of home drinkers?
How can the on-trade entice people to drink out of home more?
How can alcoholic drinks tap into the ‘pub grub’ renaissance?
Could schooners tackle the problem of falling on-trade beer sales?

Trend Application
Click and Connect
Many Mes
Mintel Futures: Human

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 UK society
Pub visits in decline as consumers switch to cheaper in-home drinking
Figure 7: Indices of real disposable income per adult (18+) and affordability of alcohol on a per capita basis in the UK, 1980-2012
Figure 8: Consumption of alcoholic drinks in-home and out of home, 2001/02-11
The changing face of the pub industry

Broader Market Environment
Key points
Consumer confidence remains low
Figure 9: Household income vs expenditure per head (£), 1997-2012
Figure 10: Consumer Confidence Index, monthly, January 2007-June 2013
Population changes provide warning signs to the on-trade
Figure 11: Projected trends in the age structure of the UK population, 2012-17
Socio-economic changes to bring threats and opportunities
Figure 12: Changes in the adult socio-economic structure of the UK population, 2012-17
The weather and high profile events also influence drinking habits
Figure 13: Hours of sunshine in the UK, by month, 2008-13
Drink-driving convictions on the wane, but the problem persists

Market Size and Forecast
Key points
Value sales continue to stagnate while volumes fall further
Figure 14: Value and volume sales of out of home alcoholic drinks, 2008-18
Forecasts
Figure 15: Forecast for out of home value sales of alcoholic drinks, 2008-18
Figure 16: Forecast for out of home volume sales of alcoholic drinks, 2008-18
Forecast methodology

Segment Performance
Key points
Beer accounts for the majority of on-trade value sales
Figure 17: Share of value sales of different alcoholic drinks in the on-trade, 2012

Consumer – Frequency of Drinking Out of Home
Key points
Over four-fifths have drunk alcohol out of home in the last year
Figure 18: Usage of alcoholic drinks in and out of home, April 2013
Almost one in three drink alcohol weekly outside the home
Figure 19: Frequency of drinking alcoholic drinks out of home, April 2013
Figure 20: Frequency of drinking alcoholic drinks in home and out of home, April 2013
Appealing to the moderators
17% of adults do not drink out of the home

Consumer – Changing Out of Home Drinking Habits
Key points
Over a third of out of home drinkers are cutting back
Figure 21: Changing out of home drinking habits, April 2013

Consumer – Types of Alcoholic Drinks Drunk Out of Home
Key points
Lager and wine are the most popular out of home drinks
Figure 22: Types of alcoholic drinks drunk out of home, April 2013
Figure 23: Types of alcoholic drinks drunk in home vs out of home, April 2013
Ales/stouts and sparkling wines fall well behind
Appealing to younger pub-goers
Cider
Spirits and liqueurs
Cocktails and RTDs
Over a third of monthly out of home drinkers stick to one type of drink
Figure 24: Repertoire of types of alcoholic drinks consumed out of 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 25: Summary of consumer reactions to the 2013 Budget, April 2013
Focus on Beer
Figure 26: Consumer reactions to the 2013 Budget for beer, April 2013
Focus on Cider
Figure 27: Consumer reactions to the 2013 Budget for cider, April 2013
Focus on Wine
Figure 28: Consumer reactions to the 2013 Budget for wine, April 2013
Focus on Spirits
Figure 29: Consumer reactions to the 2013 Budget for spirits, April 2013

Consumer – Perceptions of Alcoholic Drinks
Key points
Confusion reigns regarding alcohol content
Spirits with mixers most likely to be seen as containing the fewest calories per serving
Figure 30: Perceptions of which alcoholic drink contains the fewest calories, April 2013
Figure 31: Calorie and unit content of different types of alcoholic drinks
White wine also potentially benefiting from ‘lightness’ associations
The ‘beer belly’ message has hit home
Many consumers are misjudging the alcoholic unit content of beer/cider
Figure 32: Perceptions of which alcoholic drink contains the fewest number of alcoholic units, April 2013
Beer perceived to provide the best value for money
Figure 33: Perceptions of which alcoholic drink provides the best value for money, April 2013
The popularity of the pint
Figure 34: Preferred alcoholic drinks in-home and out of home, April 2013

Consumer – Out of Home Drinking Venues
Key points
Drinking in restaurants/cafés leads the way
Figure 35: Out of home drinking venues, April 2013
Pubs/bars remain popular venues
Other venues hold a more selective appeal

Consumer – Out of Home Drinking Occasions
Key points
Socialising is the key reason for drinking in the on-trade
Figure 36: Out of home drinking occasions, April 2013
Drinking with food is a key occasion to tap into
Men are most likely to drink when watching sport

Consumer – Attitudes Towards Drinking Out of Home
Key points
Drinking out of home becomes an expensive leisure activity
Figure 37: Indexed RPI % change for beer and wine in the on- and off-trade, 2006-12
Figure 38: In-home and out of home alcohol consumption levels, 2001/02-11
Figure 39: Attitudes towards drinking out of home, April 2013
Sociability and draught drinks are two advantages for the on-trade
Drinkers think that a binge-drinking mentality still exists in the UK

Consumer – Further Attitudes Towards Drinking Out of Home
Key points
Two in five out of home drinkers decide before getting to the bar
Figure 40: Further attitudes towards drinking out of home, April 2013
Competition from soft drinks
‘Circuit’ bars meet the needs of younger drinkers

Consumer – Attitudes Towards Drinking Cocktails and Mixers
Key points
Entertainment is a key driver in the cocktails market
Figure 41: Attitudes towards drinking cocktails and mixers out of home, April 2013
Lower calorie cocktails could be a growth area in the UK
Appealing to younger drinkers with wider ranges and newness

Appendix – Market Size and Segmentation
Figure 42: Best- and worst-case forecasts for the out of home alcoholic drinks market, by value, 2013-18
Figure 43: Best- and worst-case forecasts for the out of home alcoholic drinks market, by volume, 2013-18

Appendix – Consumer – Frequency of Drinking Out of Home
Figure 44: Frequency of drinking alcoholic drinks out of home, April 2013
Figure 45: Frequency of drinking alcoholic drinks out of home, by demographics, April 2013
Figure 46: Frequency of drinking alcoholic drinks out of home, by most popular types of alcoholic drinks drunk out of home, April 2013
Figure 47: Frequency of drinking alcoholic drinks out of home, by next most popular types of alcoholic drinks drunk out of home, April 2013
Figure 48: Frequency of drinking alcoholic drinks out of home, by other types of alcoholic drinks drunk out of home, April 2013

Appendix – Consumer – Changing Out of Home Drinking Habits
Figure 49: Changing out of home drinking habits, April 2013
Figure 50: Changing out of home drinking habits (frequency), by demographics, April 2013
Figure 51: Changing out of home drinking habits (spend), by demographics, April 2013

Appendix – Consumer – Types of Alcoholic Drinks Drunk Out of Home
Figure 52: Types of alcoholic drinks drunk out of home, April 2013
Figure 53: Most popular types of alcoholic drinks drunk out of home, by demographics, April 2013
Figure 54: Next most popular types of alcoholic drinks drunk out of home, by demographics, April 2013
Figure 55: Other types of alcoholic drinks drunk out of home, by demographics, April 2013
Figure 56: Repertoire of types of alcoholic drinks drunk out of home, by demographics, April 2013
Figure 57: Types of alcoholic drinks drunk out of home, by repertoire of types of alcoholic drinks drunk out of home, April 2013

Appendix – Consumer – Reactions to the 2013 Budget
Figure 58: How consumers expect drinking habits to change in response to changes in alcohol taxation in the 2013 budget for beer, cider, wine and spirits, April 2013
Figure 59: How consumers expect beer drinking habits to change in response to changes in alcohol taxation in the 2013 budget, by demographics, April 2013
Figure 60: How consumers expect cider drinking habits to change in response to changes in alcohol taxation in the 2013 budget, by demographics, April 2013
Figure 61: How consumers expect wine drinking habits to change in response to changes in alcohol taxation in the 2013 budget, by demographics, April 2013
Figure 62: How consumers expect spirit drinking habits to change in response to changes in alcohol taxation in the 2013 budget, by demographics, April 2013

Appendix – Consumer – Perceptions of Drinks
Figure 63: Perceptions of different types of drinks, April 2013
Figure 64: Perceptions of different types of drinks: Contains the fewest calories per serving, by demographics, April 2013
Figure 65: Perceptions of different types of drinks: Contains the fewest number of alcoholic units per serving, by demographics, April 2013
Figure 66: Perceptions of different types of drinks: The best value for money, by demographics, April 2013
Figure 67: Perceptions of different types of drinks: Preferred type of drink in-home, by demographics, April 2013
Figure 68: Perceptions of different types of drinks: Preferred type of drink out of home, by demographics, April 2013

Appendix – Consumer – Out of Home Drinking Venues
Figure 69: Out of home drinking venues, April 2013
Figure 70: Out of home drinking occasions, by demographics, April 2013
Figure 71: Out of home drinking venues, by Types of alcoholic drinks drunk out of home, April 2013
Figure 72: Out of home drinking venues, by Types of alcoholic drinks drunk out of home, April 2013 (continued)

Appendix – Consumer – Out of Home Drinking Occasions
Figure 73: Out of home drinking occasions, April 2013
Figure 74: Out of home drinking occasions, by demographics, April 2013
Figure 75: Out of home drinking occasions, by frequency of drinking alcoholic drinking out of home, April 2013

Appendix – Consumer – Attitudes Towards Drinking Out of Home
Figure 76: Attitudes towards drinking out of home, April 2013
Figure 77: Agreement with the statements ‘Binge drinking is in decline’ and ‘There should be more information available for people about drinking in moderation’, by demographics, April 2013
Figure 78: Agreement with the statements ‘I prefer the taste of alcoholic drinks on draught to bottles’ and ‘Drinking in pubs/restaurants has become too expensive’, by demographics, April 2013
Figure 79: Agreement with the statements ‘I am willing to travel further to get to pubs with a better range of alcoholic drinks’ and ‘The social aspect of drinking with other people is important to me’, by demographics, April 2013
Figure 80: Attitudes towards drinking out of home, by most popular types of alcoholic drinks drunk out of home, April 2013
Figure 81: Attitudes towards drinking out of home, by next most popular types of alcoholic drinks drunk out of home, April 2013

Appendix – Consumer – Further Attitudes Towards Drinking Out of Home
Figure 82: Further attitudes towards drinking out of home, April 2013
Figure 83: Most popular further attitudes towards drinking out of home, by demographics, April 2013
Figure 84: Next most popular further attitudes towards drinking out of home, by demographics, April 2013

Appendix – Consumer – Attitudes Towards Drinking Cocktails and Mixers
Figure 85: Attitudes towards drinking cocktails and mixers out of home, April 2013
Figure 86: Most popular attitudes towards drinking cocktails and mixers out of home, by demographics, April 2013
Figure 87: Next most popular attitudes towards drinking cocktails and mixers out of home, by demographics, April 2013

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