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Differences in Male and Female Alcohol Attitudes & Preferences

Datamonitor
April 3, 2009
60 Pages - SKU: DFMN2218034

Abstract Table of Contents Related Reports

Introduction

Traditionally, alcohol preferences have been markedly different between men and women. While some stereotypes can no longer be applied, many differences still remain. It is therefore essential for industry players to develop a solid understanding of the real variations, as well as common ground, which exists between the genders' attitudes and behaviors towards alcoholic drink consumption.

Scope

Detailed insights and analysis documenting the differences in alcohol preferences by gender
In-depth and comprehensive quantitative data covering the frequency of alcoholic drinking occasions and motivations
Strategic conclusions and actionable recommendations on male and female trends for the alcoholic drinks industry
Countries covered: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, Australia, Japan, South Korea, China, India

Highlights

In both on-trade and off-trade, men show a slightly higher prevalence than women for trading up. While women are often thought of as more driven by brand image and quality than men, this is not the case in the field of alcoholic drinks. This anomaly may be ascribed to the fact that men drink more alcohol than women on average.

Men are more likely to drink alcohol in the on-trade, which is 'beer-centric' in the majority of featured countries. Many pubs and bars have looked to attract more female clientele, and while this can also help to introduce a new audience to the on-trade, the core male consumers must not be neglected in marketing efforts.

A substantial proportion of both men and women advised that they had increased the frequency with which they chose alcoholic drinks on the basis of value, although the majority of consumers claim to have made little change to their choices, suggesting resistance to altering their consumption habits.

Reasons to Purchase

Gain an understanding of male and female attitudes towards alcohol and how these are continuing to change
Use the latest evidence based insights to launch and reposition products, so that they are successfully positioned to capitalize on prevalent trends in this field
Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes and market developments

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Overview: Catalyst; Summary; Table of Contents; Table of figures; Table of tables; THE FUTURE DECODED; INTRODUCTION: Differences persist between men's and women's drinking behavior and preferences; TREND: Male consumers continue to account for the majority of alcoholic drinks consumption; There are significant national and regional variations in the 'consumption gap' between males and females; Male over-consumption and female under-consumption is a defining characteristic of the market; Traditional values account for only some of the difference in alcohol consumption between genders
Key takeouts and implications: the alcoholic drinks industry must ensure that it maximizes opportunities for both male and female drinkers: TREND: Men are more frequent consumers of alcohol than women; Men consume alcoholic beverages in the on-trade channel more often than women; Price sensitivity in the on-trade shows considerable variation when analyzed by gender; Men are also more frequent consumers than women of alcohol in the off-trade; The greater smoking prevalence in males is another factor causing disillusion with on-trade environments; Men and women exhibit similar levels of price-sensitivity in the off-trade; Attitudes to trading up are mixed in both distribution channels; Women have started to account for a higher proportion of on-trade occasions overall
Key takeouts and implications: alcoholic drinking occasions vary in frequency and type by gender, while attitudes and behaviors show variation in on- and off-trade: INSIGHT: Moderating alcohol consumption and minimizing its harmful effects are important to both men and women; Consumers devote their attention to ensuring that they do not drink too much alcohol in general; Datamonitor's survey validates the idea that both genders are moderating their alcohol consumption; Women are more likely than men to abstain from alcohol consumption
Key takeouts and implications: moderation should continue to be promoted to both men and women by the alcoholic drinks industry: INSIGHT: The major categories of the alcoholic drinks industry show differing fortunes when analyzed by gender; The beer category is dominated by males, although women account for a significant proportion of sales; Some brewers are seeking to even the gender balance of the beer market; Cider is still more popular with men than women despite a recent renaissance reportedly driven by females; The FABs category continues to be driven by female consumption in Western markets; The wine category is evenly split by gender and exhibits attributes that contribute to a cross-gender appeal; Men dominate in the spirits category overall, but some subcategories are popular with women; An analysis of subcategories in spirits reveals that not all drinks are dominated by male consumption; The light spirits subcategory displays many female credentials, yet is broadly gender neutral by value; Some women already drink brown spirits and this category has further potential for cross-gender appeal
Key takeouts and implications: of the three main alcoholic beverage categories, only wine can be realistically described as 'gender-neutral': INSIGHT: Women spend more time socializing with friends and family than men; Women are more likely than men to associate socializing with wellbeing; Some on-trade environments have already adapted to provide a more female-friendly atmosphere; Differences in the socializing behavior of men and women persist; Both men and women are likely to reduce their socializing expenses in light of the credit crunch
Key takeouts and implications: alcohol can play an important role in social interaction: INSIGHT: Alcohol marketers face challenges in conveying their messages to both genders; Both men and women do not particularly notice new releases in alcoholic drinks; Women attach more importance to brand image than men
Key takeouts and implications: marketers face challenges to ensure their products are recognized in the marketplace: ACTION POINTS; ACTION: Align drinks with socializing trends for men and women; Align brands with home entertainment occasions; The opportunity for sharing drinks can have a cross-gender appeal; Multipack promotions can appeal to male drinkers' socializing and value-focused tendencies; ACTION: Streamline gender-related marketing efforts by category; Ensure that a sustainable amount of marketing is maintained during recessionary times; ACTION: Emphasize the suitability of brands to both genders; Encourage women to drink beer through a viable long term strategy; Increase females' engagement with alcohol brands; Avoid reliance on overtly female-oriented brands and variants
APPENDIX: Definitions; Methodology; Further reading and references; Ask the analyst; Datamonitor consulting; Disclaimer
List of Tables: Table 1: Consumer survey: the frequency with which consumers enjoyed an alcoholic drink in the on-trade in 15 countries across Europe, Asia Pacific, South America and the US, by gender, 2008; Table 2: Consumer survey: the extent to which consumers had chosen alcoholic drinks in the on-trade on the basis of value in the preceding six months, in 15 countries across Europe, Asia Pacific, South America and the US, 2008; Table 3: Consumer survey: the frequency with which consumers enjoyed an alcoholic drink in the off-trade, in 15 countries across Europe, Asia Pacific, South America and the US, by gender, 2008; Table 4: Smoking prevalence by gender in 15 countries across Europe, the US, Asia Pacific and South America, 2004; Table 5: Consumer survey: the extent to which consumers had chosen alcoholic drinks in the off-trade on the basis of value in the preceding six months, in 15 countries across Europe, Asia Pacific, South America and the US, 2008; Table 6: Consumer survey: the frequency with which consumers had sought out higher quality alcoholic beverages in the on-trade in the previous six months, in 15 countries across Europe, Asia Pacific, South America and the US, 2008; Table 7: Consumer survey: the frequency with which consumers had sought out higher quality alcoholic beverages in the off-trade in the previous six months, in 15 countries across Europe, Asia Pacific, South America and the US, 2008; Table 8: On-trade occasions (millions) by gender, in Europe, the US and Australia, 2003-13; Table 9: Consumer survey: the level of attention given to the amount of alcohol drunk overall, by gender, in 15 countries across Europe, Asia Pacific, South America and the US, 2008; Table 10: Consumer survey: the extent to which consumers had moderated their consumption of alcohol in the preceding six months, in 15 countries across Europe, Asia Pacific, South America and the US, by gender, 2008; Table 11: The percentage of adults of legal drinking age who abstain from consuming alcohol; Table 12: The length of time spent socializing with friends and family per day, minutes, 2002-12, by gender; Table 13: Consumer survey: the importance that individuals attach to developing or maintaining positive personal relationships to create a feeling of wellbeing or wellness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 14: Consumer survey: the importance that individuals attach to developing or maintaining positive personal relationships to create a feeling of wellbeing or wellness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 15: Consumer survey: the importance that consumers attach to choosing brands that match with their attitudes and overall life outlook, by gender, in 15 countries across Europe, Asia Pacific, South America and the US, 2008
List of Figures: Figure 1: Factors affecting the gender balance of the alcohol market; Figure 2: Men account for the majority of alcohol consumption by value in all featured countries; Figure 3: Men account for a much greater share of the alcohol market than their overall proportion of the population in all featured countries; Figure 4: Under-consumption characterizes the female alcohol market relative to their overall proportion of the population in all regions; Figure 5: For some male consumers, 'man-caves' provide a viable alternative to the on-trade; Figure 6: Male consumers still dominate the beer market; Figure 7: Some companies have seen initial success through attempting to provide beer that is more suited to the female palate, but the long term future of this concept is unclear; Figure 8: Cider is more evenly split by gender, but retains a leaning towards male drinkers; Figure 9: The FABs category is more popular with women than men overall; Figure 10: The wine category is evenly split by gender overall, but some substantial regional variation exists; Figure 11: Men account for the majority of the spirits category; Figure 12: Breaking down spirits into subcategories reveals significant variation in male and female tastes; Figure 13: The Skyy and Akvinta vodka brands both display credentials that will appeal to female consumers; Figure 14: Canadian Club Whisky's masculine approach to marketing hides the fact that one of its products displays desirable attributes for female drinkers; Figure 15: The Carling beer brand has sought to emphasize a male focus through its advertising activities in the UK; Figure 16: Over half of all male survey respondents claimed that they did not notice new products in alcoholic drinks; Figure 17: Women are even less likely than men to notice new product releases in alcoholic drinks; Figure 18: Coors has positioned its Coors Light brand as a beverage that can be enjoyed in social situations by both men and women; Figure 19: A selection of female-targeted beer brands showcasing some of the battles that marketers face in this field; Figure 20: Heineken has sought to target both men and women through the promotion of Heineken Extra Cold

Differences in Male and Female Alcohol Attitudes & Preferences

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