Keeping Young Adults Loyal in Alcoholic Drinks

Young Adults' per capita consumption of alcohol is decreasing, reflecting a move towards more relaxed drinking occasions. Meanwhile, Young Adults have begun to upgrade their drinks, particularly in the off-trade which is growing its share of throat in the overall market. Manufacturers have to act quickly to identify trends and adapt accordingly in order to prevent loss of share.

• Analysis of Young Adults on- and off-trade alcoholic drinking occasions between 2000 and 2010 across major European markets and the US
• Quantitative data covering the value and volume of Young Adults alcoholic drinks sales between 2000 and 2010, broken down by country and category
• Detailed consumer insight into values, attitudes and behaviours and unmet needs driving Young Adults drinking trends
• Actionable recommendations offering practical strategies based on Young Adults alcoholic drinks trends and insights analyzed in the report

Following declining cider volumes in the early part of the 2000s, cider has overcome image-related problems and redeemed itself as a credible drink among Young Adults. This has spurred a revival in the market, and between 2005-2010 overall growth is forecast at 2.3%, after the reported 0.8% decline in per capita growth between 2000 and 2005.

Students are upgrading their drinking occasions; swapping the student union for more classy establishments, and more relaxed occasions. It also suggests that while students are generally more price restricted than young professionals, they do not necessarily choose the cheapest drink available.

US Young Adults are drinking out more often, however, the reverse is true in Europe as consumption switches to the off-trade. European on-trade spend is also falling, due to a rise of 'alcohol with food' occasions and a more relaxed rate of drinking. Significant opportunities remain to develop off-trade offerings to capture Young Adults loyalty.

• Gain exclusive data concerning on-trade and off-trade drinks occasions, sales value and volume, and consumption among the Young Adult demographic
• Understand the attitudes driving changes in Young Adults' alcoholic drinks consumption behavior
• Improve your marketing strategy by tailoring alcoholic drinks to the fastest-growing occasion types and consumer needs of Young Adults