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Young Adults' Alcoholic Drinks BehaviorsPublished by: Datamonitor Published: Jun. 17, 2004 - 88 Pages Table of ContentsTABLE OF CONTENTS CHAPTER 1 EXECUTIVE SUMMARY 3 Introduction 3 The future decoded 3 Action points 5 CHAPTER 2 THE FUTURE DECODED 15 Introduction 15 Trends in Young Adults’ lives 16 Demographic changes threaten the importance of Young Adults 16 Young Adults are less independent than previous generations 16 Going Out is increasing 22 Entertaining At-home is rising slowly 22 Staying In of limited interest to Young Adults 23 Young Adults’ spending on drinks is increasing 24 Disposable incomes are rising 24 Spending on Going Out 26 Spending on Entertaining At-home 27 Spending on Staying In 28 Young Adults are in a key transitional phase 29 Exploration of categories and tastes creates opportunities 29 Socializing is the need behind most Young Adult drinking 32 Fitting in is a key need 32 Bonding with friends and acquaintances matters to Young Adults 33 Dating 35 Young Adults also want individuality 36 Generational individuality 37 Peer group individuality 38 Accentuating the positive is vital 38 The need for maturity will benefit different categories 39 Emphasizing adulthood is important to Young Adults 39 Young Adults increasingly demand the trappings of sophistication 41 Control is a vital aspect of maturity 42 Young Adults want to have fun 43 Novelty of experience is vital 43 Young Adults demand excitement 44 Young Adult women are developing their own drinking habits 46 Competing with male peers 46 The female group drinking occasion 47 Young Adult women seek glamour and sophistication 47 The changing on-trade environment 48 More variety means more varied drinking patterns 48 Chameleon bars are becoming more popular 49 Mid-week drinking is increasingly common 50 Entertaining At-home 52 Catalysts for Entertaining At-home occur more frequently 52 Meeting on-trade standards adds value to Entertaining At-home 53 Meeting new needs 53 CHAPTER 3 ACTION POINTS 55 Introduction 55 Establish strong brand identities 55 Target the need for maturity 57 Develop more mature products 57 Use positive role models to demonstrate maturity 58 Aid socializing - the key need of Young Adults 59 Help Young Adults bond and make friends through sharing 59 Help Young Adults feel confident 60 Offer individuality 61 Use positive differences to help consumers assert individuality 61 Help Young Adults demonstrate success through premium drinks 61 Develop a distinct positioning 63 Offer Young Adult women glamour and sophistication 63 Reflect desirable venues in marketing and advertising 64 Change drink formats to meet Young Adult women’s ideals 64 Ingredients play a key role in establishing sophistication 65 Target Entertaining At-home 66 Product development is vital to encouraging Entertaining At-home 66 Create and encourage sharing 67 Develop “party-packs” to enhance the event 67 Use advertising and marketing to support at-home consumption 67 Become a lifestyle accessory 68 Make occasions fun 69 Encourage group participation through games and events 69 Create in-bar events to enliven mid-week evenings out 70 CHAPTER 4 APPENDIX 71 Supplementary data 71 Demographics 71 Living arrangements 73 Occupation 75 Occasions 77 Spending 83 Definitions 86 Research methodology 86 References 87 News sources 87 Industry sources 87 Government sources 88 New product research 88 How to contact experts in your industry 88 LIST OF TABLES Table 1: Number of Young Adults in Europe and the US (m) 1998-2008 16 Table 2: Percentage of Young Adults in higher education, in full-time employment and in part-time employment, 1998-2008 17 Table 3: Young Adults’ living arrangements by region, (m) 1998-2008 19 Table 4: Average age of first marriage, 1980 and 1999 20 Table 5: Young Adults’ alcoholic drinking occasions (m), 1998-2008 21 Table 6: Young Adults’ Going Out occasions per person per week, by time of week, 1998-2008 22 Table 7: Young Adults’ Entertaining At-home occasions per person per week, 1998-2008 23 Table 8: Young Adults’ Staying In occasions per person per week, 1998-2008 24 Table 9: Disposable incomes of Young Adults by occupation (€ and US$), 2003-2008 25 Table 10: Young Adults’ spending on Going Out, by per person occasion, by per person annual spend and total spending, 2003-2008 26 Table 11: Young Adults’ spending on Entertaining At-home, by per person occasion, by per person annual spend and total spending, 2003-2008 27 Table 12: Young Adults’ spending on Staying In, by per person occasion, by per person annual spend and total spending, 2003-2008 28 Table 13: Number of Young Adults (m),1998-2008 71 Table 14: Number of Young Adult males (m) 1998-2008 72 Table 15: Young Adult females (m) 1998-2008 72 Table 16: Number of Young Adults living at home (m) 1998-2008 73 Table 17: Number of young Adults living in houseshares (m) 1998-2008 73 Table 18: Number of Young Adults living alone (m) 1998-2008 74 Table 19: Number of Young Adults co-habiting (m), 1998-2008 74 Table 20: Number of Young Adults in further education (m), 1998-2008 75 Table 21: Number of Young Adults in employment (m), 1998-2008 75 Table 22: Average income of all Young Adults (€), 1998-2008 76 Table 23: Average income of all Young Adults (US$), 1998-2008 76 Table 24: Young Adult males’ weekend Going Out occasions, per person per week, 1998-2008 77 Table 25: Young Adult females’ weekend Going Out occasions, per person per week, 1998-2008 77 Table 26: Young Adult males’ mid-week Going Out occasions, per person per week, 1998-2008 78 Table 27: Young Adult females’ mid-week Going Out occasions, per person per week, 1998-2008 78 Table 28: Young Adult males’ Entertaining At-home occasions, per person per year, 1998-2008 79 Table 29: Young Adult females’ Entertaining At-home occasions, per person per year, 1998-2008 79 Table 30: Young Adult males’ Staying In occasions, per person per year, 1998-2008 80 Table 31: Young Adult females’ Staying In occasions, per person per year, 1998-2008 80 Table 32: Students’ Going Out occasions, per person per week, 1998-2008 81 Table 33: Employed Young Adults’ Going Out occasions, per person per week, 1998-2008 81 Table 34: Young Adults living at-home Going Out occasions, 1998-2008 82 Table 35: Young Adults’ spending on Going Out (€m & US$m), 2003-2008 83 Table 36: Young Adults’ spending on Entertaining At-home (€m & US$m), 2003-2008 83 Table 37: Young Adults’ spending on Staying In (€m & US$m), 2003-2008 84 Table 38: Share of Young Adults Going Out spending by category, 2003 84 Table 39: Share of Young Adults off-trade spending by category, 2003 85 Table 40: Definitions of terms used in the report 86 LIST OF FIGURES Figure 1: An overview of the three consumer adoption groups 31 Figure 2: Blue Nun’s “Slinky” wine based RTD 40 Figure 3: Brand building for Young Adults - the Coors Twins 56 Figure 4: Premiumizing beer - Kronenbourg Premier Cru 62 Figure 5: Targeting sophistication - Drambuie’s Sylk Cream 65 AbstractIntroductionDid you know that Young Adults enjoy 223 drinking occasions per person, and spend over US$1,000 per year as a result? What will replace the ready-to-drink spirit (RTD) as the top nightclub drink? Datamonitor's new report shows how the changes in Young Adults lives are affecting the way they drink, how often they drink and how much they spend. Scope A complete analysis of Young Adults' alcohol drinking habits, occasions and spending, by week/weekend, gender, occupation and living arrangements. In-depth discussion of the new needs of Young Adults, based on changes in lifestyles and evolving perceptions of 'coolness' across Europe and the US Close investigation into trends in New Product Development (NPD), highlighting the categories poised for success in the next five years. Detailed Action Points offering practical strategies based on the trends and insights analyzed in the report, emphasizing branding and NPD. Highlights As brands increasingly act as a badge and confer some of their characteristics upon the drinker, they can help Young Adults to present a positive image to those they want to impress. For example, sales of RTDs have significantly fallen away in Europe, because Young Adults often believe that they are a drink for unsophisticated younger drinkers. The increase in Young Adult women's on-trade occasions (the annual growth is 3 per cent) across Europe and the US means that there are many more bars where creating the right atmosphere is all important. Similarly having drinks that fit the audience is equally important. The Entertaining At-home market will grow at an annual rate of 3.3 per cent. By 2008, Young Adults will spend as much on the average Entertaining At-home occasion as they will on typical night out in the on-trade. Reasons to Purchase Boost sales by understanding where, when and why Young Adults drink and so that you can give them what they want when they want it. Build brand equity by tailoring marketing and product development to the experiences and needs of today's Young Adults. Develop new products designed to capitalize on the latest trends in drinking cultures among Young Adults. Get Full Details About This Report >> |
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