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New Trends In Young Adults' Alcoholic Drinks OccasionsPublished by: Datamonitor Published: May. 2, 2005 - 70 Pages Table of ContentsTABLE OF CONTENTS CHAPTER 1 EXECUTIVE SUMMARY 3 Hot topic 3 The future decoded 3 The growth of the Young Adults group is declining 3 Young Adults’ alcohol drinking occasions are forecast to continue increasing 3 Young Adult females consume more alcohol than older females 4 Repertoire drinking is becoming increasingly important 4 Demand-creating need-states define alcoholic consumption occasions 4 Relaxed occasions limit Young Adults to comforting drinks 5 Action points 5 CHAPTER 2 THE FUTURE DECODED 13 Introduction 13 Defining Young Adults 13 TREND: The growth of the Young Adults group is slowing but changing lifestyles will drive alcohol consumption 13 The growth of the Young Adults group is declining 13 Changes in Young Adults’ lifestyles affect alcohol consumption 14 TREND: Young Adults’ alcohol drinking occasions are forecast to continue increasing 15 Young Adults are Going Out more often than previous generations 18 Young Adults are Entertaining at-Home more often 18 Today’s Young Adults are Staying In less often than previously 20 TREND: Young Adults are spending more on alcoholic drinks than previously 21 Young Adults have more disposable income due to a rise in income and reduced living costs 21 Young Adults’ spending on Going Out occasions is growing 21 Young Adults are spending more on Entertaining at-Home 22 Staying In occasions represent the slowest growth opportunity 23 TREND: Alcohol consumption among Young Adult females is rising significantly 24 Female Young Adults consume more alcohol than older females 24 INSIGHT: Repertoire drinking is becoming increasingly important to consumers 29 Need-states and occasions determine Young Adults’ drink choice 29 INSIGHT: Young Adults consume alcohol to satisfy their socializing and bonding needs 31 Drinking occasions provide bonding opportunities for consumers 31 Demand-modifying need-states determine drink choice 31 Female social drinking is focused on interaction and sharing 38 Young Adult males’ socializing occasions differ from those of women 39 INSIGHT: Celebratory occasions represent indulgence, novelty and excess 40 Young Adults trade up to higher quality drinks on celebratory occasions 40 Young Adults consume shooters on celebratory occasions 41 Drinks that are novel or involve a ritual are popular among Young Adults 41 Young Adults are turning everyday occasions into celebrations 42 INSIGHT: Young Adults drink alcohol to “chill” 42 Chilled occasions limit Young Adults to comforting drinks 42 INSIGHT: “Having Fun” occasions are popular among Young Adults 43 Young Adults are hedonistic in their desire to drink to “let go” 43 Young Adults tend to seek experiences on “having fun” occasions 44 Consumers seek novelty to maximize “having fun” occasions 45 CHAPTER 3 ACTION POINTS 47 ACTION: Match new or altered alcoholic drinks to existing occasions 47 Introduce new products to target existing occasions 48 Alter the packaging to facilitate consumption on existing occasions 48 Extend an existing brand to a different occasion 52 Target “warming up” pre-Going Out occasions 53 ACTION: Target socializing occasions with “shareability” 56 ACTION: Alter format of traditional drinks to appeal to new audiences 56 Target Young Adult females with feminized versions of drinks 57 Create a masculine image for traditionally female drinks 57 ACTION: Create experiences to appeal to younger consumers 58 Create events to target Young Adults seeking experiences 58 Create drinking rituals to add value to the experience 59 Sponsor theme nights or events to create positive brand associations 60 Target different consumer groups through promotions to widen appeal 62 Manufacturers need to introduce novelty drinks to add to the experience 62 ACTION: Target Young Adults’ desire to consume premium offerings 62 Develop a premium position to differentiate the brand 63 ACTION: Promote brands in the on-trade using point-of-sale materials 64 ACTION: Educate to create the perfect serve for consumers and provide quality cues 65 Work with on-trade establishments to train employees 65 Provide quality cues to improve the drinking experience 67 CHAPTER 4 APPENDIX 68 Definitions 68 Research methodology 68 References 69 News Sources 69 Industry Sources 69 Government Sources 69 How to contact experts in your industry 70 LIST OF TABLES Table 1: Number of Young Adults in Europe and the US (m), 1999 - 2009 14 Table 2: Young Adults’ alcoholic drinking occasions (m) in Europe and the US, 1999-2009 17 Table 3: Young Adults’ Going Out occasions per person per week, by time of the week, in Europe and the US, 1999 - 2009 18 Table 4: Young Adult’s Entertaining at-Home occasions per person per week, by gender, in Europe and the US, 1999 - 2009 19 Table 5: Young Adults’ Staying In occasions per person per week, by gender, in Europe and the US, 1999 - 2009 20 Table 6: Young Adults’ per head incomes (US$), in Europe and the US, 1999 - 2009 21 Table 7: Young Adults’ spending on Going Out by per person occasion, by per person annual spend and total spending (€ / $US), in Europe and the US, 2004 - 2009 22 Table 8: Young Adults’ spending on Entertaining at-Home by per person occasion, by per person annual spend and total spending (€/ US$) in Europe and the US, 2004 - 2009 23 Table 9: Young Adults’ spending on Staying In, by per person occasion, by per person annual spend and total spending (€/ US$) in Europe and the US, 2004 - 2009 24 Table 10: Young Adult women’s per capita consumption of alcoholic drinks (liters / head / year) and as a % of total female per capita consumption across Europe and the US 1999-2009 25 Table 11: New ‘feminine’ beverages 28 Table 12: Novel shooters appeal to Young Adults on celebratory occasions 41 Table 13: Novel alcoholic drinks targeting Young Adults 46 Table 14: Little Pink Box of Zinfandel targets female Entertaining at-Home occasions 49 Table 15: Pink Pink Fizz targets the “warm-up” occasion 54 Table 16: Archers Eden targets the “warm-up” occasion 55 Table 17: Sponsor events to gain a positive association 60 Table 18: The quality of training is important 66 Table 19: Definition of terms 68 LIST OF FIGURES Figure 1: Going Out occasions represent 93% of Young Adults’ alcohol drinking occasions 17 Figure 2: How important coolness is to different age groups 34 Figure 3: Target Young Adult females’ existing occasions with new products or alter existing products 51 Figure 4: Target Young Adult males’ existing occasions with new products or alter existing products 52 Figure 5: Companies creating intense experiences for consumers 59 Figure 6: Feedback concerning the Barcardi B-Bar 61 AbstractIntroductionYoung Adults are a key consumer group for alcohol manufacturers to target and despite a slowing growth rate they will continue to be a vital group in the future. Young Adults spending on alcohol is forecast to increase by 6% over the next five years as they experience rising levels of disposable income, less responsibilities and a desire for experiences. Scope Detailed analysis of changes in the Young Adults group and the subsequent impact of these changes on the alcohol occasions in Europe and the US. In-depth quantitative analysis of Young Adults' spending on alcohol by occasion and country to reveal vital changes manufacturers need to understand An extensive review of best practice NPD and marketing campaigns from Europe and the US Detailed action points explaining how to effectively position your brand to target Young Adults' alcohol drinking occasions Highlights The number of alcoholic drinking occasions is set to increase over the next five years in Europe and the US by average CAGRs of 2.0% and 4.2% respectively. Going Out occasions represent 93% of all Young Adults' drinking occasions and these are forecast to grow by 15% over the next five years across Europe and the US, which will drive the market. The average Female Young Adults consumes 63% more alcohol each year than the total female average. Young Adult female consumption has increased on average across Europe and the US from 110 litres in 1999 to 148 litres in 2004. This is forecast to continue increasing through 2009 and a permanent increase in female drinking. Young Adults are increasingly seeking occasions to celebrate and do not wait for a special occasion such as a birthdays in order to treat themselves. They want to add value to regular events and this leads to trading up and extending occasions. Young Adults are seeking everyday treats and this is changing alcohol consumption occasions. Reasons to Purchase Identify key need states that drive Young Adults' consumption of alcohol and how to target the emerging occasions Understand changes in Young Adult lifestyles that will impact their consumption of alcohol over the next five years Learn how to tailor your NPD and marketing campaigns to more accurately target profitable Young Adult alcohol drinking occasions. Get Full Details About This Report >> |
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