Alcoholic Drink Packaging and Labelling - UK

Published by: Mintel International Group Ltd.

Published: Feb. 1, 2008 - 75 Pages

Table of Contents

Issues in the Market

Key points

Main report themes

Definition

Market in Brief

Packaging sector continues to grow despite tight margins

Drinks industry tackles legislation head on

Premiumisation and provenance drive NPD

Consumer research highlights target groups

Challenges and opportunities ahead for the packaging sector

Market Environment

Key points

A competitive market place

Responsible drinking

National spotlight on health

Figure 1: Agreement with selected lifestyle statements, 2003-07

Figure 2: Trend analysis of alcohol drinkers within that year, 2003-07

Provenance is the buzzword

Figure 3: Agreement with selected lifestyle statements, 2003-07

Growing awareness of ingredients

Figure 4: Agreement with selected lifestyle statements, 2003-07

Green and ethical considerations

Figure 5: Agreement with selected lifestyle statements, 2003-07

Entertaining at home inspires packaging innovation

Alcoholic Drinks Labelling

Key points

Law and regulations

Current regulations

Figure 6: Mandatory and voluntary packaged alcohol labelling, 2007

Proposed regulations

Global context

Voluntary actions (UK)

Figure 7: Proposed label format for UK drinks

The Portman group

Green/ethical labelling

Alcoholic Drinks Packaging

Key points

Law and regulations

Green issues

Raw material costs

Premiumisation

Strengths and Weaknesses in the Market

Strengths

Weaknesses

The Consumer - Packaging Issues

Key points

Attitudes towards packaging

Figure 9: Consumer attitudes towards packaging of alcoholic drinks, November 2007

Packaging exerts overt and covert influences

Adventurers challenge allegiance to glass

Opportunity knocks for expansion of gift packs

Recycling duties for drinks are high across the population

Figure 10: Symbol used on packaging showing the percentage of recycled material contained in the product

The Consumer - Label Awareness

Key points

Label reading behaviour

Figure 11: Consumer attitudes and label reading behaviour for alcoholic drinks, November 2007

Labels are read, particularly by Londoners and Waitrose shoppers

Label is key for young and old when purchasing alcohol

Labels are declared useful by most

Only two-fifths own up to confusion

Further Analysis - Alcoholic Drinks Labelling

Figure 15: Cluster groups identified according to consumer attitudes and label reading behaviour for alcoholic drinks, November 2007

Time to reduce the clutter

No confusing the importance of country of origin

Figure 16: Information that consumers pay attention to, by cluster group, November 2007

Confused (71% of Internet users)

Who are they?

Marketing message

Label Users (38% of Internet users)

Labels are perceived as an aid rather than subliminal influence

Who are they?

Marketing message

Figure 17: Cluster groups identified according to consumers’ attitude towards labels of alcoholic drinks

Indifferents (16% of Internet users)

Who are they?

Marketing message

Appendix

Advertising data

Abbreviations

Appendix: The Consumer - Packaging issues

Figure 18: Consumer attitudes towards packaging of alcoholic drinks, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

Figure 19: Consumer attitudes towards packaging of alcoholic drinks, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

Appendix: The Consumer - Label Awareness

Read the label

Figure 20: Consumer label reading behavior - reading the label, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

Choose products based on label information

Figure 21: Consumer label reading behavior - Choose products based on label information, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

Find label information helpful

Figure 22: Consumer label reading behavior - Find label information helpful, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

Find label information confusing

Figure 23: Consumer label reading behavior - Find label information confusing, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

Appendix - The Consumer - Attitudes Towards Labels

Figure 24: Consumer attitudes towards alcoholic drink labels, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

What is read

Alcohol content

Please note netted together rarely and never due to small sample size

Figure 25: What consumers pay attention to on alcoholic drink labels - Alcohol content (ABV%), by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

Product history/provenance

Figure 26: What consumers pay attention to on alcoholic drink labels - Product history/provenance, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

Country of origin

Figure 27: What consumers pay attention to on alcoholic drink labels - Country of origin, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

List of ingredients

Figure 28: What consumers pay attention to on alcoholic drink labels - List of Ingredients, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

Calorie content

Figure 29: What consumers pay attention to on alcoholic drink labels - Calorie content, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

What food to serve it with

Figure 30: What consumers pay attention to on alcoholic drink labels - What food to serve it with, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

Appendix: The Consumer - Attitudes Towards New Labels

Figure 31: Consumer attitudes towards new proposed alcoholic drinks labels, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007

Appendix: The Consumer - Further Analysis

Figure 32: Label lovers, Confused and Indifferents cluster groups by demographics

Abstract

• Impact of new regulations on drinks labelling.
• Increasingly important role of packaging and labelling in providing both on-shelf appeal and advertising messages.
• Packaging-related environmental issues and their role in boosting innovation.
• Premiumisation as the saviour of drinks packaging and labelling, driven by increasing gift occasions, interest in provenance and, to a lesser extent, gimmicks.
• How the demand for convenience is driving the innovation in packaging.

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