Christmas Drinking Behaviour - UK

Published by: Mintel International Group Ltd.

Published: Apr. 1, 2008 - 91 Pages

Table of Contents

ISSUES IN THE MARKET

Key themes

Definitions

MARKET IN BRIEF

Market wavering

Premium success

Focus on price

Going home for Christmas

Spend, spend, spend

The future

INTERNAL MARKET ENVIRONMENT

Key points

Per capita consumption

Figure 1: Consumption of alcoholic drinks in the last 12 months, 2003-07

Prices slashed

Smoking ban

Entertaining and celebrating

Alcohol-related problems intensify at Christmas

Under pressure

Staying-in or going-out?

Stocking up

Gifting

Figure 2: Comparison of purchasing Christmas gifts, January 2008

BROADER MARKET ENVIRONMENT

Key points

Consumer confidence - shaken not stirred

Online shopping

All in the timing

Healthy lifestyles

The Christmas office party

Figure 3: Adults who drink alcohol at work-related meetings/parties, by demographic sub-group, 2007

Figure 4: UK workforce and employment by gender, 2002-12

A green Christmas

Figure 5: Adults who agree with statements about christmas shopping, January 2008

COMPETITIVE CONTEXT

Key points

The soft option

Figure 6: UK retail sales of premium soft drinks, volume and value, 2002-07

From Christmas baking to basking

STRENGTHS AND WEAKNESSES IN THE MARKET

STRENGTHS

WEAKNESSES

OVERALL PERFORMANCE

Key points

Figure 7: UK volume sales of alcoholic beverages, 2006-07

Figure 8: UK value sales of alcoholic beverages, at current prices, 2006-07

‘Tis the season to be jolly

Brands boost value at Christmas

Smokers left in the cold

SEGMENT PERFORMANCE

Key points

Figure 9: UK volume sales of alcoholic drinks, by type, 2007

Figure 10: UK value sales of alcoholic drinks, by type, 2007

Christmas spirit

Wine

Bubbly sales

Beer

Cider

ON-TRADE VS OFF-TRADE

Key points

Figure 11: Overview of the on-trade vs off-trade performance over Christmas

Bar humbug

Buoyant off-trade volume sales at the expense of value

BRAND COMMUNICATION AND PROMOTION

Key points

Adspend peak last week in November

Figure 12: Adspend (£) of alcoholic drinks, by type and by week, 2007

Adspend for spirits and liqueurs surge for the festive season

Figure 13: Share of Adspend of alcoholic drinks, by type, 8 weeks to the end of 2007

Figure 14: Share of top five advertisers (branded manufacturers), 8 weeks to the end of 2007

THE CONSUMER - CHRISTMAS DRINKING PATTERNS

Key points

Figure 15: Christmas drinking consumption level compared to the rest of the year, January 2008

Family Christmas at home

Figure 16: In-home drinking consumption level over christmas compared to the rest of the year, by lifestage,

January 2008

Middle age let their hair down at Christmas

Figure 17: In and out-of-home drinking consumption level over christmas compared to the rest of the year, by age group, January 2008

Out on the town

THE CONSUMER - CHRISTMAS DRINKING REPERTOIRE

Key points

Figure 18: Drinking behaviour over christmas season, January 2008

Habits die hard

Upmarket parents excess

Figure 19: Drinking behaviour over Christmas season, all respondents vs ABC1 families, January 2008

Pensioners indulge in moderation

Youngsters shunning excessive drinking?

APPENDIX

Advertising data

ABBREVIATIONS

APPENDIX: INTERNAL MARKET ENVIRONMENT

Figure 20: Agreement with selected attitude statements, 2003-07

Figure 21: Agreement with the statement ‘I like to try new drinks’, by demographic sub-group, 2007

Figure 22: Consumption of alcoholic drinks in the last 12 months, 2003-07

APPENDIX: BROADER MARKET ENVIRONMENT

Figure 23: Adults who drink alcoholic drinks at festive/celebratory occasions, at work related meetings/parties and with their main meal at home, by demographic sub-group, 2007

APPENDIX: THE CONSUMER - CHRISTMAS DRINKING PATTERNS

Figure 24: Adults Christmas alcohol drinking patterns compared to the rest of the year, by demographic subgroup, January 2008

Figure 25: Adults Christmas alcohol drinking patterns compared to the rest of the year, by demographic subgroup, January 2008

APPENDIX: THE CONSUMER - CHRISTMAS DRINKING REPERTOIRE

Figure 26: Adults Christmas alcohol drinking reportoire compared to the rest of the year, by demographic sub-group, January 2008

Figure 27: Adults Christmas alcohol drinking repertoire compared to the rest of the year, by demographic sub-group, January 2008

APPENDIX: RESEARCH METHODOLOGY

Abstract

• Effect of the overall slowdown in alcohol consumption on Christmas sales
• How discounting restricts festive sales value growth
• Consumerism driving spend at Christmas despite the credit crunch
• The importance of the home and family time at Christmas

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