Differences in Male and Female Alcohol Attitudes & Preferences

Published by: Datamonitor

Published: Apr. 3, 2009 - 60 Pages

Table of Contents

Overview

Catalyst

Summary

Table of Contents

Table of figures

Table of tables

THE FUTURE DECODED

INTRODUCTION: Differences persist between men's and women's drinking behavior and preferences

TREND: Male consumers continue to account for the majority of alcoholic drinks consumption

There are significant national and regional variations in the 'consumption gap' between males and females

Male over-consumption and female under-consumption is a defining characteristic of the market

Traditional values account for only some of the difference in alcohol consumption between genders

Key takeouts and implications: the alcoholic drinks industry must ensure that it maximizes opportunities for both male and female drinkers

TREND: Men are more frequent consumers of alcohol than women

Men consume alcoholic beverages in the on-trade channel more often than women

Price sensitivity in the on-trade shows considerable variation when analyzed by gender

Men are also more frequent consumers than women of alcohol in the off-trade

The greater smoking prevalence in males is another factor causing disillusion with on-trade environments

Men and women exhibit similar levels of price-sensitivity in the off-trade

Attitudes to trading up are mixed in both distribution channels

Women have started to account for a higher proportion of on-trade occasions overall

Key takeouts and implications: alcoholic drinking occasions vary in frequency and type by gender, while attitudes and behaviors show variation in on- and off-trade

INSIGHT: Moderating alcohol consumption and minimizing its harmful effects are important to both men and women

Consumers devote their attention to ensuring that they do not drink too much alcohol in general

Datamonitor's survey validates the idea that both genders are moderating their alcohol consumption

Women are more likely than men to abstain from alcohol consumption

Key takeouts and implications: moderation should continue to be promoted to both men and women by the alcoholic drinks industry

INSIGHT: The major categories of the alcoholic drinks industry show differing fortunes when analyzed by gender

The beer category is dominated by males, although women account for a significant proportion of sales

Some brewers are seeking to even the gender balance of the beer market

Cider is still more popular with men than women despite a recent renaissance reportedly driven by females

The FABs category continues to be driven by female consumption in Western markets

The wine category is evenly split by gender and exhibits attributes that contribute to a cross-gender appeal

Men dominate in the spirits category overall, but some subcategories are popular with women

An analysis of subcategories in spirits reveals that not all drinks are dominated by male consumption

The light spirits subcategory displays many female credentials, yet is broadly gender neutral by value

Some women already drink brown spirits and this category has further potential for cross-gender appeal

Key takeouts and implications: of the three main alcoholic beverage categories, only wine can be realistically described as 'gender-neutral'

INSIGHT: Women spend more time socializing with friends and family than men

Women are more likely than men to associate socializing with wellbeing

Some on-trade environments have already adapted to provide a more female-friendly atmosphere

Differences in the socializing behavior of men and women persist

Both men and women are likely to reduce their socializing expenses in light of the credit crunch

Key takeouts and implications: alcohol can play an important role in social interaction

INSIGHT: Alcohol marketers face challenges in conveying their messages to both genders

Both men and women do not particularly notice new releases in alcoholic drinks

Women attach more importance to brand image than men

Key takeouts and implications: marketers face challenges to ensure their products are recognized in the marketplace

ACTION POINTS

ACTION: Align drinks with socializing trends for men and women

Align brands with home entertainment occasions

The opportunity for sharing drinks can have a cross-gender appeal

Multipack promotions can appeal to male drinkers' socializing and value-focused tendencies

ACTION: Streamline gender-related marketing efforts by category

Ensure that a sustainable amount of marketing is maintained during recessionary times

ACTION: Emphasize the suitability of brands to both genders

Encourage women to drink beer through a viable long term strategy

Increase females' engagement with alcohol brands

Avoid reliance on overtly female-oriented brands and variants

APPENDIX

Definitions

Methodology

Further reading and references

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Consumer survey: the frequency with which consumers enjoyed an alcoholic drink in the on-trade in 15 countries across Europe, Asia Pacific, South America and the US, by gender, 2008

Table 2: Consumer survey: the extent to which consumers had chosen alcoholic drinks in the on-trade on the basis of value in the preceding six months, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 3: Consumer survey: the frequency with which consumers enjoyed an alcoholic drink in the off-trade, in 15 countries across Europe, Asia Pacific, South America and the US, by gender, 2008

Table 4: Smoking prevalence by gender in 15 countries across Europe, the US, Asia Pacific and South America, 2004

Table 5: Consumer survey: the extent to which consumers had chosen alcoholic drinks in the off-trade on the basis of value in the preceding six months, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 6: Consumer survey: the frequency with which consumers had sought out higher quality alcoholic beverages in the on-trade in the previous six months, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 7: Consumer survey: the frequency with which consumers had sought out higher quality alcoholic beverages in the off-trade in the previous six months, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 8: On-trade occasions (millions) by gender, in Europe, the US and Australia, 2003-13

Table 9: Consumer survey: the level of attention given to the amount of alcohol drunk overall, by gender, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 10: Consumer survey: the extent to which consumers had moderated their consumption of alcohol in the preceding six months, in 15 countries across Europe, Asia Pacific, South America and the US, by gender, 2008

Table 11: The percentage of adults of legal drinking age who abstain from consuming alcohol

Table 12: The length of time spent socializing with friends and family per day, minutes, 2002-12, by gender

Table 13: Consumer survey: the importance that individuals attach to developing or maintaining positive personal relationships to create a feeling of wellbeing or wellness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 14: Consumer survey: the importance that individuals attach to developing or maintaining positive personal relationships to create a feeling of wellbeing or wellness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 15: Consumer survey: the importance that consumers attach to choosing brands that match with their attitudes and overall life outlook, by gender, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

List of Figures

Figure 1: Factors affecting the gender balance of the alcohol market

Figure 2: Men account for the majority of alcohol consumption by value in all featured countries

Figure 3: Men account for a much greater share of the alcohol market than their overall proportion of the population in all featured countries

Figure 4: Under-consumption characterizes the female alcohol market relative to their overall proportion of the population in all regions

Figure 5: For some male consumers, 'man-caves' provide a viable alternative to the on-trade

Figure 6: Male consumers still dominate the beer market

Figure 7: Some companies have seen initial success through attempting to provide beer that is more suited to the female palate, but the long term future of this concept is unclear

Figure 8: Cider is more evenly split by gender, but retains a leaning towards male drinkers

Figure 9: The FABs category is more popular with women than men overall

Figure 10: The wine category is evenly split by gender overall, but some substantial regional variation exists

Figure 11: Men account for the majority of the spirits category

Figure 12: Breaking down spirits into subcategories reveals significant variation in male and female tastes

Figure 13: The Skyy and Akvinta vodka brands both display credentials that will appeal to female consumers

Figure 14: Canadian Club Whisky's masculine approach to marketing hides the fact that one of its products displays desirable attributes for female drinkers

Figure 15: The Carling beer brand has sought to emphasize a male focus through its advertising activities in the UK

Figure 16: Over half of all male survey respondents claimed that they did not notice new products in alcoholic drinks

Figure 17: Women are even less likely than men to notice new product releases in alcoholic drinks

Figure 18: Coors has positioned its Coors Light brand as a beverage that can be enjoyed in social situations by both men and women

Figure 19: A selection of female-targeted beer brands showcasing some of the battles that marketers face in this field

Figure 20: Heineken has sought to target both men and women through the promotion of Heineken Extra Cold

Abstract

• Detailed insights and analysis documenting the differences in alcohol preferences by gender
• In-depth and comprehensive quantitative data covering the frequency of alcoholic drinking occasions and motivations
• Strategic conclusions and actionable recommendations on male and female trends for the alcoholic drinks industry
• Countries covered: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, Australia, Japan, South Korea, China, India

• Gain an understanding of male and female attitudes towards alcohol and how these are continuing to change
• Use the latest evidence based insights to launch and reposition products, so that they are successfully positioned to capitalize on prevalent trends in this field
• Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes and market developments

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