|
Published by: Mintel International Group Ltd.
Published: May. 1, 2009 - 89 Pages
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Sales data
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- Alcohol sales at bars and restaurants feel pain of recession
- Strategies to combat further declines
- What consumers are looking for
- Budget alcohol brand consumption at home may drive premium brand consumption while out
- Who should bars and restaurants target to generate sales with alcohol?
- Necessity is the mother of innovation
- Bar and restaurant innovations
- Beer
- Wine
- Spirits
- COMPETITIVE CONTEXT
- Recession depresses bar and restaurant spend, favors at-home consumption
- Figure 1: Total U.S. retail sales of alcoholic beverages (packaged liquor, wine and beer), at inflation-adjusted
- prices, 2008 and 2009
- Figure 2: Total on-premise sales of alcoholic drinks at bars and restaurants, at inflation-adjusted prices, 2008
- and 2009
- RTD cocktails compete for alcohol dollars
- MARKET SIZE AND FORECAST
- Key points
- Figure 3: Total on-premise sales of alcoholic drinks at bars and restaurants, at current prices, 2003-13
- Figure 4: Total on-premise sales of alcoholic drinks at bars and restaurants, at inflation-adjusted prices,
- 2003-13
- Alcohol consumption at home on the rise
- While alcohol consumption at bars and restaurants will decrease
- MARKET DRIVERS
- Restaurant recession continues
- Figure 5: Restaurant Performance Index, current situation, and expectations, November 2007-February 2009
- Casual and fine dining segments suffer the most
- Too much supply and not enough demand
- Conversion from on-premises to at-home consumption
- “Homedulgence” will increasingly play a role as ennui ensues
- Escapism and entertainment value will pull consumers out of the home
- RESTAURANT AND BAR ANALYSIS
- Most restaurant segments face a gloomy 2009 outlook
- Necessity is the mother of innovation
- Some restaurants are morphing into gastropubs
- Featured Gastropub: Garden At The Cellar, Cambridge, MA
- Throwing back cocktails in throwback environs
- Featured “Speakeasy”: Bourbon and Branch, San Francisco, CA
- This is not your father’s sports bar
- Featured Sports Bar: The Agency Ultra Sport Lounge, Portland, OR
- Variety is the spice of life, especially when it can be had under one roof
- Featured Multi-concept Bar/Restaurant: TIME Restaurant, Philadelphia, PA
- INNOVATION AND INNOVATORS
- Key points
- Casual and fine dining beverage trends
- Figure 6: Top 5 alcoholic beverage types, fine/upscale/gourmet dining restaurants, Core Menu, Q1 2007-Q1
- 2009
- Figure 7: Top 5 alcoholic beverage types, casual dining restaurants, Core Menu, Q1 2007-Q1 2009
- Innovations by alcohol type
- Beer
- Wine
- Spirits
- CONSUMER BEVERAGE CONSUMPTION: AN OVERVIEW
- Key points
- Alcoholic and non-alcoholic beverage consumption, by location
- Figure 8: “All” beverage consumption, by beverage type, at home, bars, and restaurants, December 2008
- Alcoholic beverage consumption at bars and restaurants
- Perception may deter consumption on premises
- Figure 9: Alcoholic beverage consumption, by beverage type, at home, bars, and restaurants, December 2008
- Alcohol consumption at bars
- Men are more likely than women to consume alcohol at bars
- Figure 10: Alcoholic beverage consumption, by beverage type, at bars, by gender, December 2008
- Older age deters likelihood of consumption at bars
- Figure 11: Alcoholic beverage consumption, by beverage type, at bars, by age, December 2008
- Bars frequented by consumers earning $50K-75K annually
- Figure 12: Alcoholic beverage consumption, by beverage type, at bars, by HH income, December 2008
- Alcoholic beverage consumption at restaurants
- Restaurant atmosphere may drive alcohol choices for men and women
- Figure 13: Alcoholic beverage consumption, by beverage type, at restaurants, by gender, December 2008
- Age matters less with consumption at restaurants versus bars
- Figure 14: Alcoholic beverage consumption, by beverage type, at restaurants, by age, December 2008
- Affluent respondents prefer restaurants to bars
- Figure 15: Alcoholic beverage consumption, by beverage type, at restaurants, by HH income, December 2008
- ALCOHOLIC BEVERAGE DECISION-MAKING PROCESS
- Key points
- Overview
- Figure 16: Alcoholic beverage decision-making process, at bars and restaurants, December 2008
- Alcoholic beverage decision-making process at bars
- Men and women act stereotypically at bars
- Figure 17: Alcoholic beverage decision-making process at bars, by gender, December 2008
- Youth drives experimentation at bars
- Figure 18: Alcoholic beverage decision-making process at bars, by age, December 2008
- Alcoholic beverage decision-making process at restaurants
- Men are more open than women to recommendations at restaurants
- Figure 19: Alcoholic beverage decision-making process at restaurants, by gender, December 2008
- Wait staff should target under-35s with recommendations
- Figure 20: Alcoholic beverage decision-making process at restaurants, by age, December 2008
- Affluence brings confidence to the dining table
- Figure 21: Alcoholic beverage decision-making process at restaurants, by HH income, December 2008
- ALCOHOLIC BEVERAGE SPEND AT BARS AND RESTAURANTS
- Key points
- Figure 22: Alcoholic beverage spend per week, at bars and restaurants, December 2008
- Alcohol spend at bars
- More men spend more money in bars in part because of the DIY bar mentality
- Figure 23: Alcoholic beverage spend per week, at bars, by gender, December 2008
- Nearly half of respondents aged 21-34 spend $16-45 per week in bars
- Figure 24: Alcoholic beverage spend per week, at bars, by age, December 2008
- Respondents with mid-range incomes are the most likely to spend up to $30 per week in bars
- Figure 25: Alcoholic beverage spend per week, at bars, by HH income, December 2008
- Alcohol spend at restaurants
- Bad news for restaurants; respondents are more likely to spend less weekly on alcohol
- Figure 26: Alcoholic beverage spend per week, at restaurants, by gender, December 2008
- Mortality and/or specific health concerns likely limit spend for older respondents
- Figure 27: Alcoholic beverage spend per week, at restaurants, by age, December 2008
- Target the low spenders
- Figure 28: Alcoholic beverage spend per week, at restaurants, by HH income, December 2008
- ALCOHOLIC BEVERAGE SPENDING TRENDS
- Key points
- Alcoholic beverage spending at bars and restaurants compared to last year
- 85% of respondents are drinking less or the same amount of alcohol in bars/restaurants
- Figure 29: Alcoholic beverage spending compared to last year, December 2008
- Older drinkers are more likely to be maintaining drinking routines at bars/restaurants
- Figure 30: Alcoholic beverage spending compared to last year, by age, December 2008
- All income segments are showing signs of scaling back or restraint with consumption
- Rationales for spending less on alcoholic beverages
- Two in three respondents cite budget concerns as primary reasoning for reduced consumption in
- bars/restaurants
- Figure 32: Rationales for spending less on alcoholic beverages, December 2008
- Health and body image deter spend for men and women, respectively
- Figure 33: Rationales for spending less on alcoholic beverages, by gender, December 2008
- ATTITUDES TOWARD ALCOHOLIC DRINKS AND BARS
- Key points
- Overview
- Bars appeal to those seeking food and informal fun
- Figure 34: Attitudes toward alcoholic drinks and bars, December 2008
- Disinterested Gen-Xers may be enticed to order another drink if food is offered
- Figure 35: Attitudes toward alcoholic drinks and bars, by age, December 2008
- High-income respondents are the most likely to engage in bar life
- Figure 36: Attitudes toward alcoholic drinks and bars, by HH income, December 2008
- BAR SOCIALIZATION FACTORS
- Key points
- Overview
- Figure 37: Bar socialization factors, December 2008
- Males are more open to the variety of social occasions that bars offer
- Figure 38: Bar socialization factors, by gender, December 2008
- Bar usage comes full circle as young and old seek the same thing
- Figure 39: Bar socialization factors, by age, December 2008
- Higher HH incomes shift bar usage priorities only slightly
- Figure 40: Bar socialization factors, by HH income, December 2008
- ALCOHOLIC BEVERAGE LOYALTY
- Key points
- A small roster of favorite brands is ideal for most people
- Figure 41: Alcoholic beverage loyalty, December 2008
- Brand loyalty very much a male inclination
- Figure 42: Alcoholic beverage loyalty, by gender, December 2008
- Experimentation a product of age…to some degree
- Figure 43: Alcoholic beverage loyalty, by age, December 2008
- Affluence doesn’t play a significant role in brand loyalty or experimentation
- Figure 44: Alcoholic beverage loyalty, by HH income, December 2008
- ALCOHOLIC BEVERAGE ADVENTUROUSNESS
- Key points
- Experimentation is more likely across drink types than it is across brands
- Figure 45: Alcoholic beverage adventurousness, December 2008
- Males exhibit know-how and confidence with drink selection
- Figure 46: Alcoholic beverage adventurousness, by gender, December 2008
- ATTITUDES TOWARD ALCOHOLIC BEVERAGES
- Key points
- Caution rules the day
- Figure 47: Attitudes toward alcoholic beverages, December 2008
- Image-consciousness is different for men and women
- Figure 48: Attitudes toward alcoholic beverages, by gender, December 2008
- Youth inspires experimentation and vanity
- Figure 49: Attitudes toward alcoholic beverages, by age, December 2008
- Image is more important to the wealthy
- Figure 50: Attitudes toward alcoholic beverages, by HH income, December 2008
- COCKTAILS
- Key points
- Overview
- Figure 51: Usage and interest in trying cocktails, by flavor, December 2008
- Interest in mango
- Figure 52: Usage and interest in trying mango-flavored cocktails, by gender and age, December 2008
- Flavor analysis by gender
- Top flavors that males and females have tried
- Top flavors that males and females indicate they’d like to try
- Top flavors that males and females indicate they don’t plan to try
- Figure 53: Usage and interest in trying flavored cocktails, by gender, December 2008
- Flavor analysis by age
- Young respondents (aged 21-34) the most likely to try flavor varieties
- Curiosity with untried flavors isn’t entirely a youthful phenomenon
- Older respondents not likely to try flavored cocktails
- Figure 54: Usage and interest in trying flavored cocktails, by age, December 2008
- APPENDIX: OTHER USEFUL CONSUMER TABLES
- Figure 55: Alcoholic beverage spending compared to last year, by gender, December 2008
- Figure 56: Attitudes toward alcoholic drinks and bars, by gender, December 2008
- Figure 57: Alcoholic beverage adventurousness, by age, December 2008
- Figure 58: Alcoholic beverage adventurousness, by HH income, December 2008
- APPENDIX: TRADE ASSOCIATIONS
AbstractConsumers, particularly young people and women, may prefer bars/restaurants where detailed drink menus and knowledgeable wait staff and bartenders guide their purchase decisions, leading to increased likelihood of alcohol consumption, and possibly greater likelihood of premium variants.
Creativity in the marketplace, both at bars and restaurants, is critical to getting customers in the door, and ultimately to driving alcohol consumption.
Get Full Details About This Report >>
|
|
US: 800.298.5699
Int'l: +1.240.747.3093
|
|
|
