Traditionally, alcohol preferences have been markedly different between men and women. While some stereotypes can no longer be applied, many differences still remain. It is therefore essential for industry players to develop a solid understanding of the real variations, as well as common ground, which exists between the genders' attitudes and behaviors towards alcoholic drink consumption.
Scope
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
Highlights
In both on-trade and off-trade, men show a slightly higher prevalence than women for trading up. While women are often thought of as more driven by brand image and quality than men, this is not the case in the field of alcoholic drinks. This anomaly may be ascribed to the fact that men drink more alcohol than women on average.
Men are more likely to drink alcohol in the on-trade, which is 'beer-centric' in the majority of featured countries. Many pubs and bars have looked to attract more female clientele, and while this can also help to introduce a new audience to the on-trade, the core male consumers must not be neglected in marketing efforts.
A substantial proportion of both men and women advised that they had increased the frequency with which they chose alcoholic drinks on the basis of value, although the majority of consumers claim to have made little change to their choices, suggesting resistance to altering their consumption habits.
Reasons to Purchase
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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