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Attitudes Towards Alcoholic Drinks - UK - July 2015

Attitudes Towards Alcoholic Drinks - UK - July 2015

“Rather than focusing only on under-35s, flavoured NPD (New Product Development) should also be looking to appeal to the profitable over-35 group, focusing less on sweet tastes and more on factors such as premium ingredients and unique production processes.”– Chris Wisson, Senior Drinks Analyst

This report looks at the following areas:

Utilising social media to build engagement
Innovating with flavour creates opportunities but also risks
Clearer alcohol content details can tap into consumers’ moderation mindset
Tapping into midweek drinking occasions


OVERVIEW
What you need to know
Scope of report
EXECUTIVE SUMMARY
The market
Figure 1: Total UK value sales of alcoholic drinks, 2010-20
Companies, brands and innovation
The consumer
Figure 2: Usage of different types of alcoholic drinks, May 2015
Figure 3: Factors in choice of alcoholic drinks brands (any ranking 1-5), May 2015
What we think
Figure 4: Attitudes towards alcoholic drinks, May 2015
ISSUES & INSIGHTS
Utilising social media to build engagement
Innovating with flavour creates opportunities but also risks
Clearer alcohol content details can tap into consumers’ moderation mindset
Tapping into midweek drinking occasions
THE MARKET
What you need to know
Steady sales growth in the alcoholic drinks market
Beer and wine dominate the market
Alcoholic drink prices continue to rise
Market size and segment performance
Steady sales growth in the alcoholic drinks market
Figure 5: Total UK value sales of alcoholic drinks, 2010-20
Beer and still wine dominate the drinks landscape
Figure 6: Total UK value sales of alcoholic drinks, by category, 2010-15
Mixed performance for spirits
Market drivers
Alcoholic drink prices continue to rise
Figure 7: RPI indexed annual change for alcoholic drink prices versus all items except housing, 2000-14
Financial health recovers but remains fragile
An embattled on-trade industry
UK consumers continue to cut back on alcohol
An ageing population could pose a threat
KEY PLAYERS
What you need to know
Most top 10 brands grow in a fragmented market
Diageo leads the way in value but falls behind in volumes
A strong presence from beer brands in the top 10
Flavour innovation driving growth
Brand performance
Diageo leads the way in value but falls behind in volumes
Figure 8: Leading manufacturers’ shares of alcoholic drink sales in the UK off-trade, 2014/15
Beer dominates the list of leading alcoholic drinks brands
Figure 9: Value sales of the leading alcoholic drinks brands in the off-trade, 2012/13-2014/15
Figure 10: Volume sales of the leading alcoholic drinks brands in the off-trade, 2012/13-2014/15
Hardys races clear in the wine market…
…while Smirnoff does the same in spirits
Launch activity and innovations
Beer and cider
Wine
Spirits and liqueurs
THE CONSUMER
What you need to know
80% of adults drink alcoholic drinks
72% of drinkers do so at least once a week
Almost three quarters expect no change in how much they drink
Familiar brands lead the way in the decision-making process
Taste trumps brand name when it comes to alcoholic drinks
Women and Millennials drive interest in low/non-alcohol
Usage of alcoholic drinks
80% of adults drink alcoholic drinks
Figure 11: Usage of different types of alcoholic drinks, May 2015
Most drinks enjoy higher usage at home than out
Figure 12: Usage of different types of alcoholic drinks at home and out of home, May 2015
Figure 13: Repertoire of usage of different types of alcoholic drinks at home and out of home, May 2015
Occasions for usage
72% of users drink alcohol at least once a week
Figure 14: Frequency of drinking alcoholic drinks, May 2015
Weekend is most popular time to drink alcohol
Figure 15: Days on which alcoholic drinks are consumed, by type, May 2015
Alcoholic drinks are most popular after 6pm
Figure 16: Times at which alcoholic drinks are consumed, by type, May 2015
Changes in alcohol usage
Almost three quarters do not expect to change how much they drink
Figure 17: Expected changes in quantity of alcohol consumed, May 2015
Money, lifestyles changes and health are prompting usage cuts
Figure 18: Reasons for expecting to cut back on drinking, May 2015
Choice factors
Habits lead the way in brand choice
Figure 19: Factors in choice of alcoholic drinks brands (any ranking 1-5), May 2015
Figure 20: Factors in choice of alcoholic drinks brands, ranked 1 and any 2-5, May 2015
Flavour and premium perceptions are also important in brand choice
Women drive interest in ‘moderation’ drinks
Over-55s take most interest in a high ABV
Ethical drinks appeal most to under-35s
Attitudes towards alcoholic drinks
Own-brand widely seen to lag behind brands on taste
Figure 21: Attitudes towards alcoholic drinks, May 2015
Taste trumps brand name when it comes to alcoholic drinks
Many drinkers look for quality over quantity
Women respond to calorie and alcohol content
Under-35s like innovation but can struggle with wide choice
Social aspect of drinking matters most to under-35s
ATTITUDES TOWARDS ALCOHOLIC DRINKS, UK - JULY 2015
APPENDIX
Data sources and abbreviations
Data sources
Fan chart forecast
Abbreviations
Appendix – Market size and segment performance
Figure 22: Total value sales of different types of alcoholic drinks, 2010-20
Figure 23: Best- and worst-case forecasts for the UK alcoholic drinks market, by value, 2015-20
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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