Table of Contents
Introduction
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- Definition
- Excluded
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast for UK retail value sales of alcoholic drinks, 2007-17
- Market factors
- Alcohol consumption is in decline, along with consumer confidence
- The cost of excessive drinking looks set to keep spurring government involvement
- Population changes set to have an influence
- The consumer
- 58% of adults drink at home at least weekly
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- Figure 2: Frequency of drinking alcoholic drinks in the home, April 2013
- Still wine is the most popular in-home drink
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- Figure 3: Types of alcoholic drinks drunk in-home, April 2013
- Favourite brand/beverage is the leading choice factor when buying drinks for home
- Relaxing/unwinding is the key occasion for drinking at home
- The majority of in-home drinkers have not changed their habits…
- … although there may be changes ahead as a result of the 2013 Budget
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- Figure 4: How consumers expect their drinking habits to change in response to changes in alcohol taxation in the 2013 Budget, April 2013
- Drinking in-home seen by consumers as helping to relax and unwind
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- Figure 5: Attitudes towards drinking in-home, April 2013
- What we think
Issues and Insights
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- Consumers are cutting back on alcohol
- The issues
- The implications
- Appealing to 18-24-year-olds
- The issues
- The implications
- Boosting usage in underperforming in-home categories
- The issues
- The implications
- Advertising regulations look likely to tighten in the future
- The issues
- The implications
- Tackling the tax escalators
- The issues
- The implications
Trend Application
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- Life Hacking
- The Nouveau Poor
- Mintel Futures Trend: Brand Intervention
Internal Market Environment
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- Key points
- Alcohol consumption in decline, while government intervention rises
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- Figure 6: Trends in UK per capita consumption of 100% alcohol, 2006-11
- Drinking in the social context
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- Figure 7: Hospital admissions with a primary diagnosis attributable to alcohol consumption IN England, 2002/03-2011/12
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- Figure 8: Hospital admissions with a primary or secondary diagnosis wholly attributable to alcohol consumption in England, by age, 2011/12
- Figure 9: Accident & Emergency attendances in England, by age group, 2011-12
- Pub visits in decline as consumers switch to cheaper in-home drinking
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- Figure 10: Indices of real disposable income per adult (18+) and affordability of alcohol on a per capita basis in the UK, 1980-2012
- Figure 11: Consumption of alcoholic drinks in-home and out of home, 2001/02-2011
Broader Market Environment
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- Key points
- Consumer confidence remains low despite the recession ending
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- Figure 12: Household income vs expenditure per head (£), 1997-2012
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- Figure 13: Consumer Confidence Index, monthly, January 2007-May 2013
- An ageing population may benefit the in-home market
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- Figure 14: Projected trends in the age structure of the UK population, 2012-17
- Socio-economic changes to bring threats and opportunities
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- Figure 15: Changes in the adult socio-economic structure of the UK population, 2012-17
- The weather and high profile events also influence drinking habits
Market Size and Forecast
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- Key points
- In-home sales continue to increase
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- Figure 16: Value and volume sales of in-home alcoholic drinks, 2007-17
- Forecasts
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- Figure 17: Forecast for UK retail value sales of alcoholic drinks, 2007-17
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- Figure 18: Forecast for UK retail volume sales of alcoholic drinks, 2007-17
- Forecast methodology
Segment performance
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- Key points
- Wine is the leading in-home drinks category in value terms, but beer dominates volume sales
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- Figure 19: Share of retail value sales of different alcoholic drinks, 2013 (est)
- Figure 20: Share of off-trade volume sales of different alcoholic drinks, 2013 (est)
- In-home category estimates for 2013
- Beer
- Cider
- Still, sparkling and fortified wine
- Spirits and liqueurs
Brand Communication and Promotion
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- Key points
- Adspend remains steady in 2012
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- Figure 21: Total above-the-line adspend for BWS, 2009-12
- Beer dominates total adspending…
- … driven by investment by Heineken
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- Figure 22: Total above-the-line adspend for BWS, by company, 2012
- TV remains the most popular way to advertise
Consumer – Frequency of Drinking In-home
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- Key points
- 88% of adults drank alcohol at home in the last year
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- Figure 23: Usage of alcoholic drinks, by location, April 2013
- 58% of adults drink at home weekly
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- Figure 24: Frequency of drinking alcoholic drinks in the home, April 2013
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- Figure 25: Usage of alcoholic drinks in and out of the home, by frequency of use, April 2013
- Three in ten adults drink in-home a few times a month or less
Consumer – Changing In-home Drinking Habits
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- Key points
- The majority of in-home drinkers have not changed their habits
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- Figure 26: Changes in in-home drinking habits, April 2013
Consumer – Types of Alcoholic Drinks Drunk In-home
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- Key points
- Still wine is the most popular in-home drink
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- Figure 27: Types of alcoholic drinks drunk in-home, April 2013
- Fierce competition in the sparkling wine segment
- Lager is drunk by half of in-home drinkers
- Cider’s success built upon its appeal to younger drinkers
- Spirits and liqueurs appeal to different types of in-home drinkers
- RTDs and cocktails hold niche appeal
- 45% of in-home drinkers only drink one or two types of drinks
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- Figure 28: Repertoire of types of alcoholic drinks consumed in-home, April 2013
Consumer – Reactions to the 2013 Budget
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- Key points
- The majority of consumers are likely to be unmoved by recent tax changes
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- Figure 29: Summary of how consumers expect drinking habits to change in in response to changes in alcohol taxation in the 2013 Budget, April 2013
- Beer demand set to remain largely unchanged but may see some growth…
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- Figure 30: How consumers expect their beer drinking habits to change in in response to changes in taxation of beer in the 2013 Budget, April 2013
- … cider is likely to see little overall change in in-home drinking habits…
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- Figure 31: How consumers expect their cider drinking habits to change in in response to changes in taxation of cider in the 2013 Budget, April 2013
- … wine may also feel the squeeze…
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- Figure 32: How consumers expect their wine drinking habits to change in in response to changes in taxation of wine in the 2013 Budget, April 2013
- … while spirits look set to be the worst hit
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- Figure 33: How consumers expect their spirits drinking habits to change in in response to changes in taxation of spirits in the 2013 Budget for spirits, April 2013
Consumer – Choice Factors
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- Key points
- Favourite brand/beverage is the leading choice factor…
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- Figure 34: Choice factors when buying alcoholic drinks for drinking at home, April 2013
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- Figure 35: Choice factors when buying alcoholic drinks for drinking at home: US and UK, February/April 2013
- … with cost also carrying a strong influence
- Other choice factors only carry a limited influence
Consumer – In-home Drinking Occasions
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- Key points
- Seven in ten in-home drinkers do so to relax/unwind
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- Figure 36: In-home drinking occasions, April 2013
- Socialising and meal times are important in-home drinking occasions
- Special occasions and watching events are also popular drinks occasions
- In-home drinking occasions appeal to parents
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- Figure 37: Drinking during in-home occasions, by presence of children in household, April 2013
Consumer – Attitudes Towards Drinking In-home
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- Key points
- Drinking in-home is seen as helping consumers to relax and unwind
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- Figure 38: Attitudes towards drinking in-home, April 2013
- Alcohol pricing remains a bone of contention
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- Figure 39: RPI Index for alcoholic drinks and all items, 2006-12
- Potential for online growth
- Recreating the out-of-home experience at home
Consumer – Further Attitudes Towards Drinking In-home
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- Key points
- Home comforts hold a particularly strong appeal
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- Figure 40: Further attitudes towards drinking in-home, April 2013
- One in five drink more on at-home occasions than out of home
Appendix – Market Size and Segmentation
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- Figure 41: Best- and worst-case forecasts for the in-home alcoholic drinks market, by value, 2013-17
- Figure 42: Best- and worst-case forecasts for the in-home alcoholic drinks market, by volume, 2013-17
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Appendix – Consumer – Frequency of Drinking In-home
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- Figure 43: Highest frequencies of drinking alcoholic drinks in home, by demographics, April 2013
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- Figure 44: Other frequencies of drinking alcoholic drinks in home, by demographics, April 2013
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- Figure 45: Frequency of drinking alcoholic drinks in home, by most popular types of alcoholic drinks drunk in-home, April 2013
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- Figure 46: Frequency of drinking alcoholic drinks in home, by next most popular types of alcoholic drinks drunk in-home, April 2013
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Appendix – Consumer – Changing In-home Drinking Habits
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- Figure 47: Changing in-home drinking habits (frequency), by demographics, April 2013
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- Figure 48: Changing in-home drinking habits (spend), by demographics, April 2013
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Appendix – Consumer – Types of Alcoholic Drinks Drunk In-home
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- Figure 49: Types of alcoholic drinks drunk in-home, April 2013
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- Figure 50: Most popular types of alcoholic drinks drunk in-home, by demographics, April 2013
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- Figure 51: Next most popular types of alcoholic drinks drunk in-home, by demographics, April 2013
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- Figure 52: Types of alcoholic drinks drunk in-home, by frequency of drinking alcoholic drinks in home, April 2013
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- Figure 53: Repertoire of types of alcoholic drinks drunk in-home, by demographics, April 2013
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- Figure 54: Types of alcoholic drinks drunk in-home, by repertoire of types of alcoholic drinks drunk in-home, April 2013
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Appendix – Consumer – Reactions to the 2013 Budget
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- Figure 55: How consumers expect drinking habits to change in in response to changes in alcohol taxation in the 2013 budget for beer, cider, wine and spirits, April 2013
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- Figure 56: How consumers expect beer drinking habits to change in in response to changes in alcohol taxation in the 2013 budget, by demographics, April 2013
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- Figure 57: How consumers expect drinking habits of cider to change in in response to changes in alcohol taxation in the 2013 Budget for cider, by demographics, April 2013
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- Figure 58: How consumers expect drinking habits of wine to change in in response to changes in alcohol taxation in the 2013 budget, by demographics, April 2013
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- Figure 59: How consumers expect drinking habits of spirits to change in in response to changes in alcohol taxation in to the 2013 budget, by demographics, April 2013
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Appendix – Consumer – Choice Factors
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- Figure 60: Most popular choice factors when buying alcoholic drinks for drinking at home, by demographics, April 2013
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- Figure 61: Other choice factors when buying alcoholic drinks for drinking at home, by demographics, April 2013
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- Figure 62: Choice factors when buying alcoholic drinks for drinking at home, by most popular types of alcoholic drinks drunk in-home, April 2013
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- Figure 63: Choice factors when buying alcoholic drinks for drinking at home, by next most popular types of alcoholic drinks drunk in-home, April 2013
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Appendix – Consumer – In-home Drinking Occasions
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- Figure 64: In-home drinking occasions, by demographics, April 2013
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- Figure 65: In-home drinking occasions, by frequency of drinking alcoholic drinks in home, April 2013
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Appendix – Consumer – Attitudes Towards Drinking In-home
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- Figure 66: Attitudes towards drinking in-home, April 2013
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- Figure 67: Agreement with the statements ‘I am concerned about buying alcoholic drinks online’ and ‘I am interested in beer/wine clubs but am put off by the cost’, by demographics, April 2013
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- Figure 68: Agreement with the statements ‘I am interested in replicating drinks which I’ve had in pubs/bars when at home’ and ‘Prices of alcoholic drinks have risen more than other food and drink products’, by demographics, April 2013
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- Figure 69: Agreement with the statements ‘I like to drink at home to help me unwind/relax’ and ‘There are too many cheap alcoholic drinks in supermarkets/off-licences’, by demographics, April 2013
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- Figure 70: Attitudes towards drinking in-home, by most popular types of alcoholic drinks drunk in-home, April 2013
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- Figure 71: Attitudes towards drinking in-home, by other types of alcoholic drinks drunk in-home, April 2013
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Appendix – Consumer – Further Attitudes Towards Drinking In-home
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- Figure 72: Further attitudes towards drinking in-home, April 2013
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- Figure 73: Further attitudes towards drinking in-home, by demographics, April 2013
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- Figure 74: Further attitudes towards drinking in-home, by demographics, April 2013 (continued)
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- Figure 75: Further attitudes towards drinking in-home, by most popular types of alcoholic drinks drunk in-home, April 2013
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- Figure 76: Further attitudes towards drinking in-home, by next most popular types of alcoholic drinks drunk in-home, April 2013
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