Do consumers understand the term binge drinking and are they modifying their behaviour as a result?
Drinking alcohol is engrained in British culture and shows no signs of abating – two thirds of adults drink at least once a week and the government estimates that 10 million people exceed daily limit guidelines.
Mintel last examined British drinking habits in Attitudes Towards Drinking – UK, November 2006, when the alcohol market was facing pressure from legislators and other interested parties because of the social and health problems being attributed to excessive alcohol consumption.
Drinking alcohol is engrained in British culture and shows no signs of abating – two thirds of adults drink at least once a week and the government estimates that 10 million people exceed daily limit guidelines.
Mintel last examined British drinking habits in Attitudes Towards Drinking – UK, November 2006, when the alcohol market was facing pressure from legislators and other interested parties because of the social and health problems being attributed to excessive alcohol consumption.
One of the issues examined in that report was the gulf between consumers’ attitudes towards drinking and the raw data showing alcohol consumption and alcohol-related issues on the rise.
This report examines attitudes towards excessive alcohol consumption in more detail given that government resources are being committed to making people aware of the unit content of alcoholic drinks and the physical dangers associated with drinking to excess.
Key themes
How have drinking habits changed in the last five years?
Is the UK heading towards the government’s aim of a ‘continental drinking culture’?
What are manufacturers and retailers doing to combat binge drinking?
Who are the main binge drinkers?
Has the government’s responsible drinking campaign been successful?
Do consumers understand the term binge drinking and are they modifying their behaviour accordingly?
Concern over binge drinking and related health issues has revived the market for low-alcohol drinks, boosting sales by 10% in volume and 12% in value to stand since 2006 at 20 million litres worth £66 million in 2008.
Lager dominates, buoyed by investment in new lower and mid-strength variants, but cider sales are finally moving forward and wine is said to offer greatest potential.
The growth in premium low-alcohol drinks may impact people's assumptions that strength equals quality.
Why anti-drink hysteria falls wide of the mark
Why anti-drink hysteria falls wide of the mark
A damning report from the BMA argues that alcohol misuse is getting worse – but the facts tell a more complex and less negative story.
Smirnoff's Strategic Shift
Smirnoff's Strategic Shift
By moving away from its traditional focus on purity, Smirnoff's new marketing strategy can position the brand as an essential ingredient for social experiences.
How have drinking habits changed in the last five years?
