Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- The hot topic
- The future decoded
- The number of on-trade drinking occasions is rising
- Low but steady growth in on-trade visits per head
- Alcohol consumption per occasion is falling in Europe
- Volume growth will return to Europe but lessen in the US
- Midweek going-out and wine & spirits sales are driving on-trade
growth
- Midlifers challenge Young Adults as the key on-trade group
- Women are challenging men' s on-trade dominance
- The on-trade can turn its challenges into opportunities
- Action points
- CHAPTER 2 THE FUTURE DECODED
- Introduction
- TREND: On-trade visits - more frequent, less consumed
- The number of on-trade drinking occasions is rising
- Low but steady growth in on-trade visits per head
- Alcohol consumption per occasion is falling in Europe
- Volume growth will return to Europe but lessen in the US
- TREND: Food is becoming vital to on-trade outlets
- TREND: Midweek going-out is driving on-trade growth
- Workplace sociability is the biggest driver of midweek drinking
- Drinking with colleagues is not the only midweek drinking occasion
- INSIGHT: Wine and spirits will drive future growth
- Beer remains dominant despite falling share
- INSIGHT: Spirits and wine will gain from premiumization
- Demographic groups approach premiumization differently
- INSIGHT: Midlifers challenge Young Adults as the key on-trade group
- Midlifers drive growth in Europe and the US
- European Midlifers are catching up with Young Adults
- US Midlifers step up their consumption
- Young Adults' share is biggest in northern Europe
- Early Midlifers are the new biggest target group
- INSIGHT: Women are challenging men' s on-trade dominance
- European drinking venues are decreasingly ' men-only'
- Female consumption growth is greatest in northern Europe
- US on-trade egalitarianism gets deeper
- Women' s drinking behaviors and needs are different from men' s
- INSIGHT: Smoking bans will speed change in the on-trade
- Smoking is still popular among consumers and especially drinkers
- Cigarettes and alcohol share the same consumers
- Short-term alcohol sales may be hit by smoking restrictions
- Most academic studies suggest minimal impact
- Initial evidence from countries implementing smoking bans
- In the longer term the on-trade will attract new customers
- INSIGHT: Health concerns are shaping drinking behavior
- Consumers believe moderate drinking is healthy
- Fears of binge drinking persist across all countries
- People fear disorder, not ill health
- The switch to healthy drinking currently favors the off-trade
- INSIGHT: At-home offers better choices than going out
- People are widening their drinks repertoires
- The off-trade is best able to capitalize on growing repertoires
- But the on-trade can benefit from greater experimentation
- Conclusions
- CHAPTER 3 ACTION POINTS
- Develop premium alcoholic drinks
- Developing higher price points
- Encourage consumers to trade-up - regularly
- Emphasize the premium qualities of mass market products
- Market ' accessible-premium' on-trade alcoholic drinks
- Develop limited edition ranges
- Improve on-trade wine ranges
- Pursue non-NPD solutions to improve on-trade quality
- Encourage larger drinks measures
- Tailor product ranges
- Help improve the level of customer service
- Brewers can learn lessons from wine and spirits companies
- Create drinks and venues that attract Midlifers
- Treat European Early Midlifers like sophisticated Young Adults
- Getting Early Midlifers to trade-up
- Develop the concept of relaxed drinking
- Provide an escape for US Midlifers and European Late Midlifers
- Venues offering opportunities for short ' escapes'
- Create child-friendly venues that are also adult-friendly
- Adapt to the challenges of zoning
- Adjust to an increasingly feminized on-trade environment
- Make venues and promotions female-friendly
- Make female-friendly beverages available in the on-trade
- The counter-trend - targeting male-oriented bars and interests
- Develop emerging ethnic markets
- Target high-growth consumer occasions
- Market drinks that complement food occasions
- Target midweek alcohol drinking occasions
- Position the on-trade as a healthy choice
- Show that sociable on-trade drinking can be actively healthy
- Adapt to smoking bans ahead of their introduction
- Make the on-trade experience better than drinking at home
- Turn bars into comfortable, convenient ' homes from home'
- Create on-trade venues that outclass the off-trade alternative
- Celebrate the authenticity of the on-trade
- Celebrate the localness of the on-trade
- Step up the level of on-trade point-of-sale activity
- CHAPTER 4 APPENDIX
- Supplementary data
- On-trade alcoholic drinks in France
- On-trade alcoholic drinks in Germany
- On-trade alcoholic drinks in Italy
- On-trade alcoholic drinks in the Netherlands
- On-trade alcoholic drinks in Spain
- On-trade alcoholic drinks in Sweden
- On-trade alcoholic drinks in the UK
- On-trade alcoholic drinks in the rest of Europe
- On-trade alcoholic drinks in the US
- Definitions
- Research methodology
- Report writing team
- How to contact experts in your industry
- List of Tables
- Table 1: On-trade alcoholic drinking occasions, US and Europe,
2001-2011
- Table 2: On-trade alcoholic drinking occasions per person per week, US
and Europe, 2001-2011
- Table 3: Alcohol consumption per on-trade drinking occasion, US and
Europe, 2001-2011
- Table 4: On-trade alcohol sales by volume, US and Europe, 2001-2011
- Table 5: Forecast profit-sector foodservice compound annual growth
rate, 2006-2011 (%)
- Table 6: On-trade alcoholic drinking occasions in the US and Europe,
midweek versus weekend (%), 2000-2010
- Table 7: Answers to the question "How will on-trade sales of the
following product types change over the next five years?", 2005
- Table 8: On-trade alcoholic drinks category share in Europe, 2001-2011
- Table 9: On-trade alcoholic drinks category share in the US, 2001-2011
- Table 10: Answers to the question "How is the on-trade price per unit
of the following product types (excluding inflation) likely to change over
the next five years?", 2005
- Table 11: Perceived importance of different demographic groups to the
on-trade alcoholic drinks industry, 2005
- Table 12: European on-trade alcoholic drinks consumption index by age
group (average adult = 100), 2001-2011
- Table 13: US on-trade alcoholic drinks consumption index by age group
(average adult = 100), 2000-2010
- Table 14: Average age at first marriage and childbirth, Europe and US,
2005
- Table 15: Young Adults' share of on-trade alcoholic drinks
consumption, US and Europe, by volume of pure alcohol, 2001-2011
- Table 16: Perceived on-trade alcoholic drinks growth potential of
different demographic groups, 2005
- Table 17: Europe on-trade alcoholic drinks consumption index by gender
(average adult = 100), 2001-2011
- Table 18: Women' s share of on-trade alcoholic drinks consumption in
Europe and the US, by volume of pure alcohol, 2001-2011
- Table 19: US on-trade alcoholic drinks consumption index by gender
(average adult = 100), 2001-2011
- Table 20: Prevalence of regular smokers in the US and Europe (%),
2000-2005
- Table 21: France on-trade alcoholic drinks consumption, 2001-2011
- Table 22: France on-trade alcoholic drinks consumption index by age
and gender (average adult = 100), 2001-2011
- Table 23: Germany on-trade alcoholic drinks consumption, 2001-2011
- Table 24: Germany on-trade alcoholic drinks consumption index by age
and gender (average adult = 100), 2001-2011
- Table 25: Italy on-trade alcoholic drinks consumption, 2001-2011
- Table 26: Italy on-trade alcoholic drinks consumption index by age and
gender (average adult = 100), 2001-2011
- Table 27: Netherlands on-trade alcoholic drinks consumption, 2001-2011
- Table 28: Netherlands on-trade alcoholic drinks consumption index by
age and gender (average adult = 100), 2001-2011
- Table 29: Spain on-trade alcoholic drinks consumption, 2001-2011
- Table 30: Spain on-trade alcoholic drinks consumption index by age and
gender (average adult = 100), 2001-2011
- Table 31: Sweden on-trade alcoholic drinks consumption, 2001-2011
- Table 32: Sweden on-trade alcoholic drinks consumption index by age
and gender (average adult = 100), 2001-2011
- Table 33: UK on-trade alcoholic drinks consumption, 2001-2011
- Table 34: UK on-trade alcoholic drinks consumption index by age and
gender (average adult = 100), 2001-2011
- Table 35: Rest of Europe on-trade alcoholic drinks consumption,
2001-2011
- Table 36: Rest of Europe on-trade alcoholic drinks consumption index
by age and gender (average adult = 100), 2001-2011
- Table 37: US on-trade alcoholic drinks consumption, 2001-2011
- Table 38: US on-trade alcoholic drinks consumption index by age and
gender (average adult = 100), 2001-2011
- Table 39: Definitions of terms
- Table 40: Definitions of drinking occasions
- List of Figures
- Figure 1: Consumer survey: "Do you agree that you are more
price-conscious when drinking out-of-home than when buying drinks for
in-the-home?", June 2006
- Figure 2: Consumer survey: "Do you agree that you are more
health-conscious when drinking out-of-home than when buying drinks for
in-the-home?", June 2006
- Figure 3: Consumers vary their drinks choice by occasion and need state
- Figure 4: Consumer survey: "Do you agree that you are more likely to
try new drinks when drinking out-of-home than buying drinks for
in-the-home?", June 2006
- Figure 5: Consumer survey: "Do you agree that you are more
brand-conscious when drinking out-of-home than when buying drinks for
in-the-home?", June 2006
- Figure 6: Champagne Nicolas Feuillette One Fo(u)r, 2005
- Figure 7: Even mass-market products can be marketed on the basis of
quality
- Figure 8: Smirnoff' s Triple Distilled campaign, 2005
- Figure 9: Diageo' s Every Serve Perfect bar staff training scheme
- Figure 10: Reinterpreting the packaging attributes that have been
successful for spirits
- Figure 11: Learning from spirits combinations that have captured the
public imagination
- Figure 12: Borrowing new product concepts from around the world
- Figure 13: Carlsberg Export' s hygge bar concept, 2006
- Figure 14: There is a significant gender difference in bar preference
- Figure 15: Brewers are increasingly targeting female on-trade drinkers
- Figure 16: Demystifying wine in a friendly atmosphere is a good way of
appealing to female consumers
- Figure 17: Niche interest on-trade promotions from Budweiser and
Michelob, 2006
- Figure 18: Spicy Varietals wines targeting the ethnic restaurant sector
- Figure 19: Beer ranges for restaurants
- Figure 20: Heineken' s sponsorship of the UEFA Champions League, 2006
- Figure 21: Magners has built on the "time dedicated to you" concept,
2005
- Figure 22: Coors delivers a different sensation to on-trade drinkers,
2006
- Figure 23: Vintage Budweiser can design, 2005
- Figure 24: Johnnie Walker mentoring program
- Figure 25: Example of Everards' Cyclops system for beer tasting notes
- Figure 26: Hofbrau' s visually dramatic beer dispenser, 2006
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