Abstract
Overview
Introduction
Consumers' alcoholic drinks consumption behaviors are shifting from the flat
on-trade to the off-trade. Home-based occasions are rising with consumers
seeking to bring the favored aspects of on-trade alcoholic drinks consumption
into the home. However, although volume sales are rising, heavy discounting is
limiting value growth and undermining the potential in consumers' openness to
trading up.
Scope
- Insightful analysis of the evolving consumer migration from on-trade to
off-trade alcohol expenditure and the need states and occasions driving this.
- Quantitative data tracking at-home alcoholic drinking occasions by
occasion type and country.
- Detailed action points offering practical strategies based on the trends
and insights analyzed in the report.
- Covering eight core countries across Europe and North America; France,
Germany, Italy, Netherlands, Spain, Sweden, UK and US.
Report Highlights
US consumers' alcoholic drinks purchases account for 72% of total sales.
Europe has a noticeably stronger on-trade, but off-trade sales still account
for 58%. Both European and US consumers' at-home alcoholic beverage occasions
outnumber out-of-home and are exhibiting stronger growth.
Consumers are increasingly less inclined to compromise their quality and
sensory needs when making the choice to stay at home rather than go out and
drink in the on-trade. They desire authentic on-trade drinking experiences
within the comfort and security of their own or their friends' homes.
Consumers, concerned with signs of wider economic uncertainty in the housing
and credit markets, are increasingly likely to adjust their spending, cutting
back further on on-trade occasions. Manufacturers and marketers can respond by
targeting the associated rise in at-home meal occasions and the complementary
relationship between alcohol and food.
Reasons to Purchase
- Learn how to drive value in the at-home drinks market by appealing to
consumers' home-based needs and encouraging uptake of premium products.
- Access a blend of quantitative and qualitative data aggregating the most
compelling and recent research in this increasingly important topic.
- Counter sales volume stagnation and decline by discovering the route to
premiumization within the off-trade/at-home context.
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