In-home Drinking - UK - July 2009

Abstract

About this report

This is the first time that Mintel has produced a separate report looking at the market for, and developments in, in-home drinking. In-home drinking has been rising in popularity in the UK for some time and the current recession is likely to increase its share of the total drinks market as consumers try to save money by drinking out less.

In-home drinking has been driven for many years by the rising popularity of wine – yet this engine for change in the drinks industry is now running out of steam. More recently, the market is increasingly reliant on drinks like cider, vodka to drive it forwards.

Drawing on a comprehensive range of information sources, this report offers:

• An investigation into the internal and broader macroeconomic factors impacting on the market, including changing social and demographic trends.
• An overview of the market’s competitive context.
• An examination of recent and projected market growth.
• An overview of general consumer in-home drinking activity.

  Key themes

  • Since the start of the recession, there has been a further migration of drinkers to the in-home market. Which consumer groups have led this migration and why have they migrated?
  • The recession is having a significant impact on the drinks market as a whole, but how is it affecting the in-home drinking market in particular?
  • Counter to logic, in many drinks categories, it is the budget end of the market that has fared worse than the mainstream or premium ends – why is this?
  • How can consumers be targeted in a recession and in the post-recession environment?