[Report] Reinvigorating On-Trade Sales Market Research, Trends, Analysis TOC

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

Reinvigorating On-Trade Sales 2007

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