Moderation in Alcoholic Drinks: Exploring The Impact of Health and Responsible Drinking

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
• ANALYSIS
  • TREND: Consumer interest in leading healthy lifestylesis escalating
    • Consumers are adopting a broader, more holistic approachto health
      • Consumers are taking more self-responsibility for theirhealth
      • Consumers are adopting a broader wellness perspectivetowards living
    • Consumers are slowly beginning to more proactively seekhealthier alcoholic drinks
  • TREND: Health concerns and responsible drinkinginitiatives are driving alcohol moderation
    • Complete abstinence from alcohol affects aroundone-third of consumers
    • Consumers have favorable attitudes towards alcoholmoderation
      • The majority of alcohol intake in Europe is within theparameters of moderate consumption
    • Attitude-behavior gaps affect the moderation of alcohol
      • Italian and French consumers are some of the mostinconsistent moderators
    • Alcohol moderation is a factor that explains limitedvolume gains in key western markets
  • INSIGHT: Socio-demographic factors heavily affectalcohol moderation propensities
    • Seniors place high importance on good health behaviors
    • Female consumers show marked attitude-behavior gaps inalcohol moderation
  • INSIGHT: A strong desire to limit calories is animportant issue driving alcoholic drinks moderation and choices
    • The overwhelming majority of consumers are concernedabout calorie control
    • Women care more about calorie control than men althoughthe gender divide is closing
    • Age impacts attitudes to calorie control in various ways
    • Excess calories have long term weight gain implications
  • INSIGHT: Limiting alcohol intake is less prioritizedthan many other approaches associated with healthy lifestyles
  • Conclusions: health and moderation in alcoholic drinks
• ACTIONS
  • ACTION: Pursue opportunities in the provision of' better-for-you' alcoholic drink variants
    • Aid moderation with low alcohol content
    • Explore market opportunities for low calorie variants
      • Prepare for the decline of low ' carb' formulations
    • Champion product freshness
      • Product packaging and delivery must boost freshnesscredentials
    • Explore market opportunities for natural and organicvariants
  • ACTION: Primarily target female and mature consumerswith better-for-you alcoholic drinks
    • Create messages based on women' s more complex andintimate approach to communication
      • Base humor orientated messages around the notion ofshared identification
    • Support the empowerment of women with societal marketing
      • Target female friendly media
      • Create word-of-mouth marketing campaigns targetingfemale connectivity
    • Target health focused channels and outlets withbetter-for-you alternatives
    • Target Seniors' core values with your marketing concept
  • ACTION: Champion responsible drinking
    • Facilitate frequent non-binge drinking by education andsmall / re-sealable formats
• APPENDIX
  • France
  • Germany
  • Italy
  • Netherlands
  • Spain
  • Sweden
  • UK
  • US
  • Definitions
  • Methodology
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
• List of Tables
  • Table 1: Summary of responses of who respondents feelis responsible for ensuring protection from alcohol abuse, segmented bynumber of drinks usually consumed per consumption occasion, EU25, 2006
  • Table 2: Consumer survey: trends in European and UShealth-driven alcoholic drinks consumption, by country, 2006
  • Table 3: European and US consumers abstaining fromalcohol by country (percentage and overall, millions), by country, 2006
  • Table 4: Consumer survey: attitudes to moderatingalcohol intake by country, US & Europe, 2006
  • Table 5: Average consumption of alcoholic drinks peroccasion, EU25, 2006
  • Table 6: Consumer survey: trends in European and USconsumers' alcohol intake by country, 2006
  • Table 7: Variance in extent of attitude and behaviorin moderating alcohol intake, US and Europe, 2006
  • Table 8: Average consumption of alcoholic drinks peroccasion by gender & age, EU25, 2006
  • Table 9: Obese population as % of overall populationby country, US & Europe, 2001-2011
  • Table 10: Consumer survey: attitudes towardscontrolling calorie intake by country, US & Europe, 2006
  • Table 11: Consumer survey: attitudes to controllingcalorie intake by gender, US & Europe, 2006
  • Table 12: Consumer attitudes to controlling calorieintake by age group, US & Europe, 2006
  • Table 13: Consumer attitudes to moderating alcoholintake by gender, age group & household income, France, 2006
  • Table 14: Trends in consumers' alcohol intake bygender, age group & household income, France, 2006
  • Table 15: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, France, 2006
  • Table 16: Consumer attitudes to moderating alcoholintake by gender, age group & household income, Germany, 2006
  • Table 17: Trends in consumers' alcohol intake bygender, age group & household income, Germany, 2006
  • Table 18: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, Germany, 2006
  • Table 19: Consumer attitudes to moderating alcoholintake by gender, age group & household income, Italy, 2006
  • Table 20: Trends in consumers' alcohol intake bygender, age group & household income, Italy, 2006
  • Table 21: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, Italy, 2006
  • Table 22: Consumer attitudes to moderating alcoholintake by gender, age group & household income, Netherlands, 2006
  • Table 23: Trends in consumers' alcohol intake bygender, age group & household income, Netherlands, 2006
  • Table 24: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, Netherlands,2006
  • Table 25: Consumer attitudes to moderating alcoholintake by gender, age group & household income, Spain, 2006
  • Table 26: Trends in consumers' alcohol intake bygender, age group & household income, Spain, 2006
  • Table 27: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, Spain, 2006
  • Table 28: Consumer attitudes to moderating alcoholintake by gender, age group & household income, Sweden, 2006
  • Table 29: Trends in consumers' alcohol intake bygender, age group & household income, Sweden, 2006
  • Table 30: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, Sweden, 2006
  • Table 31: Consumer attitudes to moderating alcoholintake by gender, age group & household income, UK, 2006
  • Table 32: Trends in consumers' alcohol intake bygender, age group & household income, UK, 2006
  • Table 33: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, UK, 2006
  • Table 34: Consumer attitudes to moderating alcoholintake by gender, age group & household income, US, 2006
  • Table 35: Trends in consumers' alcohol intake bygender, age group & household income, US, 2006
  • Table 36: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, US, 2006
• List of Figures
  • Figure 1: Industry opinion highlights how the healthtrend has not historically been a big influencer of alcoholic drinkpurchases
  • Figure 2: Nine out of ten European and US consumersthink it is important to improve their physical health
  • Figure 3: Wellness is best thought of not as a trendin its own right, but as a number of related trends and behaviors
  • Figure 4: Dutch consumers are least likely to choosealcoholic drinks with health considerations in mind
  • Figure 5: Southern Europeans think it is mostimportant to moderate alcohol intake
  • Figure 6: German consumers were the least likely tohave moderated their alcohol consumption in 2005-06
  • Figure 7: Seniors show significant attitude-behaviorgaps in the moderation of alcohol
  • Figure 8: Men show a reduced attitude-behavior gap inrelation to alcohol moderation
  • Figure 9: US and Italian consumers are particularlyconcerned about calorie intake
  • Figure 10: Women in the US and Europe care most aboutcalorie intake
  • Figure 11: Freshness is becoming the consumer Über-preferencein the US and Europe
  • Figure 12: C2 lager' s positioning combines health,convenience and sociability
  • Figure 13: Reduced calorie products should extend intoall alcoholic drinks categories
  • Figure 14: Low carb drinks need to communicatesuperior taste first and foremost
  • Figure 15: Visible natural freshness gives a productgreater credibility
  • Figure 16: The numerous aspects of freshness arereassuring for consumers
  • Figure 17: Organic drinks already exist and shouldcontinue to grow in number
  • Figure 18: Other natural positionings exist beyondorganic
  • Figure 19: Women are a key emerging segment to betargeted with vitamin enhanced and sweetened beers
  • Figure 20: Marketers should ensure that products andcommunications are aligned with five core values
  • Figure 21: Drinks brands must cater for a variety ofconsumer occasions