Abstract
Overview
Introduction
Alcohol consumption by volume in some countries and categories of the US and
Europe is almost static or negative due to demographic changes such as
top-heavy population pyramids, combined with increasing consumer interest in
moderation of alcohol. However, changing preferences and trading up behavior
still offer value potential for producers who faithfully serve lasting
consumer trends.
Scope
- Insightful category and sub-category specific data highlighting the future
direction of the alcoholic drinks market driven by consumer preferences.
- Quantitative data highlighting the attitudes, values and behaviors of
consumers segmented by various demographic factors.
- Analysis of the emerging factors that will bring significant future
changes in channel dynamics.
- Detailed action points offering practical strategies based on the trends
and insights analyzed in the report.
Highlights
Beyond the gender divide in the beer category, there is a clear age-driven
pattern in beer consumption. Midlifers are the core beer drinkers across
Europe and the US. In the US, 49% of beer sold is consumed by 25-44 year olds:
this is the lowest percentage share for this combined age group across Europe
and the US.
Despite beer reclaiming its status as America' s preferred beverage in 2006
(with 41% of Americans naming it their drink of choice compared with 33%
opting for wine and 23% choosing liquor), wine sales are expected to remain
the fastest growing of the three key drinks segments.
In April 2005, research by Wine Intelligence showed that many consumers in the
UK were unhappy with the value-for-money offered by wine sold in on-trade
outlets. Over 50% of consumers stated that price was the main deterrent
stopping them buying wine more often in the on-trade.
Reasons to Purchase
- Consider national differences with quantitative and qualitative market
data and benchmark across nations to plan for future developments.
- Gain category specific insight to better understand consumer drinks
preferences by gender and age group.
- Counter sales volume stagnation and decline by discovering the route to
premiumization based on ' better-for-you' products.
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