Market reports & researches
LOG IN | Services | Contact | Custom Research



Main Consumer Goods & Retail Consumer trends New Opportunities in Drinking At-home
Publications

(Currently 512486 Items)


Partners


Consumer trends / REPORT INFORMATION

New Opportunities in Drinking At-home

DateMay, 2005
Pages63

€4 556 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:

Introduction
 
Consumer spending in the off-trade is growing faster than in the on-trade, with the off-trade consumption of alcoholic drinks forecast to amount to US$213bn by 2008. Over the last few years, consumers have been seeking to boost the indulgence, luxury and quality of their at-home drinking experience. This report will identify emerging occasions and unmet consumer needs to capitalize on.
 

 
Scope
 
Comprehensive analysis of trends in consumer behavior and the subsequent impact of these changes on the drinking at home market in Europe and the US
 
In-depth quantitative analysis of the drinking at home market to reveal the most profitable occasions for manufacturers to target
 
Detailed Action Points explaining how to most effectively target consumer groups with alcoholic drinks products that satisfy the drinking at home need
 
Highlights
 
The total number of drinking occasions at home is forecast to grow to 60 billion by 2009. The pattern is varied however, for example European consumers have a significantly greater number of at-home drinking occasions than their American counterparts
 

 
The growing need for high quality consumption experiences combined with the cocooning trend means that more consumers are seeking at-home indulgences that replicate on-trade quality
 

 
The on-trade environment is off-putting for many consumers. Limited choice, poor quality, steep price inflation combined with smoking regulations have all reduced the appeal of the on-trade. In our survey 50% of the respondents found the expensive nature of the on-trade an important discouraging factor
 

 
Reasons to Purchase
 
Uncover exclusive data on the size and dynamics of the drinking at home market in Europe and the US to capitalize on future developments
 
Understand the drivers behind the drinking at home trend and how to target the emerging consumer behaviors
 
Improve your marketing by understanding the latest consumer trends to influence European and US consumers' drinking at home habits
 




Table of contents:
 TABLE OF CONTENTS
 
CHAPTER 1 EXECUTIVE SUMMARY 3
 
Hot topic 3
 
The future decoded 3
 
Action points 5
 
CHAPTER 2 THE FUTURE DECODED 13
 
Introduction 13
 
The importance of the at-home alcoholic drinks market cannot be underestimated 13
 
Defining the at-home consumption market 13
 
TREND: the nature of drinking occasions is changing 14
 
The penetration rate of at-home consumption is increasing 14
 
TREND: consumers are increasingly staying at home 14
 
Better at-home entertainment options encourage the trend 14
 
Consumers need to balance time demands 15
 
Consumers counterbalance stress by cocooning 16
 
Consumers place increased value on family relationships 17
 
TREND: drinking at home is increasing moderately 18
 
The number of occasions is increasing 18
 
At-home drinking occasions are increasing during the weekend 20
 
The volume of the at-home drinking market is increasing 21
 
The volume of at-home consumption per capita is forecast to remain stagnant 22
 
The at-home consumption value growth is outpacing the on-trade 23
 
TREND: drinking with meals is on the increase 24
 
INSIGHT: consumers need an everyday indulgence 25
 
Indulgence is required to overcome greater stress 25
 
Socializing and relaxing are important reasons for drinking at home 25
 
INSIGHT: society is becoming more feminized 26
 
Men take up more household activities 26
 
INSIGHT: consumers are discouraged by the on-trade environment 27
 
The binge drinking culture is alienating some customer groups 27
 
Limited choice and poor quality affects the decision to drink in the on-trade 28
 
Smoky on-trade establishments discourage consumers 29
 
Consumers are more critical of the on-trade’s value for money 30
 
Price is not the main determining factor in the on-trade or take- home deliberations 31
 
INSIGHT: drink driving education affects on-trade consumption 31
 
INSIGHT: consumers seek better quality experiences 31
 
Consumers are seeking on-trade quality at home 31
 
Consumers are seeking an on-trade experience at home 32
 
Consumers are increasingly particular about their drinking 33
 
INSIGHT: consumers exhibit high price sensitivity in the off-trade 35
 
Beer has an image problem 35
 
INSIGHT: consumers dislike the alcoholic drinks shopping experience 38
 
The off-trade doesn’t address consumers alcohol needs 38
 
The off-trade shopping experience is unappealing to consumers 38
 
INSIGHT: the affluent drink more at-home than the poor 39
 
INSIGHT: consumers’ needs affect drinks choice more than occasions 41
 
CHAPTER 3 ACTION POINTS 44
 
Introduction 44
 
Tailor marketing communications to encourage at-home consumption 45
 
Highlight various at-home drinking occasions 45
 
Offer greater value by bringing the on-trade home 48
 
Replicate the on-trade experience and quality 48
 
Target women 50
 
Target women with promotional activities 50
 
Target women as the buyer of household products 51
 
Update packaging to encourage at-home consumption 52
 
Design easy-to-stock packaging 52
 
Design easy-to-carry packaging 53
 
Adjust bottles or pack sizes for different occasions 54
 
Design package formats for specific at-home occasions 56
 
Design packaging with once-a-week shopping trips in mind 58
 
Link at-home drinking to ready meals and snacks 59
 
Use dual sighting techniques 59
 
Target Seniors 60
 
Promote at-home alcoholic drinks to the 50+ group 60
 
CHAPTER 4 APPENDIX 61
 
Definitions 61
 
Research methodology 61
 
References 62
 
News Sources 62
 
Industry Sources 62
 
Government Sources 63
 
How to contact experts in your industry 63
 

 
LIST OF TABLES
 
Table 1: Average number of journeys per person per day by country, in Europe and US, 1999 - 2009 16
 
Table 2: At-home alcoholic drinking occasions (m), 1999-2009 19
 
Table 3: At-home occasions by time of week, Europe and US (m), 1999-2009 21
 
Table 4: Total volumes (liters m) of consumption at home, 1999-2009 22
 
Table 5: Per capita at-home consumption (liters m), 1999-2009 23
 
Table 6: Total alcoholic drinks sales, (Ђbn and US$bn) US and Europe, 1998-2008 24
 
Table 7: Definitions used in this report 61
 

 

 
LIST OF FIGURES
 
Figure 1: European and US self-perception of stress, split by the Depression, Anxiety and Stress Scale levels, 2003 17
 
Figure 2: Bailey’s Minis addresses the need for daily indulgence 25
 
Figure 3: Entertaining and relaxing at home are the most important motivations behind drinking at home. 26
 
Figure 4: Carling’s advertising campaign aimed at enhancing the beer’s quality perception 32
 
Figure 5: Heineken BeerTender provides an on-trade experience at home 33
 
Figure 6: InBev PerfectDraft allows consumers to enjoy draught beer to be served at the correct temperature 35
 
Figure 7: The off-trade price of beer has been static for the last five years 37
 
Figure 8: At-home consumption of alcoholic drinks and affluence levels 40
 
Figure 9: Consumers’ state-of-mind determines their choice of alcoholic drinks at home 42
 
Figure 10: Blossom Hill targeting stressed consumers 43
 
Figure 11: Carlsberg’s communication message focuses on sharing a beer with friends 46
 
Figure 12: Budweiser chose product placement in order to associate its brand with at-home consumption 48
 
Figure 13: Heineken Keg Can aims for an on-trade feel 49
 
Figure 14: Beer advertising campaigns often target an exclusively male audience 51
 
Figure 15: Grolsch and Baileys already have easy-to-stock packaged products on the market 53
 
Figure 16: Grolsch and Seagram have designed an easy-to-carry packaging 54
 
Figure 17: Stella Artois’ different off-trade formats catering for different occasions 55
 
Figure 18: WKD Original Vodka Blue product formats target specific occasions 56
 
Figure 19: The Coca-Cola and Bacardi product targets the entertaining at-home market 57
 
Figure 20: Carling’s open top package is designed to facilitate self-service 57
 
Figure 21: Miller Beer Fridge Packs contain 12 cans 59
 

 




Order this report

  Company name:
  Contact person:
  Phone/fax:
  Email:
  Comments:
   


Product Trade Lead
0 leads found


Add New Buy/Sell Lead

© 2007-2010 MarketReportFinder.com