Table of Contents
Issues in the Market
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- Definition
Future Opportunities
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- Seasonality as authentic and environmental
- De-bunking seasonality
- Enabling seasonal drinking from the home
- Aiding New Year’s resolutions
Market in Brief
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- Seasonal sales
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- Figure 1: Quarterly household expenditure on alcohol, 2005-08*
- Disconnect between marketeers and consumers
- Some are more seasonal than others
- Maximising advertising return on investment
- Largest spenders by season
Internal Market Environment
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- Key points
- Off-trade becomes an increasingly important battleground
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- Figure 2: Drinking trends of the population, 2005-09
- Is seasonality a factor for consumers?
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- Figure 3: Average monthly UK temperature, 2005-08
- Seasonality as a point of differentiation or a trap
- Hot summers no guarantee of greater sales
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- Figure 4: The relationship between summer sunshine and summer spend on alcohol, 2003-08
- The ‘staycation’ can increase summer sales
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- Figure 5: The number of total UK holidays per year, domestically and overseas, 2004-09
Broader Market Environment
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- Key points
- Duty on the increase
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- Figure 6: Duty increases on beer, cider/perry, spirits and wine, 2003-09
- The UK falls into recession
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- Figure 7: Trends in quarterly UK GDP, 2004-09
- Alcohol sales start to slow accordingly
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- Figure 8: Quarterly household expenditure on alcohol, 2006-08
- A more frugal consumer
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- Figure 9: Trends for consumer attitudes towards finances, by quarter, 2004-09
- Economy to bounce back from 2010
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- Figure 10: Trends in PDI and consumer expenditure, 2004-14
- The problem of seasonal binge drinking
Who’s Innovating?
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- Key points
- Summer and Christmas are key for new products
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- Figure 11: Percentage of total new alcohol products, by quarter, 2005-09
- Different drink types work to different calendars
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- Figure 12: Proportion of new alcohol products, by quarter, by type of drink, 2005-08
Market Size
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- Key points
- Alcohol sales gather momentum through the year…
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- Figure 13: Household expenditure on alcohol, by quarter, 2005-08*
- …and so does advertising spend
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- Figure 14: Household expenditure on alcohol and advertisiing expenditure, by quarter, 2005-08*
- January-March offers more ‘bang for the advertising buck’
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- Figure 15: Household expenditure on alcohol per £1 million spent on above-the-line advertising, by quarter, 2005-08*
- Spirits and wine increase their share in colder months
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- Figure 16: Household expenditure, by quarter, by drinks sector, 2005-08*
Brand Communication and Promotion
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- Key points
- Seasonal advertising
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- Figure 17: Average advertising spend per month over past four years, March 2005-February 2009
- Scottish & Newcastle dominates summer spend
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- Figure 18: Top ten alcohol advertisers during spring/summer 2005-08*
- Diageo outstrips winter advertisers
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- Figure 19: Top ten alcohol advertisres during autumn/winter 2005-09*
- Cider focuses heavily on summer
- Guinness tops winter spend
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- Figure 21: Top ten alcohol brands advertised during autumn/winter 2005-09*
- Cider can follow the lead of lager
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- Figure 22: Top-spending alcohol categories advertised during spring/summer 2005-08*
- Figure 23: Top-spending alcohol categories advertised during autumn/winter 2005-09*
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- Figure 24: Difference between spend in spring/summer and autumn/winter, by type of alcohol, 2005-09
- Capitalising on the spirit of summer
Consumer Usage
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- Key points
- Wine and lager most likely to be drunk all year round
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- Figure 25: Types of alcohol drunk all year round, June 2009
- Rosé is changing perceptions but cider and spirits still have a way to go
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- Figure 26: Proportion of drinkers who drink all year round, by drink type, June 2009
Consumer Attitudes
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- Key points
- A huge desire for chilled drinks in summer months
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- Figure 27: Most important factors influencing choice of drink, by season, June 2009
- However, there is a desire for chilled drinks even in colder weather
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- Figure 28: Those whose purchase of alcohol is influenced by it tasting good when served cold both in summer and winter, by gender, age and socio-economic group, June 2009
- Beyond temperature, an absence of seasonal motivations
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- Figure 29: Difference in importance of factors influencing choice of drinks in spring/summer and autumn/winter, June 2009
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- Figure 30: The importance of seasonal associations when choosing a drink, by gender and age, June 2009
Targeting Opportunities
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- Key points
- Identifying targets
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- Figure 31: Seasonal drinking attitudinal groups, June 2009
- Cool all year round
- Seasonally sensitive
- Seasonally unconcerned
- Sensible not seasonal
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- Figure 32: Most important factors influencing choice of drink when drinking in spring/summer and in autumn/winter, by target groups, June 2009
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
Appendix – Consumer Attitudes
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- Figure 33: Most important factors influencing choice of drink when drink in spring/summer, by demographics, June 2009
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- Figure 34: Most important factors influencing choice of drink when drink in spring/summer, by demographics, June 2009 (continued)
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- Figure 35: Most important factors influencing choice of drink when drink in autumn/winter, by demographics, June 2009
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- Figure 36: Most important factors influencing choice of drink when drink in autumn/winter, by demographics, June 2009 (continued)
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Appendix – Targeting Opportunities
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- Figure 37: Target groups, by demographics, June 2009
- Figure 38: Types of alcohol drunk, by target groups, June 2009
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