Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Little choice for those who dislike sweet drinks
- Flavour variants are limited
- Advertising could fall foul of CAP guidelines
- Fickle consumers move quickly on
Executive Summary
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- Decline of the FABs market
- Stabilisation and consolidation
- The next big thing
- The future of advertising
- Downward pressure on prices pushes up volume
- The FAB consumer
- The future of FABs
Market Drivers
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- Alcohol consumption takes a slight downturn
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- Figure 1: Consumption of alcoholic drinks, by type, 1990-2004
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- Figure 2: The UK alcoholic drinks market, 2000-05
- Population shifts result in smaller target market
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- Figure 3: UK population breakdown, by age, 2000 and 2005
- Figure 4: Trends and projections in UK population aged 20-44, by gender, 2000-09
- Shift towards in-home drinking
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- Figure 5: Agreement with lifestyle statements on drinking, 2000-04
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- Figure 6: Any agreement with the statements ‘Most of my drinking is done at home’ and ‘I really enjoy a night out at the pub’, by gender, age, socio-economic group and lifestage, 2004
- Rates of excise duty
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- Figure 7: UK excise duty rates on a typical spirit-based FAB, 2000 and 2005
- Government pressure and campaigns impact entire alcohol market
Market Size and Trends
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- A large industry, despite the decline
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- Figure 8: UK retail sales of FABs, by volume and value, 2000-05
- Supermarket discounting drives down average price
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- Figure 9: Average price per litre of FABs, 2000-05
Market Segmentation
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- Alcoholic carbonates on the ascendancy
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- Figure 10: UK retail sales of FABs, by type, by volume and value, 2002 and 2004
- Vodka-based FABs strengthen their dominance
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- Figure 11: Estimated volume share of FABs, by spirit base, 2002 and 2004
- Downward shift in ABV
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- Figure 12: Estimated volume share of FABs, by alcoholic strength, 2002 and 2004
- Flavours keep the market alive
The Supply Structure
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- Looking for the next big thing
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- Figure 13: Manufacturers’ shares of the UK retail FABs market, by volume, on- and off-trade, 2002-05
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- Figure 14: Manufacturers’ shares of the UK retail FABs market, by value, on- and off-trade, 2002-05
- Bacardi Breezer feels the pinch
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- Figure 15: Estimated top FAB brands, by volume, on- and off-trade, 2002-05
- Slight slowdown in value decline
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- Figure 16: Estimated top FAB brands, by value, on- and off-trade, 2002-05
- Companies and brands
- Bacardi-Martini
- Beverage Brands
- Coors Brewers
- Diageo
- GBL International
- Halewood International
- Intercontinental Brands
- Matthew Clark Brands
- Others
- Own-label
New Product Trends
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- Figure 17: New product launches in the UK, by brand, 2003-05
- Diet products
- New flavours/brand extensions
- New packaging
- Milk/cream-based drinks
- Flavoured lagers
- The rise of wine-based products
- Shots
- Other innovations
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Advertising and Promotion
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- New advertising rules in place
- Dwindling above-the-line investment
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- Figure 18: Main monitored media advertising expenditure on FABs, 2000-05
- Figure 19: Main monitored media advertising expenditure on FABs, by five highest-spending advertisers, 2002-04
- Diageo prioritises expenditure
- Bacardi-Martini – renewed focus on Bacardi Breezer
- Beverage Brands – showing its WKD side
- Coors – diverting spend away from Reef
- Halewood International supporting Red Square’s cult credentials
- GBL International – supporting VK directly
- Below the line – focus on price
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- Figure 20: Examples of below-the-line promotions in the UK FABs market, August 2005
- The Internet
Distribution
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- Volume shift towards off-trade
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- Figure 21: UK retail sales of FABs, on- and off-trade, by volume and value, 2002 and 2004
- On-trade skew towards pubs and clubs
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- Figure 22: UK retail sales of FABs, on-trade, by volume and value, 2002 and 2004
- Grocery multiples flex their muscle in the off-trade
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- Figure 23: UK retail sales of FABs, off-trade, by volume and value, 2002 and 2004
- 70cl bottle enjoys strongest growth
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- Figure 24: UK retail volume sales of FABs, by packaging type, 2002 and 2004
The Consumer
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- Trend data and demographics
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- Figure 25: Consumption of alcoholic drinks, by type, 1990-2004
- Dwindling consumers, lower volumes
- Youthful, feminine appeal
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- Figure 26: Consumption of pre-mixed spirits and alcoholic carbonates, by gender, age and socio-economic group, 2004
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- Figure 27: Consumption of pre-mixed spirits and alcoholic carbonates, by lifestage, presence of children and Mintel's Special Groups, 2004
- Demographics reflect acceleration towards off-trade
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- Figure 28: Consumption of pre-mixed spirits and alcoholic carbonates, by marital status, working status, household size and region 2004
- Establishing drinking habits
- FABs equally as popular in or out of the home
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- Figure 29: In-home and out-of-home drinking repertoire, May 2005
- Clear female, low-income bias
The Consumer – Detailed Demographics
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- Figure 30: Incidence of drinking FABs at home or at the pub, by gender, age and socio-economic group, May 2005
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- Figure 31: Incidence of drinking FABs at home or at the pub, by lifestage, presence of children and Mintel’s Special Groups, May 2005
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- Figure 32: Incidence of drinking FABs at home or at the pub, by marital status, working status and household size, May 2005
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- Figure 33: Incidence of drinking FABs at home or at the pub, by region and ACORN categories, May 2005
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- Figure 34: Incidence of drinking FABs at home or at the pub, by media usage, commercial TV viewing and supermarket usage, May 2005
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The Consumer – Attitudes and Typologies
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- Attitudes lean towards the negative
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- Figure 35: Attitudes towards FABs, May 2005
- Brief summary of demographic results
- Assessing the target market – consumer typologies
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- Figure 36: FABs consumer typologies, May 2005
- Party People (10% of sample)
- Demographics of Party People
- Matured Tastes (25% of sample)
- Demographics of Matured Tastes
- Young Concerns (16% of sample)
- Demographics of Young Concerns
- Irrelevants (50% of sample)
- Demographics of Irrelevants
- Mean consumption
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- Figure 37: Mean consumption of alcohol, by FAB consumer typology, May 2005
- Consumption by typologies
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- Figure 38: FABs typologies, by alcoholic drinks consumed in-home, May 2005
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- Figure 39: FABs typologies, by alcoholic drinks consumed at the pub, May 2005
- Assessing links between drinks categories – correlation analysis
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- Figure 40: Correlation between FAB drinkers and drinkers of other types of alcoholic beverage, in-home, May 2005
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- Figure 41: Correlation between FAB drinkers and drinkers of other types of alcoholic beverage, out of home, May 2005
Attitudes and Typologies – Detailed Demographics
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- Figure 42: Attitudes towards FABs, by gender, age and socio-economic group, May 2005
- Figure 43: Attitudes towards FABs, by lifestage, presence of children and Mintel's Special Groups, May 2005
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- Figure 44: Attitudes towards FABs, by marital status, working status and household size, May 2005
- Figure 45: Attitudes towards FABs, by region and ACORN categories, May 2005
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- Figure 46: Attitudes towards FABs, by media usage, commercial TV viewing and supermarket usage, May 2005
- Figure 47: Further attitudes towards FABs, by gender, age and socio-economic group, May 2005
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- Figure 48: Further attitudes towards FABs, by lifestage, presence of children and Mintel's Special Groups, May 2005
- Figure 49: Further attitudes towards FABs, by marital status, working status and household size, May 2005
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- Figure 50: Further attitudes towards FABs, by region and ACORN categories, May 2005
- Figure 51: Further attitudes towards FABs, by media usage, commercial TV viewing and supermarket usage, May 2005
- Consumer typologies
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- Figure 52: FABs consumer typologies, by gender, age and socio-economic group, May 2005
- Figure 53: FABs consumer typologies, by region, marital and working status, May 2005
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- Figure 54: FABs consumer typologies, by presence of children, lifestage and Mintel’s Special Groups, May 2005
- Figure 55: FABs consumer typologies, by media usage, commercial TV viewing and supermarket usage, May 2005
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- Figure 56: FABs consumer typologies, by household tenure, household size and ACORN categories, May 2005
- In-home drinking repertoire
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- Figure 57: In-home drinking repertoire, by gender, age and socio-economic group, May 2005
- Figure 58: In-home drinking repertoire, by region, marital and working status, May 2005
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- Figure 59: In-home drinking repertoire, by presence of children, lifestage and Mintel’s Special Groups, May 2005
- Figure 60: In-home drinking repertoire, by media usage, commercial TV viewing and supermarket usage, May 2005
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- Figure 61: In-home drinking repertoire, by household tenure, household size and ACORN categories, May 2005
- Drinking repertoire at the pub
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- Figure 62: Drinking repertoire at the pub, by gender, age and socio-economic group, May 2005
- Figure 63: Drinking repertoire at the pub, by region, marital and working status, May 2005
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- Figure 64: Drinking repertoire at the pub, by presence of children, lifestage and Mintel’s Special Groups, May 2005
- Figure 65: Drinking repertoire at the pub, by media usage, supermarket usage and commercial TV viewing, May 2005
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- Figure 66: Drinking repertoire at the pub, by household tenure, household size and ACORN categories, May 2005
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The Future
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- The beginning of the end or the end of the beginning?
- Increased legislation
- Binge drinking and the underage issue
- FAB brands fight back
- Diversification is the future
- Classification is the key
Forecast
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- Volumes set to stabilise
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- Figure 67: Forecast of the flavored alcoholic beverage market, by volume and value, 2005-10
- Price pressures will hit real value growth
- Bring back the good old days
- Factors used in the forecast
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