Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- 'Slow drinking'
- Don’t fight the culture?
- Moulding men
- Wining and dining
Market in Brief
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- Are we a nation of bingers?
- Only one in seven binge drink
- Less, but stronger
- On-trade is suffering
- Government and industry action
- Raising awareness
- Looking forward
Drinking Habits and Binge Drinking
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- Key points
- The problem of definition
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- Figure 1: Knowledge of NHS recommended daily limits, by gender, 1997-2007
- The government walking a tightrope
- Despite the headlines, UK drinking is declining
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- Figure 2: Drinking trends of the population, 2004-08
- Binge drinking becoming less acceptable amongst young
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- Figure 3: Agreement that the point of drinking is to get drunk, by age, 2004-08
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- Figure 4: Adults who drink two or three times a week, by age, 2008
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- Figure 5: Adults drinking three to seven times a week and average units per session, by age, February 2009
- Socio-economic group and employment also impact on drinking
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- Figure 6: Adults who drink two or three times a week, by socio-economic group and working status, 2008
- In-home drinking is stable, out-of-home is declining
- Higher alcohol content
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- Figure 7: Litres of alcohol and of pure alcohol consumed per capita,1990-2007
- Threat of spirits receding
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- Figure 8: Trends in consumption of alcoholic drinks two to three times a week, by type, 2004-08
Economic Impact on Binge Drinking
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- Key points
- A taxing time
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- Figure 9: Trends in combined excise duty receipts for different types of alcoholic drink, 2001/02-2008/09
- Despite heavy duty, cheap alcohol is on the rise
- Drinking round the clock has not happened
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- Figure 10: 24-hour licences, 2007 and 2008
- Tightening of the purse strings
- Alcohol becoming less important to the economy
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- Figure 11: Changing shares of main categories of spend in the UK, at current prices, 1998 and 2008
- More drinks are now non-alcoholic
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- Figure 12: Consumer expenditure on alcoholic and non-alcoholic drinks, 1998 and 2008
Demographic Impact on Binge Drinking
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- Key points
- Empty nesters – the new binge drinkers
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- Figure 13: Structure of UK 18+ population, by age and gender, 2004, 2009 and 2014
- Rising socio-economic group
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- Figure 14: Change in structure of the UK population, by socio-economic group, 2004-09 and 2009-14
Health Issues and Binge Drinking
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- Key points
- Health issues – alcohol-related deaths are increasing
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- Figure 15: Alcohol-related deaths, by gender, 1991-2007
- Social effects
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- Figure 16: Nature of behaviours experienced by those who perceive people being drunk or rowdy to be a problem in their local area, 2007/08
Frequency of Drinking Alcohol
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- Key points
- Drinking culture shifting to in home
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- Figure 17: Drinking trends, by venue of consumption, 2004-08
- Blame the men, but watch out for the women
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- Figure 18: Trends for drinking two to three times a week, by gender, 2004-08
- Growing old disgracefully
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- Figure 19: Trends for drinking two to three times a week, by gender and age, 2004-08
Who Drinks and How Much?
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- Key points
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- Figure 20: Drinking behaviour in last three months, in and out of home, February 2009
- Wine to the forefront of drinkers’ repertoires
- Non-drinkers
- One in five drinks too many units
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- Figure 21: Number of units of alcohol drunk in an average week, in and out of home, February 2009
- Little and often or weekend binge
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- Figure 22: Number of days in an average week that alcohol is consumed, February 2009
- Four in ten claim to be cutting back
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- Figure 23: Current drinking habits compared to two years ago, both in and out of home, February 2009
- Drinking more as a coping mechanism
Attitudes towards Drinking
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- Key points
- Government acts on attitudes
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- Figure 24: Attitudes towards drinking, February 2009
- Moderate drinkers are most aware of government campaigns
- Awareness of dangers
- The cultural role of drinking
- The root of the problem
- Money troubles don’t always impact on alcohol consumption
Who Binges?
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- Key points
- Identifying binge drinkers
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- Figure 25: Propensity to binge drink amongst population, by gender, age, socio-economic group and working status, February 2009
- Is consistency key?
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- Figure 26: Average units per session, by gender, age and socio-economic group, February 2009
- Coming of age
- Sit back and relax
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- Figure 27: Attitudes of binge drinkers compared to non-binge drinkers, February 2009
- Drinking groups
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- Figure 28: Alcohol drinking groups, February 2009
- Figure 29: Attitudinal groups differentiated, by key statements, February 2009
- Cultural bingers
- Who are they?
- Marketing message
- Open to guidance
- Who are they?
- Marketing message
- Not to be nannied
- Who are they?
- Marketing messages
- Heightened concerns
- Who are they?
- Next steps
- Helps me relax
- Who are they?
- Marketing messages
Communication and Promotion
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- Key points
- Government ups the ante
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- Figure 30: Main monitored media advertising expenditure on alcoholic drinks and alcohol-related government campaigns, 2004-09
- Educating and challenging
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- Figure 31: Main monitored media advertising expenditure on alcohol-related government campaigns, 2004-09
- Restrictions on advertising
Industry and Government Initiatives
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- Key points
- Industry
- The Portman Group
- The Drinkaware Trust
- Government
- National alcohol strategies
- Alcohol labelling
- A new retail code
- Educational campaigns
- Experiences outside England
- Scotland
- France
- Finland
- Australia
Companies’ Responsible Drinking Campaigns
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- Key points
- Grocery multiples
- Tesco
- Morrisons
- Sainsbury’s
- Asda
- Manufacturers
- InBev UK
- NPD
- Responsible drinking campaigns
- Diageo
- NPD
- Responsible drinking campaigns
- Molson Coors (UK)
- NPD
- Responsible drinking campaigns
- Other
Appendix – Internal Market Environment
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- Figure 32: Alcohol consumption, by demographics, 2008
- Figure 33: Trends for drinking two or three times a week or more (both in and out of home), by demographics, 2004-08
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Appendix – Health Issues and Binge Drinking
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- Figure 34: Alcohol affordability index compared to indexed no. of alcohol-related deaths, 2002-07
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Appendix – The Consumer – Usage and Frequency
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- Figure 35: Which drinks people have drunk in the past three months both in and out of home, by demographics. February 2009
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- Figure 36: Which drinks people have drunk in the past three months both in and out of home, by demographics (continued), February 2009
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- Figure 37: Which drinks people have drunk in the past three months both in and out of home, by demographics (continued), February 2009
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- Figure 38: Which drinks people have drunk in the past three months both in and out of home, by demographics (continued), February 2009
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- Figure 39: In an average week, how many units of alcohol people normally drink, both in and out of home, by demographics, February 2009
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- Figure 40: In an average week, how many units of alcohol men normally drink above and below limit, both in and out of home, by demographics, February 2009
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- Figure 41: In an average week, how many units of alcohol women normally drink above and below limit, both in and out of home, by demographics, February 2009
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- Figure 42: In an average week, how many days people drink alcohol, both in and out of home, by demographics, February 2009
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- Figure 43: In how many people drink now, compared with two years ago, by demographics, February 2009
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Appendix – The Consumer – Attitudes to Drinking
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- Figure 44: Which attitudes towards drinking people agree with, by demographics, February 2009
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- Figure 45: Which attitudes towards drinking people agree with, by demographics (continued), February 2009
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- Figure 46: Which attitudes towards drinking people agree with, by demographics (continued), February 2009
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Appendix –The Consumer – Who Binges?
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- Identifying binge drinkers
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- Figure 47: Attitudinal groups, by statements, February 2009
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- Figure 48: How people have changed their alcoholic drinking habits over the past two years, February 2009
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- Figure 49: Average units per day of each attitudinal group, February 2009
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- Figure 50: Attitudinal groups and their proportion of binge drinkers, February 2009
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- Figure 51: Attitudinal groups and what types of alcohol they drink, February 2009
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- Figure 52: Attitudinal groups, by demographics, February 2009
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