Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Sales slow for alcoholic beverages at home
- Economic uncertainty causes consumer price-sensitivity
- Recession gives competitive advantage to packaged alcoholic beverages
- Age, gender, Hispanic origin are influential demographics
- Awareness of obesity pandemic has negative impact on alcohol use
- Wine leads innovation for category
- Adspend for beer increases while that of wine and spirits declines
- More people drink alcohol at home
- Wine is the most widely consumed alcoholic beverage at home
- Most consumers drinking less alcohol at home
- Health concerns and lack of experimentation stifle use
- Personal events motivate consumers to buy alcoholic beverages
- Most people buy alcoholic beverages at grocery and liquor stores
- Positive brand experiences wield the most influence
- Custom group profile: Heavy drinkers
Insights and Opportunities
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- Insight into alcohol consumption at home trends
- The bright side of the market
- But, the news isn’t all good
- Let’s explore the opportunities
- Encourage experimentation
- Creating a healthy halo for alcoholic beverages
- Become a marketing maverick
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- Figure 1: Activities related to below-the-line marketing for non-media properties on SNS, by age, November 2009
Inspire Insights
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- Trend: Trial without Error
- What it’s about
- What we’ve seen
- Trend: A Play on Brands
- What it’s about
- What we’ve seen
Competitive Context
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- Competing against restaurants and bars
- Restaurants and bars attract key under-35 demographic
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- Figure 2: Share of total alcoholic drinks consumed at home and outside the home, by age, March 2010
- Recession gives edge to at-home alcohol consumption
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- Figure 3: Spending at restaurants compared to last year, 2008 and 2009
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- Figure 4: Alcoholic beverage consumption compared to last year, January 2010
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- Figure 5: Consumer Price Index for key consumer markets, 2008-10
Market Size and Forecast
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- Key points
- Tapering growth rates reflect trends in spending, usage, and health
- Sales and forecast of market
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- Figure 6: Total sales of alcoholic beverages for off-premise consumption, at current prices, 2004-14
- Figure 7: Total sales of alcoholic beverages for off-premise consumption, at inflation-adjusted prices, 2004-14
- Growth in spirits stronger than that of wine and beer
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- Figure 8: Total sales of alcoholic beverages for off-premise consumption, by type, 2004-09
- Figure 9: Sales of alcoholic beverages for off-premise consumption, by type, 2007 and 2009
Market Factors
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- Consumer confidence shattered by recession
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- Figure 10: Unemployment and underemployment rates, January 2007-April 2010
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- Figure 11: Real personal disposable income, January 2007-February 2010
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- Figure 12: Consumer Sentiment Index, March 2007-March 2010
- Shifts in population wield a mixed bag of results
- Baby Boomers: Consume more drinks at home, prefer wine
- Millennials: Heavy drinkers, willing to experiment
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- Figure 13: Population aged 21 or older, by age, 2005-15
- Men are primary consumers; health opportunity to reach women
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- Figure 14: Male population, by age, 2005-15
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- Figure 15: Reasons for drinking fewer alcoholic beverages at home, by gender, March 2010
- Hispanics more likely to drink alcohol away from home
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- Figure 16: Population, by Hispanic origin, 2005-15
- Americans’ waistlines expand
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- Figure 17: Percentage of population who are overweight or obese—20-74s, 1988-2008
- Growing consumer concern about the negative side effects of obesity
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- Figure 18: Reasons for watching/controlling diet, 2006/07 and 2008/09
- Attitudes about health negatively impact alcohol consumption
- Wine’s connection with good health promotes growth
- Economic woes put pressure on blue laws
Purchase Destinations for Alcoholic Beverages
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- Key points
- Sales at liquor stores and supermarkets support market growth
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- Figure 19: Total sales of alcoholic beverages for off-premise consumption, by channel, 2004-09
- Figure 20: Sales of alcoholic beverages for off-premise consumption, by channel, 2007 and 2009
- Where alcoholic beverages are bought
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- Figure 21: Purchase destinations for alcoholic beverages, March 2010
- Frequent users of alcoholic beverages seek alternative channels
- Men shop c-stores
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- Figure 22: Purchase destinations for alcoholic beverages, by gender, March 2010
- 25-34 year-olds shop mass merchants and c-stores for alcohol
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- Figure 23: Purchase destinations for alcoholic beverages, by age, March 2010
- High-income households buy alcohol at club stores and specialty outlets
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- Figure 24: Purchase destinations for alcoholic beverages, by household income, March 2010
Innovations and Innovators
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- Key points
- Wine drives innovation in alcoholic beverages
- Winemakers break free from stereotypes
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- Figure 25: Number of alcoholic beverage launches, by type, 2005-10
- Premium alcoholic beverages top trend
- Premium describes distilled spirits
- Wine goes organic
- A beer for all seasons
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- Figure 26: Alcoholic beverage launches, by product claim and type, 2009
Advertising and Promotion
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- Overview: Beer adspend rises while that of wine and spirits declines
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- Figure 27: Advertising expenditures for alcoholic beverages, by type, 2004-08
- Making an impression on important under-35 users
- Marketing liquor and wine brands using social media
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- Figure 28: Bacardi, October 2009
- Beer brands marketed as healthy beverages
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- Figure 29: Michelob Ultra, November 2009
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- Figure 30: Michelob Ultra with Lance Armstrong, February 2010
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- Figure 31: MGD 64 vs. Chardonnay, November 2009
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- Figure 32: MGD vs. Michelob Ultra, March 2010
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- Figure 33: Budweiser Select 55, February 2010
Alcohol Consumption at Home and Outside the Home
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- Key points
- Widespread usage of alcoholic beverages at home
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- Figure 34: Incidence of alcoholic beverage consumption at home and outside the home, by select demographics, March 2010
- More alcoholic beverages consumed at home
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- Figure 35: Average number and share of total alcoholic drinks consumed at home and outside the home, March 2010
- Men are heavier drinkers
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- Figure 36: Number of alcoholic beverages consumed at home and outside the home, by gender, March 2010
- 35-54-year-olds consume most drinks at home
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- Figure 37: Number of alcoholic beverages consumed at home and outside the home, by age, March 2010
- Higher-income households consume more alcoholic beverages in total
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- Figure 38: Number of alcoholic beverages consumed at home and outside the home, by household income, March 2010
- Hispanics less likely to drink alcohol at home
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- Figure 39: Number of alcoholic beverages consumed at home and outside the home, by Hispanic origin, March 2010
Alcohol Consumption at Home by Type
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- Key points
- Types of alcoholic beverages drunk at home
- Men drink beer and spirits; women show preference for wine
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- Figure 40: Types of alcoholic beverages consumed at home, by gender, March 2010
- Under-35s demonstrate high acceptance of all types of alcoholic beverages
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- Figure 41: Types of alcoholic beverages consumed at home, by age, March 2010
- High-income households strong users of wine and Champagne
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- Figure 42: Types of alcoholic beverages consumed at home, by household income, March 2010
- Hispanics show clear preference for regular beer
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- Figure 43: Types of alcoholic beverages consumed at home, by Hispanic origin, March 2010
Shifts in Alcohol Consumption at Home
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- Key points
- Shift away from alcohol consumption
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- Figure 44: Attitudes towards price and usage of alcoholic beverages, by age, March 2010
- Higher-income households less inclined to change drinking behavior
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- Figure 45: Attitudes towards price and usage of alcoholic beverages, by household income, March 2010
- Drinking less liquor
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- Figure 46: Changes in consumption of alcoholic beverages at home, by type, March 2010
- Reasons for drinking fewer alcoholic beverages
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- Figure 47: Reasons for drinking fewer alcoholic beverages at home, by gender, March 2010
- Higher-income households watch alcohol consumption because of diet
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- Figure 48: Reasons for drinking fewer alcoholic beverages at home, by household income, March 2010
Attitudes towards Health, Experimentation, Knowledge
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- Key points
- Attitudes towards health
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- Figure 49: Attitudes towards health and alcoholic beverage consumption, by age, March 2010
- Mid- to high-income households drink to improve health
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- Figure 50: Attitudes towards health and alcoholic beverage consumption, by household income, March 2010
- Attitudes towards experimentation
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- Figure 51: Attitudes towards experimentation with new alcoholic beverages, by gender, March 2010
- Over-55s least inclined to experiment with new purchases
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- Figure 52: Attitudes towards experimentation with new alcoholic beverages, by age, March 2010
- Lower-income households not willing to experiment
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- Figure 53: Attitudes towards experimentation with new alcoholic beverages, by household income, March 2010
- Knowledge and interest in learning
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- Figure 54: Alcohol knowledge and interest in learning, by gender, March 2010
- Over-55s least knowledgeable about alcoholic beverages
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- Figure 55: Alcohol knowledge and interest in learning, by age, March 2010
Occasion-based Motivators
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- Key points
- Occasions that prompt alcoholic beverage purchases
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- Figure 56: Occasions that motivate alcoholic beverage purchases, by age, March 2010
- Christmas and Thanksgiving motivate purchases for Hispanics
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- Figure 57: Occasions that motivate alcoholic beverage purchases, by Hispanic origin, March 2010
- Situational motivators for at-home drinking
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- Figure 58: Situational motivators for at-home drinking, by gender, March 2010
- All situations motivate 25-34 year-olds to drink/serve alcoholic beverages
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- Figure 59: Situational motivators for at-home drinking, by age, March 2010
Factors that Influence Purchase
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- Key points
- Factors that influence purchase: Overview
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- Figure 60: Factors that influence purchase decisions, March 2010
- Women influenced by price, in-store service, and low calorie
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- Figure 61: Factors that influence purchase decisions, by gender, March 2010
- Under-35s highly influenced by price and promotion
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- Figure 62: Factors that influence purchase decisions, by age, March 2010
- Most affluent consumers more influenced by experience
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- Figure 63: Factors that influence purchase decisions, by household income, March 2010
Custom Groups: Light, Medium and Heavy Drinkers
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- Number of drinks consumed at home and outside the home
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- Figure 64: Number of alcoholic beverages consumed at home and outside the home, by usage, March 2010
- Types of alcoholic beverages drunk at home
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- Figure 65: Types of alcoholic beverages consumed at home, by usage level, March 2010
- Shifts in consumption of alcoholic beverages at home
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- Figure 66: Attitudes towards price and usage of alcoholic beverages, by usage level, March 2010
- Attitudes towards health, experimentation, knowledge
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- Figure 67: Attitudes towards health and alcoholic beverage consumption, by usage level, March 2010
- Occasions that motivate purchase
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- Figure 68: Occasions that motivate alcoholic beverage purchases, by usage level, March 2010
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- Figure 69: Situational motivators of at-home drikning, by usage level, March 2010
- Factors that influence purchase
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- Figure 70: Factors that influence purchase decisions, by usage level, March 2010
Cluster Analysis
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- Experimenters
- Demographics
- Characteristics
- Opportunities
- Moderates
- Demographics
- Characteristics
- Opportunities
- Reserves
- Demographics
- Characteristics
- Opportunities
- Cluster characteristics
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- Figure 71: Alcohol consumption clusters, March 2010
- Figure 72: Types of alcoholic beverages consumed at home, by alcohol consumption clusters, March 2010
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- Figure 73: Attitudes towards price and usage of alcoholic beverages, by alcohol consumption clusters, March 2010
- Figure 74: Attitudes towards health and alcoholic beverage consumption, by alcohol consumption clusters, March 2010
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- Figure 75: Occasions that motivate alcoholic beverage purchases, by alcohol consumption clusters, March 2010
- Figure 76: Situational motivators of at-home drikning, by alcohol consumption clusters, March 2010
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- Figure 77: Factors that influence purchase decisions, by alcohol consumption clusters, March 2010
- Cluster demographics
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- Figure 78: Alcohol consumption clusters, by gender, March 2010
- Figure 79: Alcohol consumption clusters, by age, March 2010
- Figure 80: Alcohol consumption clusters, by household income, March 2010
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- Figure 81: Alcohol consumption clusters, by race, March 2010
- Figure 82: Alcohol consumption clusters, by Hispanic origin, March 2010
- Cluster methodology
Appendix: Trade Associations
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