Consumer confidence is low and there is an increased focus on saving and paying down debt. However, whilst consumers are more reluctant to ‘splash out’, they continue to prioritise ‘experiences’ when they do, with eating out tapping into this demand.

Value for money is more important to consumers than low cost and this is reflected in their drinks choice in restaurants. However, the majority of diners are habitual drinkers, placing the emphasis on operators themselves to actively demonstrate the added value of alternative products to consumers.

This report examines the factors impacting the eating out market and influencing diners’ drinks choice, as well as finding out what diners would like to see on restaurants’ drinks menus in future.

The intentions of this report are to highlight the main trends currently driving consumer choices in beverage consumption in the eating out market, for instance it in part looks at the recession and the effects on drinks menu development. This is not meant to be an exhaustive catalogue relating to drinks menu planning; instead it is intended to explore some of the major issues affecting the direction of drinking habits within the eating out market in general, using a selection of examples chosen to highlight particular issues in practical application.

In addition to quantitative consumer research, Mintel also conducted an online discussion group among a demographically mixed group of around 15 consumers.

This discussion group was asynchronous (ie not run in real time), functioning like a blog or bulletin board, with questions remaining posted for a pre-determined period of time. This method allows participants to respond reflectively, at their leisure, or to log off to think about any issues raised, and return later to respond.

Participants were recruited from Toluna’s online consumer panel.