Table of Contents
Introduction
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- Definition
- Excluded:
- Abbreviations
Executive Summary
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- The market
- Forecast
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- Figure 1: UK on-trade volume sales of alcoholic drinks, 2007-17
- Figure 2: UK on-trade value sales of alcoholic drinks, 2007-17
- Market factors
- The rate of pub closures slows
- Plans to ban below-cost alcohol are advanced by government
- Over half of adults prefer home comforts to going out
- The consumer
- Drinking levels decline sharply in the out-of-home market
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- Figure 3: Trends for drinking alcohol amongst the UK adult population, 2006-11
- Socialising with friends is a key out-of-home occasion but lack of relaxing atmosphere is a weakness
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- Figure 4: Occasions for drinking in and out of home, April 2012
- Lager is most typically consumed alcoholic drink out of home thanks to male bias
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- Figure 5: Most popular types of alcoholic drinks, in home and out of home, April 2012
- Brand loyalty is strong in the on-trade
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- Figure 6: Attitudes towards drinking out of home, April 2012
- Queuing for drinks rankles for over two thirds of out-of-home drinkers
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- Figure 7: Further attitudes towards drinking out of home, April 2012
- What we think
Issues in the Market
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- How can the on-trade encourage more custom from in-home drinkers?
- How can the drinks brands encourage sales among over-65s in the on-trade?
- What effect are minimum pricing plans likely to have on out-of-home drinking if carried out?
- How can the on-trade encourage interest in new products?
Future Opportunities
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- Trend: Access All Areas
- Trend: Switch Off
- 2015 Trend: East Meets West
Market Environment
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- Key points
- Pub closures continue but rate of closures slows
- The price differential between the on- and off-trade widens
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- Figure 8: Price index (RPI) of beer and wine & spirits, in the off-trade and on-trade, 2006-11
- Government’s minimum pricing plans could benefit the out-of-home drinking market
- Men and 18-24s are most likely to enjoy pub-going
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- Figure 9: Agreement with the statements ‘I really enjoy a night out at the pub’, and ‘I prefer to spend a quiet evening at home than go out’, by gender and age, 2011
- Older population set for fast growth
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- Figure 10: Projected trends in population growth, by age, 2012-17
- The UK slips back into recession
Competitive Context – Drinking Outdoors
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- Key points
- Outdoor drinking occasions present a challenge to the on-trade
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- Figure 11: Attitudes towards outdoor drinking occasions, April 2012
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- Figure 12: Agreement with the statement ‘Outdoor drinking occasions are cheaper than drinking in bars/pubs but more fun than drinking in’, by age and gross annual household income, April 2012
- Refreshment is a key consideration for outdoor drinking
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- Figure 13: Agreement with the statement ‘I look for drinks that are refreshing’, by age, April 2012
- Selfless attitude of over-65s makes them a key target
- Women’s preference to drink from a glass is in the on-trade’s favour
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Total on-trade value creeps up as volumes fade
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- Figure 14: Value and volume of on-trade sales of alcoholic drinks, 2007-17
- The future of the out-of-home drinking market
- Market forecasts
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- Figure 15: UK on-trade volume sales of alcoholic drinks, 2007-17
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- Figure 16: UK on-trade value sales of alcoholic drinks, 2007-17
- Forecast methodology
Consumer – Usage Trends in Out-of-Home Drinking
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- Key points
- Drinking levels decline most sharply in the out-of-home market
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- Figure 17: Trends for drinking alcohol amongst the UK adult population, 2006-11
- Men, 18-24s and ABs are biggest out-of-home drinkers
- Frequency of drinking out of home
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- Figure 18: Frequency of drinking alcohol out of home, 2006-11
- Reasons for visiting pubs and bars: women and 55-64s have the most appetite for meals
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- Figure 19: Visiting pubs and bars in the last 12 months, by gender, age and lifestage, 2011
Consumer – Occasions for Drinking Out of Home
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- Key points
- Drinkers choose home for socialising with family/partner and pubs/bars for socialising with friends
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- Figure 20: Occasions for drinking in and out of home, April 2012
- The family appeal of celebrations is more associated with in-home drinking
- A lack of calm atmosphere is a weakness for the out-of-home market
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- Figure 21: Occasions for drinking in the home and elsewhere – ‘when relaxing in the evening’ and ‘to unwind after work, April 2012
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- Figure 22: Occasions for drinking in the home and elsewhere – ‘when relaxing in the evening’ and ‘to unwind after work, by gender, April 2012
- More drinkers watch televised sports at home
Consumer – Types of Alcoholic Drink Used
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- Key points
- Lager leads in out-of-home drinking
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- Figure 23: Most popular types of alcoholic drinks, in home and out of home, April 2012
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- Figure 24: Most popular types of alcoholic drinks in pubs/bars/clubs/ restaurants, by gender, April 2012
- Ale
- Red wine has more unisex appeal than white wine
- Usage of cider declines with age
- Vodka is the most popular on-trade spirit
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- Figure 25: Usage of vodka in home and out of home, by age, April 2012
Consumer – Attitudes Towards Drinking Out of Home
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- Key points
- Brand loyalty is strong in the on-trade
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- Figure 26: Attitudes towards drinking out of home, April 2012
- In-home drinkers are more likely to check ABV than those drinking out
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- Figure 27: Agreement with the statement, ‘I pay attention to the alcoholic strength (ie ABV level) of my drink’, by gender and age, April 2012
- 18-24s and the less affluent are most likely to pay out for a premium-quality brand out of home
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- Figure 28: Agreement with the statement ‘I am more likely to drink a premium-quality brand out of home than in’, by age and household income, April 2012
Consumer – Further Attitudes towards Drinking Out of Home
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- Key points
- Queuing for drinks rankles for over two thirds of out-of-home drinkers
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- Figure 29: Further attitudes towards drinking out of home, April 2012
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- Figure 30: Agreement with the statement ‘Queuing for drinks is the most frustrating thing about drinking in pubs/bars’, by age and household income, April 2012
- Pub atmosphere: something the in-home market cannot replicate
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- Figure 31: Agreement with the statement ‘I like the atmosphere of drinking in pubs and bars’, by gender and age, April 2012
- Overcrowded bars are a deterrent for six in ten out-of-home drinkers
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- Figure 32: Agreement with the statement ‘I tend to avoid crowded pubs/bars’, by age and marital status, April 2012
- Large minority are unlikely to experiment with new drinks out of home as drinkers question the usefulness of bar staff
Consumer – Target Groups
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- Key points
- Three target groups
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- Figure 33: Target groups, April 2012
- Abstainers (29%)
- Pub Fans (29%)
- Ale Aficionados (42%)
Appendix – Market Environment
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- Figure 34: Agreement with selected lifestyle statements, by detailed demographics, 2011
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Appendix – Competitive Context
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- Figure 35: Most popular attitudes towards outdoor drinking occasions, by demographics, April 2012
- Figure 36: Next most popular attitudes towards outdoor drinking occasions, by demographics, April 2012
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Appendix – Market Size and Forecast
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- Figure 37: Best- and worst-case forecasts for UK on-trade sales of alcoholic drinks, by volume, 2012-17
- Figure 38: Best- and worst-case forecasts for UK on-trade sales of alcoholic drinks, by value, 2012-17
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Appendix – Consumer Usage Trends in Out-of-home Drinking
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- Figure 39: Drinking alcohol amongst the UK population, by detailed demographics, 2011
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- Figure 40: Frequency of drinking alcohol out of home, by detailed demographics, 2011
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Appendix – Occasions for Drinking Out of Home
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- Figure 41: Most popular occasions for drinking in pubs/bars/clubs/restaurants, by demographics, April 2012
- Figure 42: Next most popular occasions for drinking in pubs/bars/clubs/restaurants, by demographics, April 2012
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Appendix – Consumer – Types of Alcoholic Drink Used
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- Figure 43: Most popular types of alcoholic drinks drunk in pubs/bars/clubs/restaurants, by demographics, April 2012
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- Figure 44: Next most popular types of alcoholic drink drunk in pubs/bars/clubs/restaurants, by demographics, April 2012
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Appendix – Consumer – Attitudes towards Drinking Out of Home
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- Figure 45: Attitudes towards drinking out of home, April 2012
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- Figure 46: Most popular attitudes towards drinking out of home, by demographics, April 2012
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- Figure 47: Next most popular attitudes towards drinking out of home, by demographics, April 2012
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Appendix – Consumer – Further Attitudes Towards Drinking Out of Home
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- Figure 48: Further attitudes towards drinking out of home, April 2012
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- Figure 49: Agreement with the statements ‘Queuing for drinks is the most frustrating thing about drinking in pubs/bars’ and ‘I like the atmosphere of drinking in pubs and bars’, by demographics, April 2012
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- Figure 50: Agreement with the statements ‘I tend to avoid crowded pubs/bars’ and ‘Drinking in pubs is more enjoyable than drinking in bars/clubs’, by demographics, April 2012
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- Figure 51: Agreement with the statements ‘I am more likely to experiment with new drinks/brands in pubs and bars than at home ’ and ‘Bar staff are good for recommending new types of drinks’, by demographics, April 2012
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- Figure 52: Agreement with the statement ‘I tend to drink what my friends drink when in a pub/bar’, by demographics, April 2012
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Appendix – Consumer – Target groups
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- Figure 53: Target groups, by demographics, April 2012
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- Figure 54: Frequency of drinking alcohol, by target groups, April 2012
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- Figure 55: Types of alcoholic drink used, by target groups, April 2012
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- Figure 56: Attitudes towards drinking out of home, by target groups, April 2012
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- Figure 57: Further attitudes towards drinking out of home, by target groups, April 2012
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