Table of Contents
Executive Summary
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- The market
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- Figure 1: Forecast of UK value sales of own-label alcoholic drinks, 2008-18
- Market factors
- Alcohol consumption is in decline
- Consumer confidence bounces back
- Population changes could affect the own-label market
- Innovation and advertising
- Own-label NPD loses share
- Retailers’ adspend plateaus
- The consumer
- Brands continue to dominate alcoholic drinks
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- Figure 2: Usage of branded and own-label alcoholic drinks, by gender, age and socio-economic group, December 2013
- 28% say that they have cut back on own-label drinks
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- Figure 3: Buying habits of branded and own-label alcoholic drinks, December 2013
- Taste is the main driver for buying branded drinks…
- …while value for money is key for own-label drinks
- Value for money evokes the strongest response for own-label drinks
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- Figure 4: Own-label drinkers’ associations with different own-label alcoholic drinks, December 2013
- Trust and quality continue to be issues for own-label drinks
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- Figure 5: Attitudes towards own-label alcoholic drinks, December 2013
- What we think
Issues in the Market
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- Retailers need to up their game in the beer and cider markets
- The facts
- The implications
- Is greater transparency the way forward for own-label drinks?
- The facts
- The implications
- Can own-label drinks move beyond just offering value for money?
- The facts
- The implications
- Why has own-label wine been such a success story?
- The facts
- The implications
Trend Application
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- Trend: Prove It
- Trend: Collective Intelligence
- Mintel Futures: Old Gold
Market Drivers
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- Key points
- Consumer confidence bounces back
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- Figure 6: Consumer Confidence Index, monthly, January 2007-February 2014
- Own-label food and drink has flourished in the slowdown
- Special offers are still important to shoppers
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- Figure 7: Grocery shopping habits, December 2013
- Health considerations play a part in drinking habits
- An ageing population needs consideration
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- Figure 8: Projected trends in the age structure of the UK population, 2013-18
- C2DEs could hold the key to growth
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- Figure 9: Projected changes in the socio-economic structure of the UK adult population, 2013-18
- Alcohol minimum pricing plans shelved in England and Wales
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Branded launches come even further to the fore
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- Figure 10: NPD of alcoholic drinks in the UK, branded vs private label, 2009-13
- Own-label NPD ramped up in cider and mix drinks
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- Figure 11: Share of branded vs private label alcoholic drink launches, by category, 2012 and 2013
- Tesco and M&S continue to dominate own-label launches
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- Figure 12: Private label launches within alcoholic drinks, by company, 2009-13
- NPD at the premium end of the market
- M&S and Tesco capitalise on seasonal trends
- Sainsbury’s responds to consumer demand for clearer labelling
- Is copying the sincerest form of flattery?
- Retailers need to fight against downmarket associations with own-brand drinks
Market Size and Forecast
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- Key points
- The own-label drinks market continues to rise…
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- Figure 13: UK value and volume sales of own-label alcoholic drinks, at current and constant prices, 2008-18
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- Figure 14: Forecast of UK value sales of own-label alcoholic drinks, 2008-18
- …buoyed by still wine and spirits
- Forecast methodology
Market Segmentation and Share
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- Key points
- Still wine dominates the own-label market
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- Figure 15: Value of own-label sales per alcoholic drinks category, 2012/13
- Figure 16: Value and volume performance of alcoholic drinks markets, 2011/12 vs 2012/13
- Figure 17: Share of own-label sales per alcoholic drinks category, 2012/13
- Other own-label wine categories also leave the brands in their wake
- Own-label also influential in the spirits market…
- …particularly in the dark spirits market
- Other drinks categories are brand-dominant
Companies and Products
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- Figure 18: Sales of food, drink and tobacco, by type of retailer, 2013 (est)
- Asda
- Overview and market positioning
- Recent activity and innovation
- Retailer communication and promotion
- The Co-operative Group
- Overview and market positioning
- Recent activity and innovation
- Retailer communication and promotion
- Marks & Spencer
- Overview and market positioning
- Recent activity and innovation
- Retailer communication and promotion
- Morrisons
- Overview and market positioning
- Recent activity and innovation
- Retailer communication and promotion
- Sainsbury’s
- Overview and market positioning
- Recent activity and innovation
- Retailer communication and promotion
- Tesco
- Overview and market positioning
- Recent activity and innovation
- Retailer communication and promotion
- Waitrose
- Overview and market positioning
- Recent activity and innovation
- Retailer communication and promotion
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Brand Communication and Promotion
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- Key points
- Retailers’ alcohol adspend stays flat year on year
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- Figure 19: Topline advertising expenditure on own-label alcoholic drinks, by category, 2009-13
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- Figure 20: Advertising expenditure in own-label alcoholic drinks as a share of adspend in the total alcoholic drink market, by category, 2009-13
- Tesco is the biggest advertiser, but coming under pressure
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- Figure 21: Highest-spending retailers for own-label alcoholic drinks in the UK, 2009-13
- Christmas is key for advertising own-label drinks
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- Figure 22: Topline advertising expenditure in own-label alcoholic drinks, by quarter, 2011-13
- Press leads the way for own-label advertising
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- Figure 23: Advertising expenditure on own-label alcoholic drinks, by media type, 2009-13
The Consumer – Purchase of Alcoholic Drinks
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- Key points
- Branded drinks lead the way
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- Figure 24: Purchase of branded and own-label alcoholic drinks, by gender, age and socio-economic group, December 2013
- Beer and still wine are the most popular drinks
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- Figure 25: Purchase of branded alcoholic drinks, December 2013
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- Figure 26: Purchase of own-label alcoholic drinks, December 2013
- Cider also shows a notable skew towards branded operators
- All other own-label drinks are drunk by less than one in five adults
- A higher share of drinkers are cutting back on both branded and own-label alcohol
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- Figure 27: Buying habits of branded alcoholic drinks, December 2013
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- Figure 28: Buying habits of own-label alcoholic drinks, December 2013
- The economic squeeze is still prompting some to cut back
The Consumer – Reasons for Buying Branded Alcoholic Drinks
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- Key points
- Taste is the main driver for buying branded drinks
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- Figure 29: Reasons for buying branded alcoholic drinks, December 2013
- Trust and credibility also help the brands
The Consumer – Reasons for Buying Own-label Alcoholic Drinks
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- Key points
- Value for money key for own-label drinks
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- Figure 30: Reasons for buying own-label alcoholic drinks, December 2013
- The improving taste of own-label drinks
- Own-label drinks can also appeal as ‘something different’
The Consumer – Perceptions of Own-label Alcoholic Drinks
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- Key points
- Value for money evokes the strongest response
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- Figure 31: Associations with different own-label alcoholic drinks, December 2013
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- Figure 32: Own-label drinkers’ associations with different own-label alcoholic drinks, December 2013
- Reducing the negatives
The Consumer – Attitudes Towards Own-label Alcoholic Drinks
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- Key points
- Summary of attitudes towards own-label alcoholic drinks
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- Figure 33: Attitudes towards own-label alcoholic drinks, December 2013
- Issues with quality and trust still evident for own-label drinks
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- Figure 34: Attitudes towards the quality of own-label alcoholic drinks, December 2013
- Trust in own-label drinks can be eroded as a result
- Almost half of drinkers want more information about own-label drinks
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- Figure 35: Attitudes towards the production and image of own-label alcoholic drinks, December 2013
- Traceability and labelling can improve perceptions
- Advances in packaging boosting the appeal of own-label drinks
- An economic recovery could pose a threat to the sector
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- Figure 36: Attitudes towards the price and range of own-label alcoholic drinks, December 2013
- Only a quarter of drinkers think that there should be more own-label drinks
The Consumer – Target Groups
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- Key points
- Four target groups
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- Figure 37: Target groups, December 2013
- Disengaged (33%)
- Own-label Lovers (25%)
- Own-label Sceptics (22%)
- Drink Lovers (20%)
Appendix – Market Size and Forecast
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- Figure 38: Best- and worst-case forecasts for the own-label alcoholic drinks market, by value, 2013-18
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Appendix – The Consumer – Purchase of Alcoholic Drinks
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- Figure 39: Purchase of branded alcoholic drinks, December 2013
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- Figure 40: Most popular types of branded alcoholic drinks purchased, by demographics, December 2013
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- Figure 41: Next most popular types of branded alcoholic drinks purchased, by demographics, December 2013
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- Figure 42: Other types of branded alcoholic drinks purchased, by demographics, December 2013
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- Figure 43: Purchase of own-label alcoholic drinks, December 2013
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- Figure 44: Most popular types of own-label alcoholic drinks purchased, by demographics, December 2013
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- Figure 45: Next most popular types of own-label alcoholic drinks purchased, by demographics, December 2013
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- Figure 46: Other types of own-label alcoholic drinks purchased, by demographics, December 2013
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- Figure 47: Variance in usage between branded and own-label alcoholic drinks, December 2013
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- Figure 48: Repertoire of purchase of own-label alcoholic drinks, December 2013
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- Figure 49: Repertoire of purchase of own-label alcoholic drinks, by demographics, December 2013
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- Figure 50: Buying habits of branded alcoholic drinks, December 2013
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- Figure 51: Buying habits of branded alcoholic drinks, by demographics, December 2013
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- Figure 52: Buying habits of own-label alcoholic drinks, December 2013
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- Figure 53: Buying habits of own-label alcoholic drinks, by demographics, December 2013
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Appendix – The Consumer – Reasons for Buying Branded Alcoholic Drinks
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- Figure 54: Reasons for buying branded alcoholic drinks, December 2013
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- Figure 55: Most popular reasons for buying branded alcoholic drinks, by demographics, December 2013
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- Figure 56: Next most popular reasons for buying branded alcoholic drinks, by demographics, December 2013
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- Figure 57: Reasons for buying branded alcoholic drinks, by purchase of branded alcoholic drinks, December 2013
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- Figure 58: Reasons for buying branded alcoholic drinks, by purchase of branded alcoholic drinks, December 2013 (continued)
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Appendix – The Consumer – Reasons for Buying Own-label Alcoholic Drinks
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- Figure 59: Reasons for buying own-label alcoholic drinks, December 2013
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- Figure 60: Most popular reasons for buying own-label alcoholic drinks, by demographics, December 2013
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- Figure 61: Next most popular reasons for buying own-label alcoholic drinks, by demographics, December 2013
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- Figure 62: Reasons for buying own-label alcoholic drinks, by purchase of own-label alcoholic drinks, December 2013
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- Figure 63: Reasons for buying own-label alcoholic drinks, by purchase of own-label alcoholic drinks, December 2013 (continued)
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Appendix – The Consumer – Perceptions of Own-label Alcoholic Drinks
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- Figure 64: Associations with different own-label alcoholic drinks, December 2013
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- Figure 65: Most popular associations with own-label beer/cider, by demographics, December 2013
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- Figure 66: Other associations with own-label beer/cider, by demographics, December 2013
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- Figure 67: Most popular associations with own-label still wine, by demographics, December 2013
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- Figure 68: Other associations with own-label still wine, by demographics, December 2013
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- Figure 69: Most popular associations with own-label white spirits, by demographics, December 2013
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- Figure 70: Other associations with own-label white spirits, by demographics, December 2013
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- Figure 71: Most popular associations with own-label dark spirits, by demographics, December 2013
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- Figure 72: Other associations with own-label dark spirits, by demographics, December 2013
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Appendix – Consumer – Attitudes towards Own-label Alcoholic Drinks
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- Figure 73: Attitudes towards own-label alcoholic drinks, December 2013
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- Figure 74: Agreement with the statements ‘Branded alcoholic drinks provide a reassurance of quality which own-label doesn’t’ and ‘There is not enough information about the maker of the own-label drink on the packaging’, by demographics, December 2013
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- Figure 75: Agreement with the statements ‘I am hesitant to trust own-labels for more expensive alcoholic drinks’ and ‘The packaging of own-label alcoholic drinks has become more attractive in recent years’, by demographics, December 2013
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- Figure 76: Agreement with the statements ‘Own-label alcoholic drinks sacrifice quality for a lower price’ and ‘I would consider buying more branded alcoholic drinks when my financial situation has improved’, by demographics, December 2013
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- Figure 77: Agreement with the statements ‘Low price is the most important factor when buying alcoholic drinks regardless of branded or own-label’ and ‘Own-label and branded alcoholic drinks are made by the same manufacturers’, by demographics, December 2013
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- Figure 78: Agreement with the statements ‘It is sometimes hard to tell which alcoholic drinks are branded and which are own-label’ and ‘The quality is unimportant when using own-label alcohol for mix drinks’, by demographics, December 2013
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- Figure 79: Agreement with the statements ‘There are not enough own-label alcoholic drinks in supermarkets’ and ‘I feel embarrassed to buy own-label alcoholic drinks’, by demographics, December 2013
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- Figure 80: Own-label drink buyers’ attitudes towards own-label alcoholic drinks, December 2013
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Appendix – Consumer – Target Groups
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- Figure 81: Target groups, December 2013
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- Figure 82: Target groups, by demographics, December 2013
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- Figure 83: Purchase of own-label alcoholic drinks, by target groups, December 2013
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- Figure 84: Buying habits of own-label alcoholic drinks, by target groups, December 2013
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- Figure 85: Reasons for buying own-label alcoholic drinks, by target groups, December 2013
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- Figure 86: Attitudes towards own-label alcoholic drinks, by target groups, December 2013
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