This report provides an assessment of recent trends in consumer attitudes to drinking alcohol with specific reference to drinking alcohol in the home. It updates the first edition of this report, published in March 2002, with new research quantifying attitudes and behaviour.

The report is timely in so far as the government is currently finalising its National Alcohol Harm Reduction Strategy. This strategy aims to counter the effects of misuse of alcohol in the face of growing concern at the cost to society, especially the NHS and police, of dealing with ill health and social disorder caused by irresponsible drinking.

In common with other Mintel publications, this report now offers an intensive section of consumer insight. Designed to inform and focus marketing activity towards areas of real potential, Mintel’s research provides extensive profiles of the market’s key target groups. Exclusive consumer research and authoritative market analysis provides insight into all the industry’s marketing issues, including:

The influence of demographic trends and economic well-being on market development

Opportunities for trading consumers up to better quality products

Will positive attitudes to drinking alcohol ensure continued future growth in the market?

The extent to which adults accept the concept of drinking in moderation and the perceived health benefits

Exactly how widespread is the move to reduce consumption?

The relationship between in-home drinking and home centred socialising – new opportunities for manufactures?

What evolving buying patterns say about the future of the market.