- Contents
- *Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Mintel Menu Insights
- Abbreviations and terms
- Abbreviations
What you need to know
On-premise alcohol sales increased 2.6% in 2014 to $93.7 billion, and are forecast to grow moderately between 2014 and 2019, reaching $110.2 billion. Improving economic conditions are prompting more consumers to spend on dining out, although some remain cautious about pricing and are likely to be motivated to order alcohol by drink specials. Premiumization across alcohol categories is driving sales, as many consumers gravitate toward specialty cocktails, signature drinks, restaurant brand beer/wine/spirits, and ultra-premium spirits. Millennials are a key demographic for restaurants as they tend to dine out frequently and desire a quality dining experience.
Definition
A similarly focused report was published in On-premise Alcohol Consumption Trends – US, May 2014. Related reports include Alcoholic Beverage Drinking Occasions – US, May 2014, Beer – US, January 2015, Craft Beer – US, June 2014, RTD Alcoholic Beverages – US, December 2014, Alcoholic Beverage Mixers and Liqueurs – US, May 2015, White Spirits – US, November 2014, Dark Spirits – US, Ocotober 2014, and Wine – US, October 2014.
For the purposes of this report, the market size covers all sales of alcohol intended to be consumed on-premise, regardless of location. In addition to restaurants, it covers sales through bars/pubs, clubs and other entertainment venues, concessions, etc.
Value figures throughout this report are at retail selling prices (rsp) excluding sales tax unless otherwise stated.
Sales data
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Market Size and Forecast: Total retail sales based on Bureau of Economic Analysis; USDA Economic Research Service; Bureau of Labor Statistics, Consumer Expenditure Survey; forecast developed by Mintel.
Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through Lightspeed GMI to explore consumer consumption of/attitudes and behaviors toward on-premise alcohol. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in February 2015 among a sample of 2,000 adults aged 18+ with access to the internet.
Mintel selects survey respondents by gender, age, household income, and region so that they are proportionally representative of the US adult population using the internet. Mintel also slightly over-samples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in our survey results and to allow for more precise parameter estimates from our reported findings. Please note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in the survey results.
While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.
Mintel Menu Insights
Mintel Menu Insights is a quarterly census of more than 3,000 US restaurant menus (30% market coverage) covering all commercial segments and US census regions, with trends going back to Q2 2004. Mintel Menu Insights tracks 29 unique menu item attributes including flavor, preparation (physical and/or cooking), menu type/section, cuisine type, menu claims, etc, grouped into six major categories from macro restaurant, menu, plate, item dish, and beverage to micro ingredient detail.
Tracking features include total menu incidence (menu mentions), restaurant penetration (percentage of restaurants menuing), calories, and price, including filtering capabilities for all menu items, only new menu items, deleted menu items, or any menu items with changes over prior period. The database includes more than 20,000 unique ingredients and close to 290,000 unique menu item dishes updated quarterly. Mintel Menu Insights is backed up with a dedicated team of in-house data entry, data editors, data quality, product development, and industry analysts focused 100% on these menu data and trends.
Abbreviations
The following abbreviations are used in this report:
| ABV | Alcohol by Volume |
| BOGO | Buy-One-Get-One |
| CPI | Consumer Price Index |
| DPI | Disposable Personal Income |
| FSR | Full Service Restaurant |
| IPA | India Pale Ale |
| LSR | Limited Service Restaurant |
| MMI | Mintel Menu Insights |
| : | : |
| : | : |
Generations are discussed within this report; they are defined as:
| World War II/Swing generations | Members of the WWII Generation were born in 1932 or before and are aged 83 or older in 2015. Members of the Swing Generation were born from 1933 and 1945 and are aged 70-82 in 2015. |
| Baby Boomers | The generation born between 1946 and 1964. In 2015, Baby Boomers are between the ages of 51 and 69. |
| Generation X | The generation born between 1965 and 1976. In 2015, Gen Xers are between the ages of 39 and 50. |
| Millennials* | Born between 1977 and 1994, Millennials are aged 21-38 in 2015. |
| iGeneration | Born between 1995 and 2007, members of iGen are aged 8-20 in 2015. |
| Emerging generation | The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2015, members of this as-yet-unnamed generation are younger than eight. |
* also known as Generation Y or Echo Boomers.
In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows:
| CPI | The Consumer Price Index is a measure of the average change over time in the prices paid by urban consumers for a market basket of consumer goods and services.
The CPI and its components are typically used to adjust other economic series for price changes and to translate these series into inflation-free dollars. Examples of series adjusted by the CPI include retail sales, hourly and weekly earnings, and components of the national income and product accounts. In addition, and in Mintel reports, the CPI is used as a deflator of the value of the consumer’s dollar to find its purchasing power. The purchasing power of the consumer’s dollar measures the change in the value to the consumer of goods and services that a dollar will buy at different dates. The CPI is generally the best measure for adjusting payments to consumers when the intent is to allow consumers to purchase, at today’s prices, a market basket of goods and services equivalent to one that they could purchase in an earlier period. It is also the best measure to use to translate retail sales into real or inflation-free dollars. Based on Bureau of Labor Statistics definition. |
