Attitudes Towards Drinking - UK - March 2004

INTRODUCTION AND ABBREVIATIONS
Definition
Department of Health guidelines
Drink-driving
Consumer research
ACORN
 ABBREVIATIONS
EXECUTIVE SUMMARY
The influence of demographic trends and economic well-being
Affordability and trading up to better quality products
Positive attitudes towards drinking alcohol ensure continued future growth
Moderation and perceived health benefits are accepted by adults
There is no widespread move to reduce consumption
In-home drinking linked with home-based socialising…
…but younger adults are focused on out-of-home drinking
Buying patterns continuing to evolve to reflect in-home socialising
Growth in drinking in the home set to continue
MARKET BACKGROUND
Demographic trends
Figure 1: Trends and projections in UK population, by age group, 1998-2007
Employment patterns
Figure 2: Workforce in employment in the UK, by gender and employment status, 1998-2007
Economic well-being
Figure 3: PDI and consumer expenditure, at current and constant 1998 prices, 1998-2007
Excise duty
Figure 4: Trends in excise duty on popular alcoholic beverages, by type, 1999-2003
Cross-border shopping and the black market
Health issues
Social issues
Drink-driving
What is sensible or safe?
Licensing regulations
Advertising sensible drinking
Price promotions
THE UK ALCOHOL MARKET
Figure 5: Sales of all alcoholic beverages in the UK on- and off-trade, 1998-2003
Figure 6: Indexed sales of all alcoholic beverages in the UK on- and off-trade, 1998-2003
Figure 7: UK retail value sales of all alcoholic beverages, on- and off-trade, by major product category, 1998-2003
Figure 8: UK retail volume sales of all alcoholic beverages, on- and of-trade, by major product category, 1998-2003
Figure 9: Estimated percentage split of on-versus off-trade value and volume sales of alcoholic drinks, by category, 2003
Figure 10: Estimated percentage split of on-trade volume sales of alcoholic drinks, by category, 2003
Figure 11: Estimated percentage split of off-trade volume sales of alcoholic drinks, by category, 2003
DRINKING CONSUMPTION TRENDS
Who drinks alcohol?
Figure 12: Alcohol consumption, by gender, age and socio-economic status, 2003
Figure 13: Alcohol consumption, by lifestage, presence of children and Mintel's Special Groups, 2003
Figure 14: Alcohol consumption, by marital status, working status and household size, 2003
Figure 15: Alcohol consumption, by region, 2003
How often is alcohol drunk?
Figure 16: GB adults frequency of drinking alcoholic beverages in- and out-of-home, 2003
Youth consumption
Figure 17: Occasions when 18-19-year-olds have drunk alcoholic beverages in- and out-of-home in the last month, 2003
THE CONSUMER
 ATTITUDES TOWARDS DRINKING ALCOHOL
Figure 18: Attitudes towards drinking alcohol, 2002 and 2004
Figure 19: Attitudes towards drinking alcohol, January 2004
On-trade appeals less to women
Figure 20: Consumer attitudes towards alcohol, by gender, January 2004
Figure 21: Consumer attitudes towards alcohol, by gender, January 2004
Older adults see the benefit of alcohol
Figure 22: Consumer attitudes towards alcohol, by age, gender and socio-economic status, January 2004
Drink-driving sees variable response
ABs least likely to go to the pub
Affluent and older consumers perceive alcohol as good for health
Family groups least likely to drink and drive
Figure 23: Consumer attitudes towards alcohol, by lifestage, presence of children and Mintel’s Special Groups, January 2004
On-trade appeals to the younger drinker
Families enjoy drinking at Christmas
Work is a positive factor
Figure 24: Consumer attitudes towards alcohol, by marital status, working status, household size and tenure, January 2004
Retirees see the benefit of alcohol to health
Lenient attitudes towards drink-driving in the North East?
Figure 25: Consumer attitudes towards alcohol, by region and ACORN categories, January 2004
Popular tabloid readers and heavy users of TV are likely pub goers
Figure 26: Consumer attitudes towards alcohol, by media usage, commercial TV viewing and supermarket usage, January 2004
Growth in more affluent consumers will benefit trading up
Men show higher reliance on alcohol to relieve stress
Figure 27: Other consumer attitudes towards alcohol, by gender, age and socio-economic status, January 2004
ABC1 families look to trade up
Figure 28: Other consumer attitudes towards alcohol, by lifestage, presence of children and Mintel’s Special Groups, January 2004
Those in work regard alcohol as a stress reliever
Figure 29: Other consumer attitudes towards alcohol, by marital status, working status, household size and tenure, January 2004
Those in Thriving and Settling neighbourhoods show willingness to trade up…
Figure 30: Other consumer attitudes towards alcohol, by region and ACORN categories, January 2004
…as do shoppers at Marks & Spencer and Sainsbury’s…
Figure 31: Other consumer attitudes towards alcohol, by media usage, commercial TV viewing and supermarket usage, January 2004
…as well as broadsheet readers
THE CONSUMER – HABITS AND PREFERENCES IN IN-HOME DRINKING
 CRITICAL CONSUMER FINDINGS
Socialising in the home with friends and family
Opportunities for high-volume promotions
On-trade increasingly reliant on younger drinkers
Happy hours will continue to feature
Women remain a relatively untapped potential
 ATTITUDES TOWARDS DRINKING AT HOME
Figure 32: Consumer habits and preferences in drinking alcohol at home, 2002 and 2004
Popularity of drinking with meals
Figure 33: Consumer habits and preferences in drinking alcohol at home, January 2004
Marked difference in approach towards alcohol by gender
Figure 34: Consumer habits and preferences in drinking alcohol at home, by gender, January 2004
Figure 35: Consumer habits and preferences in drinking alcohol at home, by gender, January 2004
In-home drinking popular among family age groups
Figure 36: Most popular habits and preferences in drinking alcohol at home, by gender, age and socio-economic status, January 2004
Affluent consumers socialise with alcohol
ABC1 families represent an opportunity for multi-buy
Figure 37: Most popular habits and preferences in drinking alcohol at home, by lifestage, presence of children and Mintel’s Special Groups, January 2004
Social activities among workers benefit alcohol intake
Figure 38: Most popular habits and preferences in drinking alcohol at home, by marital status, working status, household size and tenure, January 2004
Consumers in Scotland are home entertainers
Figure 39: Most popular habits and preferences in drinking alcohol at home, by region and ACORN categories, January 2004
Strong relationship between social drinking and affluence
Marks & Spencer shoppers are social drinkers…
Figure 40: Most popular habits and preferences in drinking alcohol at home, by media usage, commercial TV viewing and supermarket usage, January 2004
…as well as in-home drinkers
Affluent retirees important to off-trade
Figure 41: Other habits and preferences in drinking alcohol at home, by gender, age and socio-economic status, January 2004
Affluent young consumers prefer to drink out of home
Figure 42: Other habits and preferences in drinking alcohol at home, by lifestage, presence of children and Mintel’s Special Groups, January 2004
Marital status determines location
Figure 43: Other habits and preferences in drinking alcohol at home, by marital status, working status, household size and tenure, January 2004
Gulf in supply and demand?
Figure 44: Other habits and preferences in drinking alcohol at home, by region and ACORN categories, January 2004
Affluent consumers keep a supply in the home
Popular tabloid readers prefer pubs
Figure 45: Other habits and preferences in drinking alcohol at home, by media usage, commercial TV viewing and supermarket usage, January 2004
Young and less-affluent adults important to the on-trade
Figure 46: Further habits and preferences in drinking alcohol at home, by gender, age and socio-economic status, January 2004
Retirees most likely to abstain
Pre-/no family important to on-trade
Figure 47: Further habits and preferences in drinking alcohol at home, by lifestage, presence of children and Mintel’s Special Groups, January 2004
Workers and unmarried consumers drink out
Figure 48: Further habits and preferences in drinking alcohol at home, by marital status, working status, household size and tenure, January 2004
Aspiring respondents choose to drink out of home
Figure 49: Further habits and preferences in drinking alcohol at home, by region and ACORN categories, January 2004
Shoppers at Morrisons and the Co-op are pub goers
Figure 50: Further habits and preferences in drinking alcohol at home, by media usage, commercial TV viewing and supermarket usage, January 2004
 EFFECT OF ATTITUDES ON PATTERNS OF IN-HOME DRINKING
Figure 51: Patterns of in home drinking, by most popular attitudes towards in-home drinking, January 2004
Figure 52: Patterns of in home drinking, by other attitudes towards in-home drinking, January 2004
Figure 53: Patterns of in home drinking, by further attitudes towards in-home drinking, January 2004
 IDENTIFYING TARGETS FOR IN-HOME DRINKING
Calibers (40% of sample)
Homies (30% of sample)
Any-time stockists (14% of sample)
Occasioners (15% of sample)
More affluent and families are homies
Figure 54: Drinking typologies, by gender, age and socio-economic group, January 2004
Occasioners prevalent among the less affluent
Figure 55: Drinking typologies, by lifestage and Mintel's Special Groups, January 2004
Influence of work on any-time stockists
Figure 56: Drinking typologies, by marital and work status and household tenure and size, January 2004
Occasioners among the less affluent
Figure 57: Drinking typologies, by region and ACORN categories, January 2004
Popular tabloid readers are calibers
Figure 58: Drinking typologies, by media usage, source of grocery shopping and commercial TV viewing, January 2004
Attitudes towards drinking alcohol by consumer typology
Figure 59: Attitudes towards alcohol, by drinking typology, January 2004
Attitudes towards drinking at home by typology
Figure 60: Attitudes towards drinking at home, by drinking typology, January 2004
Typology and overall attitude towards alcohol
Figure 61: Attitudinal net groups, by drinking typology, January 2004
THE FUTURE
Positive attitudes towards drinking alcohol to ensure continued growth
Economic well-being will continue to contribute to market growth
Moderation is broadly accepted by adults
There is no widespread move to reduce consumption
Health issues – upside
Health, crime and social issues rising up the political agenda
In-home drinking linked with home-centred socialising…
…but younger adults are focused on out-of-home drinking
Buying patterns will continue to evolve to reflect in-home socialising
Social activities of older consumers to benefit off-trade