Binge Drinking - UK - June 2009

ISSUES IN THE MARKET
Key themes
Definition
Abbreviations
FUTURE OPPORTUNITIES
'Slow drinking'
Don’t fight the culture?
Moulding men
Wining and dining
MARKET IN BRIEF
Are we a nation of bingers?
Only one in seven binge drink
Less, but stronger
On-trade is suffering
Government and industry action
Raising awareness
Looking forward
DRINKING HABITS AND BINGE DRINKING
Key points
The problem of definition
Figure 1: Knowledge of NHS recommended daily limits, by gender, 1997-2007
The government walking a tightrope
Despite the headlines, UK drinking is declining
Figure 2: Drinking trends of the population, 2004-08
Binge drinking becoming less acceptable amongst young
Figure 3: Agreement that the point of drinking is to get drunk, by age, 2004-08
Figure 4: Adults who drink two or three times a week, by age, 2008
Figure 5: Adults drinking three to seven times a week and average units per session, by age, February 2009
Socio-economic group and employment also impact on drinking
Figure 6: Adults who drink two or three times a week, by socio-economic group and working status, 2008
In-home drinking is stable, out-of-home is declining
Higher alcohol content
Figure 7: Litres of alcohol and of pure alcohol consumed per capita,1990-2007
Threat of spirits receding
Figure 8: Trends in consumption of alcoholic drinks two to three times a week, by type, 2004-08
ECONOMIC IMPACT ON BINGE DRINKING
Key points
A taxing time
Figure 9: Trends in combined excise duty receipts for different types of alcoholic drink, 2001/02-2008/09
Despite heavy duty, cheap alcohol is on the rise
Drinking round the clock has not happened
Figure 10: 24-hour licences, 2007 and 2008
Tightening of the purse strings
Alcohol becoming less important to the economy
Figure 11: Changing shares of main categories of spend in the UK, at current prices, 1998 and 2008
More drinks are now non-alcoholic
Figure 12: Consumer expenditure on alcoholic and non-alcoholic drinks, 1998 and 2008
DEMOGRAPHIC IMPACT ON BINGE DRINKING
Key points
Empty nesters – the new binge drinkers
Figure 13: Structure of UK 18+ population, by age and gender, 2004, 2009 and 2014
Rising socio-economic group
Figure 14: Change in structure of the UK population, by socio-economic group, 2004-09 and 2009-14
HEALTH ISSUES AND BINGE DRINKING
Key points
Health issues – alcohol-related deaths are increasing
Figure 15: Alcohol-related deaths, by gender, 1991-2007
Social effects
Figure 16: Nature of behaviours experienced by those who perceive people being drunk or rowdy to be a problem in their local area, 2007/08
FREQUENCY OF DRINKING ALCOHOL
Key points
Drinking culture shifting to in home
Figure 17: Drinking trends, by venue of consumption, 2004-08
Blame the men, but watch out for the women
Figure 18: Trends for drinking two to three times a week, by gender, 2004-08
Growing old disgracefully
Figure 19: Trends for drinking two to three times a week, by gender and age, 2004-08
WHO DRINKS AND HOW MUCH?
Key points
Figure 20: Drinking behaviour in last three months, in and out of home, February 2009
Wine to the forefront of drinkers’ repertoires
Non-drinkers
One in five drinks too many units
Figure 21: Number of units of alcohol drunk in an average week, in and out of home, February 2009
Little and often or weekend binge
Figure 22: Number of days in an average week that alcohol is consumed, February 2009
Four in ten claim to be cutting back
Figure 23: Current drinking habits compared to two years ago, both in and out of home, February 2009
Drinking more as a coping mechanism
ATTITUDES TOWARDS DRINKING
Key points
Government acts on attitudes
Figure 24: Attitudes towards drinking, February 2009
Moderate drinkers are most aware of government campaigns
Awareness of dangers
The cultural role of drinking
The root of the problem
Money troubles don’t always impact on alcohol consumption
WHO BINGES?
Key points
Identifying binge drinkers
Figure 25: Propensity to binge drink amongst population, by gender, age, socio-economic group and working status, February 2009
Is consistency key?
Figure 26: Average units per session, by gender, age and socio-economic group, February 2009
Coming of age
Sit back and relax
Figure 27: Attitudes of binge drinkers compared to non-binge drinkers, February 2009
 DRINKING GROUPS
Figure 28: Alcohol drinking groups, February 2009
Figure 29: Attitudinal groups differentiated, by key statements, February 2009
Cultural bingers
Who are they?
Marketing message
Open to guidance
Who are they?
Marketing message
Not to be nannied
Who are they?
Marketing messages
Heightened concerns
Who are they?
Next steps
Helps me relax
Who are they?
Marketing messages
COMMUNICATION AND PROMOTION
Key points
Government ups the ante
Figure 30: Main monitored media advertising expenditure on alcoholic drinks and alcohol-related government campaigns, 2004-09
Educating and challenging
Figure 31: Main monitored media advertising expenditure on alcohol-related government campaigns, 2004-09
Restrictions on advertising
INDUSTRY AND GOVERNMENT INITIATIVES
Key points
 INDUSTRY
The Portman Group
The Drinkaware Trust
 GOVERNMENT
National alcohol strategies
Alcohol labelling
A new retail code
Educational campaigns
 EXPERIENCES OUTSIDE ENGLAND
Scotland
France
Finland
Australia
COMPANIES’ RESPONSIBLE DRINKING CAMPAIGNS
Key points
 GROCERY MULTIPLES
Tesco
Morrisons
Sainsbury’s
Asda
 MANUFACTURERS
InBev UK
NPD
Responsible drinking campaigns
Diageo
NPD
Responsible drinking campaigns
Molson Coors (UK)
NPD
Responsible drinking campaigns
Other
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 32: Alcohol consumption, by demographics, 2008
Figure 33: Trends for drinking two or three times a week or more (both in and out of home), by demographics, 2004-08
APPENDIX – HEALTH ISSUES AND BINGE DRINKING
Figure 34: Alcohol affordability index compared to indexed no. of alcohol-related deaths, 2002-07
APPENDIX – THE CONSUMER – USAGE AND FREQUENCY
Figure 35: Which drinks people have drunk in the past three months both in and out of home, by demographics. February 2009
Figure 36: Which drinks people have drunk in the past three months both in and out of home, by demographics (continued), February 2009
Figure 37: Which drinks people have drunk in the past three months both in and out of home, by demographics (continued), February 2009
Figure 38: Which drinks people have drunk in the past three months both in and out of home, by demographics (continued), February 2009
Figure 39: In an average week, how many units of alcohol people normally drink, both in and out of home, by demographics, February 2009
Figure 40: In an average week, how many units of alcohol men normally drink above and below limit, both in and out of home, by demographics, February 2009
Figure 41: In an average week, how many units of alcohol women normally drink above and below limit, both in and out of home, by demographics, February 2009
Figure 42: In an average week, how many days people drink alcohol, both in and out of home, by demographics, February 2009
Figure 43: In how many people drink now, compared with two years ago, by demographics, February 2009
APPENDIX – THE CONSUMER – ATTITUDES TO DRINKING
Figure 44: Which attitudes towards drinking people agree with, by demographics, February 2009
Figure 45: Which attitudes towards drinking people agree with, by demographics (continued), February 2009
Figure 46: Which attitudes towards drinking people agree with, by demographics (continued), February 2009
APPENDIX –THE CONSUMER – WHO BINGES?
Identifying binge drinkers
Figure 47: Attitudinal groups, by statements, February 2009
Figure 48: How people have changed their alcoholic drinking habits over the past two years, February 2009
Figure 49: Average units per day of each attitudinal group, February 2009
Figure 50: Attitudinal groups and their proportion of binge drinkers, February 2009
Figure 51: Attitudinal groups and what types of alcohol they drink, February 2009
Figure 52: Attitudinal groups, by demographics, February 2009