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Drinking Out of the Home - UK - August 2011

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: UK on-trade alcoholic drinks household expenditure, 2006-11
Decline expected to slow in 2011
The future
Market factors
Overall consumption remains high
The 25-34s present an opportunity
Promoting occasions will help to remind consumers of the positives of out-of-home drinking
The consumer
Figure 2: Types of alcohol drunk in the last six months at a pub/bar/restaurant/other venue, May 2011
Lager dominates the market
Figure 3: Top 5 types of alcohol drunk in the last six months at a pub/bar/restaurant/other venue, by gender, May 2011
Sizeable minority are habitual drinkers
Figure 4: Attitudes towards statements on drinking alcohol at a pub/bar/restaurant/other venue, May 2011
What we think
ISSUES IN THE MARKET
How can cultivating the experiential element of drinking out of home drive footfall?
How can drinks brands leverage eating out to drive out-of-home custom?
How can catering to specific occasions help to attract consumers and drive premiumisation?
How can the on-trade encourage greater experimentation and fuel premiumisation?
How can on-trade operators target the older consumer?
FUTURE OPPORTUNITIES
Slow It All Down
Switch Off
MARKET ENVIRONMENT
Key points
Consumer confidence remains under pressure
Figure 5: GfK NOP Consumer Confidence index, Jan 2007-May 2011
Dining out remains a spending priority
Figure 6: Items and activities extra money is spent on, June 2011
Demographic changes
Expected rise in the number of ABs should provide a boost to on-trade
Figure 7: Forecast adult population trends, by socio-economic group, 2006-16
Generation Y remains crucial to the on-trade
Figure 8: Forecast adult population trends, by age, 2006-11 and 2011-16
Growth in the number of over-55s will pose a challenge
CONSUMERS’ CHANGING DRINKING HABITS
Key points
Sharp drop in alcohol consumption in 2010
Figure 9: Trends in drinking habits, 2005-10
A trend towards less frequent drinking out of home
Figure 10: Trends for frequency of alcohol consumption in the on-trade amongst adults, 2006-10
Beer volumes are in rapid decline
Figure 11: Trends in the pattern of beer volume sales, by channel, 1999-2010
Spirits are the main beneficiary of changing drinking habits
Figure 12: Annualised rate of growth in consumer spending on alcohol in the on-trade, by type, at constant 2006 prices, 2001-10
More potential for wine in restaurants
MARKET SIZE
Key points
A sizeable market
Figure 13: UK on-trade alcoholic drinks household expenditure, at current and constant 2006 prices, 2006-11
The on-trade coming under pressure
Figure 14: UK on-trade alcoholic drinks household expenditure, at current and constant 2006 prices, 2006-11
How are the different categories performing?
THE CONSUMER – TYPES OF DRINK CONSUMED
Key points
What are people drinking?
Figure 15: Types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
Appealing to the under-35s…
Figure 16: Index of types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, by 18-24-year-olds and 25-34-year-olds, (Average = 100), May 2011
… while not forgetting the over-55s
Women favour wine, men prefer beer
Figure 17: Net difference** between most popular drinks in the last 6 months at a pub/bar/restaurant/other venue, by gender, May 2011
Bitter/ale/stout and red wine attract a similar core base
Figure 18: Index of any red wine and bitter/ale/stout drinkers in the last 6 months at a pub/bar/restaurant/other venue, by gender, age, socio-economic status and annual household income, (Average = 100), May 2011
THE CONSUMER – WHERE PEOPLE DRINK
Key points
Where are people drinking?
Figure 19: Places visited for an alcoholic drink in the last 6 months, May 2011
Figure 20: Index of people who have visited a ‘restaurant/bar/café’ for an alcoholic drink in the last 6 months, by gender, age, socio-economic group and annual household income, (Average = 100), May 2011
The pub market remains under pressure
Figure 21: Number of pub outlets, 2005-15
Night clubs and wine/cocktail/Champagne bars attract the young
Figure 22: Index of people who have visited a ‘nightclub/late-night bar’ and/or a ‘wine/cocktail/Champagne bar’ for an alcoholic drink in the last 6 months, by age, (Average = 100), May 2011
Entertainment provides a boost
Figure 23: Index of drinks drunk by people who have visited an ‘Entertainment venue’ for an alcoholic drink in the last 6 months, (Average = 100), May 2011
THE CONSUMER – FACTORS INFLUENCING VENUE CHOICE
Key points
Price and convenience are main attractions in venue choice
Figure 24: Factors that influence choice of out-of-home drinking venues, May 2011
Two in three keep an eye on costs
Figure 25: Index of ‘inexpensive cost’ as a factor that influences choice of out-of-home drinking venue, by gender, age, socio-economic group and annual household income, (Average = 100), May 2011
The local still has strong appeal
Investing in good food
Figure 26: Index of ‘good food’ as a factor that influences choice of out-of-home drinking venues, by gender, age, socio-economic group and annual household income, (Average = 100), May 2011
Food has strong appeal to women, sports to men
Figure 27: Net difference** between factors that influence choice of out-of-home drinking venues in the last 6 months, by gender, May 2011
THE CONSUMER – DRINKING OCCASIONS
Key points
Social element and food remain key drivers of drinking out-of-home
Figure 28: Occasions for drinking alcohol at a pub/bar/restaurant/other venue, May 2011
Relaxation less of a motivator out of the home
Catering to celebrations
Figure 29: Drinking alcohol at a pub/bar/restaurant/other venue ‘For a special occasion’, by age, May 2011
Focusing on live events
THE CONSUMER – DRINKING OCCASIONS BY DRINKS TYPE
Key points
Champagne drinkers are likely to drink out on special occasions
Figure 30: Index of agreement with drinking ‘For a special occasion’ in the last 6 months at a pub/bar/restaurant/other venue, by type of drink drunk, May 2011
Spirits popular when socialising
Figure 31: Index of agreement with drinking ‘When socialising with friends’ in the last 6 months at a pub/bar/restaurant/other venue, by type of drink drunk, May 2011
Wine benefits from food pairings
Figure 32: Index of agreement with drinking ‘To accompany a meal’ in the last 6 months at a pub/bar/restaurant/other venue, by type of drink drunk, May 2011
CONSUMER ATTITUDES TOWARDS DRINKING OUT OF HOME
Key points
Cost remains a key issue
Figure 33: Agreement with statements on drinking alcohol at a pub/bar/restaurant/other venues, May 2011
Cost remains an issue
Figure 34: Index of agreement with statements on drinking alcohol at a pub/bar/restaurant/other venues, by gender, age, socio-economic group and annual household income, May 2011
Older consumers cut down on drink because of health
Figure 35: Index of agreement with statements on drinking alcohol at a pub/bar/restaurant/other venue, by age, (Average = 100), May 2011
Consumers unwilling to trade down
Figure 36: Agreement with the statement ‘I have switched to cheaper drinks/brands when drinking out-of-home’, by age, May 2011
One in four are habitual in their tastes
Figure 37: Agreement with statements on drinking alcohol at a pub/bar/restaurant/other venue, by age, May 2011
Men drinking less
Figure 38: Agreement with the statements on drinking alcohol at a pub/bar/restaurant/other venues, by gender, May 2011
APPENDIX – CONSUMERS’ CHANGING DRINKING HABITS
Figure 39: Frequency of alcohol consumption in the on-trade (elsewhere) amongst adults, by demographics, 2010
Figure 40: Trends in levels of alcohol duty, 2005-11
APPENDIX – THE CONSUMER – TYPES OF DRINK CONSUMED
Figure 41: Most popular types of alcohol drunk in the last six months at a pub/bar/restaurant/other venue (outside of the home), by demographics, May 2011
Figure 42: Next most popular types of alcohol drunk in the last six months at a pub/bar/restaurant/other venue (outside of the home), by demographics, May 2011
Figure 43: Other types of alcohol drunk in the last six months at a pub/bar/restaurant/other venue (outside of the home), by demographics, May 2011
APPENDIX – THE CONSUMER – WHERE PEOPLE DRINK
Figure 44: Places visited for an alcoholic drink in the last 6 months, by demographics, May 2011
Figure 45: Places visited for an alcoholic drink in the last 6 months by most popular types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
Figure 46: Places visited for an alcoholic drink in the last 6 months, by next most popular types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
Figure 47: Places visited for an alcoholic drink in the last 6 months, by other types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
Figure 48: Occasions when having drunk alcohol at a pub/bar/restaurant/other venue, by most popular places visited for an alcoholic drink in the last 6 months, May 2011
Figure 49: Occasions when having drunk alcohol at a pub/bar/restaurant/other venue, by next most popular places visited for an alcoholic drink in the last 6 months, May 2011
APPENDIX – THE CONSUMER – FACTORS INFLUENCING VENUE CHOICE
Figure 50: Most popular factors that influence choice of out-of-home drinking venues, by demographics, May 2011
Figure 51: Next most popular factors that influence choice of out-of-home drinking venues, by demographics, May 2011
APPENDIX – THE CONSUMER – DRINKING OCCASIONS
Figure 52: Occasions when having drunk alcohol at a pub/bar/restaurant/other venue, May 2011
APPENDIX – THE CONSUMER – DRINKING OCCASIONS BY DRINKS TYPE
Figure 53: Occasions when having drunk alcohol at a pub/bar/restaurant/other venue, by most popular types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
Figure 54: Occasions when having drunk alcohol at a pub/bar/restaurant/other venue, by next most popular types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
Figure 55: Occasions when having drunk alcohol at a pub/bar/restaurant/other venue, by types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
APPENDIX – CONSUMER ATTITUDES TOWARDS DRINKING OUT OF HOME
Figure 56: Statements on drinking alcohol at a pub/bar/restaurant/other venues, by demographics, May 2011
Figure 57: Statements on drinking alcohol at a pub/bar/restaurant/other venues, by demographics, May 2011
Figure 58: Agreement with statements on drinking alcohol at a pub/bar/restaurant/other venues, by most popular types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
Figure 59: Agreement with statements on drinking alcohol at a pub/bar/restaurant/other venues, by next most popular types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011
Figure 60: Agreement with statements on drinking alcohol at a pub/bar/restaurant/other venues, by other types of alcohol drunk in the last 6 months at a pub/bar/restaurant/other venue, May 2011

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