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New Opportunities In Drinking At Home
Datamonitor, May 2005, Pages: 63
CHAPTER 1 - EXECUTIVE SUMMARY 3.
Hot topic 3
The future decoded 3
Action points 5
CHAPTER 2 - THE FUTURE DECODED 13.
Introduction 13
The importance of the at-home alcoholic drinks market cannot be underestimated 13
Defining the at-home consumption market 13
TREND: the nature of drinking occasions is changing 14
The penetration rate of at-home consumption is increasing 14
TREND: consumers are increasingly staying at home 14
Better at-home entertainment options encourage the trend 14
Consumers need to balance time demands 15
Consumers counterbalance stress by cocooning 16
Consumers place increased value on family relationships 17
TREND: drinking at home is increasing moderately 18
The number of occasions is increasing 18
At-home drinking occasions are increasing during the weekend 20
The volume of the at-home drinking market is increasing 21
The volume of at-home consumption per capita is forecast to remain stagnant 22
The at-home consumption value growth is outpacing the on-trade 23
TREND: drinking with meals is on the increase 24
INSIGHT: consumers need an everyday indulgence 25
Indulgence is required to overcome greater stress 25
Socializing and relaxing are important reasons for drinking at home 25
INSIGHT: society is becoming more feminized 26
Men take up more household activities 26
INSIGHT: consumers are discouraged by the on-trade environment 27
The binge drinking culture is alienating some customer groups 27
Limited choice and poor quality affects the decision to drink in the on-trade 28
Smoky on-trade establishments discourage consumers 29
Consumers are more critical of the on-trade's value for money 30
Price is not the main determining factor in the on-trade or take- home deliberations 31
INSIGHT: drink driving education affects on-trade consumption 31
INSIGHT: consumers seek better quality experiences 31
Consumers are seeking on-trade quality at home 31
Consumers are seeking an on-trade experience at home 32
Consumers are increasingly particular about their drinking 33
INSIGHT: consumers exhibit high price sensitivity in the off-trade 35
Beer has an image problem 35
INSIGHT: consumers dislike the alcoholic drinks shopping experience 38
The off-trade doesn't address consumers alcohol needs 38
The off-trade shopping experience is unappealing to consumers 38
INSIGHT: the affluent drink more at-home than the poor 39
INSIGHT: consumers' needs affect drinks choice more than occasions 41
CHAPTER 3 - ACTION POINTS 44.
Introduction 44
Tailor marketing communications to encourage at-home consumption 45
Highlight various at-home drinking occasions 45
Offer greater value by bringing the on-trade home 48
Replicate the on-trade experience and quality 48
Target women 50
Target women with promotional activities 50
Target women as the buyer of household products 51
Update packaging to encourage at-home consumption 52
Design easy-to-stock packaging 52
Design easy-to-carry packaging 53
Adjust bottles or pack sizes for different occasions 54
Design package formats for specific at-home occasions 56
Design packaging with once-a-week shopping trips in mind 58
Link at-home drinking to ready meals and snacks 59
Use dual sighting techniques 59
Target Seniors 60
Promote at-home alcoholic drinks to the 50+ group 60
CHAPTER 4 - APPENDIX 61.
Definitions 61
Research methodology 61
References 62
News Sources 62
Industry Sources 62
Government Sources 63
How to contact experts in your industry 63
LIST OF TABLES
Table 1: Average number of journeys per person per day by country, in Europe and US, 1999 - 2009 16
Table 2: At-home alcoholic drinking occasions (m), 1999-2009 19
Table 3: At-home occasions by time of week, Europe and US (m), 1999-2009 21
Table 4: Total volumes (liters m) of consumption at home, 1999-2009 22
Table 5: Per capita at-home consumption (liters m), 1999-2009 23
Table 6: Total alcoholic drinks sales, (€bn and US$bn) US and Europe, 1998-2008 24
Table 7: Definitions used in this report 61
LIST OF FIGURES
Figure 1: European and US self-perception of stress, split by the Depression, Anxiety and Stress Scale levels, 2003 17
Figure 2: Bailey's Minis addresses the need for daily indulgence 25
Figure 3: Entertaining and relaxing at home are the most important motivations behind drinking at home. 26
Figure 4: Carling's advertising campaign aimed at enhancing the beer's quality perception 32
Figure 5: Heineken BeerTender provides an on-trade experience at home 33
Figure 6: InBev PerfectDraft allows consumers to enjoy draught beer to be served at the correct temperature 35
Figure 7: The off-trade price of beer has been static for the last five years 37
Figure 8: At-home consumption of alcoholic drinks and affluence levels 40
Figure 9: Consumers' state-of-mind determines their choice of alcoholic drinks at home 42
Figure 10: Blossom Hill targeting stressed consumers 43
Figure 11: Carlsberg's communication message focuses on sharing a beer with friends 46
Figure 12: Budweiser chose product placement in order to associate its brand with at-home consumption 48
Figure 13: Heineken Keg Can aims for an on-trade feel 49
Figure 14: Beer advertising campaigns often target an exclusively male audience 51
Figure 15: Grolsch and Baileys already have easy-to-stock packaged products on the market 53
Figure 16: Grolsch and Seagram have designed an easy-to-carry packaging 54
Figure 17: Stella Artois' different off-trade formats catering for different occasions 55
Figure 18: WKD Original Vodka Blue product formats target specific occasions 56
Figure 19: The Coca-Cola and Bacardi product targets the entertaining at-home market 57
Figure 20: Carling's open top package is designed to facilitate self-service 57
Figure 21: Miller Beer Fridge Packs contain 12 cans 59
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