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Changing Alcoholic Drinks Consumption Occasions
Datamonitor, March 2004
Why should consumers choose your brand? Is it still relevant to key occasions? Spending in the off-trade will reach US$182 billion by 2008, growing twice as fast as on-trade spending. Directing spending towards new types of need states and occasions is vital. This report will define and size new occasions, identify key consumer groups, explore need states and provide actionable insights.
Scope of this report
- A comprehensive analysis of drinking occasions by size, growth rate, value, target consumer groups and market category, covering Europe and the US.
- In-depth analysis explaining why changes are taking place in the drinks market and how consumers' need states are redefining consumption occasions.
- Actionable recommendations covering each market sector and showing how new products, marketing and category management can reap rewards.
- New product development analysis which highlights how to exploit emerging trends through careful targeting of consumers' need states.
Research and analysis highlights
While the average consumer spends one of two weekend nights going out, less than one of five mid-week nights sees the average consumer in a bar or café. The future of the on-trade lies in encouraging more mid-week consumption in order to take advantage of the opportunity this represents.
Going out represents 49 per cent of all occasions across Europe and the US. This varies considerably by country: in Italy and Spain, the figure is over 60 per cent, while in Sweden it is 34 per cent.
Urban Singles have a very mixed set of needs. At the younger end of the age-scale they are still interested in meeting new people but are developing stronger relationships among casual acquaintances, with the result that is a growing need to experiment with more intimate occasions. This leads to a greater amount of entertaining at-home .
Key reasons to read this report
1. Build brand equity by creating close affinity between your brand and key occasions
2. Boost sales by targeting growing, high-spend occasions
3. Develop new valuable occasions through need state led new product development
“...Premium products, such as fine wines, demonstrate ‘success in life’. The consumer can show that they have the ability and wit to enjoy the finest things in life, which makes for a powerful social statement...”
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