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Adult Beverage Category Report: Tap Into Trends That Drive Growth and Increase Check Average
Technomic Inc., Jan 2006, Pages: 739
Each year, consumers spend nearly $150 billion on alcoholic beverage purchases. Roughly $82 billion, or 55%, of adult beverage purchases are made on-premise, at restaurants, bars or other foodservice establishments, and this number is estimated to grow by 4% in 2007:
- Despite higher expenditures on-premise, only 33% of consumers drank alcohol away-from-home (AFH) on their most recent drinking occasion. This provides great opportunity to grow the number of occasions relative to off-premise.
- Ethnic consumers represent 34% of the total population and account for 85% of population growth. These consumers, who indicate significant increases in AfH adult beverage purchases over the past three years, are vital to growing future on-premise sales.
- Growth will continue to occur for higher-end products as consumers shift towards premium adult beverages that look to satisfy sophisticated palates.
To help operators and suppliers better understand and assess these opportunities and trends, Technomic has developed the 2006 Adult Beverage Report.
Comprehensive Coverage
This new report will consist of the following areas:
Menu Offering and Preparation Analysis—a comprehensive review of alcoholic beverage items offered in the Top 250 limited-service and full-service restaurant chains.
The analysis will include:
- Top brands
- Beverage types menued
- Leading flavors offered in specialty drinks
- Comparison of drink size offerings
- Snapshots of leading chains who have unique and high-volume adult beverage programs
Original consumer Research—more than 1,000 structured online interviews quantifying consumer attitudes and practices relative to their away-from-home adult beverage purchases. Key insights and strategic implications will help manufacturers and operators stay on top of the trends that drive purchasing decisions. In addition to an extensive consumer analysis, the report explores the attitudes of nearly 650 drinkers who have not purchased alcohol away from home in the past month.
Pricing monitor—detailed listing and comparison of pricing between beverage types, brands and sizes offered at both limited-service and full-service restaurants.
Concept menu and Profiles—adult beverage menu listing of 25 leading chains with regard to alcoholic beverage sales. Includes additional insight into best practices for menuing adult beverages.
Expanded Deliverables
In addition to comprehensive reporting on these topics, Technomic experts will provide the following deliverables:
- Comprehensive written executive summary including insights, implications and recommendations
- Printed data tables on all consumer interviews performed, tabulated by gender, age, ethnicity, region and household income.
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