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Alcohol Consumption at Home in the United States 2010
Mintel, June 2010, Pages: 93
With total US sales of nearly $80 billion in 2009, the market for alcoholic beverages for off-premise consumption has experienced tapering growth—up a minimal 1.2% from 2008-09. In this report, Mintel presents sales trends of the alcoholic beverage market, as well as by type of alcohol to provide context for trends in alcohol consumption at home. The heart of the report is Mintel’s exclusive consumer research and analysis including:
- Comparisons of alcohol consumption at home against consumption away from home
- Exploration of alcohol consumption at home by type and frequency
- Opportunities for industry players to encourage experimentation, create a healthy halo for alcoholic beverages and hone marketing tactics to motivate consumer purchase
- Discussion of how the recession has given a competitive advantage to alcohol marketed for consumption at home, placing added pressure on bars and restaurants
- Assessments of shifts in population by key demographics—age, gender and Hispanic origin, as related to each group’s behavior and attitudes regarding alcohol consumption at home
- A look at innovation in alcoholic beverages by number of new products for each type of alcohol, as well as identifying trends among the most widely used claims as they differentiate by type of alcohol
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