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Young Adults' Alcoholic Drinks Behaviors
Datamonitor, June 2004
Did you know that Young Adults enjoy 223 drinking occasions per person, and spend over US$1,000 per year as a result? What will replace the ready-to-drink spirit (RTD) as the top nightclub drink? Datamonitor's new report shows how the changes in Young Adults lives are affecting the way they drink, how often they drink and how much they spend.
Scope of this report
- A complete analysis of Young Adults' alcohol drinking habits, occasions and spending, by week/weekend, gender, occupation and living arrangements.
- In-depth discussion of the new needs of Young Adults, based on changes in lifestyles and evolving perceptions of 'coolness' across Europe and the US
- Close investigation into trends in New Product Development (NPD), highlighting the categories poised for success in the next five years.
- Detailed Action Points offering practical strategies based on the trends and insights analyzed in the report, emphasizing branding and NPD.
Research and analysis highlights
As brands increasingly act as a badge and confer some of their characteristics upon the drinker, they can help Young Adults to present a positive image to those they want to impress. For example, sales of RTDs have significantly fallen away in Europe, because Young Adults often believe that they are a drink for unsophisticated younger drinkers.
The increase in Young Adult women's on-trade occasions (the annual growth is 3 per cent) across Europe and the US means that there are many more bars where creating the right atmosphere is all important. Similarly having drinks that fit the audience is equally important.
The Entertaining At-home market will grow at an annual rate of 3.3 per cent. By 2008, Young Adults will spend as much on the average Entertaining At-home occasion as they will on typical night out in the on-trade.
Key reasons to read this report
- Boost sales by understanding where, when and why Young Adults drink and so that you can give them what they want when they want it.
- Build brand equity by tailoring marketing and product development to the experiences and needs of today's Young Adults.
- Develop new products designed to capitalize on the latest trends in drinking cultures among Young Adults.
“...In this category [Young Adults' beer], being the number one brand can easily mean less than five per cent of market share...”
“...In 2002, we strengthened our focus on young, legal-drinking-age males - on being relevant to them at a time in their lives when they're forming many of their brand preferences...”
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