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Young Adults' Alcoholic Drinks Behaviors


Description: 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...”


Contents: EXECUTIVE SUMMARY

Introduction

The future decoded

Action points

THE FUTURE DECODED

Introduction

Trends in Young Adults' lives

- Demographic changes threaten the importance of Young Adults
- Young Adults are less independent than previous generations
- Going Out is increasing
- Entertaining At-home is rising slowly
- Staying In is of limited interest to Young Adults

Young Adults' spending on drinks is increasing

- Disposable incomes are rising
- Spending on Going Out
- Spending on Entertaining At-home
- Spending on Staying In

Young Adults are in a key transitional phase

- Exploration of categories and tastes creates opportunities

Socializing is the need behind most Young Adult drinking

- Fitting in is a key need
- Bonding with friends and acquaintances matters to Young Adults
- Dating

Young Adults also want individuality

- Generational individuality
- Peer group individuality
- Accentuating the positive is vital

The need for maturity will benefit different categories

- Emphasizing adulthood is important to Young Adults
- Young Adults increasingly demand the trappings of sophistication
- Control is a vital aspect of maturity

Young Adults want to have fun

- Novelty of experience is vital
- Young Adults demand excitement

Young Adult women are developing their own drinking habits

- Competing with male peers
- The female group drinking occasion
- Young Adult women seek glamour and sophistication

The changing on-trade environment

- More variety means more varied drinking patterns
- Chameleon bars are becoming more popular
- Mid-week drinking is increasingly common

Entertaining At-home

- Catalysts for Entertaining At-home occur more frequently
- Meeting on-trade standards adds value to Entertaining At-home
- Meeting new needs

ACTION POINTS

Introduction

Establish strong brand identities

Target the need for maturity

- Develop more mature products
- Use positive role models to demonstrate maturity

Aid socializing - the key need of Young Adults

- Help Young Adults bond and make friends through sharing
- Help Young Adults feel confident

Offer individuality
- Use positive differences to help consumers assert their individuality
- Help Young Adults demonstrate success by offering premium drinks
- Develop a distinct positioning

Offer Young Adult women glamour and sophistication

- Reflect desirable venues in marketing and advertising
- Change drink formats to meet Young Adult women's ideals
- Ingredients play a key role in establishing sophistication

Target Entertaining At-home

- Product development is vital to encouraging Entertaining At-home
- Create and encourage sharing
- Develop "party-packs" to enhance the event
- Use advertising and marketing to support at-home consumption

Become a lifestyle accessory

Make occasions fun

- Encourage group participation through games and events
- Create in-bar events to enliven mid-week evenings out

APPENDIX




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