Consumer spending in the off-trade is growing faster than in the on-trade, with the off-trade consumption of alcoholic drinks forecast to amount to US$213bn by 2008. Over the last few years, consumers have been seeking to boost the indulgence, luxury and quality of their at-home drinking experience. This report will identify emerging occasions and unmet consumer needs to capitalize on.
Report Scope:
- Comprehensive analysis of trends in consumer behavior and the subsequent impact of these changes on the drinking at home market in Europe and the US
- In-depth quantitative analysis of the drinking at home market to reveal the most profitable occasions for manufacturers to target
- Detailed Action Points explaining how to most effectively target consumer groups with alcoholic drinks products that satisfy the drinking at home need
Report Highlights:
The total number of drinking occasions at home is forecast to grow to 60 billion by 2009. The pattern is varied however, for example European consumers have a significantly greater number of at-home drinking occasions than their American counterparts
The growing need for high quality consumption experiences combined with the cocooning trend means that more consumers are seeking at-home indulgences that replicate on-trade quality
The on-trade environment is off-putting for many consumers. Limited choice, poor quality, steep price inflation combined with smoking regulations have all reduced the appeal of the on-trade. In our survey 50% of the respondents found the expensive nature of the on-trade an important discouraging factor
Reasons to Purchase:
- Uncover exclusive data on the size and dynamics of the drinking at home market in Europe and the US to capitalize on future developments
- Understand the drivers behind the drinking at home trend and how to target the emerging consumer behaviors
- Improve your marketing by understanding the latest consumer trends to influence European and US consumers drinking at home habits
