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市場調查報告書

ON TRADE酒精飲料的市場趨勢 - 中國

On-trade Alcoholic Drinks - China - June 2015

出版商 Mintel China 商品編碼 270495
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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ON TRADE酒精飲料的市場趨勢 - 中國 On-trade Alcoholic Drinks - China - June 2015
出版日期: 2015年06月30日 內容資訊: 英文
簡介

ON TRADE、通路(Pub、Bar、餐廳等)的銷售額、今後預測年平均成長率(CAGR)3.8%。市場是商談用需求中心到個人消費主體的替換、高級葡萄酒、烈酒的成長率降低、返言之中級品的需求擴大中。中級葡萄酒、烈酒的普及和、啤酒的高級化趨勢、是今後經ON TRADE、通路的酒精市場成長的推動。此外、女性的消費頻率、消費量少的關係、女性層的開拓也是今後的課題。

本報告書為、中國酒精飲料的ON TRADE市場為焦點、現況和最近未來展望、產品選擇的影響因素、產品、品牌的消費傾向、製造業者所重視的品質因素、消費者的各種類(男女別、所得別、年齡別等)的市場開拓策略、未來有希望的產品開發等最新市場資訊的彙集。

第1章 介紹

第2章 實施摘要

第3章 課題和考察

  • 品牌各企業的貿易方面市場、如何開拓女性消費者?
  • 品牌各企業為提升認知度、自我產品和食品應如何搭配及設定?
  • 「供給可能性的阻礙」應如何打破?
  • 反浪費活動中、高級酒類應如何重新設定自我產品位置?

第4章 發展趨勢的活用

  • 發展趨勢:自我品牌影響力的擴大、效率化、介入

第5章 市場促進因素

  • 重點
  • 政府的反浪費活動之市場重組
  • 高級酒類的銷售額展望維持穩定
  • 健康不安部分是白酒負面、紅酒正面的運作
  • 高齡化對酒精飲料市場帶來威脅
  • 隨著都市化的進展、持續市場的有機成長
  • 帶酒的相關最高裁判的司法判斷

第6章 商品開發

  • 重點
  • Burupabu及當地啤酒/精釀啤酒的急速成長
  • 與食品搭配的新傾向
  • 越過種類障礙的商品開發:啤酒雞尾酒

第7章 市場規模、預測和部門別業績

  • 重點
  • 烈酒的市場佔有率擴大
  • 啤酒的成長低迷之ON TRADE市場整體的減速
  • 烈酒需求增大之今後的市場狀況回復的展望
  • 預測方法

第8章 消費者:酒精飲料的消費量

  • 重點
  • ON TRADE、通路使用者基礎擴大的可能性
  • ON TRADE市場仍為零售市場、男性佔大部分
  • 大都市中30歲世代(有小孩的世代)、家庭中的飲酒機會最多

第9章 消費者:消費水準的變化

  • 重點
  • 消費頻率、消費額的增加
  • 女性家庭的酒類消費頻率的增加傾向
  • 家庭中高級酒精類消費擴大的可能性
  • 對青年層來說更具魅力的ON TRADE、通路
  • 地方都市中的ON TRADE、通路的高級酒類提供:龐大的市場機會

第10章 消費者:酒精飲料的種類別之消費傾向

  • 重點
  • 啤酒、葡萄酒、白酒是、自家消費/ON TRADE、通路雙方獨佔
  • 葡萄酒是自家消費為主體
  • 烈酒是自家以外場所的消費傾向
  • ON TRADE、通路中挑戰各種類酒類的傾向
  • 預算是最大的消費阻礙因素
  • 葡萄酒有高級品、啤酒有中、低所得者用的印象
  • 女性人氣較高的是葡萄酒香檳、雞尾酒
  • 商談用葡萄酒、白酒較多

第11章 消費者:飲酒所拜訪的地點

  • 重點
  • 中華料理店是人氣最高的飲酒場所
  • 亞洲料理店:女性專用市場開拓的可能性

第12章 消費者:自家外飲酒的機會

  • 重點
  • 個人消費高於商談用消費
  • 特別活動、國定假日:自家外飲酒的重要理由
  • 特別活動、國定假日:持續女性消費者的重要機會
  • 烈酒:與餐點的搭配較佳

第13章 消費者:資訊通路的相關想法

  • 重點
  • 口耳傳播:重要的資訊通路
  • 線上通路對女性的作用較強
  • 調酒師:高級酒精的相關重要資訊來源

第14章 消費者:酒精選擇的重視事項

  • 重點
  • 衝動性購買:店頭活動的重要性
  • 增加選項、選項更加困難
  • 酒類的製造地:地方的中小都市更加重視

第15章 消費者:價格、宣傳的想法

  • 重點
  • ON TRADE、通路、更高價酒類的下單傾向

第16章 消費者:對商品開發來說的一般性想法

  • 重點
  • 挑戰新產品是更加確切
  • 但是、高所得者的品牌、專利高
  • 與食品的搭配:重視高所得者及女性
  • 與食品的搭配:女性消費者開拓的重要方法
  • 與食品的搭配:高級化(premiumising)的方便方法
  • 與食品的搭配:白酒品牌的未知領域
  • 對地酒來說地區性的差異

第17章 消費者:對高級化的一般性想法

  • 要點
  • 高級酒精飲料市場的潛在性
  • 高級包裝:對女性強度的訴求力

第18章 消費者:酒精飲料的健康面中所影響的相關一般想法

  • 重點
  • 對葡萄酒來說「健康的」的印象

第19章 消費者:集團分析

  • 重點
  • 4種消費族群
  • 不重視健康的人
    • 這些人的屬性
    • 飲料消費傾向
    • 在這12個月中飲酒行動是否有任何的變化
    • 哪一種類的酒最受歡迎?
    • 實際引用的是什麼?
    • 市場的影響
  • 價格敏感的消費者
  • 國產高級酒的愛好家
  • 國外產高級酒的愛好家

第20章∼27章 附錄:相關檔案、圖表

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄

“When it comes to alcoholic drinks, women's spending is significantly less compared with men and female consumers are widely considered ‘hard to reach'. Highlighting food pairing and partnering with Asia restaurants in online-based campaigns should be able to help brands stand out when targeting women.” - David Zhang, Research Analyst.


This report looks at the following areas:

  • How can brands target female consumers at on-trade channels?
  • How can brands utilise food pairing to improve awareness of their drinks?
  • How to break the affordability barrier?
  • How can premium drinks effectively reposition themselves under the anti-extravagance campaign?

As the dominating power of the on-trade channel, the beer segment has become more mature, with the growth rate slowing. This has led to annual growth in the overall on-trade market falling from more than 10% to only 1.2% in 2013.

In the high-end segment, the wine and spirits categories have been hit, and the market has become more consumer-centric instead of business-purpose driven. In the past few years, there have been a number of shifts, with the wine segment seeing its volume decrease by 11.2% in 2013 and the growth rate of spirits decreasing from 25.2% in 2010 to 6.0% in 2013.

Looking ahead, sales in the on-trade alcoholic beverage market are likely to grow by a modest CAGR of 3.8%. While high-end premium wines and spirits are losing ground, mid-range product lines are expanding fast to fill the gap. The strong performance in the mid-range wine and spirits categories and the trend of premiumisation in the beer category are the key drivers supporting growth in the on-trade alcoholic drink market.

Table of Contents

1. Introduction

  • Definition
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: Fan chart of on-trade alcoholic drinks in China, 2009-19
  • Market drivers
  • Government anti-extravagance campaign forcing a market reshuffle
  • The outlook for premium ranges remains strong
  • Health concerns pose a threat to the baijiu market but are a boost to wine
  • The ageing population poses a threat to the alcoholic drinks market
  • Organic growth remains strong as urbanisation continues apace
  • Supreme Court judicial interpretation on BYO drinks
  • Companies, brands and innovation
  • Brewpubs and microbrew/craft beer gain momentum
  • The emerging trend of food pairing
  • Innovation without boundaries: beer cocktails
  • The consumer
  • There is potential to expand the user base of on-trade channels
    • Figure 2: Usage of alcoholic drinks at home and out of home, March 2014
  • Consumers are drinking more frequently and spending more
    • Figure 3: Change of consumption level in alcoholic drinks, March 2014
  • Beer, wine and baijiu dominate both in-home and on-trade channels
    • Figure 4: Different types of alcoholic drinks had at home and out of home, March 2014
  • Chinese restaurants remain the most popular place for drinking
    • Figure 5: Places visited when drinking alcoholic drinks out of home, March 2014
  • Personal consumption outweighs business occasions
    • Figure 6: Occasions for drinking alcoholic drinks out of home, March 2014
  • Word of mouth becomes an important information channel
    • Figure 7: Attitudes towards information channels, March 2014
  • Impulsive purchase highlights the importance of campaigns at PoP
    • Figure 8: Attitudes towards out-of-home drink selection, March 2014
  • Trying new drinks is important but high earners remain brand loyal
    • Figure 9: General attitudes towards innovation, March 2014
  • Premium drinks show potential
    • Figure 10: General attitudes towards premiumisation
  • Wine has a healthy image
    • Figure 11: General attitudes towards health implication of drinking
  • What we think

3. Insights and Issues

  • How can brands target female consumers at on-trade channels?
  • The facts
  • Implications
  • How can brands utilise food pairing to improve awareness of their drinks?
  • The facts
  • Implications
    • Figure 12: Agreement with the statement “The type of alcoholic drink served with food is important to me when dining out of home”, by demographics, March 2014
  • How to break the affordability barrier?
  • The facts
  • Implications
    • Figure 13: Number of different types of alcoholic drinks had out of home, by income, March 2014
  • How can premium drinks effectively reposition themselves under the anti-extravagance campaign?
  • The facts
  • Implications

4. Trend Application

  • Trend: Influentials
  • Trend: Life Hacking
  • Mintel Future: Brand Intervention

5. Market Drivers

  • Key points
  • Government anti-extravagance campaign forcing a market reshuffle
  • The outlook for premium ranges remains strong
    • Figure 14: Urban per capita household consumption expenditure in cash (RMB) 2005-13
  • Health concerns pose a threat to the baijiu market but boost wine
  • The ageing population poses a threat to the alcoholic drinks market
    • Figure 15: The population in China, by age groups, 2002-12
  • Organic growth remains strong as urbanisation continues apace
    • Figure 16: Urbanisation in China, 2000-12
  • Supreme Court judicial interpretation on BYO drinks

6. Who's Innovating?

  • Key points
  • Brewpubs and microbreweries/craft beer gain momentum
    • Figure 17: Cider from Shanghai Brewery
    • Figure 18: Great leap Beijing
  • The emerging trend of food pairing
    • Figure 19: Microbrew white beer from Paulaner
  • Innovation without boundaries: beer cocktails
    • Figure 20: Beer cocktails from Shanghai Brewery

7. Market Size, Forecast and Segment Performance

  • Key points
  • Spirits are expanding market share
    • Figure 21: On trade volume sales of alcoholic drinks, 2011-13
  • The slow growth of beer segment stalls the on-trade alcoholic drink market
    • Figure 22: On trade volume sales of alcoholic drinks in China, 2009-19
  • The growing demand for spirits leads future recovery
    • Figure 23: Fan chart of on-trade alcoholic drinks in China, 2009-19
  • Forecast methodology

8. The Consumer - The Consumption of Alcoholic Drinks

  • Key points
  • There is potential to expand the user base of on-trade channels
    • Figure 24: Usage of alcoholic drinks at home and out of home, March 2014
  • Men dominate both on-trade and retail channels
    • Figure 25: Usage of alcoholic drinks at home and out of home, by gender, March 2014
  • Parents in their thirties from tier one cities are more likely to drink at home
    • Figure 26: Usage of alcoholic drinks at home, by selected demographics, March 2014

9. The Consumer - Changing Consumption Levels

  • Key points
  • Consumers are drinking more frequently and spending more
    • Figure 27: Change of consumption level in alcoholic drinks, March 2014
  • Women are more likely to increase their in-home drinking frequency
    • Figure 28: Change of consumption level of in home alcoholic drinks, by gender, March 2014
  • In home as a potential occasion for premium alcoholic drinks
    • Figure 29: In home alcoholic drink consumption changes, by household income, March 2014
  • On trade channels tend to be more attractive to the young
    • Figure 30: Out of home alcoholic drink consumption changes, by age, March 2014
  • Lower tier cities shows great potential for premium drinks offered via on-trade channels
    • Figure 31: Out of home alcoholic drink consumption changes, by age, March 2014

10. The Consumer - Types of Alcoholic Drinks Consumed

  • Key points
  • Beer, wine and baijiu dominate both in-home and on-trade channels
    • Figure 32: Different types of alcoholic drinks had at home and out of home, March 2014
  • Wine is largely an at-home drink...
  • ...and Western spirits tend to be suitable as out-of-home drinks
  • People tend to explore different types of drinks at on-trade channels...
    • Figure 33: Repertoire of different types of alcoholic drinks had at home and out of home, March 2014
  • ... but affordability remains the key barrier
    • Figure 34: Number of different types of alcoholic drinks had out of home, by income, March 2014
  • Wine has a high-end image while beer attracts low to mid earners
    • Figure 35: Selected types of drinks consumed out of home, by personal income, March 2014
  • Wine, Champagne and cocktails more attractive to women
    • Figure 36: Selected types of alcoholic drinks consumed out of home, by gender, March 2014
  • Wine and baijiu are seen as drinks for business purposes
    • Figure 37: Type of drink consumed out of home, by occasions, March 2014

11. The Consumer - Places Visited When Drinking

  • Key points
  • Chinese restaurants remain the most popular place for drinking
    • Figure 38: Places visited when drinking alcoholic drinks out of home, March 2014
  • Asian restaurants show potential for targeting the female segment
    • Figure 39: Light users of Asian restaurants, by demographics, March 2014

12. The Consumer - Occasions of Drinking Alcoholic Drinks Out of Home

  • Key points
  • Personal consumption outweighs business occasions
    • Figure 40: Occasions for drinking alcoholic drinks out of home, March 2014
  • Special events and festivals are important reasons for consumers to drink out of home...
  • ... and they tend to be an important channel to attract female consumers
    • Figure 41: Having drunk alcoholic beverages in specific events, by gender, March 2014
  • Western spirits could benefit from highlighting food pairing
    • Figure 42: Occasions of drinking alcoholic beverages out of home, by types of drinks, March 2014

13. The Consumer - Attitudes Towards Information Channels

  • Key points
  • Word of mouth becomes an important information channel
    • Figure 43: Attitudes towards information channels, March 2014
  • Online channels works better to attract women
    • Figure 44: Most popular attitudes towards drinking alcoholic drinks out of home, by demographics, March 2014
  • Barmen: an important information source for premium drinks
    • Figure 45: Agreement of the statement “I would like to try the alcoholic drinks recommended by barmen”, by income, March 2014

14. The Consumer - Attitudes Towards Drink Selection

  • Key points
  • Impulsive purchase highlights the importance of campaigns at PoP
    • Figure 46: Attitudes towards out-of-home drink selection, March 2014
  • More options make choices difficult to come by
    • Figure 47: Agreement with the statement “I only decide what to drink when I am in the outlet”, by region, March 2014
  • Drink origins tend to be more important in tier three cities
    • Figure 48: Agreement with the statement “The origin of the alcohol is an important consideration factor when drinking out of home”

15. The Consumer - Attitudes towards Prices and Promotions

  • Key points
  • People tend to buy more expensive drinks in on-trade channels
    • Figure 49: Attitudes towards pricing and promotions, March 2014

16. The Consumer - General Attitudes Towards Innovation

  • Key points
  • Trying new drinks is more relevant...
    • Figure 50: General attitudes towards innovation, March 2014
    • Figure 51: The selection of beers to try, Jackie's Beer Nest Shanghai
  • ...but high earners tend to show a high level of brand loyalty
  • Food pairing appeals to high earners and women
    • Figure 52: Agreement with the statement “The type of alcoholic drink served with food is important to me when dining out of home”, by demographics, March 2014
  • Food pairing: an important way of reaching women
  • Food pairing: A useful means of premiumising
  • Food pairing: Uncharted water for baijiu brands
  • Regional differences on local drinks
    • Figure 53: Agreement with the statement “Local drinks cater better to my taste than imported ones”, by demographics, March 2014

17. The Consumer - General Attitudes Towards Premiumisation

  • Key points
  • Premium drinks shows potential
    • Figure 54: General attitudes towards premiumisation
  • Premium packaging is more appealing to women
    • Figure 55: Agreement with the statement “Alcohol drinks with premium packaging are worth paying more for when drinking out of home”, by gender, March 2014
    • Figure 56: Absolut Vodka Mode Edition, 2011
    • Figure 57: Media Vodka and Only premium gin with appealing packaging
    • Figure 58: Baileys Chocolate Luxe, Q1 2014

18. The Consumer - General Attitudes towards Health Implications of Drinking Alcohol

  • Key point
  • Wine has a healthy image
    • Figure 59: General attitudes towards health implication of drinking

19. The Consumer - Cluster Analysis

  • Key points
  • Four groups identified
    • Figure 60: Four groups identified, March 2014
  • Health Disdainers
  • Who are they?
    • Figure 61: Health disdainers, by selected demographics, March 2014
  • What do they think?
  • How have their drinking habits changed over the past 12 months?
  • Which types of drinks do they prefer?
  • Where do they drink?
  • Marketing implications
  • Price Sensitive Consumers
  • Who are they?
  • What do they think?
  • How have their drinking habits changed over the past 12 months?
    • Figure 62: The drinking habits of price sensitive segment, March 2014
  • Which types of drinks do they prefer?
  • Where do they drink?
  • Marketing implications
  • Domestic Premium Lovers
  • Who are they?
    • Figure 63: Domestic premium lover, by selected demographics, March 2014
  • What do they think?
  • How have their drinking habits changed over the past 12 months?
    • Figure 64: The drinking habits of domestic premium lover segment, March 2014
  • Which types of drinks do they prefer?
  • Where do they drink?
  • Marketing implications
  • International Premium Seekers
  • Who are they?
    • Figure 65: International premium seeker, by selected demographics, March 2014
  • What do they think?
  • How have their drinking habits changed over the past 12 months?
    • Figure 66: The drinking habits of international premium seeker segment, March 2014
  • Which types of drinks do they prefer?
  • Where do they drink?

20. Appendix - Consumption of Alcoholic Drinks in the Past 12 months

  • Figure 67: Consumption of alcoholic drinks in the past 12 months, March 2014
  • Figure 68: Consumption of alcoholic drinks in the past 12 months, by demographics, March 2014

21. Appendix - Change of Consumption Level in Alcoholic Drinks in the Past 12 Months

  • Figure 69: Change of consumption level in alcoholic drinks in the past 12 months, March 2014
  • Figure 70: Change of consumption level in alcoholic drinks in the past 12 months - The number of times I drink in home compared to 12 months ago has, by demographics, March 2014
  • Figure 71: Change of consumption level in alcoholic drinks in the past 12 months - The amount I typically spend each time when drinking in home compared to 12 months ago has, by demographics, March 2014
  • Figure 72: Change of consumption level in alcoholic drinks in the past 12 months - The number of times I drink out of home compared to 12 months ago has, by demographics, March 2014
  • Figure 73: Change of consumption level in alcoholic drinks in the past 12 months - The amount I typically spend each time when drinking out of home compared to 12 months ago has, by demographics, March 2014

22. Appendix - Different Types of Alcoholic Drinks Had in the Past 12 Months

  • Figure 74: Different types of alcoholic drinks had at home in the past 12 months, March 2014
  • Figure 75: Most popular different types of alcoholic drinks had at home in the past 12 months - In-home, by demographics, March 2014
  • Figure 76: Next most popular different types of alcoholic drinks had at home in the past 12 months, by demographics, March 2014
  • Figure 77: Other different types of alcoholic drinks had at home in the past 12 months, by demographics, March 2014
  • Figure 78: Different types of alcoholic drinks had out of home in the past 12 months, March 2014
  • Figure 79: Most popular different types of alcoholic drinks had out of home in the past 12 months - Out of home, by demographics, March 2014
  • Figure 80: Next most popular different types of alcoholic drinks had out of home in the past 12 months - Out of home, by demographics, March 2014
  • Figure 81: Other different types of alcoholic drinks had out of home in the past 12 months - Out of home, by demographics, March 2014
  • Figure 82: Different types of alcoholic drinks had at home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Chinese full-service restaurants, March 2014
  • Figure 83: Different types of alcoholic drinks had at home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Other Asian full-service restaurants, March 2014
  • Figure 84: Different types of alcoholic drinks had at home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, March 2014
  • Figure 85: Different types of alcoholic drinks had at home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, March 2014
  • Figure 86: Different types of alcoholic drinks had at home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, March 2014
  • Figure 87: Different types of alcoholic drinks had at home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Night clubs, March 2014
  • Figure 88: Different types of alcoholic drinks had at home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, March 2014
  • Figure 89: Different types of alcoholic drinks had out of home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Chinese full-service restaurants, March 2014
  • Figure 90: Different types of alcoholic drinks had out of home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Other Asian full-service restaurants, March 2014
  • Figure 91: Different types of alcoholic drinks had out of home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, March 2014
  • Figure 92: Different types of alcoholic drinks had out of home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, March 2014
  • Figure 93: Different types of alcoholic drinks had out of home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, March 2014
  • Figure 94: Different types of alcoholic drinks had out of home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, March 2014
  • Figure 95: Different types of alcoholic drinks had out of home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Night clubs, March 2014
  • Figure 96: Different types of alcoholic drinks had out of home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, March 2014
  • Figure 97: Different types of alcoholic drinks had out of home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, March 2014

23. Appendix - Places Visited when Drinking Alcoholic Drinks Out of Home in the Past 12 Months

  • Figure 98: Places visited when drinking alcoholic drinks out of home in the past 12 months, March 2014
  • Figure 99: Places visited when drinking alcoholic drinks out of home in the past 12 months, March 2014
  • Figure 100: Most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Chinese full-service restaurants, by demographics, March 2014
  • Figure 101: Next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Chinese full-service restaurants, by demographics, March 2014
  • Figure 102: Most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Other Asian full-service restaurants, by demographics, March 2014
  • Figure 103: Next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Other Asian full-service restaurants, by demographics, March 2014
  • Figure 104: Most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, by demographics, March 2014
  • Figure 105: Next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, by demographics, March 2014
  • Figure 106: Most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, by demographics, March 2014
  • Figure 107: Next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, by demographics, March 2014
  • Figure 108: Most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Night clubs, by demographics, March 2014
  • Figure 109: Next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Night clubs, by demographics, March 2014
  • Figure 110: Most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, by demographics, March 2014
  • Figure 111: Next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, by demographics, March 2014

24. Appendix -Drinking Occasions Out of Home in the Past 12 Months

  • Figure 112: Occasions for drinking alcoholic drinks out of home in the past 12 months, March 2014
  • Figure 113: Most popular occasions for drinking alcoholic drinks out of home in the past 12 months, by demographics, March 2014
  • Figure 114: Next most popular occasions for drinking alcoholic drinks out of home in the past 12 months, by demographics, March 2014
  • Figure 115: Occasions for drinking alcoholic drinks out of home in the past 12 months, by the change of consumption level in alcoholic drinks in the past 12 months - The number of times I drink in home compared to 12 months ago has, March 2014
  • Figure 116: Occasions for drinking alcoholic drinks out of home in the past 12 months, by the change of consumption level in alcoholic drinks in the past 12 months - The amount I typically spend each time when drinking in home compared to 12 months ago has, March 2014
  • Figure 117: Occasions for drinking alcoholic drinks out of home in the past 12 months, by the change of consumption level in alcoholic drinks in the past 12 months - The number of times I drink out of home compared to 12 months ago has, March 2014
  • Figure 118: Occasions for drinking alcoholic drinks out of home in the past 12 months, by the change of consumption level in alcoholic drinks in the past 12 months - The amount I typically spend each time when drinking out of home compared to 12 months ago has, March 2014
  • Figure 119: Occasions for drinking alcoholic drinks out of home in the past 12 months, by most popular different types of alcoholic drinks had at home in the past 12 months - In-home, March 2014
  • Figure 120: Occasions for drinking alcoholic drinks out of home in the past 12 months, by next most popular different types of alcoholic drinks had at home in the past 12 months - In-home, March 2014
  • Figure 121: Occasions for drinking alcoholic drinks out of home in the past 12 months, by other different types of alcoholic drinks had at home in the past 12 months - In-home, March 2014
  • Figure 122: Occasions for drinking alcoholic drinks out of home in the past 12 months, by most popular different types of alcoholic drinks had out of home in the past 12 months - Out of home, March 2014
  • Figure 123: Occasions for drinking alcoholic drinks out of home in the past 12 months, by next most popular different types of alcoholic drinks had out of home in the past 12 months - Out of home, March 2014
  • Figure 124: Occasions for drinking alcoholic drinks out of home in the past 12 months, by other different types of alcoholic drinks had out of home in the past 12 months - Out of home, March 2014
  • Figure 125: Occasions for drinking alcoholic drinks out of home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Chinese full-service restaurants, March 2014
  • Figure 126: Occasions for drinking alcoholic drinks out of home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Other Asian full-service restaurants, March 2014
  • Figure 127: Occasions for drinking alcoholic drinks out of home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, March 2014
  • Figure 128: Occasions for drinking alcoholic drinks out of home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, March 2014
  • Figure 129: Occasions for drinking alcoholic drinks out of home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, March 2014
  • Figure 130: Occasions for drinking alcoholic drinks out of home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, March 2014
  • Figure 131: Occasions for drinking alcoholic drinks out of home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Night clubs, March 2014
  • Figure 132: Occasions for drinking alcoholic drinks out of home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, March 2014
  • Figure 133: Occasions for drinking alcoholic drinks out of home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, March 2014

25. Appendix - Attitude Towards Drinking Alcoholic Drinks Out of Home

  • Figure 134: Attitude towards drinking alcoholic drinks out of home, March 2014
  • Figure 135: Most popular attitude towards drinking alcoholic drinks out of home, by demographics, March 2014
  • Figure 136: Next most popular attitude towards drinking alcoholic drinks out of home, by demographics, March 2014
  • Figure 137: Other attitude towards drinking alcoholic drinks out of home, by demographics, March 2014
  • Figure 138: Attitude towards drinking alcoholic drinks out of home, by most popular different types of alcoholic drinks had out of home in the past 12 months - Out of home, March 2014
  • Figure 139: Attitude towards drinking alcoholic drinks out of home, by next most popular different types of alcoholic drinks had out of home in the past 12 months - Out of home, March 2014
  • Figure 140: Attitude towards drinking alcoholic drinks out of home, by other different types of alcoholic drinks had out of home in the past 12 months - Out of home, March 2014

26. Appendix - General Attitudes Towards Drinking Alcoholic Drinks Out of Home

  • Figure 141: General attitudes towards drinking alcoholic drinks out of home, March 2014
  • Figure 142: Agreement with the statement ‘The type of alcoholic drink served with food is important to me when dining out of home', by demographics, March 2014
  • Figure 143: Agreement with the statement ‘It's difficult for me to choose which western alcohol to drink due to my limited knowledge about them', by demographics, March 2014
  • Figure 144: Agreement with the statement ‘I tend to stick to the same brand when drinking out of home', by demographics, March 2014
  • Figure 145: Agreement with the statement ‘I am interested in trying various alcoholic drinks when drinking out of home', by demographics, March 2014
  • Figure 146: Agreement with the statement ‘Local drinks cater better to my taste than imported ones', by demographics, March 2014
  • Figure 147: Agreement with the statement ‘The alcoholic drinks a person drink out of home can reflect his social status', by demographics, March 2014
  • Figure 148: Agreement with the statement ‘Serving premium drinks is a way to show respect to others', by demographics, March 2014
  • Figure 149: Agreement with the statement ‘I am more willing to try a premium brand out of home than at home', by demographics, March 2014
  • Figure 150: Agreement with the statement ‘Alcohol drinks with premium packaging are worth paying more for when drinking out of home', by demographics, March 2014
  • Figure 151: Agreement with the statement ‘The traditional Chinese way of toasting is not good for maintaining health', by demographics, March 2014
  • Figure 152: Agreement with the statement ‘Alcoholic drinks of lower alcohol content do less harm to health', by demographics, March 2014
  • Figure 153: Agreement with the statement ‘Wine is better for the health compared with other types of western alcoholics', by demographics, March 2014
  • Figure 154: General attitudes towards drinking alcoholic drinks out of home, by the change of consumption level in alcoholic drinks in the past 12 months - The number of times I drink in home compared to 12 months ago has, March 2014
  • Figure 155: General attitudes towards drinking alcoholic drinks out of home, by the change of consumption level in alcoholic drinks in the past 12 months - The amount I typically spend each time when drinking in home compared to 12 months ago has, March 2014
  • Figure 156: General attitudes towards drinking alcoholic drinks out of home, by the change of consumption level in alcoholic drinks in the past 12 months - The number of times I drink out of home compared to 12 months ago has, March 2014
  • Figure 157: General attitudes towards drinking alcoholic drinks out of home, by the change of consumption level in alcoholic drinks in the past 12 months - The amount I typically spend each time when drinking out of home compared to 12 months ago has, March 2014

27. Appendix - Cluster Analysis

  • Figure 158: Target groups, March 2014
  • Figure 159: Target groups, by demographics, March 2014
  • Figure 160: Change of consumption level in alcoholic drinks in the past 12 months, by target groups, March 2014
  • Figure 161: Change of consumption level in alcoholic drinks in the past 12 months, by target groups, March 2014
  • Figure 162: Different types of alcoholic drinks had at home in the past 12 months, by target groups, March 2014
  • Figure 163: Different types of alcoholic drinks had out of home in the past 12 months, by target groups, March 2014
  • Figure 164: Places visited when drinking alcoholic drinks out of home in the past 12 months, by target groups, March 2014
  • Figure 165: Attitude towards drinking alcoholic drinks out of home, by target groups, March 2014
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