年輕族群消費酒精飲料的行為

本報告已在2011年07月19日停止出版。

簡介

目錄

Abstract

Overview

Introduction

This report examines what influence changing societal contexts and evolving demographic complexity trends have on Young Adults drinks consumption and how needstates are changing as a result

Table of Contents

• CHAPTER 1 EXECUTIVE SUMMARY
  • The hot topic
  • The future decoded
    • Young Adults account for a shrinking proportion of alcohol spend
    • Young women are altering consumption patterns
    • Drinking is more frequently partnered with mealtimes
    • Tastes have matured, driving changes in drink choice
  • Action points
• CHAPTER 2 THE FUTURE DECODED
  • Introduction
    • Defining Young Adults
  • TREND: Young Adults account for a shrinking proportion of alcohol spend
    • The population of Young Adults is shrinking
    • The per capita spend on alcohol by Young Adults is shrinking
    • The off-trade overall is growing faster than the on-trade
      • Rise of singles in the 25-34 demographic is the key growth driver in the on-trade
      • Young Adults occasions are growing in the off-trade
      • The need for alcohol as a social lubricant will continue to ensure sales in the on-trade
  • TREND: Young women are altering consumption patterns
    • Female lifestyles are changing
      • Rising number of female Young Adults entering tertiary education
      • Young Women are staying single for longer
  • Female social drinking is focused on interaction and sharing
    • The on-trade is witnessing the feminization of venues
    • The off-trade is being driven by growth in the female demographic
      • There is a rise in mixed sex groups
  • TREND: Drinking is more frequently partnered with mealtimes
    • Food occasions have encouraged premium alcoholic drink uptake
      • The on-trade needs to upgrade to prevent negative growth
      • The off-trade is benefiting from an increase in premium product offerings
        • Food occasions have driven wine consumption
        • Young Adults' spend per occasion in the on-trade is decreasing
  • INSIGHT: Age boundaries are blurring and it is no longer sufficient to base marketing on age stereotypes.
    • Young Adults do not like to be labeled
    • The Young Adults group itself consists of two very different groups
      • Students are not necessarily price-led
        • The desire for maturity affects Young Adults' drink choice
  • INSIGHT: Image plays an important role in determining the success of channels
    • Word of mouth is effective in targeting Young Adults
      • Young Adults say they aren't influenced by word of mouth but in fact their behavior is
        • Advertising does not drive consumption upwards
  • INSIGHT: Tastes have matured, driving changes in drink choice
    • The image of beer has been affected by the premiumization trend
    • The image of wine is benefiting from its association with food
      • Young Adults' interest in wine has encouraged manufacturer activity
      • There is further potential to target Young Adults in the wine segment
  • The image of FABs has suffered in recent years
    • The FABs craze peaked later in current growth markets
    • The decline in FABs could reflect a switch to off-trade consumption
    • Young Adults in Germany are put off by higher prices of FABs
    • The slump in demand has led to the disappearance of brands
    • FABs consumption may be swayed by promotional activity
    • FABs can play some role in achieving customer loyalty in later years
  • The image of cider has improved following the introduction of more premium products
    • The UK may provide a good indication of emerging cider trends overall
    • The decline of FABs has had a positive impact on the cider market
    • Cider manufacturers are learning from FABs' mistakes
  • INSIGHT: Interaction between male drinkers is often based around sports
    • Male drinking is characterized by the presence of secondary activities
    • Conformity forms a large part of male drinking
  • INSIGHT: Repertoire drinking is becoming increasingly important
    • Need states and occasions determine Young Adults' drink choice
    • Young Adults are likely to be more experimental than older consumers
  • INSIGHT: Innovations are reflecting changing Young Adult tastes
    • There has been an increase in the number of sweet tasting drinks available on the market
    • Vodka has benefited from its adaptability
      • The opportunity to experiment proves an attractive option
  • INSIGHT: Increased health awareness provides an opportunity in the market
    • Indulgence is more important than health issues
      • Debit and credits behavior allows for indulgences
      • Baby boomers are the key group for health products
  • Consumers recognize the health benefits of wine
  • Future smoking bans are unlikely to negatively impact the market
    • Smoking bans may increase health awareness
    • The link between alcohol and smoking means bans will affect on-trade consumption
    • Smoking bans may encourage smokers to quit
    • The effects of the smoking ban on the on-trade will be minimal
  • Conclusions
• CHAPTER 3 ACTION POINTS
  • Increase the quality of the off-trade offering
    • Enhance premium offerings in the off-trade
    • Encapsulate the benefits of the on-trade into off-trade products
  • Alter the on-trade experience to cater to changing tastes
    • Turn bars into comfortable, convenient 'homes from home'
    • Adjust to an increasingly feminized on-trade environment
  • Associate alcohol with food occasions in Young Adults' minds
    • Build the connection between food and beer
    • Focus wine on informal Young Adult related meal occasions
      • Case Study: Banrock links wine with Aussie BBQ bangers
  • Demystify wine to target Young Adults
    • The wine market needs to address Young Adults drinking preferences
      • Case Study: Constellation Wines - giving wine brands demystified attitude
  • Ensure dual targeting for drinks
  • Target consumers with a premium product, at a competitive price
    • Case Study: Positioning Magners as a premium cider
  • Use event marketing to build brand loyalty
    • Establish a connection with music events
    • Establish long-term sponsorship contracts
  • Create novel products in order to maintain interest
• CHAPTER 4 APPENDIX
  • Supplementary data
    • Young Adults' alcoholic drinks in France
    • Young Adults' alcoholic drinks in Germany
    • Young Adults' alcoholic drinks in Italy
    • Young Adults' alcoholic drinks in the Netherlands
    • Young Adults' alcoholic drinks in Spain
    • Young Adults' alcoholic drinks in Sweden
    • Young Adults' alcoholic drinks in the UK
    • Young Adults' alcoholic drinks in the US
  • Definitions
  • Research methodology
  • Future readings
  • How to contact experts in your industry
  • List of Tables
    • Table 1: Number of Young Adults in Europe and the US (m), 2000-2010
    • Table 2: Number of Young Adults in Europe and the US as a percentage of overall population (%) , 2000-2010
    • Table 3: Young Adults' alcoholic spend per capita (US$), US & Europe, 2000-2010
    • Table 4: Young Adults' alcoholic spend as a percentage of all groups' spend (%), US & Europe, 2000-2010
    • Table 5: Total number of alcoholic drinking occasions (m), US & Europe, 2000-2010
    • Table 6: Total share of alcoholic drinking occasions by occasion type (%), US & Europe, 2000-2010
    • Table 7: Off-trade share of Young Adult alcohol consumption (% volume), US & Europe, 2000-2010
    • Table 8: Young Adults' per capita consumption of alcohol overall (liters of pure alcohol), US & Europe, 2000-2010
    • Table 9: Number of women students in Europe and the US (m), 2000-2010
    • Table 10: Mean age at first marriage - females, Europe and the US, 1990-2010
    • Table 11: Mean average age at time of first childbirth Europe and the US, 2000-2010
    • Table 12: Overall alcoholic drinks values in the off-trade (US$ m), US & Europe, 2000-2010
    • Table 13: Overall alcoholic drinks volumes in the off-trade (Liters m), US & Europe, 2000-2010
    • Table 14: Wine as a percentage of Young Adults alcohol consumption overall (% volume), US & Europe, 2000-2010
    • Table 15: Overall alcoholic drinks values in the on-trade (US$ m), US & Europe, 2000-2010
    • Table 16: Overall alcoholic drinks volumes in the on-trade (Liters m), US & Europe, 2000-2010
    • Table 17: Young Adults' per capita consumption of beer (liters of pure alcohol), US & Europe, 2000-2010
    • Table 18: Young Adults' beer consumption as % of total beer consumption (%), US & Europe, 2000-2010
    • Table 19: Young Adults' per capita consumption of wine (liters of pure alcohol), US & Europe, 2000-2010
    • Table 20: Young Adults' wine consumption as % of total wine consumption (%), US & Europe, 2000-2010
    • Table 21: Young Adults' per capita consumption of FABs (liters of pure alcohol), US & Europe, 2000-2010
    • Table 22: Young Adults' per capita consumption of FABs (liters of pure alcohol), US & Europe, 2003-2005
    • Table 23: Young Adults' FABs consumption as % of total FABs consumption (%), US & Europe, 2000-2010
    • Table 24: Young Adults' per capita consumption of cider (liters of pure alcohol), US & Europe, 2000-2010
    • Table 25: Value of Young Adults overall alcohol spend (US$ m), France, 2000-2010
    • Table 26: On-trade share of Young Adult overall alcohol spend (% value), France, 2000-2010
    • Table 27: Volume of Young Adults overall alcohol consumption (Liters of drinks m), France, 2000-2010
    • Table 28: On-trade share of Young Adult overall alcohol consumption (% volume), France, 2000-2010
    • Table 29: Value of Young Adults overall alcohol spend (US$ m), Germany, 2000-2010
    • Table 30: On-trade share of Young Adult overall alcohol spend (% value), Germany, 2000-2010
    • Table 31: Volume of Young Adults overall alcohol consumption (Liters of drinks m), Germany, 2000-2010
    • Table 32: On-trade share of Young Adult overall alcohol consumption (% volume), Germany, 2000-2010
    • Table 33: Value of Young Adults overall alcohol spend (US$ m), Italy, 2000-2010
    • Table 34: On-trade share of Young Adult overall alcohol spend (% value), Italy, 2000-2010
    • Table 35: Volume of Young Adults overall alcohol consumption (Liters of drinks m), Italy, 2000-2010
    • Table 36: On-trade share of Young Adult overall alcohol consumption (% volume), Italy, 2000-2010
    • Table 37: Value of Young Adults overall alcohol spend (US$ m), The Netherlands, 2000-2010
    • Table 38: On-trade share of Young Adult overall alcohol spend (% value), The Netherlands, 2000-2010
    • Table 39: Volume of Young Adults overall alcohol consumption (Liters of drinks m), The Netherlands, 2000-2010
    • Table 40: On-trade share of Young Adult overall alcohol consumption (% volume), The Netherlands, 2000-2010
    • Table 41: Value of Young Adults overall alcohol spend (US$ m), Spain, 2000-2010
    • Table 42: On-trade share of Young Adult overall alcohol spend (% value), Spain, 2000-2010
    • Table 43: Volume of Young Adults overall alcohol consumption (Liters of drinks m), Spain, 2000-2010
    • Table 44: On-trade share of Young Adult overall alcohol consumption (% volume), Spain, 2000-2010
    • Table 45: Value of Young Adults overall alcohol spend (US$ m), Sweden, 2000-2010
    • Table 46: On-trade share of Young Adult overall alcohol spend (% value), Sweden, 2000-2010
    • Table 47: Volume of Young Adults overall alcohol consumption (Liters of drinks m), Sweden, 2000-2010
    • Table 48: On-trade share of Young Adult overall alcohol consumption (% volume), Sweden, 2000-2010
    • Table 49: Value of Young Adults overall alcohol spend (US$ m), UK, 2000-2010
    • Table 50: On-trade share of Young Adult overall alcohol spend (% value), UK, 2000-2010
    • Table 51: Volume of Young Adults overall alcohol consumption (Liters of drinks m), UK, 2000-2010
    • Table 52: On-trade share of Young Adult overall alcohol consumption (% volume), UK, 2000-2010
    • Table 53: Value of Young Adults overall alcohol spend (US$ m), US, 2000-2010
    • Table 54: On-trade share of Young Adult overall alcohol spend (% value), US, 2000-2010
    • Table 55: Volume of Young Adults overall alcohol consumption (Liters of drinks m), US, 2000-2010
    • Table 56: On-trade share of Young Adult overall alcohol consumption (% volume), US, 2000-2010
    • Table 57: Definitions of terms
    • Table 58: Definitions of drinking occasions
  • List of Figures
    • Figure 1: Different age demographics as a percentage of overall population able to drink (%), Europe, 2000-2010
    • Figure 2: Different age demographics as a percentage of overall population able to drink (%), US, 2000-2010
    • Figure 3: Germany has the highest alcohol consumption among Young Adults
    • Figure 4: Handyman Red is an example of a more contemporary wine
    • Figure 5: Henkell's champagne provides an example of a product which attempts to target the female consumer using sweet tastes
    • Figure 6: Anheuser's fruit-infused beer provides an example of beer manufacturers catering for the sweeter tastes of women
    • Figure 7: An increasing number of draught beer appliances provide an example of how manufacturers are increasing quality in the off-trade
    • Figure 8: Eze Ready to Drink cocktails provide an example of a typically on-trade drink tailored for the off-trade
    • Figure 9: Tikka beer provides an example of a beer product which caters for a specific food type
    • Figure 10: Miller Brewing Company's talking beer cans provide an example of a novel product
    • Figure 11: Russian Roulette developed a drinking experience rather than just a product with the introduction of their vodka-based game

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