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SUMMARY
Overview
Introduction
Consumers across the US and Europe are cutting their consumption of alcohol in
bars, restaurants, cafés, hotels and nightclubs. But on-trade alcohol revenues
still rose to US$383 billion in 2005, and the number of going-out occasions
rose to 34.8 billion. The core on-trade consumer groups and behaviors are
changing, and industry players need to adjust to this new landscape.
Scope
- Analysis of the number of on-trade alcoholic drinking occasions between
2000 and 2010, broken down by country and by time of week
- Quantitative data covering on-trade alcoholic drinks sales value and
volume between 2000 and 2010, broken down by country and category
- Demographic data segmenting on-trade alcoholic drinks consumption 2000 and
2010, broken down by age group and by gender
- Detailed action points offering practical strategies based on the trends
and insights analyzed in the report
Report Highlights
Between 2000 and 2005, the total number of on-trade alcoholic drinks occasions
rose in both Europe and the US, reaching a total of 26.2 billion occasions in
Europe and 8.6 billion occasions in the US. However, average consumption per
occasion fell from 54ml of pure alcohol in Europe to 51m, while the US average
fell from 79ml to 77ml.
The on-trade consumption gap between male and female drinkers is narrowing in
Europe and the US, driven by changing demographics and by the increased
attractiveness of the on-trade to female drinkers. Between 2005 and 2010,
women's share of US drinks consumption will rise by 0.5% a year, while their
share in Europe will grow at 1.6% a year.
The on-trade is going through a period of major transition. There are still
strong opportunities for alcoholic drinks marketers and venue proprietors to
make profits in the on-trade, but players need to focus on adapting to the
changes that are happening and those that will inevitably happen.
Reasons to Purchase
- Obtain exclusive data concerning on-trade alcoholic drinks occasions,
sales value and volume, and consumption segmented by gender and age group
- Understand the attitudes driving changes in consumers' on-trade alcoholic
drinks consumption behavior
- Improve your marketing strategy by tailoring alcoholic drinks in the
on-trade to the fastest-growing occasion types and consumer groups
TABLE OF CONTENTS
- CHAPTER 1 EXECUTIVE SUMMARY
- The hot topic
- The future decoded
- People are spreading their on-trade drinking across more occasions
- Midlifers are catching up with Young Adults' on-trade consumption
- Women are challenging men's dominance of on-trade consumption
- Smoking bans will speed the transition in the on-trade
- Health concerns are shaping drinking behavior
- Action points
- CHAPTER 2 THE FUTURE DECODED
- Introduction
- TREND: People are spreading their on-trade alcohol intake
- The number of on-trade alcoholic drinking occasions is rising
- Europeans go out far more often than Americans
- Alcohol consumption per occasion is falling everywhere
- British and German consumers are drinking less on-trade alcohol less
often
- US consumers and other Europeans are spreading their on-trade intake
- Spending per occasion is flat overall, with significant variations
by country
- Consumption patterns are different from country to country
- Total on-trade volumes are barely rising
- Values on the rise everywhere - except Germany
- TREND: On-trade experiences are less reliant on alcohol
- On-trade soft drinks sales have outstripped alcohol growth
- Alcohol still dominates on-trade drinking
- Food is becoming vital to the on-trade across the US and Europe
- Midweek going-out is driving on-trade occasion growth
- Sociability in the workplace is the biggest driver behind midweek
drinking
- Drinking with colleagues is not the only midweek drinking occasion
- INSIGHT: Beer remains the dominant on-trade drink
- European drinkers switch to wine, but beer holds up in the US
- Beer and spirits lose out to wine among Europeans
- Wine is set for US growth, but beer will stay popular
- Only spirits have successfully built a price premium
- The mainstream shifts to premium spirits; the elite shifts to
super-premium
- Wine and spirits will drive future growth
- Improved knowledge and more eating out will drive wine volume growth
- Spirits and wine will gain from premiumization
- INSIGHT: Midlifers challenge Young Adults as the key on-trade group
- Midlifers drive growth in Europe and the US
- European Midlifers are catching up on Young Adults
- US Midlifers step up their consumption
- Young Adults' share is biggest in Northern Europe
- Early Midlifers are the new biggest target group
- INSIGHT: Women are challenging men's on-trade dominance
- European drinking venues are decreasingly 'men-only'
- Female consumption growth is greatest in northern Europe
- US on-trade egalitarianism gets deeper
- Women's drinking behaviors and needs are different from men's
- Women are willing to drink beer, but only if the image is right
- INSIGHT: Smoking bans will speed change in the on-trade
- Smoking is still popular among consumers and especially drinkers
- Cigarettes and alcohol share the same consumers
- Short-term alcohol sales may be hit by smoking restrictions
- Most academic studies suggest minimal impact
- Irish example suggests bans can contribute to short-term decline
- In the longer term, the on-trade will attract new customers
- INSIGHT: Health concerns are shaping drinking behavior
- Consumers believe moderate drinking is healthy
- People balance debits and credits
- On-trade drinking offers consumers stress relief
- Fears of binge drinking persist across all countries
- People fear disorder, not ill health
- The switch to healthy drinking currently favors the off-trade
- INSIGHT: The home is a tempting alternative to pubs or bars
- People's homes offer increasing amounts of entertainment
- Technology heightens the at-home beer drinking experience
- Consumers' homes offer better drinks choices than going out
- People are widening their drinks repertoires
- The off-trade is best positioned to capitalize on growing repertoires
- Conclusions
- CHAPTER 3 ACTION POINTS
- Target high-growth consumer occasions
- Market drinks that complement food occasions
- Highlight beer's benefits as a meal accompaniment
- Leverage the popularity of ethnic cuisine
- Target midweek alcohol drinking occasions
- Tailor new products to changing consumer tastes
- Develop premium and super-premium beers, wines and spirits
- Emphasize mass products' premium qualities
- Market 'accessible-premium' on-trade alcoholic drinks
- Super-premium case study: Grey Goose vodka
- Improve on-trade wine ranges
- Create venues and drinks that attract Midlifers
- Treat European Early Midlifers like sophisticated Young Adults
- Provide an escape for US Midlifers and European Late Midlifers
- Create child-friendly venues that are also adult-friendly
- Tailor venues to provide short but enjoyable opportunities for escape
- Adjust to an increasingly feminized on-trade environment
- Make venues and promotions female-friendly
- Make female-friendly beverages available in the on-trade
- Position the on-trade as a healthy choice
- Adapt to smoking bans ahead of their introduction
- Show that on-trade drinking can be actively healthy
- Make the on-trade experience better than drinking at home
- Turn bars into comfortable, convenient 'homes from home'
- Create on-trade venues that outclass the off-trade alternative
- Niche bars can set the drinking agenda among elite Opinion Formers
- Mainstream venues should adopt high-end traits
- CHAPTER 4 APPENDIX
- Supplementary data
- On-trade alcoholic drinks in France
- On-trade alcoholic drinks in Germany
- On-trade alcoholic drinks in Italy
- On-trade alcoholic drinks in the Netherlands
- On-trade alcoholic drinks in Spain
- On-trade alcoholic drinks in Sweden
- On-trade alcoholic drinks in the UK
- On-trade alcoholic drinks in the rest of Europe
- Definitions
- Research methodology
- Future readings
- Report writing team
- How to contact experts in your industry
- List of Tables
- Table 1: Answers to the question "Will the volume share of on-trade
alcohol consumption rise or fall over the next five years?", 2005
- Table 2: On-trade alcoholic drinking occasions, US and Europe
(millions), 2000-2010
- Table 3: On-trade alcoholic drinking occasions per person per week, US
and Europe, 2000-2010
- Table 4: Alcohol consumption per on-trade drinking occasion, US and
Europe (ml of pure alcohol), 2000-2010
- Table 5: Spending per on-trade drinking occasion, US and Europe
(US$/occasion), 2000-2010
- Table 6: On-trade alcohol volume sales, US and Europe (liters of pure
alcohol m), 2000-2010
- Table 7: On-trade alcoholic drinks spending, US and Europe (US$ m),
2000-2010
- Table 8: On-trade soft drinks spending, Europe and US, 2000-2010 (US$
m)
- Table 9: On-trade soft drinks spending as % of on-trade alcoholic
drinks spending, Europe and US, 2000-2010 (%)
- Table 10: Forecast profit-sector foodservice compound annual growth
rate, 2005-2010 (%)
- Table 11: On-trade alcoholic drinking occasions in the US and Europe,
midweek versus weekend (%), 2000-2010
- Table 12: On-trade alcoholic drinks category share in Europe, by
volume of pure alcohol (%), 2000-2010
- Table 13: On-trade alcoholic drinks category share in the US, by
volume of pure alcohol (%), 2000-2010
- Table 14: Relative on-trade alcoholic drinks prices in Europe, by
volume of pure alcohol (average = 100), 2000-2010
- Table 15: Relative on-trade alcoholic drinks prices in the US, by
volume of pure alcohol (average = 100), 2000-2010
- Table 16: Answers to the question "How will on-trade sales of the
following product types change over the next five years?", 2005
- Table 17: Answers to the question "How is the on-trade price per unit
of the following product types (excluding inflation) likely to change over
the next five years?", 2005
- Table 18: Perceived importance of different demographic groups to the
on-trade alcoholic drinks industry, 2005
- Table 19: European on-trade alcoholic drinks consumption index by age
group (average adult = 100), 2000-2010
- Table 20: Average age at first marriage and childbirth, Europe and US,
2005
- Table 21: US on-trade alcoholic drinks consumption index by age group
(average adult = 100), 2000-2010
- Table 22: Young Adults' share of on-trade alcoholic drinks
consumption, US and Europe, by volume of pure alcohol, 2000-2010
- Table 23: Perceived on-trade alcoholic drinks growth potential of
different demographic groups, 2005
- Table 24: Europe on-trade alcoholic drinks consumption index by gender
(average adult = 100), 2000-2010
- Table 25: Women's share of on-trade alcoholic drinks consumption in
Europe, by volume of pure alcohol, 2000-2010
- Table 26: US on-trade alcoholic drinks consumption index by gender
(average adult = 100), 2000-2010
- Table 27: Prevalence of regular smokers in the US and Europe (%),
2000-2005
- Table 28: Home entertainment penetration rates (% population), US and
Europe, 2005
- Table 29: France on-trade alcoholic drinks spending (US$ m), 2000-2010
- Table 30: France on-trade alcoholic drinks consumption (liters m),
2000-2010
- Table 31: France on-trade alcoholic drinks consumption index by age
group (average adult = 100), 2000-2010
- Table 32: France on-trade alcoholic drinks consumption index by gender
(average adult = 100), 2000-2010
- Table 33: Germany on-trade alcoholic drinks spending (US$ m), 2000-2010
- Table 34: Germany on-trade alcoholic drinks consumption (liters m),
2000-2010
- Table 35: Germany on-trade alcoholic drinks consumption index by age
group (average adult = 100), 2000-2010
- Table 36: Germany on-trade alcoholic drinks consumption index by
gender (average adult = 100), 2000-2010
- Table 37: Italy on-trade alcoholic drinks spending (US$ m), 2000-2010
- Table 38: Italy on-trade alcoholic drinks consumption (liters m),
2000-2010
- Table 39: Italy on-trade alcoholic drinks consumption index by age
group (average adult = 100), 2000-2010
- Table 40: Italy on-trade alcoholic drinks consumption index by gender
(average adult = 100), 2000-2010
- Table 41: Netherlands on-trade alcoholic drinks spending (US$ m),
2000-2010
- Table 42: Netherlands on-trade alcoholic drinks consumption (liters
m), 2000-2010
- Table 43: Netherlands on-trade alcoholic drinks consumption index by
age group (average adult = 100), 2000-2010
- Table 44: Netherlands on-trade alcoholic drinks consumption index by
gender (average adult = 100), 2000-2010
- Table 45: Spain on-trade alcoholic drinks spending (US$ m), 2000-2010
- Table 46: Spain on-trade alcoholic drinks consumption (liters m),
2000-2010
- Table 47: Spain on-trade alcoholic drinks consumption index by age
group (average adult = 100), 2000-2010
- Table 48: Spain on-trade alcoholic drinks consumption index by gender
(average adult = 100), 2000-2010
- Table 49: Sweden on-trade alcoholic drinks spending (US$ m), 2000-2010
- Table 50: Sweden on-trade alcoholic drinks consumption (liters m),
2000-2010
- Table 51: Sweden on-trade alcoholic drinks consumption index by age
group (average adult = 100), 2000-2010
- Table 52: Sweden on-trade alcoholic drinks consumption index by gender
(average adult = 100), 2000-2010
- Table 53: UK on-trade alcoholic drinks spending (US$ m), 2000-2010
- Table 54: UK on-trade alcoholic drinks consumption (liters m),
2000-2010
- Table 55: UK on-trade alcoholic drinks consumption index by age group
(average adult = 100), 2000-2010
- Table 56: UK on-trade alcoholic drinks consumption index by gender
(average adult = 100), 2000-2010
- Table 57: Rest of Europe on-trade alcoholic drinks spending (US$ m),
2000-2010
- Table 58: Rest of Europe on-trade alcoholic drinks consumption (liters
m), 2000-2010
- Table 59: Rest of Europe on-trade alcoholic drinks consumption index
by age group (average adult = 100), 2000-2010
- Table 60: Rest of Europe on-trade alcoholic drinks consumption index
by gender (average adult = 100), 2000-2010
- Table 61: Definitions of terms
- Table 62: Definitions of drinking occasion
- List of Figures
- Figure 1: On-trade growth patterns show little regional consistency
- Figure 2: Midweek going-out occasions are rising in Europe and the US
- Figure 3: European women's on-trade alcohol consumption is gradually
catching up with men's
- Figure 4: The gender gap in US on-trade consumption is disappearing
- Figure 5: Brewers are increasingly targeting female on-trade drinkers
- Figure 6: Home beer pumps provide on-trade quality beer at off-trade
prices
- Figure 7: Consumers vary their drinks choice by occasion and need state
- Figure 8: Leffe's website actively promotes the super-premium beer as
a meal complement and wine replacement
- Figure 9: Even mass-market products can be marketed on the basis of
quality
- Figure 10: Grey Goose spread from upscale bars to the mass market
based on its image and style
- Figure 11: There is a significant gender difference in bar preference
- Figure 12: Demystifying wine in a friendly atmosphere is a good way of
appealing to female consumers
- Figure 13: Magners has built on the "time dedicated to you" concept
- Figure 14: On-trade venues can offer direct as well as indirect
convenience
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