Binge Drinking & Moderation in Alcoholic Drinks: New Report Just Published.

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Binge Drinking & Moderation in Alcoholic Drinks

http://www.reportlinker.com/p099390/Binge-Drinking--Moderation-in-Alcoholic-Drinks.html

Introduction

The UK's Department of Health says more than 10 million UK adults regularly drink at levels that exceed guidelines with estimates putting the cost of 'alcohol induced harm' at 25bn a year. This report examines consumer attitudes towards alcohol, cultural drinking trends and the importance of promoting responsible drinking at a time when alcohol misuse is attracting widespread negative attention.

Scope

*Detailed insights and analysis documenting alcoholic beverage consumption attitudes and behaviours including the extent to which consumers binge drink

*Market and consumer insight data highlighting consumers' alcoholic beverage product preferences, with particular emphasis on health and moderation

*NPD analysis and detailed recommendations offering practical strategies based on the trends and insights uncovered throughout the report

*Countries covered: France, Germany, Italy, the Netherlands, Spain, Sweden, UK, US, Australia, Japan, South Korea, China, India, Brazil and Russia

Highlights

The culture surrounding binge drinking continues to receive plentiful media coverage. However, consumers are generally highly attentive about the volume of alcohol they consume. Consumers in Italy, Brazil and India were most likely to pay a 'very high amount of attention' to not drinking too much (48%, 53% and 51% of respondents respectively).

Some consumers choose to refrain completely from consuming alcohol and tougher economic conditions could see an increase in this tendency. The prevalence for abstention generally increases with age, although Young Adults are now the most likely of all age groups to be teetotal.

The alcoholic drinks industry can benefit from changing consumer attitudes towards more moderate, health orientated drinking. Manufacturers and retailers must remain mindful that their business will remain the focus intensifying scrutiny as alcohol misuse continues to grab the headlines.

Reasons to Purchase

*Gain an understanding of consumer and broader societal attitudes toward alcohol consumption including how and why they are changing

*Use the latest evidence based insights to launch and/or reposition products, so that they successfully capitalize on pertinent consumer trends

*Understand the most pertinent opportunities to drive brand and market growth in the alcoholic beverage sector

Overview 1 Catalyst 1 Summary 1

Table of Contents 2

Table of figures 3

Table of tables 4 THE FUTURE DECODED 5 INTRODUCTION: The majority of consumers continue to enjoy alcoholic drinks in moderation but the focus is increasingly on alcohol misuse 5 TREND: Health continues to have a growing impact on consumer lifestyles and product choices 6 Physical health is just one aspect of consumers' desire for a healthier lifestyle 6 Diet and nutrition are linked to a sense of wellbeing by many consumers 8 Many consumers are placing emphasis on specific dietary issues and this has implications for certain alcoholic beverage choices 8 Body-shape is an area of particular concern for many consumers, especially women, and this makes them conscious of alcohol consumption 13 The consumption of alcoholic drinks is linked to weight gain and this is something many consumers are conscious of 15 Key takeouts and implications: health and wellbeing concerns continue to exert significant influence over consumer lifestyles and this will increasingly influence alcohol consumption 17 TREND: Consumers are generally attentive about the quantity of alcohol consumed and a minority are actively moderating their alcohol consumption with increasing regularity 18 Consumers recognize their individual respponsibility when drinking 18 Consumers are generally conscious of ensuring they do not drink 'too much' alcohol 19 Some consumers are actively moderating their alcohol consumption with increasing regularity 22 A more moderate approach to drinking is reflected by a decline in actual volume sales of alcoholic beverages in some countries 25 Key takeouts and implications: most alcoholic beverage consumers have settled into a routine of regular moderate consumption of alcohol 28 INSIGHT: Binge drinking typically occurs at the weekend when consumers engage in 'session' drinking 28 There is some confusion over the definition of binge drinking 29 The majority of mid-week drinking occasions only involve one or two drinks 30 More consumers engage in binge drinking at weekends 31 Early Mid-lifers are drinking more often than any other age group 35 Tough economic conditions could lead to an increase in binge drinking 36 There are a number of motivations, mindsets and occasion-led factors influencing heavier drinking 37 Key takeouts and implications: binge drinking is far less common than occasional moderated consumption of alcohol 38 INSIGHT: Health is a mid-ranging factor influencing the choice of alcoholic beverages 38 Health is not traditionally a major influence on consumers' alcoholic drinks' preferences 39 The long-term negative health implications of drinking alcohol are important to consumers though many are not aware of the specifics 41 Some consumers are increasingly buying alcoholic drinks with health considerations in mind 43 A number of studies consistently find that moderate consumption of alcohol can be beneficial for health 46 Key takeouts and implications: health has some influence over consumers' alcoholic drinks choices but it is clear that consumer behaviors to do fully reflect their attitudes 47 INSIGHT: The intensifying desire for indulgence and escapism offers a route towards moderated, high quality alcohol occasions 47 Consumers are indulging more often in spite of concerns about the downturn and health considerations 48 Though consumers are indulging many are also concerned about the amount of money spent on alcohol 51 Key takeouts and implications: many consumers will continue to seek moments of escapism from their everyday lives through small indulgences such as high quality alcoholic beverages 53 INSIGHT: Abstinence of alcoholic drinks is more prevalent among Young Adults, females and aging consumers 53 The proportion of abstainers remains the minority of LDA consumers in most countries 53 Women are more likely than men to abstain from alcohol consumption 54 The prevalence for abstention from alcohol varies significantly with age 55 Key takeouts and implications: a sizeable proportion of consumers continue to abstain from drinking alcohol although geographic and socio-demographic variances exist 56 INSIGHT: The themes of moderation and health have potential implications for all categories of alcoholic drinks 57 National preferences vary significantly among the three major categories of alcoholic drinks 57 Beer has a strong founding as the most popular category of alcoholic drinks 58 Calorie content varies across the major alcohol categories 59 Beer is the product of choice for the majority of consumers when having a relaxing drink in the on-trade 60 Some beer brands have achieved success with low-carb variants 61 Women have long been ignored by beer manufacturers but this is changing 62 Wine is particularly popular in certain countries and has a traditional status as a healthy alternative in the alcoholic beverage industry 63 Wine is often perceived as an ideal food accompaniment 64 Spirits are popular with some consumers for higher intensity drinking occasions 65 Some new products in the spirits arena have focused on health and wellbeing 66 Key takeouts and implications: though alcoholic beverages are never going to be regarded as truly healthy, the beer, wine and spirits categories can all profit from a 'better-for-you' approach to innovation 66 ACTION POINTS 67 ACTION: Pursue opportunities in the provision of 'better-for-you' alcoholic drinks 67 Use 'better-for-you' innovation as an opportunity to attract female drinkers, especially to the beer category 67 Recognize the 'better-for-you innovation' opportunities outside of the beer category 70 Consider adjusting serving/package sizes to attract more moderate and health conscious drinkers 71 Adopt more refined approaches to production and distillation to credibly position products as a 'better' option 72 Use ingredients that have a 'healthy halo' and, in doing so, take inspiration from innovation in the soft drinks industry 74 Be wary of product alternatives trying to attract your core consumers with non-alcoholic variants 76 ACTION: Demonstrate a real commitment to promoting responsible drinking 77 Ensure the promotion of responsible drinking at the brand level 78 Get behind broader campaigns promoting responsible drinking 81 Recognize that certain innovations are going to attract immediate negative attention 82 ACTION: Promote the therapeutic escapism associated with higher quality, more indulgent alcoholic beverages 82 Use health and responsible drinking themes in marketing to encourage consumers to trade up to premium variants 82 Encourage consumers to consider an alcoholic beverage product occasion as a special time or moment of escapism 83 Look for opportunities to pair beer with food and extend wine to more contemporary, non-food occasions 86 APPENDIX 87 Definitions 87 Methodology 87 Further reading and references 88 Ask the analyst 89 Datamonitor consulting 89 Disclaimer 89 List of Tables

Table 1: Consumer survey: the importance that individuals attach to developing or maintaining positive personal relationships to create a feeling of wellbeing or wellness, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 7

Table 2: Consumer survey: the importance attached to diet and nutrition in creating a felling of wellbeing in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 8

Table 3: Consumer survey: the amount of attention given to the amount of carbohydrates consumed on a day to day basis, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 9

Table 4: Consumer survey: the amount of attention given to the number of calories consumed on a day-to-day basis, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 11

Table 5: Consumer survey: attention do you give towards the food and beverage proprieties, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008 12

Table 6: Consumer survey: consciousness of the link between diet and appearance, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 15

Table 7: Consumer survey: the amount of attention given towards potential weight gain from drinking alcohol, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 16

Table 8: Summary of responses of who respondents feel is responsible for ensuring protection from alcohol abuse, segmented by number of drinks usually consumed per consumption occasion, EU25, 2006 18

Table 9: Consumer survey: level of attention given towards not drinking too much alcohol in general, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 19

Table 10: Consumer survey: propensity to moderate alcohol consumption in the past six months, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 23

Table 11: Consumer survey: the propensity for western European and US consumers to moderate alcohol consumption in 2008 compared to 2006, by country 24

Table 12: Volume consumed per alcoholic drinking occasion (liters), in Europe and the US, by country, 2002-2012 26

Table 13: The total market volume (millions of liters) and value (US$ millions) of alcoholic beverages, in 15 countries across Europe, Asia Pacific, South America and the US, 2002-2012 27

Table 14: Consumer survey: the number of alcoholic drinks consumed on a typical weeknight drinking occasion (Monday to Thursday), in 15 countries across Europe, Asia Pacific, South America and the US, 2008 31

Table 15: Consumer survey: the number of alcoholic drinks consumed on a typical weekend night drinking occasion (Friday to Sunday), in 15 countries across Europe, Asia Pacific, South America and the US, 2008 32

Table 16: Average consumption of alcoholic drinks per occasion, EU25, 2006 34

Table 17: Consumer survey: the influence of health on consumers' choice of alcoholic drink products, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 40

Table 18: Consumer survey: the amount of attention given to the long-term health impact from drinking too much alcohol, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008 41

Table 19: Consumer survey: beliefs about alcohol and cancer risk in 29 countries, by income group and level of alcohol consumption 43

Table 20: Consumer survey: propensity to choose alcoholic drinks with health considerations in mind, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 44

Table 21: Consumer survey: a comparison in the propensity to choose alcoholic drinks with health considerations in mind, in western Europe and the US, by country, 2006 and 2008 45

Table 22: Consumer survey: the importance attached to 'finding ways to escape the pressures of everyday life', in 15 countries across Europe, Asia Pacific, South America and the US, 2008 48

Table 23: Consumer survey: frequency of enjoying "small indulgences to escape the pressures of everyday life", in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 49

Table 24: Consumer survey: propensity to enjoy small indulgences to escape the pressures of everyday life more or less in 2008 compared to 2006, in Europe and the US, by country, 50

Table 25: Consumer survey: attention given towards the amount of money spent on alcohol in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 52

Table 26: The overall number and percentage of adults of legal drinking age (LDA) abstaining from alcohol consumption, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 54

Table 27: The percentage of consumers abstaining from alcohol consumption, in 15 countries across Europe, Asia-Pacific, South America and the US, by country and gender, 2008 55

Table 28: The percentage of consumers abstaining from alcohol consumption, in 15 countries across Europe, Asia Pacific, South America and the US, by country and age, 2008 56

Table 29: The approximate calorie content of a range of alcoholic beverages 60 List of Figures Figure 1: There are a number of drivers and inhibitors impacting the moderate consumption of alcohol 5 Figure 2: The idea of 'holistic wellbeing' encapsulates the six dimensions associated with wellness 7 Figure 3: More than one in five consumers across all markets are attentive towards the amount of carbohydrates they consume on a day to day basis 10 Figure 4: In Europe, Italian and French consumers are the most calorie conscious 11 Figure 5: Body shape is a big concern for many consumers around the world 14 Figure 6: Around one-third of drinkers are highly attentive towards the potential weight gained from alcoholic beverage consumption 17 Figure 7: The majority of consumers are generally attentive to ensuring they do not drink too much alcohol 20 Figure 8: These campaigns reflects the intensifying focus of broader health campaigns targeted at drinkers and will help to ensure that consumers remain more mindful of how much they drink 21 Figure 9: Some consumers are moderating their alcoholic drinks consumption with increasing regularity 23 Figure 10: The majority of consumers in Europe and the US have not significantly changed their drinking habits in the last three years 25 Figure 11: Binge drinking is defined differently by the media and the medical fraternity 30 Figure 12: Koreans are most likely to consume five or more alcoholic drinks in a typical weekend sitting 33 Figure 13: Higher incomes are associated with more frequent alcohol consumption 35 Figure 14: Early Mid-Lifers are more likely than average to engage in binge-drinking in almost every featured country 36 Figure 15: There are a number of motivations, mindsets and occasion-led factors influencing heavier drinking 37 Figure 16: Health is a mid-ranging factor influencing the choice of alcoholic beverages 40 Figure 17: Consumers are conscious of the long-term impact from drinking too much alcohol 42 Figure 18: The majority of consumers are not changing their alcoholic drinking habits to accommodate health considerations 44 Figure 19: Health considerations have become more important for 1 in 4 drinkers in 2008 46 Figure 20: Enjoying small indulgences to escape everyday pressures has remained a theme in global consumer behavior in 2008 49 Figure 21: The desire for small indulgences to escape the pressure of everyday life has intensified in 2008 despite the doom-laden discourse surrounding the economic downturn 51 Figure 22: Consumers are attentive to the overall amount of money spent on alcohol 52 Figure 23: Consumers' alcoholic preferences vary considerably on a country-by-country basis 58 Figure 24: Beer, cider and FABs is the most popular category of alcoholic drinks by market value 59 Figure 25: Beer is most popular with consumers as an accompaniment to a relaxing occasion in the on-trade 61 Figure 26: The success of some low-carb beer brands shows the potential for healthier options in the beer market 62 Figure 27: Some beers have been formulated to appeal to a female audience 63 Figure 28: Wine is most popular as a complement to food within the home 64 Figure 29: Spirits are preferred by some consumers for high-energy drinking occasions 65 Figure 30: The growing influence of health and wellbeing is reflected by new product formulation in the spirits market 66 Figure 31: Better-for-you, sweeter beers have been introduced as a way to attract women to the beer category 69 Figure 32: Functional beers is an emerging concept in alcoholic drinks 69 Figure 33: Better-for-you innovation opportunities exist outside of the beer category 71 Figure 34: Smaller serving/package sizes can be used to attract moderate and health conscious drinkers 72 Figure 35: Adopting more refined approaches to production and distillation can assist in credibly positioning an alcoholic beverage as a 'better' option 74 Figure 36: Superfruits such as pomegranate, acai berries and mangosteen have featured in a growing number of food and beverage products in recent years 75 Figure 37: High antioxidant ingredients with a healthy halo are also appearing in alcoholic beverages 76 Figure 38: The health benefits of red wine are being offered in alternative product formats 77 Figure 39: Pernod Ricard is currently about six months in to a 12 month responsible drinking campaign with the dedicated website 78 Figure 40: SABMiller launched TalkingAlcohol.com to act as "a comprehensive guide to alcohol" for consumers 79 Figure 41: Drinkiq.com is part of Diageo's global efforts to demonstrate a commitment to responsible drinking 80 Figure 42: Diageo is attempting to make its drink products more transparent 80 Figure 43: Promoting responsible drinking is also a focus of the European Commission 81 Figure 44: Whyte & Mackay is using responsible drinking themes in marketing to encourage consumers to trade up to premium variants 83 Figure 45: Corona and Belvedere have used different approaches to link consumption with escapism 84 Figure 46: Confectionery-based indulgence already exists in the spirits category 85 Figure 47: Quality time is an important marketing message for premium drinks 86

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