Consumers' alcoholic drinks consumption behaviors are shifting from the flat on-trade to the off-trade. Home-based occasions are rising with consumers seeking to bring the favored aspects of on-trade alcoholic drinks consumption into the home. However, although volume sales are rising, heavy discounting is limiting value growth and undermining the potential in consumers' openness to trading up.

Scope

Insightful analysis of the evolving consumer migration from on-trade to off-trade alcohol expenditure and the need states and occasions driving this. Quantitative data tracking at-home alcoholic drinking occasions by occasion type and country. Detailed action points offering practical strategies based on the trends and insights analyzed in the report. Covering eight core countries across Europe and North America; France, Germany, Italy, Netherlands, Spain, Sweden, UK and US.

Highlights

US consumers' alcoholic drinks purchases account for 72% of total sales. Europe has a noticeably stronger on-trade, but off-trade sales still account for 58%. Both European and US consumers' at-home alcoholic beverage occasions outnumber out-of-home and are exhibiting stronger growth. Consumers are increasingly less inclined to compromise their quality and sensory needs when making the choice to stay at home rather than go out and drink in the on-trade. They desire authentic on-trade drinking experiences within the comfort and security of their own or their friends' homes. Consumers, concerned with signs of wider economic uncertainty in the housing and credit markets, are increasingly likely to adjust their spending, cutting back further on on-trade occasions. Manufacturers and marketers can respond by targeting the associated rise in at-home meal occasions and the complementary relationship between alcohol and food.

Reasons to Purchase

Learn how to drive value in the at-home drinks market by appealing to consumers' home-based needs and encouraging uptake of premium products. Access a blend of quantitative and qualitative data aggregating the most compelling and recent research in this increasingly important topic. Counter sales volume stagnation and decline by discovering the route to premiumization within the off-trade/at-home context.