Consumer spending in the off-trade is growing faster than in the on-trade, with the off-trade consumption of alcoholic drinks forecast to amount to US$213bn by 2008. Over the last few years, consumers have been seeking to boost the indulgence, luxury and quality of their at-home drinking experience. This report will identify emerging occasions and unmet consumer needs to capitalize on.

• Comprehensive analysis of trends in consumer behavior and the subsequent impact of these changes on the drinking at home market in Europe and the US
• In-depth quantitative analysis of the drinking at home market to reveal the most profitable occasions for manufacturers to target
• Detailed Action Points explaining how to most effectively target consumer groups with alcoholic drinks products that satisfy the drinking at home need

The total number of drinking occasions at home is forecast to grow to 60 billion by 2009. The pattern is varied however, for example European consumers have a significantly greater number of at-home drinking occasions than their American counterparts

The growing need for high quality consumption experiences combined with the cocooning trend means that more consumers are seeking at-home indulgences that replicate on-trade quality

The on-trade environment is off-putting for many consumers. Limited choice, poor quality, steep price inflation combined with smoking regulations have all reduced the appeal of the on-trade. In our survey 50% of the respondents found the expensive nature of the on-trade an important discouraging factor

• Uncover exclusive data on the size and dynamics of the drinking at home market in Europe and the US to capitalize on future developments
• Understand the drivers behind the drinking at home trend and how to target the emerging consumer behaviors
• Improve your marketing by understanding the latest consumer trends to influence European and US consumers' drinking at home habits