Introduction
Young Adults are a key consumer group for alcohol manufacturers to target and despite a slowing growth rate they will continue to be a vital group in the future. Young Adults spending on alcohol is forecast to increase by 6% over the next five years as they experience rising levels of disposable income, less responsibilities and a desire for experiences.
Scope of this report
- Detailed analysis of changes in the Young Adults group and the subsequent impact of these changes on the alcohol occasions in Europe and the US.
- In-depth quantitative analysis of Young Adults' spending on alcohol by occasion and country to reveal vital changes manufacturers need to understand
- An extensive review of best practice NPD and marketing campaigns from Europe and the US
- Detailed action points explaining how to effectively position your brand to target Young Adults' alcohol drinking occasions
Research and analysis highlights
The number of alcoholic drinking occasions is set to increase over the next five years in Europe and the US by average CAGRs of 2.0% and 4.2% respectively. Going Out occasions represent 93% of all Young Adults' drinking occasions and these are forecast to grow by 15% over the next five years across Europe and the US, which will drive the market.
The average Female Young Adults consumes 63% more alcohol each year than the total female average. Young Adult female consumption has increased on average across Europe and the US from 110 litres in 1999 to 148 litres in 2004. This is forecast to continue increasing through 2009 and a permanent increase in female drinking.
Young Adults are increasingly seeking occasions to celebrate and do not wait for a special occasion such as a birthdays in order to treat themselves. They want to add value to regular events and this leads to trading up and extending occasions. Young Adults are seeking everyday treats and this is changing alcohol consumption occasions.
Key reasons to read this report
- Identify key need states that drive Young Adults' consumption of alcohol and how to target the emerging occasions
- Understand changes in Young Adult lifestyles that will impact their consumption of alcohol over the next five years
- Learn how to tailor your NPD and marketing campaigns to more accurately target profitable Young Adult alcohol drinking occasions.
Young Adults are a key consumer group for alcohol manufacturers to target and despite a slowing growth rate they will continue to be a vital group in the future. Young Adults spending on alcohol is . . .