Beer, Wine and Spirit Consumption Preferences: Exploring Consumer Needs and Switching Behavior

Alcohol consumption by volume in some countries and categories of the US and Europe is almost static or negative due to demographic changes such as top-heavy population pyramids, combined with increasing consumer interest in moderation of alcohol. However, changing preferences and trading up behavior still offer value potential for producers who faithfully serve lasting consumer trends.



Report Highlights
Beyond the gender divide in the beer category, there is a clear age-driven pattern in beer consumption. Midlifers are the core beer drinkers across Europe and the US. In the US, 49% of beer sold is consumed by 25-44 year olds: this is the lowest percentage share for this combined age group across Europe and the US. Despite beer reclaiming its status as America's preferred beverage in 2006 (with 41% of Americans naming it their drink of choice compared with 33% opting for wine and 23% choosing liquor), wine sales are expected to remain the fastest growing of the three key drinks segments. In April 2005, research by Wine Intelligence showed that many consumers in the UK were unhappy with the value-for-money offered by wine sold in on-trade outlets. Over 50% of consumers stated that price was the main deterrent stopping them buying wine more often in the on-trade.


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Table 1: Consumption of alcoholic beverages by category (liters m), US & Europe, 2001-2011 9
Table 2: Beer category sales volume (liters m), US & Europe, 2001-2011 10
Table 3: Beer category (Beer, Cider&Perry, FABs) per capita sales volume (liters/person), US & Europe, 2001-2011 10
Table 4: Beer sub-category sales volume (liters m), US & Europe, 2001-2011 11
Table 5: Beer sub-category per capita sales volume (liters/person), US & Europe, 2001-2011 11
Table 6: Cider & perry sub-category sales volume (liters m), US & Europe, 2001-2011 12
Table 7: Cider & perry sub-category per capita sales volume (liters/person), US & Europe, 2001-2011 12
Table 8: FABs sub-category sales volume (liters m), US & Europe, 2001-2011 13
Table 9: FABs sub-category per capita sales volume (liters/person), US & Europe, 2001-2011 14
Table 10: Spirits category sales volume (liters m), US & Europe, 2001-2011 15
Table 11: Spirits category per capita sales volume (liters/person), US & Europe, 2001-2011 15
Table 12: Wine category* sales volume (liters m), US & Europe, 2001-2011 16
Table 13: Wine category* per capita sales volume (liters/person), US & Europe, 2001-2011 16
Table 14: Beer consumption in value terms (US$ %) by age, gender and country, US & Europe, 2005 18
Table 15: Per capita beer consumption value (US$/person) by age, gender, and country, US & Europe, 2005 19
Table 16: Specialty beer market value (US$ m), US & Europe, 2001-2011 28
Table 17: European and US sales of Premium Lager as % of lager market, by country, 2001-2011 29
Table 18: Low / no alcohol beer market value (US$ m), US & Europe, 2001-2011 32
Table 19: Consumer survey: responses to the question ""How important is eating organic food and drinks in maintaining a healthy diet?"", US & Europe, 2006 36
Table 20: Alcohol content of drinks segments by popular serving measures 37
Table 21: Still wine consumption in value terms (US$ %) by age, gender, and country, US & Europe, 2005 44
Table 22: Per capita still wine consumption in value terms (US$/person) by age, gender, and country, US & Europe, 2005 45
Table 23: Consumer survey: American trends in home entertaining by gender, age group & household income, 2006 56
Table 24: Consumer survey: European trends in home entertaining by gender, age group & household income, 2006 57
Table 25: Spirits consumption in value terms (US$ %) by age, gender and country, US & Europe, 2005 59
Table 26: Per capita spirits consumption value (US$/person), by age, gender, and country, US & Europe, 2005 59
Table 27: Price Per Unit (PPU) (US$/liter) of spirits, US & Europe, 2001-2011 60
Table 28: Importance of calorie counting to consumers by country, US & Europe, 2006 64
Table 29: Trends in consumer attitudes to smoking, US, 2006 68
Table 30: Trends in consumer attitudes to smoking, Europe*, 2006 70
Table 31: Trends in home entertaining, by gender, age & household income, US, 2005-06 72
Table 32: Trends in home entertaining, by gender, age & household income, Europe*, 2005-06 73
Table 33: Consumer survey: trends in home entertaining by gender, age group & household income, France, 2006 91
Table 34: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income France, 2006 92
Table 35: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income, Germany, 2006 92
Table 36: Consumer survey: trends in home entertaining by gender, age group & household income, Germany, 2006 93
Table 37: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income, Italy, 2006 93
Table 38: Consumer survey: trends in home entertaining by gender, age group & household income, Italy, 2006 94
Table 39: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income, Netherlands, 2006 94
Table 40: Consumer survey: trends in home entertaining by gender, age group & household income, Netherlands, 2006 95
Table 41: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income, Spain, 2006 95
Table 42: Consumer survey: trends in home entertaining by gender, age group & household income, Spain, 2006 96
Table 43: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income, Sweden, 2006 96
Table 44: Consumer survey: trends in home entertaining by gender, age group & household income, Sweden, 2006 97
Table 45: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income, UK, 2006 97
Table 46: Consumer survey: trends in home entertaining by gender, age group & household income, UK, 2006 98
Table 47: Summary of smoking bans in US & Europe 99
Table 48: Definitions used in the report 101



Figure 1: Time series survey data suggests that consumers are finding it difficult to spend more time with family and friends 21
Figure 2: The sociability of beer is a key selling point, especially for men 22
Figure 3: Quality, experience orientated marketing campaigns can help to change consumer perception of all alcoholic drinks 25
Figure 4: Heineken's 'Culture Bière' is an attempt to reinvigorate the image of beer 26
Figure 5: More than a third of European and US consumers traded up more frequently to higher quality packaged goods for extra indulgence and enjoyment in 2005-06 27
Figure 6: Premium lagers account for a growing share of the lager market in most countries 30
Figure 7: Launches of low calorie & low carbohydrate beer, US & Europe, 2001-06 31
Figure 8: Launches of reduced alcohol beers, US & Europe, 2001-06 33
Figure 9: Carling's C2 is the best conceived approach yet to the low-alcohol beer category 34
Figure 10: Volume of beer sales by month, Italy, 2003-2005 39
Figure 11: New product launches of seasonal winter beers, US & Europe, 2001-2006 40
Figure 12: New product launches of seasonal winter beers as % of overall beer launches, US & Europe, 2001-2006 40
Figure 13: Wine is also the fastest-growing category in the US alcoholic drinks market 42
Figure 14: The wine category has been and will continue to be the best performer in the European alcoholic drinks market 43
Figure 15: Wine consumption is closely linked to GDP growth in the US 48
Figure 16: The average price of (still) table wine is growing slowly in the US & Europe 49
Figure 17: The transition to modern closures in the wine category must be gradual 53
Figure 18: Balancing quality perceptions and convenience is key to positioning good quality accessible wines 54
Figure 19: French Rabbit has used environmentalism in its positioning to promote wine cartons 55
Figure 20: Today's homes are not just shut-off havens; they are used to facilitate connections 56
Figure 21: Premium packaging is essential but not a long-term advantage 66
Figure 22: Smoking bans will inevitably impact the on-trade and off-trade 71
Figure 23: Low alcohol content on its own is not enough 78
Figure 24: Format variety can facilitate a host of consumption occasions 79
Figure 25: Polarization of the beer brings both opportunities and threats 80
Figure 26: Seasonal beers offer many positioning opportunities 81
Figure 27: Alcohol control states are present across the US 84
Figure 28: Core wine drinkers in the US are found on both coasts 85
Figure 29: Roadmap for the future expansion of the wine category in the US 86
Figure 30: Education is key to protecting future wine sales 87
Figure 31: Targeting key gatekeepers is vital for on-trade success 89
Figure 32: Reducing impurities has untapped market potential 90

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