アルコール飲料のオントレード販売の再活性化：2007年

Abstract

Overview

Introduction

Reinvigorating On-Trade Sales 2007 shows how, despite some recent tough times in this part of the alcoholic drinks market, there are significant opportunities for those able to develop targeted new products and invest in relevant point-of-sale marketing campaigns. On-trade occasions can be developed that are more in keeping with today' s growing demographic groups and mass market lifestyles.

Scope

• Countries covered: France, Germany, Italy, The Netherlands, Spain, Sweden, the UK and the US
• Product categories covered: beer, cider, flavored alcoholic beverages, spirits and wine
• A unique survey of the decision-making criteria for purchasing alcoholic drinks in the on-trade vs. the off-trade (5,000 consumers during June 2006)
• Insightful analysis of consumer attitudes and behaviors driving change in the on-trade

Report Highlights

The major on-trade trends show that people are going out more frequently but they are consuming less per visit; such that on-trade volumes are growing, albeit slowly. However, premiumization is driving value sales - particularly in spirits - and there are important lessons for all players to learn from this trend.

Surprisingly, consumers are less brand conscious in the on-trade than the off-trade. Partly this is to do with the fact that experimenting with new products is more likely to involve trying unknown brands and partly to do with the fact that the very social nature of the on-trade gives rise to new behavior because of word-of-mouth recommendations.

Point-of-sale marketing activity can be reinvigorated with innovative campaigns. Learn the power of such concepts as relaxed drinking, mentoring and customer education. These have all been tried and tested in specific countries and markets and are now ripe for you to adopt in your marketing strategy.

Reasons to Purchase

• Consumer data - Understand the reasons for purchasing in the on-trade, by country and demographic group
• Demographic consumption analysis - Spot the growth segments that are changing the on-trade
• Actionable recommendations - Prioritize product, price and point-of-sale activities

Table of Contents

• CHAPTER 1 EXECUTIVE SUMMARY
  • The hot topic
  • The future decoded
    • The number of on-trade drinking occasions is rising
    • Low but steady growth in on-trade visits per head
    • Alcohol consumption per occasion is falling in Europe
    • Volume growth will return to Europe but lessen in the US
    • Midweek going-out and wine & spirits sales are driving on-trade growth
    • Midlifers challenge Young Adults as the key on-trade group
    • Women are challenging men' s on-trade dominance
    • The on-trade can turn its challenges into opportunities
  • Action points
• CHAPTER 2 THE FUTURE DECODED
  • Introduction
  • TREND: On-trade visits - more frequent, less consumed
    • The number of on-trade drinking occasions is rising
    • Low but steady growth in on-trade visits per head
    • Alcohol consumption per occasion is falling in Europe
    • Volume growth will return to Europe but lessen in the US
  • TREND: Food is becoming vital to on-trade outlets
  • TREND: Midweek going-out is driving on-trade growth
    • Workplace sociability is the biggest driver of midweek drinking
      • Drinking with colleagues is not the only midweek drinking occasion
  • INSIGHT: Wine and spirits will drive future growth
    • Beer remains dominant despite falling share
  • INSIGHT: Spirits and wine will gain from premiumization
    • Demographic groups approach premiumization differently
  • INSIGHT: Midlifers challenge Young Adults as the key on-trade group
    • Midlifers drive growth in Europe and the US
      • European Midlifers are catching up with Young Adults
      • US Midlifers step up their consumption
    • Young Adults' share is biggest in northern Europe
    • Early Midlifers are the new biggest target group
  • INSIGHT: Women are challenging men' s on-trade dominance
    • European drinking venues are decreasingly ' men-only'
      • Female consumption growth is greatest in northern Europe
    • US on-trade egalitarianism gets deeper
    • Women' s drinking behaviors and needs are different from men' s
  • INSIGHT: Smoking bans will speed change in the on-trade
    • Smoking is still popular among consumers and especially drinkers
      • Cigarettes and alcohol share the same consumers
    • Short-term alcohol sales may be hit by smoking restrictions
      • Most academic studies suggest minimal impact
      • Initial evidence from countries implementing smoking bans
    • In the longer term the on-trade will attract new customers
  • INSIGHT: Health concerns are shaping drinking behavior
    • Consumers believe moderate drinking is healthy
    • Fears of binge drinking persist across all countries
      • People fear disorder, not ill health
    • The switch to healthy drinking currently favors the off-trade
  • INSIGHT: At-home offers better choices than going out
    • People are widening their drinks repertoires
    • The off-trade is best able to capitalize on growing repertoires
    • But the on-trade can benefit from greater experimentation
  • Conclusions
• CHAPTER 3 ACTION POINTS
  • Develop premium alcoholic drinks
    • Developing higher price points
    • Encourage consumers to trade-up - regularly
    • Emphasize the premium qualities of mass market products
    • Market ' accessible-premium' on-trade alcoholic drinks
    • Develop limited edition ranges
    • Improve on-trade wine ranges
    • Pursue non-NPD solutions to improve on-trade quality
      • Encourage larger drinks measures
      • Tailor product ranges
      • Help improve the level of customer service
    • Brewers can learn lessons from wine and spirits companies
  • Create drinks and venues that attract Midlifers
    • Treat European Early Midlifers like sophisticated Young Adults
      • Getting Early Midlifers to trade-up
      • Develop the concept of relaxed drinking
    • Provide an escape for US Midlifers and European Late Midlifers
      • Venues offering opportunities for short ' escapes'
      • Create child-friendly venues that are also adult-friendly
      • Adapt to the challenges of zoning
  • Adjust to an increasingly feminized on-trade environment
    • Make venues and promotions female-friendly
    • Make female-friendly beverages available in the on-trade
      • The counter-trend - targeting male-oriented bars and interests
  • Develop emerging ethnic markets
  • Target high-growth consumer occasions
    • Market drinks that complement food occasions
    • Target midweek alcohol drinking occasions
  • Position the on-trade as a healthy choice
    • Show that sociable on-trade drinking can be actively healthy
    • Adapt to smoking bans ahead of their introduction
  • Make the on-trade experience better than drinking at home
    • Turn bars into comfortable, convenient ' homes from home'
    • Create on-trade venues that outclass the off-trade alternative
    • Celebrate the authenticity of the on-trade
    • Celebrate the localness of the on-trade
  • Step up the level of on-trade point-of-sale activity
• CHAPTER 4 APPENDIX
  • Supplementary data
    • On-trade alcoholic drinks in France
    • On-trade alcoholic drinks in Germany
    • On-trade alcoholic drinks in Italy
    • On-trade alcoholic drinks in the Netherlands
    • On-trade alcoholic drinks in Spain
    • On-trade alcoholic drinks in Sweden
    • On-trade alcoholic drinks in the UK
    • On-trade alcoholic drinks in the rest of Europe
    • On-trade alcoholic drinks in the US
  • Definitions
  • Research methodology
  • Report writing team
  • How to contact experts in your industry
  • List of Tables
    • Table 1: On-trade alcoholic drinking occasions, US and Europe, 2001-2011
    • Table 2: On-trade alcoholic drinking occasions per person per week, US and Europe, 2001-2011
    • Table 3: Alcohol consumption per on-trade drinking occasion, US and Europe, 2001-2011
    • Table 4: On-trade alcohol sales by volume, US and Europe, 2001-2011
    • Table 5: Forecast profit-sector foodservice compound annual growth rate, 2006-2011 (%)
    • Table 6: On-trade alcoholic drinking occasions in the US and Europe, midweek versus weekend (%), 2000-2010
    • Table 7: Answers to the question "How will on-trade sales of the following product types change over the next five years?", 2005
    • Table 8: On-trade alcoholic drinks category share in Europe, 2001-2011
    • Table 9: On-trade alcoholic drinks category share in the US, 2001-2011
    • Table 10: Answers to the question "How is the on-trade price per unit of the following product types (excluding inflation) likely to change over the next five years?", 2005
    • Table 11: Perceived importance of different demographic groups to the on-trade alcoholic drinks industry, 2005
    • Table 12: European on-trade alcoholic drinks consumption index by age group (average adult = 100), 2001-2011
    • Table 13: US on-trade alcoholic drinks consumption index by age group (average adult = 100), 2000-2010
    • Table 14: Average age at first marriage and childbirth, Europe and US, 2005
    • Table 15: Young Adults' share of on-trade alcoholic drinks consumption, US and Europe, by volume of pure alcohol, 2001-2011
    • Table 16: Perceived on-trade alcoholic drinks growth potential of different demographic groups, 2005
    • Table 17: Europe on-trade alcoholic drinks consumption index by gender (average adult = 100), 2001-2011
    • Table 18: Women' s share of on-trade alcoholic drinks consumption in Europe and the US, by volume of pure alcohol, 2001-2011
    • Table 19: US on-trade alcoholic drinks consumption index by gender (average adult = 100), 2001-2011
    • Table 20: Prevalence of regular smokers in the US and Europe (%), 2000-2005
    • Table 21: France on-trade alcoholic drinks consumption, 2001-2011
    • Table 22: France on-trade alcoholic drinks consumption index by age and gender (average adult = 100), 2001-2011
    • Table 23: Germany on-trade alcoholic drinks consumption, 2001-2011
    • Table 24: Germany on-trade alcoholic drinks consumption index by age and gender (average adult = 100), 2001-2011
    • Table 25: Italy on-trade alcoholic drinks consumption, 2001-2011
    • Table 26: Italy on-trade alcoholic drinks consumption index by age and gender (average adult = 100), 2001-2011
    • Table 27: Netherlands on-trade alcoholic drinks consumption, 2001-2011
    • Table 28: Netherlands on-trade alcoholic drinks consumption index by age and gender (average adult = 100), 2001-2011
    • Table 29: Spain on-trade alcoholic drinks consumption, 2001-2011
    • Table 30: Spain on-trade alcoholic drinks consumption index by age and gender (average adult = 100), 2001-2011
    • Table 31: Sweden on-trade alcoholic drinks consumption, 2001-2011
    • Table 32: Sweden on-trade alcoholic drinks consumption index by age and gender (average adult = 100), 2001-2011
    • Table 33: UK on-trade alcoholic drinks consumption, 2001-2011
    • Table 34: UK on-trade alcoholic drinks consumption index by age and gender (average adult = 100), 2001-2011
    • Table 35: Rest of Europe on-trade alcoholic drinks consumption, 2001-2011
    • Table 36: Rest of Europe on-trade alcoholic drinks consumption index by age and gender (average adult = 100), 2001-2011
    • Table 37: US on-trade alcoholic drinks consumption, 2001-2011
    • Table 38: US on-trade alcoholic drinks consumption index by age and gender (average adult = 100), 2001-2011
    • Table 39: Definitions of terms
    • Table 40: Definitions of drinking occasions
  • List of Figures
    • Figure 1: Consumer survey: "Do you agree that you are more price-conscious when drinking out-of-home than when buying drinks for in-the-home?", June 2006
    • Figure 2: Consumer survey: "Do you agree that you are more health-conscious when drinking out-of-home than when buying drinks for in-the-home?", June 2006
    • Figure 3: Consumers vary their drinks choice by occasion and need state
    • Figure 4: Consumer survey: "Do you agree that you are more likely to try new drinks when drinking out-of-home than buying drinks for in-the-home?", June 2006
    • Figure 5: Consumer survey: "Do you agree that you are more brand-conscious when drinking out-of-home than when buying drinks for in-the-home?", June 2006
    • Figure 6: Champagne Nicolas Feuillette One Fo(u)r, 2005
    • Figure 7: Even mass-market products can be marketed on the basis of quality
    • Figure 8: Smirnoff' s Triple Distilled campaign, 2005
    • Figure 9: Diageo' s Every Serve Perfect bar staff training scheme
    • Figure 10: Reinterpreting the packaging attributes that have been successful for spirits
    • Figure 11: Learning from spirits combinations that have captured the public imagination
    • Figure 12: Borrowing new product concepts from around the world
    • Figure 13: Carlsberg Export' s hygge bar concept, 2006
    • Figure 14: There is a significant gender difference in bar preference
    • Figure 15: Brewers are increasingly targeting female on-trade drinkers
    • Figure 16: Demystifying wine in a friendly atmosphere is a good way of appealing to female consumers
    • Figure 17: Niche interest on-trade promotions from Budweiser and Michelob, 2006
    • Figure 18: Spicy Varietals wines targeting the ethnic restaurant sector
    • Figure 19: Beer ranges for restaurants
    • Figure 20: Heineken' s sponsorship of the UEFA Champions League, 2006
    • Figure 21: Magners has built on the "time dedicated to you" concept, 2005
    • Figure 22: Coors delivers a different sensation to on-trade drinkers, 2006
    • Figure 23: Vintage Budweiser can design, 2005
    • Figure 24: Johnnie Walker mentoring program
    • Figure 25: Example of Everards' Cyclops system for beer tasting notes
    • Figure 26: Hofbrau' s visually dramatic beer dispenser, 2006