欧州におけるアルコール飲料の節制動向

Abstract

Introduction

The majority (60%) of European and the US consumers think that moderating alcohol content is important. This report identifies how moderation of alcohol and health concerns are increasingly influential consumer trends set to drive the market in the future. Marketers must understand key consumer drivers to profit from this strategic change.

Scope of this report

• Insightful social trends data highlighting the future direction of the alcoholic drinks market with regard to consumers' health concerns.
• Quantitative data highlighting the attitudes, values and behaviors of consumers segmented by various demographic factors.
• Detailed action points offering practical strategies based on the trends and insights analyzed in the report.
• Country coverage: France, Germany, Italy, Netherlands, Spain, Sweden, UK & US.

Research and analysis highlights

European and US alcoholic beverage industry executives consider health to be the least important mega-trend. There is thus a possibility of dangerously underestimating the impact that health and moderation may have on future revenues especially considering that 76% of consumers report being "conscious of health and wellness issues on a daily basis"

Calorie control has long been an important issue for consumers throughout Europe and the US. Presently, nearly two-thirds 65% of consumers overall across these two regions feel that controlling calorie intake is important to them. The proportional growth of obese population in western countries highlights why this issue retains such importance.

In Europe and the US, Seniors (either 50-64 or 65+ age groups) are most likely to feel it is important to moderate alcohol intake. In France, Italy, Spain and Sweden this importance is turned into action most frequently.

Key reasons to read this report

• Understand which health concerns matter most to consumers when buying alcoholic drinks and which attributes they seek first.
• Counter sales volume stagnation and decline by discovering the route to premiumization based on ' better-for-you' products.
• Learn how to correctly position alcoholic drinks to affectively target consumer health concerns.

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
• ANALYSIS
  • TREND: Consumer interest in leading healthy lifestylesis escalating
    • Consumers are adopting a broader, more holistic approachto health
      • Consumers are taking more self-responsibility for theirhealth
      • Consumers are adopting a broader wellness perspectivetowards living
    • Consumers are slowly beginning to more proactively seekhealthier alcoholic drinks
  • TREND: Health concerns and responsible drinkinginitiatives are driving alcohol moderation
    • Complete abstinence from alcohol affects aroundone-third of consumers
    • Consumers have favorable attitudes towards alcoholmoderation
      • The majority of alcohol intake in Europe is within theparameters of moderate consumption
    • Attitude-behavior gaps affect the moderation of alcohol
      • Italian and French consumers are some of the mostinconsistent moderators
    • Alcohol moderation is a factor that explains limitedvolume gains in key western markets
  • INSIGHT: Socio-demographic factors heavily affectalcohol moderation propensities
    • Seniors place high importance on good health behaviors
    • Female consumers show marked attitude-behavior gaps inalcohol moderation
  • INSIGHT: A strong desire to limit calories is animportant issue driving alcoholic drinks moderation and choices
    • The overwhelming majority of consumers are concernedabout calorie control
    • Women care more about calorie control than men althoughthe gender divide is closing
    • Age impacts attitudes to calorie control in various ways
    • Excess calories have long term weight gain implications
  • INSIGHT: Limiting alcohol intake is less prioritizedthan many other approaches associated with healthy lifestyles
  • Conclusions: health and moderation in alcoholic drinks
• ACTIONS
  • ACTION: Pursue opportunities in the provision of' better-for-you' alcoholic drink variants
    • Aid moderation with low alcohol content
    • Explore market opportunities for low calorie variants
      • Prepare for the decline of low ' carb' formulations
    • Champion product freshness
      • Product packaging and delivery must boost freshnesscredentials
    • Explore market opportunities for natural and organicvariants
  • ACTION: Primarily target female and mature consumerswith better-for-you alcoholic drinks
    • Create messages based on women' s more complex andintimate approach to communication
      • Base humor orientated messages around the notion ofshared identification
    • Support the empowerment of women with societal marketing
      • Target female friendly media
      • Create word-of-mouth marketing campaigns targetingfemale connectivity
    • Target health focused channels and outlets withbetter-for-you alternatives
    • Target Seniors' core values with your marketing concept
  • ACTION: Champion responsible drinking
    • Facilitate frequent non-binge drinking by education andsmall / re-sealable formats
• APPENDIX
  • France
  • Germany
  • Italy
  • Netherlands
  • Spain
  • Sweden
  • UK
  • US
  • Definitions
  • Methodology
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
• List of Tables
  • Table 1: Summary of responses of who respondents feelis responsible for ensuring protection from alcohol abuse, segmented bynumber of drinks usually consumed per consumption occasion, EU25, 2006
  • Table 2: Consumer survey: trends in European and UShealth-driven alcoholic drinks consumption, by country, 2006
  • Table 3: European and US consumers abstaining fromalcohol by country (percentage and overall, millions), by country, 2006
  • Table 4: Consumer survey: attitudes to moderatingalcohol intake by country, US & Europe, 2006
  • Table 5: Average consumption of alcoholic drinks peroccasion, EU25, 2006
  • Table 6: Consumer survey: trends in European and USconsumers' alcohol intake by country, 2006
  • Table 7: Variance in extent of attitude and behaviorin moderating alcohol intake, US and Europe, 2006
  • Table 8: Average consumption of alcoholic drinks peroccasion by gender & age, EU25, 2006
  • Table 9: Obese population as % of overall populationby country, US & Europe, 2001-2011
  • Table 10: Consumer survey: attitudes towardscontrolling calorie intake by country, US & Europe, 2006
  • Table 11: Consumer survey: attitudes to controllingcalorie intake by gender, US & Europe, 2006
  • Table 12: Consumer attitudes to controlling calorieintake by age group, US & Europe, 2006
  • Table 13: Consumer attitudes to moderating alcoholintake by gender, age group & household income, France, 2006
  • Table 14: Trends in consumers' alcohol intake bygender, age group & household income, France, 2006
  • Table 15: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, France, 2006
  • Table 16: Consumer attitudes to moderating alcoholintake by gender, age group & household income, Germany, 2006
  • Table 17: Trends in consumers' alcohol intake bygender, age group & household income, Germany, 2006
  • Table 18: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, Germany, 2006
  • Table 19: Consumer attitudes to moderating alcoholintake by gender, age group & household income, Italy, 2006
  • Table 20: Trends in consumers' alcohol intake bygender, age group & household income, Italy, 2006
  • Table 21: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, Italy, 2006
  • Table 22: Consumer attitudes to moderating alcoholintake by gender, age group & household income, Netherlands, 2006
  • Table 23: Trends in consumers' alcohol intake bygender, age group & household income, Netherlands, 2006
  • Table 24: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, Netherlands,2006
  • Table 25: Consumer attitudes to moderating alcoholintake by gender, age group & household income, Spain, 2006
  • Table 26: Trends in consumers' alcohol intake bygender, age group & household income, Spain, 2006
  • Table 27: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, Spain, 2006
  • Table 28: Consumer attitudes to moderating alcoholintake by gender, age group & household income, Sweden, 2006
  • Table 29: Trends in consumers' alcohol intake bygender, age group & household income, Sweden, 2006
  • Table 30: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, Sweden, 2006
  • Table 31: Consumer attitudes to moderating alcoholintake by gender, age group & household income, UK, 2006
  • Table 32: Trends in consumers' alcohol intake bygender, age group & household income, UK, 2006
  • Table 33: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, UK, 2006
  • Table 34: Consumer attitudes to moderating alcoholintake by gender, age group & household income, US, 2006
  • Table 35: Trends in consumers' alcohol intake bygender, age group & household income, US, 2006
  • Table 36: Trends in health-driven alcoholic drinksconsumption by gender, age group & household income, US, 2006
• List of Figures
  • Figure 1: Industry opinion highlights how the healthtrend has not historically been a big influencer of alcoholic drinkpurchases
  • Figure 2: Nine out of ten European and US consumersthink it is important to improve their physical health
  • Figure 3: Wellness is best thought of not as a trendin its own right, but as a number of related trends and behaviors
  • Figure 4: Dutch consumers are least likely to choosealcoholic drinks with health considerations in mind
  • Figure 5: Southern Europeans think it is mostimportant to moderate alcohol intake
  • Figure 6: German consumers were the least likely tohave moderated their alcohol consumption in 2005-06
  • Figure 7: Seniors show significant attitude-behaviorgaps in the moderation of alcohol
  • Figure 8: Men show a reduced attitude-behavior gap inrelation to alcohol moderation
  • Figure 9: US and Italian consumers are particularlyconcerned about calorie intake
  • Figure 10: Women in the US and Europe care most aboutcalorie intake
  • Figure 11: Freshness is becoming the consumer Über-preferencein the US and Europe
  • Figure 12: C2 lager' s positioning combines health,convenience and sociability
  • Figure 13: Reduced calorie products should extend intoall alcoholic drinks categories
  • Figure 14: Low carb drinks need to communicatesuperior taste first and foremost
  • Figure 15: Visible natural freshness gives a productgreater credibility
  • Figure 16: The numerous aspects of freshness arereassuring for consumers
  • Figure 17: Organic drinks already exist and shouldcontinue to grow in number
  • Figure 18: Other natural positionings exist beyondorganic
  • Figure 19: Women are a key emerging segment to betargeted with vitamin enhanced and sweetened beers
  • Figure 20: Marketers should ensure that products andcommunications are aligned with five core values
  • Figure 21: Drinks brands must cater for a variety ofconsumer occasions