欧州および米国におけるビール・ワイン・スピリッツの消費習慣の変化

Abstract

Overview

Introduction

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.

Scope

• Insightful category and sub-category specific data highlighting the future direction of the alcoholic drinks market driven by consumer preferences.
• Quantitative data highlighting the attitudes, values and behaviors of consumers segmented by various demographic factors.
• Analysis of the emerging factors that will bring significant future changes in channel dynamics.
• Detailed action points offering practical strategies based on the trends and insights analyzed in the 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.

Reasons to Purchase

• Consider national differences with quantitative and qualitative market data and benchmark across nations to plan for future developments.
• Gain category specific insight to better understand consumer drinks preferences by gender and age group.
• Counter sales volume stagnation and decline by discovering the route to premiumization based on ' better-for-you' products.

Table of Contents

• CHAPTER 1 EXECUTIVE SUMMARY
  • The hot topic
  • The future decoded
  • Action points
• CHAPTER 2 THE FUTURE DECODED
  • Introduction
  • TREND: Alcohol consumption is flat or decreasing in most Western markets
    • Alcohol volumes are languishing across Europe and the US
    • The popularity of the beer category is fluctuating
    • Spirits are coming back into fashion but this is not reflected in volume growth
    • Trends in wine consumption vary by country
  • INSIGHT: Beer consumption is dominated by males in a time of changing consumer perceptions and preferences
    • Beer remains a male preserve
    • Midlifers are the core beer volume drinkers while Young Adults account for the most per capita consumption
      • The popularity of beer declines with age
      • Falling birth rates represents a threat to future growth prospects in beer
    • Consumers often turn to beer as a facilitator of social connections
      • Re-prioritizing family/friend time has grown in importance although consumers are finding it hard to do so in practice
      • Beer is considered an inherently social product
      • Beer' s sociability drives sales during major sporting events
      • But discounting is potentially undermining the volume gains being made
    • Consumers' perceptions of beer are slowly changing after its image became somewhat old-fashioned and stodgy
      • Young Adults in particular have begun to see beer as old-fashioned
      • The SAB-owned Fosters brand in the US has been tackling this problem head on with an innovative tack
      • Consumer perceptions of beer can be shaped by effective marketing
      • Beer is also fighting against decline in the European brewing stronghold countries by focusing on quality
      • The reality is that beer drinkers are increasingly seeking out quality and credibility
      • The premiumization trend seen in many industrialized countries is very much in evidence in the lager market
    • Consumers are worried about the negative health impact of beer consumption espcially with regard to calories
      • Consumers are worried about the fattening properties of beer
      • Low alcohol and low calorie beers have traditionally been viewed as a compromise
      • The low alcohol market has generally failed to match expectations despite some growth
      • Uncompromising consumers with specific perceptions of a tasty beer will be difficult to convince
    • Beer' s ' naturalness' is well-aligned with consumer trends
      • Consumer attitudes towards organic products generally suggests considerable potential for organic beers
      • The German case highlights scope for brewers to leverage the natural brewing process
      • Consumers are generally unaware that beer has its own health-boosting credentials
    • Consumers' propensity to consume beer is affected by seasonality
      • Beer sales in Italy are strongest in summer
      • New Product Development is needed to boost winter sales of beer
      • Launches of seasonal winter beers are bouncing back after decline
  • INSIGHT: European and US consumers are showing an increased propensity to switch to wine
    • Wine is gaining preference on more occasions in both Europe and the US
      • Wine sales in the US are growing from a comparatively small base
      • Wine consumption in Europe is a more ingrained cultural norm but market growth is nonetheless impressive
    • Wine retains its sophisticated image and per capita consumption is still dominated by mature consumers
      • Gender-based value consumption of wine is relatively even
      • But research has shown that women are less knowledgeable about wine
      • More sophisticated tastes of older consumers drives an age-consumption correlation
    • Wine consumption in traditional beer markets is taking off
      • But long-term problems may lie in wait because of demographic shifts
      • More sophisticated wine consumption is far from guaranteed by using entry level products such as wine coolers
      • Economic slowdown would hit wine more than other drinks categories
    • The wine category has not yet seen a significant premiumization
      • Wine consumption has become more accessible, rather than quality focused
      • Growth in volume of the wine market has yet to translate into trading up
    • Packaging is an important factor influencing wine preferences and perceptions
      • Women use packaging cues to define product quality more frequently because they are less knowledgeable about wine
      • Screw tops are gaining favor among consumers although there are country variances
      • Ease of opening is something that is important to all consumers
      • Traditional packaging formats are often unappealing for younger age cohorts
      • Glass bottles are still the preferred wine packaging
    • Wine consumption is increasingly focused on the home
      • Restaurant mark-ups are inhibiting further progress of on-trade wine sales
  • INSIGHT: Spirits are on the rise everywhere
    • Mature consumers remain the core spirits consumers
    • Premiumization in spirits is strongest in France and Sweden
      • Premiumization varies by country and sub-category
      • Case study: Innovation and joined-up thinking combine to wow consumers
      • Young Adults prefer offering rather than receiving personal recommendations
      • Word-of-mouth and viral campaigns must be credible to succeed
    • Body image health concerns are key to the success of spirits
      • Spirits are seen as less fattening by image-conscious consumers
      • If premiumization continues it can help alleviate binge drinking concerns
    • Premium spirits show the importance of differentiated packaging
      • The image of spirits is key for Young Adults
  • INSIGHT: Consumers are changing drinking habits in response to social changes
    • Consumer health concerns will radically alter the on-trade
      • Consumers' reaction to smoking bans will polarize the on-trade and offer new opportunities in Europe
    • Home entertaining is important for US consumers
      • Home entertaining in Europe is rising among Young Adults
      • Property market fluctuations will impact home entertaining in the UK and US
  • Conclusions: implications for manufacturers and retailers
    • The declining popularity of beer is not as bad as many industry bodies suggest
    • Wine has been a real success in recent years
    • Spirits have shown positive growth in recent years across a host of countries
    • A common goal unites all categories
    • Channel dynamics are also likely to change in coming years
• CHAPTER 3 ACTION POINTS
  • Introduction
  • ACTION: Aid moderation with low alcohol content
    • Recognize that quality perceptions are often shaped by alcohol content
    • Facilitate frequent non-binge drinking by education and small/resealable formats
  • ACTION: Use marketing that reflects the changes in the beer market
    • Target the polarization of the male market
    • Address seasonality with on-trade only specials
      • Address seasonality with seasonal winter beers
  • ACTION: Capitalize on the mass market appeal that increasingly characterizes wine
    • Improve wine consistency by gradually moving to new bottle closures
    • Adopt a multi-pronged approach to attract a variety of consumers to wine
    • The drive to recruit young wine drinkers needs to start here and now
  • ACTION: Learn the lessons of spirits brands
    • Categories beyond spirits should heed the trading up lessons
    • Marketers must work with the key ' gatekeepers' in the value chain
    • Go clear: fewer congeners may reduce after-effects
• CHAPTER 4 APPENDIX
  • Supplementary data
  • Research methodology
  • Definitions
  • Further readings
  • How to contact experts in your industry
• List of Tables
  • Table 1: Consumption of alcoholic beverages by category (liters m), US & Europe, 2001-2011
  • Table 2: Beer category sales volume (liters m), US & Europe, 2001-2011
  • Table 3: Beer category (Beer, Cider&Perry, FABs) per capita sales volume (liters/person), US & Europe, 2001-2011
  • Table 4: Beer sub-category sales volume (liters m), US & Europe, 2001-2011
  • Table 5: Beer sub-category per capita sales volume (liters/person), US & Europe, 2001-2011
  • Table 6: Cider & perry sub-category sales volume (liters m), US & Europe, 2001-2011
  • Table 7: Cider & perry sub-category per capita sales volume (liters/person), US & Europe, 2001-2011
  • Table 8: FABs sub-category sales volume (liters m), US & Europe, 2001-2011
  • Table 9: FABs sub-category per capita sales volume (liters/person), US & Europe, 2001-2011
  • Table 10: Spirits category sales volume (liters m), US & Europe, 2001-2011
  • Table 11: Spirits category per capita sales volume (liters/person), US & Europe, 2001-2011
  • Table 12: Wine category* sales volume (liters m), US & Europe, 2001-2011
  • Table 13: Wine category* per capita sales volume (liters/person), US & Europe, 2001-2011
  • Table 14: Beer consumption in value terms (US$ %) by age, gender and country, US & Europe, 2005
  • Table 15: Per capita beer consumption value (US$/person) by age, gender, and country, US & Europe, 2005
  • Table 16: Specialty beer market value (US$ m), US & Europe, 2001-2011
  • Table 17: European and US sales of Premium Lager as % of lager market, by country, 2001-2011
  • Table 18: Low / no alcohol beer market value (US$ m), US & Europe, 2001-2011
  • Table 19: Consumer survey: responses to the question "How important is eating organic food and drinks in maintaining a healthy diet?", US & Europe, 2006
  • Table 20: Alcohol content of drinks segments by popular serving measures
  • Table 21: Still wine consumption in value terms (US$ %) by age, gender, and country, US & Europe, 2005
  • Table 22: Per capita still wine consumption in value terms (US$/person) by age, gender, and country, US & Europe, 2005
  • Table 23: Consumer survey: American trends in home entertaining by gender, age group & household income, 2006
  • Table 24: Consumer survey: European trends in home entertaining by gender, age group & household income, 2006
  • Table 25: Spirits consumption in value terms (US$ %) by age, gender and country, US & Europe, 2005
  • Table 26: Per capita spirits consumption value (US$/person), by age, gender, and country, US & Europe, 2005
  • Table 27: Price Per Unit (PPU) (US$/liter) of spirits, US & Europe, 2001-2011
  • Table 28: Importance of calorie counting to consumers by country, US & Europe, 2006
  • Table 29: Trends in consumer attitudes to smoking, US, 2006
  • Table 30: Trends in consumer attitudes to smoking, Europe*, 2006
  • Table 31: Trends in home entertaining, by gender, age & household income, US, 2005-06
  • Table 32: Trends in home entertaining, by gender, age & household income, Europe*, 2005-06
  • Table 33: Consumer survey: trends in home entertaining by gender, age group & household income, France, 2006
  • Table 34: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income France, 2006
  • Table 35: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income, Germany, 2006
  • Table 36: Consumer survey: trends in home entertaining by gender, age group & household income, Germany, 2006
  • Table 37: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income, Italy, 2006
  • Table 38: Consumer survey: trends in home entertaining by gender, age group & household income, Italy, 2006
  • Table 39: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income, Netherlands, 2006
  • Table 40: Consumer survey: trends in home entertaining by gender, age group & household income, Netherlands, 2006
  • Table 41: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income, Spain, 2006
  • Table 42: Consumer survey: trends in home entertaining by gender, age group & household income, Spain, 2006
  • Table 43: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income, Sweden, 2006
  • Table 44: Consumer survey: trends in home entertaining by gender, age group & household income, Sweden, 2006
  • Table 45: Consumer survey: attitudes to smoke-free on-trade premises, by gender, age group & household income, UK, 2006
  • Table 46: Consumer survey: trends in home entertaining by gender, age group & household income, UK, 2006
  • Table 47: Summary of smoking bans in US & Europe
  • Table 48: Definitions used in the report
• List of Figures
  • Figure 1: Time series survey data suggests that consumers are finding it difficult to spend more time with family and friends
  • Figure 2: The sociability of beer is a key selling point, especially for men
  • Figure 3: Quality, experience orientated marketing campaigns can help to change consumer perception of all alcoholic drinks
  • Figure 4: Heineken' s ' Culture Biìere' is an attempt to reinvigorate the image of beer
  • 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
  • Figure 6: Premium lagers account for a growing share of the lager market in most countries
  • Figure 7: Launches of low calorie & low carbohydrate beer, US & Europe, 2001-06
  • Figure 8: Launches of reduced alcohol beers, US & Europe, 2001-06
  • Figure 9: Carling' s C2 is the best conceived approach yet to the low-alcohol beer category
  • Figure 10: Volume of beer sales by month, Italy, 2003-2005
  • Figure 11: New product launches of seasonal winter beers, US & Europe, 2001-2006
  • Figure 12: New product launches of seasonal winter beers as % of overall beer launches, US & Europe, 2001-2006
  • Figure 13: Wine is also the fastest-growing category in the US alcoholic drinks market
  • Figure 14: The wine category has been and will continue to be the best performer in the European alcoholic drinks market
  • Figure 15: Wine consumption is closely linked to GDP growth in the US
  • Figure 16: The average price of (still) table wine is growing slowly in the US & Europe
  • Figure 17: The transition to modern closures in the wine category must be gradual
  • Figure 18: Balancing quality perceptions and convenience is key to positioning good quality accessible wines
  • Figure 19: French Rabbit has used environmentalism in its positioning to promote wine cartons
  • Figure 20: Today' s homes are not just shut-off havens; they are used to facilitate connections
  • Figure 21: Premium packaging is essential but not a long-term advantage
  • Figure 22: Smoking bans will inevitably impact the on-trade and off-trade
  • Figure 23: Low alcohol content on its own is not enough
  • Figure 24: Format variety can facilitate a host of consumption occasions
  • Figure 25: Polarization of the beer brings both opportunities and threats
  • Figure 26: Seasonal beers offer many positioning opportunities
  • Figure 27: Alcohol control states are present across the US
  • Figure 28: Core wine drinkers in the US are found on both coasts
  • Figure 29: Roadmap for the future expansion of the wine category in the US
  • Figure 30: Education is key to protecting future wine sales
  • Figure 31: Targeting key gatekeepers is vital for on-trade success
  • Figure 32: Reducing impurities has untapped market potential