米国および欧州におけるアルコール飲料の消費動向

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

• Overview
  • Catalyst
  • Summary
• Executive Summary
  • The overall household care market is mature and shows modest growth
  • Home hygiene and laundry care occasions are declining in frequency after previous growth
  • Personal appearance still matters, with the number of laundry occasions growing in some countries
  • The slow move to gender equality is shaping household and laundry occasions
  • Outsourcing currently represents a small proportion of laundry occasions
• Table of Contents
• Table of figures
• Table of tables
• THE FUTURE DECODED
  • TREND: The overall household care market is mature and shows modest growth
    • Market growth is forecast to be relatively similar across all countries in the next five years
    • Spanish and UK consumers spend the most on household and laundry care products on a per capita basis
  • The household products' market is growing faster than the laundry care market
  • The laundry care market is stable with little growth
    • Population change is the key growth driver in the laundry care market
  • TREND: Home hygiene and laundry care occasions are declining in frequency following previous growth
    • Home cleaning occasions between 2006 and 2011 are expected to decline in frequency
    • Clothes washing occasions show a varied pattern of growth and decline
      • Changes in work and society are affecting clothes washing occasion dynamics
      • French, Italian and US clothes washing occasions are showing the highest growth
      • The frequency of hand washing clothes is expected to show only moderate growth
    • Tumble drying occasions follow a similar pattern to clothes washing by machine
    • Consumers are not changing their dry cleaning habits significantly at present
    • Consumers' launderette usage occasions have the potential to define the future of laundry occasions
  • INSIGHT: Per capita occasions show consumers are less concerned about home cleaning
    • Consumers are house proud but this does not significantly drive household cleaning
      • The decline in per capita household cleaning occasions is forecast to continue over the next five years
  • INSIGHT: Personal appearance still matters, with laundry occasion numbers growing in some countries
    • Large drum washing machines and smoking bans partly explain falling clothes washing occasions
    • Hand washing occasions numbers should remain stable
    • In some countries, consumers are using the tumble dryer less frequently
    • Ironing is the most disliked household care task, but consumers are doing it more often
    • Consumers' use of dry cleaning remains stable
    • Consumers' launderette usage is expected to remain flat in the immediate future
      • Laundrette occasion dynamics are likely to change more steeply
  • INSIGHT: The slow move to gender equality is shaping household and laundry occasions
    • Men have been playing a more active role in home cleaning but are from perfect
    • Most men are using the washing machine more frequently
    • Men do a surprisingly large share of clothes hashing by hand
    • Tumble dryer gender usage variances mirrors that of washing machines
    • Ironing is more gender-neutral because of the changing manner in which consumers approach the task
    • Dry cleaning occasions are dominated by male consumers
    • Women are less likely to use launderettes than males
  • INSIGHT: Outsourcing currently represents a small proportion of laundry occasions
    • Clothes washing is outsourced less than one might expect
    • Ironing is one task for which outsourcing may increase substantially
  • Conclusions
    • The market for products used in cleaning the home and clothing is a stable and mature
    • Changes in workplace norms, as well as financial and ecological concerns, are expected to impact future laundry care occasions
    • Arguably the biggest change in consumer behaviours is the increasing share of domestic chores being carried out by men
    • Despite an inherent dislike of household chores, consumers are reluctant to outsource such tasks
• ACTION POINTS
  • ACTION: Connect with younger adults to gain brand loyalty
    • Help Young Adults become more domesticated with practical products
    • Connect with Young Adults using fun engagements
  • ACTION: Explore new eco-friendly formulation opportunities
    • Formulate low impact cleansers to alleviate asthma symptoms
  • ACTION: Offer higher value, more effective and more convenient solutions to help compensate for declining household care occasions
  • ACTION: Place graphic instructions on the front of all household products
  • ACTION: Incorporate fragrance into all household and laundry products to promote consumers' well-being
• APPENDIX
  • Additional data
  • Definitions
  • Methodology
  • Further reading and references
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
  • List of Tables
    • Table 1: Household and laundry products market value (US$ m), US & Europe, 2001-2011
    • Table 2: Per capita adult (18+) household and laundry products market value (US$), US & Europe, 2001-2011
    • Table 3: Household products market value (US$ m), US & Europe, 2001-2011
    • Table 4: Per capita adult (18+) Household products market value (US$), US & Europe, 2001-2011
    • Table 5: Laundry products market value (US$ m), US & Europe, 2001-2011
    • Table 6: Per capita adult (18+) laundry products market value (US$), US & Europe, 2001-2011
    • Table 7: Overall weekly home cleaning occasions by country, US & Europe, 2001-2011
    • Table 8: Weekly clothes washing occasions by machine and country, US & Europe, 2001-2011
    • Table 9: Overall weekly clothes washing occasions by hand (millions), by country, US & Europe, 2001-2011
    • Table 10: Weekly tumble drying occasions by country (millions), US & Europe, 2001-2011
    • Table 11: Overall ironing weekly occasions by country (millions), US & Europe, 2001-2011
    • Table 12: Weekly dry cleaning occasions by country, US & Europe, 2001-2011
    • Table 13: Weekly launderette occasions by country US & Europe, 2001-2011
    • Table 14: Weekly per capita home cleaning occasions by country, US & Europe, 2001-2011
    • Table 15: Per capita adult (18+) clothes washing by machine weekly occasions by country, US & Europe, 2001-2011
    • Table 16: Per capita clothes washing by hand weekly occasions by country, US & Europe, 2001-2011
    • Table 17: Per capita tumble drying weekly occasions by country, US & Europe, 2001-2011
    • Table 18: Per capita ironing weekly occasions by country, US & Europe, 2001-2011
    • Table 19: Per capita dry cleaning weekly occasions by country, US & Europe, 2001-2011
    • Table 20: Per capita launderette usage weekly occasions by country, US & Europe, 2001-2011
    • Table 21: Per capita home cleaning weekly occasions by country and gender, US & Europe, 2001-2011
    • Table 22: Proportion (%) of weekly per capita home cleaning occasions by country and gender, US & Europe, 2001-2011
    • Table 23: Weekly per capita clothes washing occasions by machine, by country and gender, US & Europe, 2001-2011
    • Table 24: Proportion (%) of per capita clothes washing by machine weekly occasions by country and gender, US & Europe, 2001-2011
    • Table 25: Per capita weekly hand washing clothing occasions, by country and gender, US & Europe, 2001-2011
    • Table 26: Proportion (%) of per capita Clothes washing by hand weekly occasions by country and gender, US & Europe, 2001-2011
    • Table 27: Per capita Tumble drying weekly occasions by country and gender, US & Europe, 2001-2011
    • Table 28: Proportion (%) of per capita Tumble drying weekly occasions by country and gender, US & Europe, 2001-2011
    • Table 29: Per capita Ironing weekly occasions by country and gender, US & Europe, 2001-2011
    • Table 30: Proportion (%) of weekly per capita ironing occasions by country and gender, US & Europe, 2001-2011
    • Table 31: Weekly per capita dry cleaning occasions, by country and gender, US & Europe, 2001-2011
    • Table 32: Proportion (%) of weekly per capita dry cleaning occasions by country and gender, US & Europe, 2001-2011
    • Table 33: Per capita Launderette usage weekly occasions by country and gender, US & Europe, 2001-2011
    • Table 34: Proportion (%) of per capita Launderette usage weekly occasions by country and gender, US & Europe, 2001-2011
    • Table 35: Proportion of outsourced clothes washing by gender, US & Europe, 2006
    • Table 36: Proportion of outsourced ironing by gender, US & Europe, 2006
  • List of Figures
    • Figure 1: Many diverse factors affect the household care market
    • Figure 2: Laundry appliance ownership by country, US & Europe, 2006
    • Figure 3: Informal dress codes in business will reduce the need for dry cleaning
    • Figure 4: Ironing occasions will decline if new washing machine technology proves popular
    • Figure 5: Changing consumer preferences could radically alter laundry care product marketing
    • Figure 6: Gender share of overall home cleaning occasions, US & Europe, 2006
    • Figure 7: Gender share of clothes washing by machine, US & Europe, 2006
    • Figure 8: Gender share of clothes washing by hand, US & Europe, 2006
    • Figure 9: Gender share of tumble drying, US & Europe, 2006
    • Figure 10: Gender share of ironing, US & Europe, 2006
    • Figure 11: Gender share of dry cleaning, US & Europe, 2006
    • Figure 12: Gender share of launderette usage, US & Europe, 2006
    • Figure 13: The Swash store is another innovative Procter & Gamble marketing initiative in laundry care
    • Figure 14: Festival-based initiatives can even be applied to laundry brands
    • Figure 15: Supermarket shelves will surely contain many more such eco products in future
    • Figure 16: ' Leave-to-work' products have the potential to boost the number of cleaning occasions
    • Figure 17: Graphical instructions on cleaning products have many consumer benefits
    • Figure 18: Natural concept aromas in household products fit well with consumers' preferences
    • Figure 19: Gender share of household and laundry tasks, France, 2006
    • Figure 20: Gender share of household and laundry tasks, Germany, 2006
    • Figure 21: Gender share of household and laundry tasks, Italy, 2006
    • Figure 22: Gender share of household and laundry tasks, Netherlands, 2006
    • Figure 23: Gender share of household and laundry tasks, Spain, 2006
    • Figure 24: Gender share of household and laundry tasks, Sweden, 2006
    • Figure 25: Gender share of household and laundry tasks, UK, 2006
    • Figure 26: Gender share of household and laundry tasks, US, 2006