Over-65s lead at-home drinking trend

24th July, 2014 by Gabriel Stone

UK value sales of alcoholic drinks for at-home consumption are reported to have leapt 15% in the last five years, although volumes are in decline thanks to rising prices and a health conscious younger generation.

drinking at homeIn contrast to the significant rise in value sales, new data from Mintel, shows that volume sales of alcohol for at-home consumption during the same period from 2009-2014 fell by nearly 3%, from 3.9 billion litres to 3.8bn litres.

Having jumped by 5% in 2010, value growth in this at-home sector has continued to rise since then by 2-4% each year and is expected to reach £16.1bn in 2014, 2.5% higher than last year. Mintel predicted that growth would continue in the future to reach £18bn by 2019.

However, the company forecasted an ongoing downward trend for volume off-trade sales, which are expected to shrink by around 3% from their present level to reach 3.7bn litres by 2019.

Commenting on the report’s findings, Johnny Forsyth, global drinks analyst at Mintel, said:
“Alcohol consumption in the UK is in decline reflecting considerations such as continued financial pressures and health awareness. Initiatives such as the now-abandoned alcohol tax escalator, while raising extra money for the public purse, have pushed up prices at a time when discretionary spending is squeezed.”

Although acknowledging that these price rises meant that the at-home sector faced a similar chance of people cutting back on consumption, Forsyth suggested: “External factors such as the weather and high-profile events such as the football World Cup could help to boost spending on alcoholic drinks.”

The report also highlighted higher levels of alcohol consumption at home among the over-65-year-old demographic, with 18%, or nearly one in five, people in this age group drinking at home on a daily basis, compared to 11% of 18-24-year-olds.

Marking a contrast between public perception and reality, Forsyth remarked: “The current generation of younger drinkers are one of the most sensible generations we have seen, and their attitude to alcohol – and indeed all drugs – is far more conservative than their Baby Boomer parents.”

In terms of the most popular drinks being consumed at home, Mintel identified wine as the leader, with 68% of people choosing this category. In second place was lager, chosen by 50% of people who drink at home, followed by cider at 41%.

However, this league table changes according to age group, with 82% of over-65s choosing to drink wine, compared to 58% of 18-24-year olds. Meanwhile lager proved the most popular drink for the 25-44-year-old demographic, where 58% of people chose this category, compare to just 26% of over-65s.

In particular Forsyth pointed to the growing success of the cider category, saying: “Cider has been the big winner in retail over the past couple of years, led by 18-24 year-old men and women. It now has 56% in-home penetration among this younger age group. which puts it equal to beer, which has struggled to engage with younger women.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

2 x Buying Assistants

Berry Bros. & Rudd
Battersea and Basingstoke, UK

Temporary Christmas Sales Support - Wines & Spirits

Harrods
Knighsbridge, London, UK

Head of Wholesale

Hispamerchants Ltd
London, UK

Sales Manager

Hispamerchants Ltd
London, UK

National Sales Manager

Maverick Drinks
Field based, UK

Regional Sales Executive

EWGA
Gloucestershire, UK

Senior Content Writer

Rude Wines
Ledbury, UK

Events and Trips Manager

Berkmann Wine Cellars
London, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Drinks Business Green Awards 2017

London,United Kingdom
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017
Click to view more

Green Awards 2017

Deadline : 25th October 2017

The Global Riesling Masters 2017

Deadline : 30th October 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more