You are currently viewing the International Edition. You can also switch to the Hong Kong Edition.
Tuesday 30 June 2015

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 *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

If that's interesting, how about these?

UK customs seize 550,000 litres of alcohol

More than 550,000 litres of illegal beer, wine and spirits have been seized by more...

Rioja revellers soaked in wine battle

Thousands have taken part in Rioja's annual wine fight, drenching each other more...

Tesco to announce more sales woes

Tesco's travails look set to continue, as City analysts say it is preparing to more...

Digital and Communications Executive

£22,000-£26,000 dependent on experience

Top wine students receive awards

Students taking degree courses in Wine Business and Wine Production at Plumpton more...

The Tour de l'Oc in pictures

A pictorial report of the highs and lows of the Tour de l'Oc cycling challenge more...

Castel feeds aperitif thirst

Europe’s largest wine producer, Castel, has unveiled a raft of new products more...

Supplier Relationship Manager

London, United Kingdom

UK market in growth as price increases slow

The latest figures from the Wine and Spirit Trade Association show that more...

Bar launches festival-themed cocktail list

Matt Whiley, the liquid alchemist in charge of Peg + Patriot, the bar at the more...

AB InBev invests $1.5bn in US

Brewing colossus Anheuser-Busch InBev has announced plans to invest over US$1 more...

Wine Buyer

London, United Kingdom

Based on experience

Beer festival in China’s Muslim area angers 'exiles'

In China’s predominantly Muslim region of Xinjiang, exiled groups of Uighur more...

Benevolent launches Ambassador drive

UK drinks trade charity The Benevolent is calling for volunteers from the trade more...

Virtual reality could treat alcoholism

Virtual reality therapy is a "promising approach" to the treatment of alcohol more...

E-commerce, Sales & Marketing Executive

London, United Kingdom

Competitive salary and bonus package based on experience and qualification.

Beaujolais pushes for sparkling AOC

Beaujolais is trying to gain AOC status for its sparkling wines which, with it more...

Gene makes alcohol 'healthy' for the liver

A lab rat study pioneered in Shanghai has found a gene that turns alcohol into more...

Q&A: John Barbier, the Colorado cook-vintner

“I have never followed a recipe in my life, I’m a man of instinct”, more...

Head of On-Trade Sales

London, United Kingdom

Britain’s cocktail habits expose north south divide

A survey has revealed Brits' cocktail preferences depend on there they live, more...

Brewers and suppliers tack on to craft

Leading drinks suppliers and brewing companies are expanding their craft beer more...

Flavoured styles lead drinks NPD

A new report from Nielsen shows that flavoured variants are dominating more...

UK Sales Manager

London, United Kingdom

World's cheapest city for a beer revealed

The average price of a bottle of beer is £1.07 in Krakow and Kiev, making them more...

Nyetimber partners with Ben Ainslie Racing

English sparkling wine producer Nyetimber has signed a three-year partnership more...