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 *

Subscribe to our newsletters

Job vacancies

Wine Buyer

Conviviality Plc
Crewe, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Sales Account Manager - On-Trade

Berkmann Wine Cellars
M3/M4 corridor

Media Sales Manager - Hong Kong

The Drinks Business Hong Kong
Hong Kong

Regional Account Manager

New Generation McKinley
London, UK

Experienced Sales Account Manager – On Trade

Cantina Goccia
London and the south, UK

National Sales Manager – Premium Drinks

Core Recruitment
London based with national travel

Wine Trainee

Stone, Vine & Sun
Twyford, near Winchester, Hampshire

Senior Technologist - Drinks

Conviviality Group
London, UK

Procurement Manager

JF Hillebrand Global Beverage Logistics
Essex, UK

Porter & Laker Manager

Porter & Laker
Essex, UK

Sales Manager & Brand Ambassador - Southwest

Salcombe Distilling Co.
Southwest of England - reporting to Salcombe HQ, GB

Head of Marketing

ATOM Supplies
Tunbridge Wells, Kent, UK

The Global Merlot Masters 2017

Deadline : 24th February 2017

The Prosecco Masters 2017

Deadline : 10th March 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 3rd March 2017

Click to view more

The Global Sparkling Masters

the drinks business is thrilled to announce the launch of The Global Sparkling Masters

The Global Rosé Masters 2016

the drinks business is proud to announce the launch of the Global Rosé Masters 2016.

The Prosecco Masters 2016

Now in its third year, the competition will reflect the growth in popularity of this fresh and exciting sparkling wine from the picturesque regions of Veneto and Friuli.

The Global Pinot Noir Masters 2016

After the success of last year’s competition that judged over 250 wines from no less than 16 countries, the drinks business is proud to announce the third year of the Global Pinot Noir Masters

Click to view more