Escaping The Discount Trap In Off-Trade Alcoholic Drinks

Escaping The Discount Trap In Off-Trade Alcoholic Drinks

Introduction
The home is now a more frequent drinks consumption setting due to numerous pull factors combined with declining appeal of the on-trade. Volume in the US has risen by 9% since 2000 to nearly 1.5 bn liters of pure alcohol in 2005. The European market has shrunk but is forecasted to rebound in the next five years. Where value gains are achieved they are underscored by strong price pressure.

Scope
Quantitative data outlining the value and volume of the at-home alcoholic drinks market by country, plus data tracking at-home drinking occasions.
Data and analysis on at-home drinks market volumes over time by country and gender.
Qualitative insight covering drinking habits such as lifestyle trends and food accompaniment
Detailed action points offering practical strategies based on the trends and insights analyzed in the report
Highlights
Consumers are spending more money on their homes as they see residential property as valuable investment vehicles. The investment in homes both financial and emotional is considerable so consumers want to spend time at home to enjoy the benefits of their outlay and good taste.

Men are still the biggest consumers of alcoholic drinks at home but women are closing the gap. In Italy and Spain the female share of the market will continue to decline but will grow elsewhere. In the US and Europe women will account for approximately 40% of the off-trade market by 2010.

The wine category is achieving the best growth in volume and value terms on both sides of the Atlantic and is seeing less price pressure compared to other categories such as Cider. Beer is struggling in Europe but prospering in the US.

Reasons to Purchase
Understand the attitudes driving the consumption of alcoholic drinks at home
Improve your marketing strategy by targeting the most profitable occasions and their accompanying need states
Learn how to drive value in the take-home market by appealing to consumers' homing needs and encouraging uptake of premium products.

Introduction
The home is now a more frequent drinks consumption setting due to numerous pull factors combined with declining appeal of the on-trade. Volume in the US has risen by 9% since 2000 to nearly 1.5 bn liters of pure alcohol in 2005. The European market has shrunk but is forecasted to rebound in the next five years. Where value gains are achieved they are underscored by strong price pressure.

Scope
Quantitative data outlining the value and volume of the at-home alcoholic drinks market by country, plus data tracking at-home drinking occasions.
Data and analysis on at-home drinks market volumes over time by country and gender.
Qualitative insight covering drinking habits such as lifestyle trends and food accompaniment
Detailed action points offering practical strategies based on the trends and insights analyzed in the report
Highlights
Consumers are spending more money on their homes as they see residential property as valuable investment vehicles. The investment in homes both financial and emotional is considerable so consumers want to spend time at home to enjoy the benefits of their outlay and good taste.

Men are still the biggest consumers of alcoholic drinks at home but women are closing the gap. In Italy and Spain the female share of the market will continue to decline but will grow elsewhere. In the US and Europe women will account for approximately 40% of the off-trade market by 2010.

The wine category is achieving the best growth in volume and value terms on both sides of the Atlantic and is seeing less price pressure compared to other categories such as Cider. Beer is struggling in Europe but prospering in the US.

Reasons to Purchase
Understand the attitudes driving the consumption of alcoholic drinks at home
Improve your marketing strategy by targeting the most profitable occasions and their accompanying need states
Learn how to drive value in the take-home market by appealing to consumers' homing needs and encouraging uptake of premium products.