Cathryn Hargan, Consumer Foods Division, Bord Bia

Companies keen to understand how drinking behaviour differs depending on occasion will be interested to learn that according to a recent Mintel report ‘Understanding Drinking Occasions and Unlocking Potential Customers’ that the ‘big night in’ has become a big opportunity for drinks manufacturers.  In the UK, typical spend is £20.33 per person – only slightly less than what people spend on a night out.  The ongoing preference for drinking at home highlights the potential for drinks companies to focus on this and develop products and brands to meet this demand.

Depending on age profiles, consumers now plan both ‘premium nights in’ and ‘standard nights in’.  Men in the 18-44 age group are the biggest spenders regardless of occasion.  Drinkers in the 18-24 age group are big spenders on all nights out, illustrating how the on-trade (bars, clubs, restaurants) are key outlets for premium brands seeking to recruit this age group.  Not surprisingly, the older age group, 45-54 spend more on ‘big nights in’ compared to ‘standard nights in’. 

 While wine dominates in-home drinking, the challenge for spirits manufacturers is to develop suggestions for everyday drinking e.g. products to complement meals by suggesting food and drink pairings or suggestions for aperitifs or after dinner drinks.  With the increasing focus on responsible drinking, the consumption of spirits with food helps to further encourage a responsible attitude.

In terms of the outlook for 2010, Euromonitor International is predicting that consumption of alcoholic beverages will see steeper growth in 2010 than originally forecast as consumers compensate for the current period of ‘belt tightening’.