Research from Mintel reveals that Brits are drinking less in the home, with usage dropping from 75% to 71% between 2009 and 2011.
But, while usage levels are dropping, Mintel’s research reveals that just 29% of those drinking at home pay attention to the alcoholic strength (ABV level) of their drink.
And, despite preconception, it is younger drinkers most likely to do so, as 38% of 18-24 in-home drinkers say that they pay attention to ABV levels compared with 27% of 25-64s. Not only is the overall level of drinking at home in decline, so is the frequency, with a clear shift over the 2006-11 period away from heavy usage.
While in 2006, the amount of UK adults drinking in the home stood at 75%, in 2011 this dropped to 71%. Those classed as ‘heavy users’ (those drinking two or three times a week or more) have also dropped, from 46% in 2006 to 43% in 2010 and just 41% in 2011.
Total volume sales in the in-home drinking market fell by 1.7% between 2010 and 2011 to 3.7 billion litres, as squeezed household incomes, rising prices and health awareness hit penetration. The value of the in-home drinking market climbed by 3.4% to £13.8bn between 2010-11, reflecting the rising price of alcohol, driven by duty hikes, VAT and higher production costs.
A third (31%) of Brits only buy booze when it's on special offer. This rises to 37% of women, which is significant considering they are bigger shoppers. 69% of in-home drinkers feel they are saving money if they drink at home rather than out, and a further one in five (22%) drink at home before going out to save money.
Two-fifths (38%) of in-home drinkers prefer to experiment with unfamiliar brands when drinking at home, highlighting the opportunities for brands to win over new customers in the off-trade environment.