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Moderation in Alcoholic Drinks: Exploring the Impact of Health and Responsible Drinking

Posted on: Thursday, 5 July 2007, 06:23 CDT

Reportlinker.com announces that a new market research report related to the worldwide alcohol industry is now available to its catalogue.

Moderation in Alcoholic Drinks: Exploring The Impact of Health and Responsible Drinking

http://www.reportlinker.com/p049758/responsible-drinking.html

Introduction

The majority (60%) of European and the US consumers think that moderating alcohol content is important. This report identifies how moderation of alcohol and health concerns are increasingly influential consumer trends set to drive the market in the future. Marketers must understand key consumer drivers to profit from this strategic change.

Scope

Insightful social trends data highlighting the future direction of the alcoholic drinks market with regard to consumers' health concerns. Quantitative data highlighting the attitudes, values and behaviors of consumers segmented by various demographic factors. Detailed action points offering practical strategies based on the trends and insights analyzed in the report. Country coverage: France, Germany, Italy, Netherlands, Spain, Sweden, UK & US.

Highlights

European and US alcoholic beverage industry executives consider health to be the least important mega-trend. There is thus a possibility of dangerously underestimating the impact that health and moderation may have on future revenues especially considering that 76% of consumers report being "conscious of health and wellness issues on a daily basis" Calorie control has long been an important issue for consumers throughout Europe and the US. Presently, nearly two-thirds 65% of consumers overall across these two regions feel that controlling calorie intake is important to them. The proportional growth of obese population in western countries highlights why this issue retains such importance. In Europe and the US, Seniors (either 50-64 or 65+ age groups) are most likely to feel it is important to moderate alcohol intake. In France, Italy, Spain and Sweden this importance is turned into action most frequently.

Reasons to Purchase

Understand which health concerns matter most to consumers when buying alcoholic drinks and which attributes they seek first. Counter sales volume stagnation and decline by discovering the route to premiumization based on 'better-for-you' products. Learn how to correctly position alcoholic drinks to affectively target consumer health concerns.

Table of content

CATALYST 1

SUMMARY 1

ANALYSIS 2

TREND: Consumer interest in leading healthy lifestyles is escalating 3

Consumers are adopting a broader, more holistic approach to health 3

Consumers are taking more self-responsibility for their health 3

Consumers are adopting a broader wellness perspective towards living 4

Consumers are slowly beginning to more proactively seek healthier alcoholic drinks 5

TREND: Health concerns and responsible drinking initiatives are driving alcohol moderation 7

Complete abstinence from alcohol affects around one-third of consumers 8

Consumers have favorable attitudes towards alcohol moderation 9

The majority of alcohol intake in Europe is within the parameters of moderate consumption 10

Attitude-behavior gaps affect the moderation of alcohol 11

Italian and French consumers are some of the most inconsistent moderators 12

Alcohol moderation is a factor that explains limited volume gains in key western markets 13

INSIGHT: Socio-demographic factors heavily affect alcohol moderation propensities 14

Seniors place high importance on good health behaviors 14

Female consumers show marked attitude-behavior gaps in alcohol moderation 15

INSIGHT: A strong desire to limit calories is an important issue driving alcoholic drinks moderation and choices 17

The overwhelming majority of consumers are concerned about calorie control 17

Women care more about calorie control than men although the gender divide is closing 18

Age impacts attitudes to calorie control in various ways 20

Excess calories have long term weight gain implications 21

INSIGHT: Limiting alcohol intake is less prioritized than many other approaches associated with healthy lifestyles 21

Conclusions: health and moderation in alcoholic drinks 22

ACTIONS 23

ACTION: Pursue opportunities in the provision of 'better-for-you' alcoholic drink variants 23

Aid moderation with low alcohol content 23

Explore market opportunities for low calorie variants 24

Prepare for the decline of low 'carb' formulations 25

Champion product freshness 26

Product packaging and delivery must boost freshness credentials 27

Explore market opportunities for natural and organic variants 28

ACTION: Primarily target female and mature consumers with better-for-you alcoholic drinks 30

Create messages based on women's more complex and intimate approach to communication 30

Base humor orientated messages around the notion of shared identification 30

Support the empowerment of women with societal marketing 30

Target female friendly media 31

Create word-of-mouth marketing campaigns targeting female connectivity 31

Target health focused channels and outlets with better-for-you alternatives 32

Target Seniors' core values with your marketing concept 33

ACTION: Champion responsible drinking 34

Facilitate frequent non-binge drinking by education and small / re-sealable formats 34

APPENDIX 36

France 36

Germany 37

Italy 39

Netherlands 40

Spain 42

Sweden 43

UK 45

US 46

Definitions 48

Methodology 48

Further reading 48

Disclaimer 49

More market research reports? Go to http://www.reportlinker.com

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Source: Business Wire

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