Daily Research News Online no. 3425 - Wine, Women and Stats

Wine, Women and Stats

September 28 2004

Total spending on drinks by British consumers in bars, cafés, restaurants and hotels is set to increase by almost 10%, from £26.7bn to £29.1bn by 2008, according to Datamonitor - this is equivalent to £625 per Briton. France is second in Europe with sales of £22 billion and Germany third with £18 billion. Consumption of alcohol by women is growing especially fast.

According to the report, Trends and Behaviors in the On-Trade 2004, growth in spending in the UK is driven by rises in going out mid-week, in female drinking and in the number of affluent mid-life singles.

The number of mid-week drinking occasions in Europe is forecast to rise by 15% over the next five years, due to consumers' desire to maintain a work/life balance, extend the weekend, and avoid the crowds of peak time, according to the report. Mid-week drinkers will consume less alcohol due to work commitments, and be more likely to buy premium beverages: soft drinks will rise from 10% of total on-trade sales in the UK to almost 13% by 2008.

'Rising concerns over health issues associated with alcohol consumption have added to the trend towards non-alcoholic beverages too', according to Danielle Rebelo, Consumer Markets Analyst at Datamonitor and author of the report, who cites the success of the J2O brand in developing a 'cool and mature image' among consumers and allows consumers to 'fit in' in a bar or club culture without drinking alcohol.

Women's per capita consumption of alcoholic drinks in the UK increased by almost 27% between 1998 and 2003 and shows no sign of slowing down. Young British women (aged between 18 and 24) are the largest female drinkers of alcohol in Europe, with annual per capita consumption of 203 litres in 2003, just ahead of their German counterparts with 192, while among young Italian women the figure is only 63 litres.

Women's per capita consumption of alcoholic drinks in Europe 2003
(Litres/ head/ year)
	All Women	Women 18-24
UK	120	203
Germany	119	192
Netherlands	90	105
France	76	71
Spain	60	80
Italy	58	63
Sweden	59	83
Source:Datamonitor

According to Rebelo, 'The feminization of alcohol has had the single biggest impact on the on-trade in the past fifteen years and has affected male drinking habits. Female consumption of alcoholic drinks will increase by almost 27% over the next five years, reaching 152 litres per woman in 2008. New feminine beverages such as Archers Aqua and Baileys Glide are matched by the 'feminisation' of traditional male drinks - for example, Young's Acclaim Champion beer, with a subtle flavour of passion fruit, or Courage's Kronenberg Blanc which has hints of grapefruit, melon and lemon. The rise of the female drinker has also led to a growth in more diversified drinking establishments such as eateries, bars and Mediterranean style cafés.

The company's web site is at www.datamonitor.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.