NEW SUPPORT FOR HEALTH WARNINGS ON ALCOHOL PACKAGING
A new YouGov SixthSense report into the alcohol sector reveals that attitudes towards drinking have changed in accordance with a new societal emphasis on health and fitness. 60% of UK adults think that alcohol packaging should contain health warnings to warn people about the detrimental effects of alcohol use, much like the protocols in place on cigarette packets.
Although 95% of respondents believe that a drink from ‘time to time’ does not hurt, almost half (44%) of those asked agreed that alcohol is bad for your health. Strongly held opinions on the effects of alcohol on people’s health seem to have influenced drinking behavior – 33% of those surveyed have cut down on their alcohol consumption in the past year with a further 10% saying they have given up alcohol completely.
Despite the health concerns, alcohol is unlikely to be deposed as the modern ‘drug of choice’, as 43% say they still drink as much as they always have.
There is also evidence to suggest that, amongst those who still drink, habits are changing. The report reveals that people are more likely to buy their alcohol in supermarkets with the intention of drinking at home – the ‘take home’ market share of the alcohol industry has increased by over 3%, where as the ‘on-trade’ (bars, restaurants etc.) market share has dropped by the same amount over the past ten years.
This is not surprising, as 47% of alcohol drinkers say that most of their drinks budget is spent on drinking at home, in contrast to 27% saying that most of their budget is spent on drinking when out.
There has also been a change in the hospitality industry, with the role of the traditional pub giving way to a new ‘continental’ model. The ‘watering hole’ image of the British pub has been emphatically challenged by the emergence of gastropubs and restaurants that offer a holistic eating and drinking experience.
Commenting on this trend, James McCoy, Research Director for YouGov SixthSense, said, “The on-trade model for selling alcohol in the UK has steadily shifted away from the old boozer, dominated by beer drunk in long ‘sessions’ and towards the modern pub-restaurant, often sharing characteristics with the Continental café or brasserie.”
All figures, unless otherwise stated, are from YouGov Plc.
The survey was carried out online. Total sample size was 2,387 UK adults aged 16+. Fieldwork was undertaken between 2nd – 4th March 2010.
The full report on alcoholic drinks is available to buy now from YouGov SixthSense.
About SixthSense
SixthSense, part of YouGov plc, is a provider of comprehensive business intelligence. It offers a powerful type of consumer-driven market intelligence report and online information platform, designed to help businesses make better and quicker decisions.
Bespoke data is collected through YouGov’s proprietary panel of over 280,000 UK consumers. Highly qualified analysts use this data to deliver insight, comment, opinion and advice on the latest market trends and conditions.
For further information, visit www.yougovsixthsense.com
To see the report, click here http://sixthsense.yougov.com/food–drink-reports/alcohol-market-trends–brands.aspx
About YouGov
YouGov is an international, full-service research company primarily using online panels to provide quantitative and qualitative research across a range of specialisms. These include consumer markets, financial services, public sector, technology and telecoms and media. YouGov’s full-service offering spans added-value consultancy, syndicated and product offers, omnibus and field and tab services.
YouGov is considered the pioneer of online market research. Through panel management expertise, flexibility and an innovative approach to recruitment, YouGov operates a quality panel of about 280,000 UK members representing all ages, socio-economic groups and other demographic types, with excellent response rates. YouGov also specialises in growing and maintaining dedicated panels of specialist consumer and professional audiences.
YouGov has been acclaimed as the UK’s most accurate opinion pollster and dominates Britain’s media polling. YouGov is one of the most quoted agencies in Britain and has a well-documented and published track record illustrating the success of its survey methods and quality of its client service work.
For further information visit www.yougov.com
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