Introduction
Young Adults are a key consumer group for alcohol manufacturers to target and despite a slowing growth rate they will continue to be a vital group in the future. Young Adults spending on alcohol is forecast to increase by 6% over the next five years as they experience rising levels of disposable income, less responsibilities and a desire for experiences.
Scope of this report
Detailed analysis of changes in the Young Adults group and the subsequent impact of these changes on the alcohol occasions in Europe and the US.
In-depth quantitative analysis of Young Adults' spending on alcohol by occasion and country to reveal vital changes manufacturers need to understand
An extensive review of best practice NPD and marketing campaigns from Europe and the US
Detailed action points explaining how to effectively position your brand to target Young Adults' alcohol drinking occasions
Research and analysis highlights
The number of alcoholic drinking occasions is set to increase over the next five years in Europe and the US by average CAGRs of 2.0% and 4.2% respectively. Going Out occasions represent 93% of all Young Adults' drinking occasions and these are forecast to grow by 15% over the next five years across Europe and the US, which will drive the market.
Young Adults are increasingly seeking occasions to celebrate and do not wait for a special occasion such as a birthdays in order to treat themselves. They want to add value to regular events and this leads to trading up and extending occasions. Young Adults are seeking everyday treats and this is changing alcohol consumption occasions.
Key reasons to read this report
Identify key need states that drive Young Adults' consumption of alcohol and how to target the emerging occasions
Understand changes in Young Adult lifestyles that will impact their consumption of alcohol over the next five years
Learn how to tailor your NPD and marketing campaigns to more accurately target profitable Young Adult alcohol drinking occasions.
Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY
3
Hot topic
3
The future decoded
3
The growth of the Young Adults group is declining
3
Young Adults' alcohol drinking occasions are forecast to continue increasing
3
Young Adult females consume more alcohol than older females
4
Repertoire drinking is becoming increasingly important
4
Demand-creating need-states define alcoholic consumption occasions
4
Relaxed occasions limit Young Adults to comforting drinks
5
Action points
5
CHAPTER 2 THE FUTURE DECODED
13
Introduction
13
Defining Young Adults
13
TREND: The growth of the Young Adults group is slowing but changing lifestyles will drive alcohol consumption
13
The growth of the Young Adults group is declining
13
Changes in Young Adults' lifestyles affect alcohol consumption
14
Young Adults are more likely to remain in education
14
Young Adults are increasingly likely to live at home
14
Young Adults are staying single for longer
15
TREND: Young Adults' alcohol drinking occasions are forecast to continue increasing
15
Young Adults are Going Out more often than previous generations
18
Young Adults are Entertaining at-Home more often
18
Today's Young Adults are Staying In less often than previously
20
TREND: Young Adults are spending more on alcoholic drinks than previously
21
Young Adults have more disposable income due to a rise in income and reduced living costs
21
Young Adults' spending on Going Out occasions is growing
21
Young Adults are spending more on Entertaining at-Home
22
Staying In occasions represent the slowest growth opportunity
23
TREND: Alcohol consumption among Young Adult females is rising significantly
24
Female Young Adults consume more alcohol than older females
24
Related Reports :
Attracting New On-Trade Alcoholic Drinks Consumers in 2006
New Opportunities in Drinking At-home
Alcoholic Drinks in the US
Alcoholic Drinks in Russia
Alcoholic Drinks in India 2006
Alcoholic Drinks in Australia
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