As U.S. Consumer Base Diversifies, So Does Interest Within Alcoholic
CHICAGO–(BUSINESS WIRE)–IRI®, the global leader in innovative solutions and services
for consumer, retail, media and over-the-counter health care companies,
announced today results from its study analyzing the habits of U.S.
consumers regarding alcoholic beverages. Although drinks of choice
differed among generations, consumers from millennials to seniors
continue to indulge in beer, wine and spirits products with regular
frequency at home and on premise. This regularity creates an immense
opportunity for beverage alcohol manufacturers to engage with shoppers
while in the store and find new pockets of growth.
Today’s consumers drink consistently in restaurants and bars and at
home. Drinking at home outperforms drinking on premise across all
generations: Between 66 and 76 percent of consumers reported drinking at
home at least once per week, compared with 23 to 26 percent who reported
drinking once per week on premise.
Millennials, Generation Xers and baby boomers make in-store shopping
trips more than once per week, and 40 percent of buyers walk into the
store undecided on what product to purchase. Of the 60 percent who do
have a planned beverage purchase, 21 percent end up changing their mind
in store, and 50 percent of those who changed their mind ultimately buy
a different brand than they originally intended.
“There is sizable interest for beer, wine and spirits manufacturers and
retailers to work together to win over consumers,” said Robert I. Tomei,
president of Consumer & Shopper Marketing for IRI. “When you consider
how often most shoppers are going to the store, and the fact that 21
percent of them changed their mind during the actual shopping trip, you
realize the impact in-store signage, creative labeling and other
marketing could have on your portfolio.”
Consumers across all generations also value quality and taste more than
price: More than half of all consumers, regardless of their age, view
premium beer, wine and spirits as an affordable luxury. Similarly,
between 73 and 80 percent of all generations make their adult beverage
decisions based on taste rather than price. Beer continues to reign at
home overall, with 73 percent of these younger consumers preferring it
to wine or spirits. However, consumers in all generations are looking
for lighter alternatives across the entire alcoholic beverage landscape,
demonstrating the possibility for existing brands to expand their
portfolio and appeal to new demographics.
Leveraging the Generations
Although millennials are increasingly representing a more significant
portion of dollars for the alcoholic beverage category as they rapidly
become of age, manufacturers and retailers should not discount the role
of other generations. Baby boomers — an almost equally large and
arguably more economically powerful generation than millennials — are
responsible for a disproportionately large proportion of overall
cross-category dollar sales. Although they only make up 33 percent of
the U.S. population, boomers represent 45 percent of overall beer, wine
and spirits dollar sales, 46 percent of wine sales, and 41 percent of
sparkling wine sales. While it is important for manufacturers to develop
a strong and sustainable core connection with the millennial generation,
they should also nurture the relationship with boomers, given that they
account for nearly 50 percent of category volume.
Beer, wine and spirits companies should also pay attention to Generation
X, whose preferences, values and tastes are similar to those of
millennials. Generation X makes up 20 percent of total beer, wine and
spirits dollar sales, a figure proportionate to their makeup of 21
percent of the U.S. population. Millennial and Gen X consumers are the
most experimental in the type of alcohol they choose and enjoy trying
different kinds of alcoholic beverages, both at home and on premise. At
the time polled, Gen X consumers averaged 3.6 different types of alcohol
at home in the past three months and 2.8 on premise, figures higher than
those for boomers and seniors. Both millennials and Generation Xers also
prefer bars and restaurants that put a creative spin on the alcoholic
drinks they serve, and they are the most willing to try the latest
trends. Aesthetics are also important, as one-third of both generations
choose a product based on what the label or bottle looks like.
In order to target the right audience effectively, beer, wine and
spirits manufacturers need to understand the inherent differences
between each generation’s wants, needs and preferences. Regarding the
alcoholic beverage segment, millennials are driven largely by factors,
such as alcohol percentage and flavor innovation — they want the most
“bang for their buck” and crave new flavor combinations and experiences.
Millennials also are highly attracted to creative labeling, citing fun
and engaging labels as criteria for an in-store purchase decision.
Boomers, on the other hand, are less likely to crave variety and
experimentation, and their purchase decisions are more likely to be
influenced by a low price point than by beverage taste. They also are
less likely to purchase alcohol in a restaurant or bar.
Currently, many CPG companies are extremely focused on millennials, to
the extent that they unknowingly may be neglecting Gen Xers and baby
boomers. In doing so, they are walking away from an enormous portion of
consumers’ dollars. For instance, boomers remain more likely than
millennials and Gen Xers to drink once a week or more at home, and they
account for a robust 42 percent of overall wine category growth.
As part of a detailed industry study, Chris von der Linden, senior vice
president of Consumer & Shopper Marketing and beverage industry expert
for IRI, noted, “Millennials also have a large exploratory nature, which
is reflected in the choices they make in restaurants and bars, choosing
domestic craft beer or vodka most often — 37 percent and 33 percent of
the time, respectively. With a mantra to ‘Celebrate the Everyday,’
Champagne is also a frequent beverage choice. During a three-month
period, millennials drank two times more Champagne than any other
Additionally, 60 percent of millennials state that Champagne is great
for drinking year-round. Of those millennials who indicated they had
consumed Champagne in the last 12 months, 41 percent polled said that
they had drank Champagne in the past month and 23 percent in the past
week. Champagne and sparkling wine manufacturers that capitalize on this
trend and sentiment within the millennial population could see a
substantial impact on sales.
However, millennials are not a one-size-fits-all generation. IRI has
identified six distinct segments within the millennial population, each
of which has its own identity and ideals: free spirits, struggling
wanderers, concerned aspirationalists, conscious naturalists, new
traditionalists and confident connectors. To effectively engage the
right group, beer, wine and spirit producers, retailers and on-premise
establishments must be aware of their differences in philosophies and
values and target them in ways that will be most meaningful. IRI
MilleniaLink™ helps marketers assess which millennials offer the
greatest opportunities for their products or services, why, how to reach
them, and what messages will resonate most strongly.
For more information on IRI’s study, please contact: Chris von der
Linden at Chris.VonDerLinden@IRIworldwide.com.
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