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Home arrow Marketing Research News arrow Latest Market Research Findings arrow Drinks industry already embracing insights reflected in new alcohol consumption research
Drinks industry already embracing insights reflected in new alcohol consumption research PDF Print E-mail
Written by Bonamy Finch   
26 May 2015

New research which reports that alcohol consumption in England is “hugely' underestimated” suggests that major drinks brands, which already study how occasion-based consumption patters impact their products, may have an even more accurate assessment of our drinking habits.


The research, which has been conducted by scientists at Liverpool John Moores University, claims the underestimate is caused because drinks consumed on holidays and at celebrations are not included in surveys that ask about 'typical drinking'. But consumer insights and analytics specialist Bonamy Finch  argues that brands already have a better handle on when people drink, why they drink and what they drink on different occasions both as a way of more accurately understanding overall consumption as well as enabling them to target consumers more accurately.

The new research suggests that alcohol consumption in England has been underestimated by the equivalent of 12 million bottles of wine a week. Most categories of drinkers, based on age groups and levels of typical consumption, reported increased consumption during holidays or special occasions. The biggest increase was reported in 25 to 35-year-olds, who had the highest level of typical consumption, with people in this category reported to be drinking an extra 18 units (144 grams) of alcohol a week on special occasions.

“The drinks industry has been drawing on insights from consumption behaviour for some time as a way of segmenting consumers and their drinking occasions effectively, and using those insights to inform new product development and marketing plans,” explains Dr Leigh Morris, Managing Director of Bonamy Finch.

Such insights reveal that drinking behaviour changes if, for example, you are watching football in a pub with mates, on a girls’ night out or on an intimate dinner date with a partner. Demographic criteria alone, Morris adds, are not a sufficient indicator as to how consumers will actually behave in different situations and why they would select a particular type of drink – say, beer versus wine versus spirit. He says the drinks industry has become among the most effective at using such insights to influence both existing and potential customers.

“We commit a great deal of time on behalf of clients to understanding what stimulates drinking choices and how these are influenced by who we are with and what is the occasion,” continues Morris. “Only by segmenting the market in this way this can you gain a real insight into why somebody selects one drink over another or how much they will likely consume and then use this to inform market activity more intelligently."
 
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