Alcohol and Segmentation

by Alima, Israel and Nikki

OVERVIEW

Almost nine out of ten adults drink alcohol.

The current value of the Market sector for Alcoholic drinks is £40bn.

The future for the drinks market is declining slowly.

SEGMENTATIONSECONDARY RESEARCH

segmentation based on Ready to Drinks.

BaseDescript

or Justification

Demographic Age

The largest proportion of users fall into the 18 –

29 age groups Older consumers may prefer a

less sweet, more alcoholic tasting drinks.

  Sex

Females prefer citrus, white spirit based drinks in

bottles that look fresh, modern and colourful. 

Males prefer dark spirits in cans. ..

   

Psychographic

Value and life style segment

A younger segment may relate to images of large parties and nightclubs, while an older segment might be more influenced by advertising that depicts smaller social gatherings with closer friends.

Usage rate Binge drinkers are more likely to be Males (54%) than females (19%) in 20 - 24 yrs

Base Descriptor Justification

OUR IDEAS Family lifecycle The family life cycle stage of a consumer may impact on the types

of drinks they consume. The frequency of purchase, and where they purchase them.

Younger consumers purchase the majority of their drinks at a higher price in a nightclub or pub setting.

They are moderate to heavy social/weekend drinkers.

Married couples with children are more likely to purchase alcohol from a bottle shop at lower price for use at smaller gatherings of friends and would be less frequent users.

Income

The higher the income, the greater the alcohol consumption People with higher disposable incomes can afford and may

want the image attached to premium products. 

People on lower disposable incomes may prefer cheaper alternatives.

PRIMARY RESEARCH ANALYSIS

students/unemployed Unskilled WC Skilled WC MC0

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Graph below dividing the market into age groups and social class

27+23-2618-22

Class

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people

Bars & pubs home friends houses clubs relatives 0

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27+23-2618-22

Graph below shows where people drink most often

location

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peop

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To Get Drunk Loosen Up Social Lubricant Other0

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Below shows why different age groups have motivation to drink.

27+

23-26

18-22

Reasons

num

ber

of

people

Habituals

Prudent

Bash babies

Exclusivesegmentation for Alcohol

HABITUALS Older generation stuck in tradition Resent change

BASHERS younger generation active highly influenced by price

EXCLUSIVE independent taste Brand loyal High earners

PRUDENT Less active slow to adopt change don’t want to be seen as old fashioned

RECOMMENDED SEGMENT

Bashers

A large Market across the UK. Consume a wide range of drinks Easy to target Potential for expansion into another country Always going to have a market