While public perception tends to focus on younger drinking issues, Mintel’s report, Drinking out of the Home – UK – 2014, finds that the other end of the generational spectrum is a definite cause for concern.
Mintel’s research found that 18% of over-65s drink at home daily compared to just one in 10 (11%) aged 18-24, with those least likely to be daily drinkers aged 45 to 54 (8%).
Following years of public health warnings, the research reveals that for some the message is hitting home as 26% of Brits say they’ve cut back on how much they drink in the home over the past year and a further 25% state that they’ve cut back on how much they drink out of home.
But just as the over 65s are the most frequent daily drinkers, they’re also amongst the least likely to admit that they’ve cut back on how much they drink at home. Those aged 65 and over are also least likely to admit that they’ve cut back on how much they’ve drunk out of home. In fact, once again, it’s the 45s to 54s who’re most likely to have reduced the amount they drink in home – with almost three in 10 (29%) claiming to have reduced their in-home drinking.
Jonny Forsyth, Global Drinks Analyst at Mintel, commented, “The public perception is that irresponsible drinking is the domain of younger drinkers but research simply fails to back this up. The current generation of younger drinkers are one of the most sensible generations we’ve seen and their attitude to alcohol – and indeed all drugs – is far more conservative than their Baby Boomer parents.
“It’s clear the 45 to 54 year-old age group are still malleable to health messages whereas those aged 65 and over tend to have much more engrained drinking habits. They were brought up to think that drinking every day in moderation was OK and many have maintained this behaviour especially as they retire and have more leisure time on their hands, despite it being to the detriment of their health.”
Overall, almost nine in 10 (87%) Brits have drunk at home in the last year, marginally higher than the 83% who did so out of home. Some six in 10 (57%) adults drink at home at least once a week, with 41% doing so more than once a week and over one in 10 (12%) admitting they drink at home every day. This figure rises to around one in six (16%) men and just under one in 10 (9%) women.
Wine remains the most popular choice of drink at home. Some 68% of Brits who drink at home enjoy a glass of wine. Lager (50%) is the nation’s second favourite drink in the home and cider the third most popular choice at 41%. Wine is a firm favourite amongst those aged 65 and over – some 82% drink this at home in contrast to 58% of 18 to 24 year-olds who drink wine. Meanwhile, lager is most popular amongst those aged 25 to 44 (58%) and least popular amongst those aged 65 and over (26%).
In terms of sales, wine is the largest in-home alcoholic drinks category by volume, accounting for 25% of volume sales. Cider accounts for 16% of volume, reflecting its increased popularity in recent years.
Wine remains the most popular choice of drink at home. Some 68% of Brits who drink at home enjoy a glass of wine.