Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

MARKET POSITION

MARKET TRENDS

Table 1: The UK Market for Low-Alcohol and No-Alcohol Drinks (£m at rsp), 1993

Table 2: The UK Market for Alcoholic Drinks (£m at rsp, £ per litre and million litres), 1990-1993

Table 3: Soft Drinks Are Better Than Low-Alcohol Drinks When Driving? ( percent agreeing), 1993

Table 4: Sales of Low-Alcohol and No-Alcohol Drinks by Volume ( percent), 1994

Market Size

THE TOTAL MARKET

BEER

WINE

CIDER

Table 5: The UK Low-Alcohol and No-Alcohol Drinks Market by Value (£m at rsp), 1990-1993

Table 6: UK Low-Alcohol and No-Alcohol Beer Market by Volume (index 1986=100), 1989-1994

Table 7: Beer Sales by Type ( percent by value), 1993

Table 8: Breakdown of Beer Sales in the UK ( percent), 1988-1993

Table 9: Brands and Distributors of Low-Alcohol and No-Alcohol Beers and Lagers, 1994

Table 10: Sales of Low-Alcohol, No-Alcohol and Reduced-Alcohol Wines (000 cases), 1989-1994

Table 11: UK Low-Alcohol and No-Alcohol Wine Market by Value and Volume (million litres and £m at rsp), 1990-1994

Table 12: De-alcoholised Wine and Low-Alcohol Wine ( percent ABV), 1994

Industry Background

INDUSTRY CONCENTRATION

BRAND PENETRATION

OWN-LABEL PENETRATION

RETAIL DISTRIBUTION

TRADE ASSOCIATIONS

Table 13: Brand Concentration in the Major Low-Alcohol and No-Alcohol Drinks Product Categories by Value ( percent share), 1993

Table 14: Distribution of Market Value of Low-Alcohol and No-Alcohol Drinks (£m at rsp), 1993

Competitor Analysis

THE MARKETPLACE

MAJOR SUPPLIERS

MARKET LEADERS AND THEIR BRANDS

ADVERTISING AND PROMOTION

Table 15: Turnover and Profit Margin of the Top Companies Selling Low-Alcohol and No-Alcohol Drinks (£m), 1993/1994

Table 16: Total Main Media Advertising Expenditure on Low-Alcohol and No-Alcohol Beer (£000), 1984-1994

Table 17: Division of Main Media Advertising Expenditure on Low-Alcohol and No-Alcohol Beers (£), 1994

Strengths, Weaknesses, Opportunities and Threats (SWOT)

OVERALL MARKET

BEER

WINE

CIDER

Buying Behaviour

CONSUMER PENETRATION

CONSUMER PERCEPTIONS OF LOW-ALCOHOL DRINKS

Table 18: Profile of Low-Alcohol and No-Alcohol Drinks Consumers ( percent of consumers drinking each week), 1988/1993

Table 19: Low-Alcohol Drinks Are Over Priced? ( percent agreeing), 1993

Table 20: Are You Aware of How Many Low-Alcohol Drinks You Can Drink Before You Are Over the Limit? ( percent agreeing), 1993

Table 21: In the Last 12 Months Have You Switched from Drinking Full-Strength to Low-Alcohol Drinks? ( percent agreeing), 1993

Table 22: In the Last 12 Months Have You Cut Down Your Alcohol Consumption for Health Reasons? ( percent agreeing), 1993

Table 23: Drinking Damages Your Health, While Not Drinking Damages Your Social Life? ( percent agreeing), 1993

Table 24: Penetration of Low-Alcohol Beer ( percent), 1994

Outside Suppliers to the Industry

PACKAGING

BOTTLE PRODUCERS

CAN PRODUCERS

INGREDIENT PRODUCERS

Table 25: Types of Packaging for Low-Alcohol and No-Alcohol Beers and Ciders

Current Issues

MAJOR INFLUENCES ON BUYING BEHAVIOUR

PRODUCT DEVELOPMENTS

CORPORATE ACTIVITY

Forecasts

FORECASTS

PRODUCT TRENDS

OWN-LABEL PENETRATION

Table 26: Forecast UK Low-Alcohol and No-Alcohol Drinks Market by Value (£m at rsp), 1993-1997

Company Profiles

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

ICC INFORMATION SOURCES

ICC INFORMATION GROUP LTD

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

This report presents an analysis of the UK low- and no-alcohol drinks market. It covers each of the following sectors of the market in detail: beer, wine and cider. The term `no-alcohol drinks' refers to drinks with an alcohol content of less than 0.05 percent by volume. It does not refer to soft drinks.

The overall market for alcoholic drinks, excluding spirits, is estimated in 1994 as being £20.6bn. Against this background, the market for low- and no-alcohol products is small, an estimated £167.5m.

The market for low- and no-alcohol drinks peaked in 1989/1990, with sales of £206m, and has declined to sales of £174m in 1993. This represents a decrease of 15.5 percent by value.

Much of the decline in sales has been due to people choosing to drink soft drinks rather than low- and no-alcohol products. This has now become a socially acceptable practice in public houses.

The major players in the market are the large brewers, such as Whitbread, Allied Domecq PLC, Bass PLC, HP Bulmer Holdings PLC, Courage Ltd, and Scottish & Newcastle PLC.

The no-alcohol products are the ones which have suffered the most, and in many product areas there has been an increase in sales of reduced-alcohol products. The majority of the larger breweries have reduced the number of no- and low-alcohol products they produce or distribute, and many have stopped producing these products altogether. The quality of the remaining products has improved dramatically as far as taste is concerned, through the use of new production techniques. However, consumers may well be reluctant to try these new products if they have had a poor perception of previous products.

In 1990, the value of the no- and low-alcohol beer market was £176m. By 1993, this had declined to £120m, representing a 32 percent decline in the market by value.

The market for low- and no-alcohol wine has increased from £25m in 1990, to £50m in 1993. This was an increase of 100 percent by value. The market for low-alcohol cider has decreased from £5m in 1990 to £4m. This is an decrease of 20 percent by value. Key Note expects the market will stabilise, and will probably expand should there be any changes in the drink/drive laws. Changes such as the introduction of the random breath test, or the introduction of a lower acceptable level of alcohol in the blood would definitely lead to a change in the market dynamics. The market expansion would be as much as 20 percent if and when this legislation is introduced. The current fascination in the UK regarding health issues also could have the effect of promoting an increase in consumption of the no- and low-alcohol products. It is anticipated that the best brands will survive and they will retain a small, but permanent place in the market.

Text © 1994 Key Note

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