Despite going out less frequently, British adults are typically spending less than £20 a month on off-trade alcohol, according to new consumer research by Attest.
Over half (54%) of the 600 UK adults surveyed said they had cut down on going out to bars, pubs, clubs and restaurants, while also reducing spend on alcohol when they did choose to go out.
However, spend on alcohol for consumption at home remains relatively modest. Just over 38% of Brits spend between £1-£19 per month on alcohol, while 11% usually spend nothing. A quarter spent between £20-£39 per month, and 26% spend in excess of this amount.
Unsurprisingly, consumers who have reduced drinking-out occasions the most are more likely to spend more on alcohol at home. Some 30% of those in the 31-49 age bracket – 39% of whom reported swapping going out for drinking at home – spend in excess of £40 per month on home drinking.
Meanwhile, consumers aged 50-65 spend the least on alcohol at home; 43% spend less than £20 and 12% make no outlay at all. Only 16% spend in excess of £40.
Buying alcohol ‘a low priority’
The data also reveals a shift in the priority given by consumers to alcohol. Half of respondents said they were “generally drinking alcohol less frequently” in order to save money, while 46% described buying alcohol as a low priority.
Despite being characterised as the generation of abstinence, younger drinkers (aged 18-30) remain the most committed to drinking. Over one in five (21%) describe buying alcohol as a medium or high priority, compared with 10% of 31-49 year-olds, and just 8% of over-50s.
However – perhaps reflecting their lower disposable income relative to older generations – over a quarter (27%) of under-30s have switched to cheaper alcohol brands to save money. One in four have switched to cheaper types of alcohol, such as moving from spirits to beer.
One quirk of the younger demographic, however, is their inability to be swayed by promotions. Just 23% seek out alcohol on offer, compared to a third of those aged 31 and over.
This showed that for brands “keeping rrps down will be more important than deep discounting” to woo younger shoppers, Attest’s senior customer success manager Isabel Perez and senior customer research manager Nikos Nikolaidis said.
Earlier this month, data from IWSR revealed a steep rise in alcohol consumption among Gen Z consumers.
The data showed Gen Z’s alcohol consumption habits were “no longer significantly different” from other generations, IWSR said.
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