German drinking behaviours - The Brewers of Europe

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Executive SummaryAbout IPSOS• IPSOS is an independent company, founded in 1975 and now present in 64countries, whose sole focus is survey-based market research.• For more on IPSOS, visit www.ipsos.comAbout The Brewers of Europe• The Brewers of Europe, founded in 1958 and based in Brussels, is the voice ofthe European brewing sector to the European institutions and internationalorganisations.• It has 27 members, comprising 24 national brewers’ associations from EUMember States plus Norway, Switzerland and Turkey. Of the roughly 3,000brewers across Europe, the vast majority are small and medium-sized, local andfamily-run establishments.• Today, 2.6 million jobs are directly and indirectly attributable to the Europeanbrewing sector.• For more on The Brewers of Europe, visit www.brewersofeurope.orgAlcohol price and consumer behaviourThe Brewers of Europe / April 20094

Presentation of the surveyAlcohol price and consumer behaviourThe Brewers of Europe / April 20095

1. General background & objectivesThe Brewers of Europe asked Ipsos Belgium to carry out an opinionpoll amongst the citizens of four European countries, in order toassess:• the overall state of consumption habits• the impact of a significant price increase on behaviour• people’s perception of the most efficient measures to helpreduce alcohol abuseAlcohol price and consumer behaviourThe Brewers of Europe / April 20096

The Brewers of Europe•The Brewers of Europe, founded in 1958 and based inBrussels, is the voice of the European brewing sector to theEuropean institutions and international organisations.•It has 27 members, comprising 24 national brewers’associations from EU Member States plus Norway,Switzerland and Turkey. Of the roughly 3,000 brewers acrossEurope, the vast majority are small and medium-sized, localand family-run establishments.•Today, over 2.5 million jobs are directly and indirectlyattributable to the European brewing sector.•For more on The Brewers of Europe, visitwww.brewersofeurope.orgAlcohol price and consumer behaviourThe Brewers of Europe / April 20097

Ipsos Belgium• Ipsos Belgium is the leading research agency in Belgium, and a uniquecentre of excellence for international opinion research.• It is specialised in international coordination and social and opinionresearch is one of its main areas of activity.• No less than 300 clients are served every year by 60 researchspecialists, generating an annual turnover of 11 million Euro in theframework of just below 700 projects. Ipsos Belgium conducted about700.000 interviews last year.• Ipsos Belgium has conducted research on behalf of institutions,governments, corporations, industry, professional associations and thenon-profit sector for more than 30 years.• For more on Ipsos Belgium, visit www.ipsos.beAlcohol price and consumer behaviourThe Brewers of Europe / April 20098

2. Methodology2.1. Target populationAdult (18 years and older) population of Czech Republic, Denmark, Germany and Portugal.2.2. Sample size1000 interviews per country, representative of the natural population according to gender, age andregion. Quotas were set to guarantee representativity on the three criteria.2.3. Interview TechniqueThe interviews were carried out on-line, from February 27 to March 5, 2009.Alcohol price and consumer behaviourThe Brewers of Europe / April 20099

2. Methodology2.5. Sample profileGLOBAL CZ DK GE PT% N=3995 N=997 N=1000 N=1000 N=998Gender Male 50% 50% 50% 50% 50%Female 50% 50% 50% 50% 50%Age18 up to 25 year old26 up to 34 year old35 up to 54 year old15%20%44%16%23%40%14%19%45%15%16%49%16%22%43%55 years old and more 21% 22% 23% 20% 19%Family StatusSingleIn partnershipMarried33%21%46%Children Yes 62% 71% 61% 57% 57%No 38% 29% 39% 43% 43%Income 5000 euros 8% 2% 24% 2% 3%DK/Refusal 12% 8% 15% 15% 11%26%20%54%33%27%40%34%24%41%39%14%47%Alcohol price and consumer behaviourThe Brewers of Europe / April 200910

ResultsAlcohol price and consumer behaviourThe Brewers of Europe / April 200911

1. Consumption habitsAlcohol price and consumer behaviourThe Brewers of Europe / April 200912

How often did Europeans consume alcoholic drinksin the last 30 days?•Regularly drink = 4 times a week or more•Occasionally drink = 1-3 times a week•Infrequently or rarely drink = 3 times a month or less•Do sometimes drink but have not consumed alcoholicdrinks in the last 30 days•Do not drink alcoholic drinksInfrequently orrarely drink18%Do sometimesdrink but havenot consumedalcoholic drinksin the last 30days2%Base : Total surveyed population n=3995Do not drinkalcoholic drinks24%Occasionallydrink33%Regularly drink23%Alcohol price and consumer behaviourThe Brewers of Europe / April 200913

How often did Czechs consume alcoholic drinks inthe last 30 days?•Regularly drink = 4 times a week or more•Occasionally drink = 1-3 times a week•Infrequently or rarely drink = 3 times a month or less•Do sometimes drink but have not consumed alcoholicdrinks in the last 30 days•Do not drink alcoholic drinksCzech RepublicInfrequentlyor rarely drink18%Base : Total surveyed population in CZ n=997Do sometimesdrink buthave notconsumedalcoholicdrinks in thelast 30 days1%Occasionallydrink42%Do not drinkalcoholicdrinks18%Regularlydrink21%Alcohol price and consumer behaviourThe Brewers of Europe / April 200914

How often did Danes consume alcoholic drinks inthe last 30 days?•Regularly drink = 4 times a week or more•Occasionally drink = 1-3 times a week•Infrequently or rarely drink = 3 times a month or less•Do sometimes drink but have not consumed alcoholicdrinks in the last 30 days•Do not drink alcoholic drinksDenmarkInfrequentlyor rarely drink26%Base : Total surveyed population in DK n=1000Do sometimesdrink buthave notconsumedalcoholicdrinks in thelast 30 days3%Do not drinkalcoholicdrinks19%Occasionallydrink34%Regularlydrink18%Alcohol price and consumer behaviourThe Brewers of Europe / April 200915

How often did Germans consume alcoholic drinks inthe last 30 days?•Regularly drink = 4 times a week or more•Occasionally drink = 1-3 times a week•Infrequently or rarely drink = 3 times a month or less•Do sometimes drink but have not consumed alcoholicdrinks in the last 30 days•Do not drink alcoholic drinksOccasionallydrink29%GermanyInfrequentlyor rarely drink19%Base : Total surveyed population in DE n=1000Do sometimesdrink buthave notconsumedalcoholicdrinks in thelast 30 days2%Do not drinkalcoholicdrinks32%Regularlydrink18%Alcohol price and consumer behaviourThe Brewers of Europe / April 200916

How often did Portuguese consume alcoholic drinksin the last 30 days?•Regularly drink = 4 times a week or more•Occasionally drink = 1-3 times a week•Infrequently or rarely drink = 3 times a month or less•Do sometimes drink but have not consumed alcoholicdrinks in the last 30 days•Do not drink alcoholic drinksOccasionallydrink27%PortugalInfrequently orrarely drink9%Base : Total surveyed population in PT n=998Do sometimesdrink but havenot consumedalcoholic drinksin the last 30days1%Regularly drink35%Do not drinkalcoholic drinks28%Alcohol price and consumer behaviourThe Brewers of Europe / April 200917

On a typical drinking occasion, how much doEuropeans usually drink?Irresponsible drinking = 5 drinks or moreModerate drinking= 2-4 drinksLight drinking = 1 drink or lessNever drinksIrresponsibledrinking16%Base : Total surveyed population n=3995Don'tknow/refusal1%Moderatedrinking50%Never drinks24%Light drinking9%Alcohol price and consumer behaviourThe Brewers of Europe / April 200918

On a typical drinking occasion, how much doCzechs usually drink?Irresponsible drinking = 5 drinks or moreModerate drinking= 2-4 drinksLight drinking = 1 drink or lessNever drinksCzech RepublicBase : Total surveyed population in CZ n=997Irresponsibledrinking22%Moderatedrinking53%Don'tknow/refusal1%Never drinks18%Light drinking6%Alcohol price and consumer behaviourThe Brewers of Europe / April 200919

On a typical drinking occasion, how much doDanes usually drink?Irresponsible drinking = 5 drinks or moreModerate drinking= 2-4 drinksLight drinking = 1 drink or lessNever drinksDenmarkBase : Total surveyed population in DK n=1000Irresponsibledrinking19%Don'tknow/refusal1%Moderatedrinking55%Never drinks19%Light drinking6%Alcohol price and consumer behaviourThe Brewers of Europe / April 200920

On a typical drinking occasion, how much doGermans usually drink?Irresponsible drinking = 5 drinks or moreModerate drinking= 2-4 drinksLight drinking = 1 drink or lessNever drinksGermanyIrresponsibledrinking13%Base : Total surveyed population in DE n=1000Don'tknow/refusal1%Moderatedrinking46%Never drinks32%Light drinking8%Alcohol price and consumer behaviourThe Brewers of Europe / April 200921

On a typical drinking occasion, how much doPortuguese usually drink?Irresponsible drinking = 5 drinks or moreModerate drinking= 2-4 drinksLight drinking = 1 drink or lessNever drinksPortugalIrresponsibledrinking10%Base : Total surveyed population in PT n=998Never drinks28%Moderatedrinking46%Don't know0%Light drinking16%Alcohol price and consumer behaviourThe Brewers of Europe / April 200922

How often do Europeans drink 5 or more drinksin a short period of time, e.g. a couple of hours?Base : Total surveyed population n=3995Several times aweek2%Once or twice aweek5%Two to threetimes a month8%Once a month9%Less than once amonth27%Never50%Alcohol price and consumer behaviourThe Brewers of Europe / April 200923

How often do Czechs drink 5 or more drinks in ashort period of time, e.g. a couple of hours?Czech RepublicBase : Total surveyed population in CZ n=997Several times aweek1%Once or twice aweek7%Two to threetimes a month12%Once a month11%Less than once amonth28%Never41%Alcohol price and consumer behaviourThe Brewers of Europe / April 200924

How often do Danes drink 5 or more drinks in ashort period of time, e.g. a couple of hours?DenmarkBase : Total surveyed population in DK n=1000Several times aweek1%Once or twice aweek5%Two to threetimes a month10%Once a month10%Less than once amonth36%Never37%Alcohol price and consumer behaviourThe Brewers of Europe / April 200925

How often do Germans drink 5 or more drinks ina short period of time, e.g. a couple of hours?GermanyBase : Total surveyed population in DE n=1000Several times aweek1%Once or twice aweek4%Two to threetimes a month5%Once a month7%Less than once amonth23%Never59%Alcohol price and consumer behaviourThe Brewers of Europe / April 200926

How often do Portuguese drink 5 or more drinksin a short period of time, e.g. a couple of hours?PortugalBase : Total surveyed population in PT n=998Several times aweek1%Once or twice aweek5%Two to threetimes a month5%Once a month6%Less than once amonth18%Never64%Alcohol price and consumer behaviourThe Brewers of Europe / April 200927

On which occasions do Europeans who drinktypically have a drink?Total drinkersBase : Total Consumers of Alcoholic Drinks n=3018At parties/ outdoorevents74%18-25 years 88%At special events71%When out withfriends70%18-25 years 91%Occ. irresponsible. cons. 89%Rarely irresponsible. cons. 85%Occ. binge drink 80%25-34 years 80%During meals*66%Reg. Light consumers 88%Reg. mod. consumers 85%55+ 80%Other7%*During meals + over a meal withfamily, friends or colleagues.Alcohol price and consumer behaviourThe Brewers of Europe / April 200928

On which occasions do Czechs who drinktypically have a drink?Czech RepublicBase : Consumers of Alcoholic Drinks in CZ n=813When out withfriends73%At parties/ outdoorevents65%At special events61%During meals46%When watchingtelevision22%Other6%Alcohol price and consumer behaviourThe Brewers of Europe / April 200929

On which occasions do Danes who drinktypically have a drink?DenmarkBase : Consumers of Alcoholic Drinks in DK n=808At parties/ outdoorevents81%At special events71%During meals71%When out with friends61%When watchingtelevision13%Other8%Alcohol price and consumer behaviourThe Brewers of Europe / April 200930

On which occasions do Germans who drinktypically have a drink?GermanyBase : Consumers of Alcoholic Drinks in DE n=677At special events76%When out withfriends72%At parties/ outdoorevents68%During meals60%When watchingtelevision33%Other10%Alcohol price and consumer behaviourThe Brewers of Europe / April 200931

On which occasions do Portuguese who drinktypically have a drink?PortugalBase : Consumers of Alcoholic Drinks in PT n=719During meals86%At parties/ outdoorevents84%At special events77%When out with friends76%When watchingtelevision8%Other2%Alcohol price and consumer behaviourThe Brewers of Europe / April 200932

How to read the resultsIn order to allow useful analysis and a clear overview of the main findings, we have builtthe following indicators based on the questions directly asked in the questionnaire• In the last 30 days, how often did people drink alcoholic beverages? (Based on Q2)- Daily- 4-5 times a week- 2-3 times a week- Once a week- 2-3 times a month- Once- Did not drink in the last 30 years- Non-drinkers• On a typical consuming occasion, how much do they drink? (Based on Q3)- Non-drinkers- Less than one drink- 1 drinks/glass- 2 drinks/glasses- 3 drinks/glasses « Moderate drinking »- 4 drinks/glasses- 5 drinks/glasses- 6 drinks/glasses or more« Regular consumers »« Occasional consumers »« Infrequent or rarely consumers »« Light drinking »« Irresponsible drinking »Alcohol price and consumer behaviourThe Brewers of Europe / April 200933

Frequency of alcohol consumption generalTotal surveyedpopulation(n=3995)CZ(n=997)DK(n=1000)DE(n=1000)PT(n=998)Do not drink 24% 18% 20% 32% 28%No drink in last 302% 1% 3% 2% 1%daysInfrequent18% 18% 26% 19% 9%consumersOccasional32% 42% 33% 28% 27%consumersRegular consumers 23%* 21% 19% 18% 35%*Of the 23% of regular consumers: 71% are males, 36% are aged 55+ and 26% have amonthly income of 1,000€-1,500€.Alcohol price and consumer behaviourThe Brewers of Europe / April 200934

European drinking behavioursBased on how often people drink and how many glasses they typicallydrink, we can observe the following drinking behaviour:Total surveyedpopulation(n=3995)Do not drink 24%No drink in last30 days2%Regular consumersOccasionalconsumersInfrequentconsumersLight drinking 9% 3% 3% 3%ModeratedrinkingIrresponsibledrinking50% 14% 22% 12%16% 6% 7% 3%Alcohol price and consumer behaviourThe Brewers of Europe / April 200935

Czech drinking behavioursBased on how often people drink and how many glasses they typicallydrink, we can observe the following drinking behaviourTotal surveyedpopulation in CZ(n=997)Do not drink 18%No drink in last30 days1%Regular consumersOccasionalconsumersInfrequentconsumersLight drinking 6% 1% 2% 3%ModeratedrinkingIrresponsibledrinking53% 11% 27% 13%22% 9% 11% 2%Alcohol price and consumer behaviourThe Brewers of Europe / April 200936

Danish drinking behavioursBased on how often people drink and how many glasses they typicallydrink, we can observe the following drinking behaviourTotal surveyedpopulation in DK(n=1000)Do not drink 19%No drink in last 3%30 daysRegular consumersOccasionalconsumersInfrequentconsumersLight drinking 1% 2% 1% 2%Moderate55% 12% 24% 17%drinkingIrresponsibledrinking23% 5% 8% 6%The National Board of Health in Denmark recommends women have a max. alcohol intake of 14 units/week, and men max.21 units/week. National studies have shown 85 % of the population has a drinking behaviour in compliance with theserecommendations (http://www.si-folkesundhed.dk/Forskning/Befolkningens%20sundhedstilstand/Sundhed%20og%20sygelighed%20SUSY.aspx?lang=en)Alcohol price and consumer behaviourThe Brewers of Europe / April 200937

German drinking behavioursBased on how often people drink and how many glasses they typicallydrink, we can observe the following drinking behaviourTotal surveyedpopulation in GE(n=1000)Do not drink 32%No drink in last30 days2%Regular consumersOccasionalconsumersInfrequentconsumersLight drinking 8% 1% 3% 3%ModeratedrinkingIrresponsibledrinking46% 12% 20% 13%13% 5% 5% 3%Alcohol price and consumer behaviourThe Brewers of Europe / April 200938

Portuguese drinking behavioursBased on how often people drink and how many glasses they typicallydrink, we can observe the following drinking behaviourTotal surveyedpopulation in PT(n=998)Do not drink 28%No drink in last30 days-Regular consumersOccasionalconsumersInfrequentconsumersLight drinking 16% 7% 6% 3%ModeratedrinkingIrresponsibledrinking45% 21% 19% 6%10% 7% 2% 0.4%Alcohol price and consumer behaviourThe Brewers of Europe / April 200939

How to read the results• How often do people drink 5 or more drinks in a short period of time ( = binge drinking)?- Several times a week- Once or twice a week- Two or three times a month- Once a month« Regularly binge drink »« Occasionally binge drink »- Less than once a month- Never« Extremely rarely or never binge drink »- Non-drinkersAlcohol price and consumer behaviourThe Brewers of Europe / April 200940

Binge drinking frequencyExtremely rarelyor never bingedrink (nondrinkersincluded)Occasionallybinge drinkRegularly bingedrinkTotalsurveyedpopulation(n=3995)CzechRepublic(n=997)Denmark(n=1000)Germany(n=1000)Portugal(n=998)77% 70% 73% 82% 80%17% 23% 21% 13% 13%7% 7% 6% 5% 7%Alcohol price and consumer behaviourThe Brewers of Europe / April 200941

2. Consequences of price policy onthe purchasing and consumptionbehaviour of people who drink(Sample size: 3018 out of 3995)Alcohol price and consumer behaviourThe Brewers of Europe / April 200942

What is the first criterion for Europeans who drinkwhen buying alcohol?Base : Total Consumers of Alcoholic Drinks n=3018The taste46%50% for people aged 18-25The occasionYour mood at that moment15%18%19% for people aged 18-25The priceThe origin or appellationAs refreshmentThe brand imageThe alcohol strengthThe weatherOther6%5%3%2%1%0%2%8% for people earning less than 1000€ / monthAlcohol price and consumer behaviourThe Brewers of Europe / April 200943

What is the first criterion for Czechs who drink whenbuying alcohol?Czech RepublicBase : Total Consumers of Alcoholic Drinks in CZ n=813The tasteYour mood at that momentThe occasion17%22%43%The priceAs refreshmentThe origin or appellationThe brand image5%4%4%4%The alcohol strengthThe weatherOther1%0%1%Alcohol price and consumer behaviourThe Brewers of Europe / April 200944

What is the first criterion for Danes who drink whenbuying alcohol?DenmarkBase : Total Consumers of Alcoholic Drinks in DK n=808The tasteThe occasion16%56%Your mood at that moment12%The priceAs refreshmentThe origin or appellationThe brand imageThe weatherThe alcohol strengthOther5%3%2%1%1%0%3%Alcohol price and consumer behaviourThe Brewers of Europe / April 200945

What is the first criterion for Germans who drinkwhen buying alcohol?GermanyBase : Total Consumers of Alcoholic Drinks in DE n=677The tasteThe occasion21%51%The priceYour mood at that moment7%9%As refreshmentThe origin or appellationThe alcohol strengthThe weatherThe brand imageOther4%3%1%0%0%3%Alcohol price and consumer behaviourThe Brewers of Europe / April 200946

What is the first criterion for Portuguese who drinkwhen buying alcohol?PortugalBase : Total Consumers of Alcoholic Drinks in PT n=677The tasteYour mood at that momentThe occasion19%19%33%The origin or appellation13%The price8%The alcohol strengthThe brand imageAs refreshmentThe weatherOther3%3%1%0%2%Alcohol price and consumer behaviourThe Brewers of Europe / April 200947

If the price of all drinks were to increase by 25%,what would Europeans who drink most likely do?Total DrinkersBase : Total Consumers of Alcoholic Drinks n=3018Drink the same35%26% for those earning less than 1000€ / month29% for those earning between 1000 and 1500€ / month31% for those earning between 1500 and 3000€ / month46% for those earning between 3000 and 5000€ / month65% for those earning more than 5000€ / monthDrink less in general30%41% for rare light consumers12% for rare irresponsible consumers38% for regular light consumers37% for occasional light consumers24% for occasional irresponsible consumersDrink less often18%22% for regular moderate consumersChange purchasingbehaviour15%25% for rare irresponsible consumers23% for regular irresponsible consumers20% for regular binge drinkers19% for occasional binge drinkers21% for people aged 18-25Other2%Alcohol price and consumer behaviourThe Brewers of Europe / April 200948

If the price of all drinks were to increase by 25%,what would Czechs who drink most likely do?Czech RepublicBase : Total Consumers of Alcoholic Drinks in CZ n=813Drink the same39%42% for regular binge drinkersDrink less in general24%Drink less often19%Change purchasingbehaviour16%22% for regular irresponsible consumers18% for regular binge drinkersOther2%Alcohol price and consumer behaviourThe Brewers of Europe / April 200949

If the price of all drinks were to increase by 25%,what would Danes who drink most likely do?DenmarkBase : Total Consumers of Alcoholic Drinks in DK n=808Drink the same59%Drink less in general18%Change purchasingbehaviour14%22% for regular irresponsible consumers (incl. 4%who would consume more home-produced alcohol)20% for occasional irresponsible consumers24% for regular binge drinkersDrink less often9%Other2%Alcohol price and consumer behaviourThe Brewers of Europe / April 200950

If the price of all drinks were to increase by 25%,what would Germans who drink most likely do?GermanyBase : Total Consumers of Alcoholic Drinks in DE n=677Drink less in general34%Drink less often28%Drink the same18%27% for regular binge drinkersChange purchasingbehaviour17%21% for regular irresponsible consumers26% for occasional irresponsible consumers20% for regular binge drinkersOther3%Alcohol price and consumer behaviourThe Brewers of Europe / April 200951

If the price of all drinks were to increase by 25%,what would Portuguese who drink most likely do?PortugalBase : Total Consumers of Alcoholic Drinks in PT n=719Drink less in general47%42% for regular irresponsible consumers27% for occasional irresponsible consumers43% for regular binge drinkersDrink less often20%Drink the same19%Change purchasingbehaviour13%23% for regular excessive consumers27% for occasional excessive consumers27% for regular binge drinkersOther2%Alcohol price and consumer behaviourThe Brewers of Europe / April 200952

3. Measures to reduce alcohol abuseAlcohol price and consumer behaviourThe Brewers of Europe / April 200953

General attitude amongst Europeans who drinktowards price policyBase : Total Consumers of Alcoholic Drinks n= 3018Agree Disagree Don't knowI don't want to pay more for my alcoholic drinks justbecause some people drink irresponsably84%13% 3%I should be trusted to make my own decisions abouthow much I drink94%1%5%Alcohol abuse is the problem, not the drinks themselves91%2%7%Alcohol price and consumer behaviourThe Brewers of Europe / April 200954

General attitude amongst Czechs who drinktowards price policyBase : Total Consumers of Alcoholic Drinks in CZ n= 813Agree Disagree Don't knowI don't want to pay more for my alcoholic drinks justbecause some people drink irresponsably81%14%5%I should be trusted to make my own decisions abouthow much I drink90%3%7%Alcohol abuse is the problem, not the drinksthemselves92%3%5%Alcohol price and consumer behaviourThe Brewers of Europe / April 200955

General attitude amongst Danes who drinktowards price policyBase : Total Consumers of Alcoholic Drinks in DK n= 808Agree Disagree Don't knowI don't want to pay more for my alcoholic drinks justbecause some people drink irresponsably76%21%3%I should be trusted to make my own decisions abouthow much I drink95%1%4%Alcohol abuse is the problem, not the drinksthemselves85%11%4%Alcohol price and consumer behaviourThe Brewers of Europe / April 200956

General attitude amongst Germans who drinktowards price policyBase : Total Consumers of Alcoholic Drinks in DE n= 677Agree Disagree Don't knowI don't want to pay more for my alcoholic drinks justbecause some people drink irresponsably88%2%10%I should be trusted to make my own decisions abouthow much I drink95%1%4%Alcohol abuse is the problem, not the drinksthemselves92%1%7%Alcohol price and consumer behaviourThe Brewers of Europe / April 200957

General attitude amongst Portuguese who drinktowards price policyBase : Total Consumers of Alcoholic Drinks in PT n= 719Agree Disagree Don't knowI don't want to pay more for my alcoholic drinks justbecause some people drink irresponsably92%1%7%I should be trusted to make my own decisions abouthow much I drink96%4%Alcohol abuse is the problem, not the drinksthemselves96%4%Alcohol price and consumer behaviourThe Brewers of Europe / April 200958

Efficient measures to reduce alcohol abuse according toEuropeans who drink in the total surveyed populationBase : Total Consumers of Alcoholic Drinks n=3018Very efficient Quite efficient Not very efficient Not efficient at all Don't knowEducation within the family50%33%12%3% 2%Enforce the drink driving laws43%33%17%5% 2%Education at school35%42%18%4% 2%Enforce the legal purchasingage laws24%32%29%12%2%Specific communicationcampaigns18%35%33%11%3%Training programmes forvendors/servers18%30%30%15%7%Involve more the doctors17%43%29%6%5%Increase the price of alcoholicbeverages7%19%45%27%2%Alcohol price and consumer behaviourThe Brewers of Europe / April 200959

Efficient measures to reduce alcohol abuse according tonon-drinkers in the total surveyed populationBase : Total non-drinkers n=977Very efficient Quite efficient Not very efficient Not efficient at all Don't knowEducation within the family48%30%12%3%8%Enforce the drink driving laws47%23%18%5%7%Education at school35%35%17%6%8%Enforce the legal purchasingage laws32%25%23%13%7%Increase the price of alcoholicbeverages27%24%26%15%9%Specific communicationcampaigns24%29%28%10%9%Training programmes forvendors/servers23%27%28%12%10%Involve more the doctors22%37%23%7%11%Alcohol price and consumer behaviourThe Brewers of Europe / April 200960

Efficient measures to reduce alcohol abuse according topeople who drink in the Czech RepublicBase : Total Consumers of Alcoholic Drinks in CZ n=813Very efficient Quite efficient Not very efficient Not efficient at all Don't knowEducation within the family62%30%5% 2% 1%Enforce the drink driving laws41%31%20%5% 2%Enforce the legal purchasing age laws22%27%37%12% 1%Education at school20%44%29%6% 1%Involve more the doctors11%31%43%10% 3%Specific communication campaigns on TV, radioand posters10%28%42%17%3%Training programs for vendors/servers in shops,bars, etc.9%24%38%24%6%Increase the price of alcoholic beverages9%19%46%24%1%Alcohol price and consumer behaviourThe Brewers of Europe / April 200961

Efficient measures to reduce alcohol abuse according tonon-drinkers in the Czech RepublicBase : Total non-drinkers in CZ n=184Very efficient Quite efficient Not very efficient Not efficient at all Don't knowEducation within the family54%30%7% 2% 6%Enforce the drink driving laws38%25%28%3% 6%Enforce the legal purchasing age laws21%23%35%14%7%Increase the price of alcoholic beverages18%23%30%22%7%Education at school17%32%34%7%9%Involve more the doctors11%29%38%8%13%Specific communication campaigns on TV, radioand posters11%24%41%15%9%Training programs for vendors/servers in shops,bars, etc.9%19%Alcohol price and consumer behaviourThe Brewers of Europe / April 200936%24%12%62

Efficient measures to reduce alcohol abuse according topeople who drink in DenmarkBase : Total Consumers of Alcoholic Drinks in DK n=808Very efficient Quite efficient Not very efficient Not efficient at all Don't knowEnforce the drink driving laws41%32%17%6% 3%Education at school22%49%23%3% 3%Enforce the legal purchasing age laws22%33%29%13% 3%Education within the family19%46%23%5% 7%Involve more the doctors14%45%27%4%9%Specific communication campaigns on TV, radioand posters13%36%36%9%6%Training programs for vendors/servers in shops,bars, etc.11%27%33%17%12%Increase the price of alcoholic beverages7%20%42%27%3%Alcohol price and consumer behaviourThe Brewers of Europe / April 200963

Efficient measures to reduce alcohol abuse according tonon-drinkers in DenmarkBase : Total non-drinkers in DK n=192Very efficient Quite efficient Not very efficient Not efficient at all Don't knowEnforce the drink driving laws45%25%13%5%12%Enforce the legal purchasing age laws34%26%17%12%12%Increase the price of alcoholic beverages28%20%24%15%13%Education at school21%40%21%7%12%Education within the family20%37%22%4%17%Specific communication campaigns on TV, radioand posters20%25%32%9%14%Training programs for vendors/servers in shops,bars, etc.19%23%30%11%17%Involve more the doctors12%37%25%10%16%Alcohol price and consumer behaviourThe Brewers of Europe / April 200964

Efficient measures to reduce alcohol abuse according topeople who drink in GermanyBase : Total Consumers of Alcoholic Drinks in DE n=677Very efficient Quite efficient Not very efficient Not efficient at all Don't knowEducation within the family41%38%16%3% 2%Education at school36%42%17%4% 2%Enforce the drink driving laws36%34%20%7% 2%Training programs for vendors/servers in shops,bars, etc.25%35%25%10% 5%Involve more the doctors24%48%20%3% 5%Enforce the legal purchasing age laws21%30%29%17%3%Specific communication campaigns on TV, radioand posters15%33%35%13%4%Increase the price of alcoholic beverages6%18%45%28%3%Alcohol price and consumer behaviourThe Brewers of Europe / April 200965

Efficient measures to reduce alcohol abuse according tonon-drinkers in GermanyBase : Total non-drinkers in DE n=323Very efficient Quite efficient Not very efficient Not efficient at all Don't knowEnforce the drink driving laws42%25%18%7%8%Education at school34%34%15%7%9%Education within the family33%35%18%5%8%Involve more the doctors31%38%14%5%12%Enforce the legal purchasing age laws29%19%25%18%8%Increase the price of alcoholic beverages28%21%25%18%9%Training programs for vendors/servers in shops,bars, etc.27%30%26%7%11%Specific communication campaigns on TV, radioand posters18%27%30%14%11%Alcohol price and consumer behaviourThe Brewers of Europe / April 200966

Efficient measures to reduce alcohol abuse according topeople who drink in PortugalBase : Total Consumers of Alcoholic Drinks in PT n=719Very efficient Quite efficient Not very efficient Not efficient at all Don't knowEducation within the family82%15% 3%Education at school66%31%3%Enforce the drink driving laws53%34%10% 3%Specific communication campaigns on TV, radio andposters37%45%16% 2%Enforce the legal purchasing age laws32%39%21%8%Training programs for vendors/servers in shops,bars, etc.31%33%25%8% 2%Involve more the doctors20%48%26%4% 2%Increase the price of alcoholic beverages4%19%45%30%1%Alcohol price and consumer behaviourThe Brewers of Europe / April 200967

Efficient measures to reduce alcohol abuse according tonon-drinkers in PortugalBase : Total non-drinkers in PT n=279Very efficient Quite efficient Not very efficient Not efficient at all Don't knowEducation within the family78%19%1%Enforce the drink driving laws60%20%13%5% 2%Education at school57%33%4% 3% 3%Specific communication campaigns on TV, radio andposters42%36%16%4% 3%Enforce the legal purchasing age laws42%33%17%6% 2%Training programs for vendors/servers in shops,bars, etc.30%33%23%11% 3%Increase the price of alcoholic beverages30%30%25%9%6%Involve more the doctors25%41%21%6% 6%Alcohol price and consumer behaviourThe Brewers of Europe / April 200968

ConclusionsAlcohol price and consumer behaviourThe Brewers of Europe / April 200969

Taste, occasion and mood are the firstcriteria of choice•For 8 consumers in 10, taste of the drinks, occasion ofconsumption and their mood at that moment determine thechoice of alcoholic drinks.•For only 6% of consumers, price is the first criterion of choice.There are no significant differences by age group.•Consumers in all 4 countries have similar profiles in terms ofcriteria of choice.•The most typical occasions when alcoholic drinks areconsumed for more than 7 consumers in 10 are social eventsoutside the home: parties/outdoor events, special occasions,when out with friends.Alcohol price and consumer behaviourThe Brewers of Europe / April 200970

For a majority of people, a price increase would notaffect their overall level of alcohol consumption• Only 30% of consumers would drink less in general if the priceof all alcoholic drinks were to increase by 25%.• 35% would just drink the same whilst 15% would just changetheir purchasing behaviour• 18% would drink less often but not necessarily drink less ingeneral.• The price increase would, unsurprisingly, hit the poorestsections of the population most, whilst the richest people are mostlikely to just continue consuming the same.• Meanwhile, the youngest group (aged 18-25) would be themost likely to just change their purchasing behaviour (e.g. Turn tothe cheaper options).Alcohol price and consumer behaviourThe Brewers of Europe / April 200971

A price increase would miss the target• A price increase has the biggest impact on the people whoalcohol policies should not be targeting and has the smallestimpact on the target problem.• A price increase would hit the light and moderate consumers’consumption levels most, whilst the regular irresponsible andregular binge drinkers are much more likely than the averageconsumer to just change their purchasing behaviour.• A price increase can affect all categories of consumers, yet:• Only 1.8% of Europeans fall into the category of being regular irresponsibleconsumers who would drink less in general as a result.• Only 1.65% of Europeans are regular binge drinkers who would drink less ingeneral as a result.Alcohol price and consumer behaviourThe Brewers of Europe / April 200972

A price increase would have a different impactaccording to the country• Only 18% of Danes and 24% of Czechs, but 34% of Germans and 47%of Portuguese would drink less in general if the price of all alcoholicdrinks were to increase.• Whatever the countries though, it is the binge drinkers and the regularirresponsible consumers who are generally most likely to drink the sameor simply change their purchasing behaviour to get round the issue.• In Denmark, for example, 59% of all the consumers interviewed woulddrink the same, but 81% of regular irresponsible consumers would eitherjust drink the same or simply change their purchasing behaviour.Alcohol price and consumer behaviourThe Brewers of Europe / April 200973

General negative attitude towards a priceincrease• For more than 90% of consumers, price policies do not tackle thereal problem: alcohol abuse. Instead, it is perceived as unfairtowards those who drink responsibly (84%). In addition, it limitspeople’s freedom of choice (94%).• Similar attitude patterns are observed in all 4 countries.• Only 32% of Europeans think that the increase of price ofalcoholic beverages could be efficient to reduce alcohol abuse,but twice as many people think it wouldn’t be efficient. 24% thinkpricing policy is even not efficient at all.• Instead, for more than 80% of people, education within the familywould be the most efficient measure. Other efficient measures areeducation at school (75%) and enforcing the drink driving laws(74%).Alcohol price and consumer behaviourThe Brewers of Europe / April 200974

Appendix:questionnaireAlcohol price and consumer behaviourThe Brewers of Europe / April 200975

QuestionnaireD1. You are:1. Male2. FemaleD2. How old are you?1. 18-25 years old2. 26-34 years old3. 35-54 years old4. 55 years old and moreD3. What is your family status?1. Single2. In partnership3. MarriedD4. Do you have any children?1. Yes2. NoD5. What is the monthly net (post-tax) income of your household?1. Less than 1.000 €2. Between 1.000 and 1.500 €3. Between 1.500 and 3.000 €4. Between 3.000 and 5.000 €5. More than 5.000 €6. Don’t know/Don’t want to answerD6. In which region do you live?Alcohol price and consumer behaviourThe Brewers of Europe / April 200976

QuestionnaireConsumption habits1) Which of the following alcoholic drinks do you consume most often? Could you please rankthem from 1 to 6, where 1 means that it is the alcoholic drink that you consume the mostfrequently and where 6 means that you consume it the least frequently?Ranking from 1 to 6 – one answer per row and per column1 Beer2 Cider3 Champagne Sparkling wine4 Wine5 Spirits6 Pre-mixed drinks (e g alcohol with soda)1 2 3 4 5 67 I don’t drink alcoholic drinks –––> Q. 10Alcohol price and consumer behaviourThe Brewers of Europe / April 200977

Questionnaire2) In the last 30 days, how often did you drink the following alcoholic drinks?One single answer by columnBeerCiderChampagne /Sparkling WineWineSpirits1 Daily 1. 1. 1. 1. 1. 1.2 4-5 times a week 2. 2. 2. 2. 2. 2.3 2-3 times a week 3. 3. 3. 3. 3. 3.4 Once a week 4. 4. 4. 4. 4. 4.5 2-3 times a month 5. 5. 5. 5. 5. 5.6 Once 6. 6. 6. 6. 6. 6.7 Not at all 7. 7. 7. 7. 7. 7.Pre-mixeddrinksIn German, beer must include beer mixes (Biermischgetränke)3) On your typical drinking occasion, how much do you usually drink of the following?One single answer by columnBeerChampagne /Cider(25cl or 33cl)SparklingWine Spirits1 Less than one drink 1. 1. 1. 1. 1. 1.2 1 drink/glass 2. 2. 2. 2. 2. 2.3 2 drinks/glasses 3. 3. 3. 3. 3. 3.4 3 drinks/glasses 4. 4. 4. 4. 4. 4.5 4 drinks/glasses 5. 5. 5. 5. 5. 5.6 5 drinks/glasses 6. 6. 6. 6. 6. 6.75 drinks/glasses ormore7. 7. 7. 7. 7. 7.8 Don’t know/Refusal 8. 8. 8. 8. 8. 8.Pre-mixeddrinksAlcohol price and consumer behaviourThe Brewers of Europe / April 200978

Questionnaire4) How often do you drink 5 or more drinks in a short period of time, e.g. a couple of hours?One single answer1) Several times a week2) Once or twice a week3) Two to three times a month4) Once a month5) Less than once a month6) Never5) On which occasions do you typically have a drink?You can choose several answers1. During my meals2. Over a meal with the family / colleagues / friends3. At parties / outdoor events4. When out with friends, e.g. in a bar5. When watching television6. Special events such as weddings, receptions7. OtherAlcohol price and consumer behaviourThe Brewers of Europe / April 200979

QuestionnaireConsequence of price policy on your consumption behaviour6a) What is your main criterion of choice when buying alcohol?One single answer1) The taste2) The alcohol strength3) The occasion4) The price5) The brand image6) The weather7) Your mood at that moment8) The origin or appellation9) As refreshment10) OtherShow the same list as in Q.6a, except the item chosen in Q.6a6b) What is your second criterion of choice when buying alcohol?One single answer1) The taste2) The alcohol strength3) The occasion4) The price5) The brand image6) The weather7) Your mood at that moment8) The origin or appellation9) As refreshment10) OtherAlcohol price and consumer behaviourThe Brewers of Europe / April 200980

QuestionnaireShow the same list as in Q.6a, except the items chosen in Q.6a and Q. 6b6c) What is your third criterion of choice when buying alcohol?One single answer1) The taste2) The alcohol strength3) The occasion4) The price5) The brand image6) The weather7) Your mood at that moment8) The origin or appellation9) As refreshment10) OtherAlcohol price and consumer behaviourThe Brewers of Europe / April 200981

Questionnaire7) If the price of all drinks were to increase by 25%, would you most likely?One single answer1) Drink less in general2) Drink less often3) Drink the same4) Drink less often on weekdays but the same at weekends5) Drink the same but switch to products that were previously cheaper6) Drink the same amount but switch to another alcoholic drinks category7) Buy more in shops and less in the on-trade such as pubs, bars, restaurants, clubs8) Bring back more / cheaper alcoholic drinks from abroad9) Consume more home-produced alcoholic beverages10) Other8) If the price only of the drink you consume most often were to increase by 25% would you mostlikely?One single answer1) Drink less in general2) Drink less often3) Drink the same4) Drink less often on weekdays but the same at weekends5) Drink the same but switch to products that were previously cheaper6) Drink the same amount but switch to another alcoholic drinks category7) Buy more in shops and less in the on-trade such as pubs, bars, restaurants, clubs8) Bring back more / cheaper alcoholic drinks from abroad9) Consume more home-produced alcoholic beverages10) OtherAlcohol price and consumer behaviourThe Brewers of Europe / April 200982

Questionnaire9) To what extent do you agree or disagree with the following?One single answer by columnTotallyagreeTend toagreeTend todisagreeTotallydisagreeDon’tknow1 2 3 4 5A. I don’t want to pay more for my alcoholicdrinks just because some people drinkirresponsiblyB. I should be trusted to make my owndecisions about how much I drinkC. Alcohol abuse is the problem not thedrinks themselvesAlcohol price and consumer behaviourThe Brewers of Europe / April 200983

Questionnaire10) To what extent can the following measures play an efficient role to help reduce alcohol abuse?One single answer by columnVeryefficientQuiteefficientNotveryefficientNotefficientat allDon’tknow1 2 3 4 5A. Involve more the doctors who are bestplaced to advise their patientsB. Education at schoolC. Education within the familyD. Increase the price of alcoholic beveragesE. Enforce the legal purchasing age lawsF. Enforce the drink driving lawsG. Specific communication campaigns onTV, radio and postersH. Training programs for vendors/servers inshops, bars, restaurants, clubs etc.Alcohol price and consumer behaviourThe Brewers of Europe / April 200984

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