市場調査レポート

オントレードアルコール飲料の市場動向 - 中国

On-trade Alcoholic Drinks - China - June 2015

発行 Mintel China 商品コード 270495
出版日 ページ情報 英文
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オントレードアルコール飲料の市場動向 - 中国 On-trade Alcoholic Drinks - China - June 2015
出版日: 2015年06月30日 ページ情報: 英文
概要

オントレード・チャネル(パブ、バー、レストランなど)の売上高は今後、年平均成長率(CAGR)3.8%で推移すると予測されています。市場が商談向け需要中心から個人消費主体に替わったこともあり、高級ワイン・スピリッツの成長率が低下し、かわりに中級品の需要が拡大しています。中級ワイン・スピリッツの普及と、ビールの高級化の動きが、今後のオントレード・チャネル経由のアルコール市場の成長を促進するものと思われます。また、女性の消費頻度・消費量が少ないため、女性層の開拓が今後の課題となっています。

当レポートでは、中国アルコール飲料のオントレード市場に注目し、その現況と近未来展望、製品選びへの影響要因、製品・ブランドの消費傾向、製造業者が重視すべき品質要素、消費者の種類別(男女別・所得別・年齢別など)の市場開拓戦略、将来有望な製品開発など最新の市場情報を集めております。

第1章 イントロダクション

第2章 エグゼクティブサマリー

第3章 課題と考察

  • ブランド各社はオントレード市場で、どうやって女性消費者を開拓すればよいのか?
  • ブランド各社は認知度向上のために、自社製品と食品との組み合わせをどう設定すればよいのか?
  • 「供給可能性の壁」をどうやって打ち破るのか?
  • 反浪費キャンペーンの中で、高級酒類はどうやって自社製品のポジションを再設定すればよいのか?

第4章 トレンドの活用

  • トレンド:自社ブランドの影響力拡大、効率化、介入

第5章 市場促進要因

  • 要点
  • 政府の反浪費キャンペーンによる市場再編
  • 高級酒類の売上高見通しは好調を維持する見通し
  • 健康不安が、白酒にはマイナスに、ワインにはプラスに働く
  • 高齢化がアルコール飲料市場にもたらす脅威
  • 都市化の進展に伴う、市場の有機的成長の継続
  • 酒類持ち込みに関する最高裁の司法判断

第6章 商品開発

  • 要点
  • ブルーパブおよび地ビール/クラフトビールの急成長
  • 食品との組み合わせの新たな傾向
  • カテゴリーの壁を越えた商品開発:ビールカクテル

第7章 市場規模・予測と部門別業績

  • 要点
  • スピリッツの市場シェア拡大
  • ビールの成長低迷による、オントレード市場全体の減速
  • スピリッツ需要増大による、今後の市況回復の見通し
  • 予測手法

第8章 消費者:アルコール飲料の消費量

  • 要点
  • オントレード・チャネルの利用者ベース拡張の可能性
  • オントレード市場も小売市場も、男性が大半を占める
  • 大都市の30歳代(子供のいる世帯)が、家庭での飲酒機会が最も多い

第9章 消費者:消費水準の変化

  • 要点
  • 消費頻度・消費額の増加
  • 女性の家庭での酒類消費頻度の増加傾向
  • 家庭での高級アルコール類の消費拡大の可能性
  • 青年層にとってはより魅力的なオントレード・チャネル
  • 地方都市でのオントレード・チャネルでの高級酒類提供:巨大な市場機会

第10章 消費者:アルコール飲料の種類別の消費傾向

  • 要点
  • ビール・ワイン・白酒が、自宅消費/オントレード・チャネルの双方を独占
  • ワインは自宅消費が主体
  • スピリッツは自宅以外の場所で消費される傾向にある
  • オントレード・チャネルでは様々な種類の酒類に挑戦する傾向にある
  • 予算が最大の消費阻害要因である
  • ワインには高級品、ビールには中・低所得者向けのイメージがある
  • 女性にはワイン・シャンパン・カクテルの方が人気が高い
  • 商談用にはワイン・白酒が多用される

第11章 消費者:飲酒のために訪れる場所

  • 要点
  • 中華料理店が最も人気の高い飲酒場所である
  • アジア料理店:女性向け市場の開拓の可能性

第12章 消費者:自宅外で飲酒する機会

  • 要点
  • 個人消費が商談用消費を上回る
  • 特別な催事・祝祭日:自宅外で飲酒する重要な理由
  • 特別な催事・祝祭日:女性消費者を引きつきける重要な機会でもある
  • スピリッツ:食事との組み合わせの良さ

第13章 消費者:情報チャネルに関する考え方

  • 要点
  • 口コミ:重要な情報チャネル
  • オンラインチャネルは女性により強く作用する
  • バーテンダー:高級アルコールに関する重要な情報源

第14章 消費者:アルコール選択に際して重視する事項

  • 要点
  • 衝動買い:店頭キャンペーンが果たす重要性
  • オプションが増えると、選択が難しくなる
  • 酒類の製造地:地方の中小都市ではより重要視される

第15章 消費者:価格・プロモーションに対する考え方

  • 要点
  • オントレード・チャネルでは、より高価な酒類を注文する傾向にある

第16章 消費者:商品開発に対する一般的な考え方

  • 要点
  • 新しい製品に挑戦するのがより適切だと思われている
  • ただし、高所得者はブランド・ロイヤルティが高い
  • 食品との組み合わせ:高所得者や女性は重視する
  • 食品との組み合わせ:女性消費者開拓の重要な手法
  • 食品との組み合わせ:高級化(premiumising)の便利な手法
  • 食品との組み合わせ:白酒ブランドにとっての未知の領域
  • 地酒に対する地域性の違い

第17章 消費者:高級化に対する一般的な考え方

  • 要点
  • 高級アルコール飲料市場の潜在性
  • 高級パッケージ:女性に対する訴求力の強さ

第18章 消費者:アルコール飲料の健康面での影響に関する一般的な考え方

  • 要点
  • ワインに対する「健康的」というイメージ

第19章 消費者:クラスター分析

  • 要点
  • 4種類の消費者グループ
  • 健康を気にしない人々
    • この人々の属性
    • ドリンク消費傾向
    • この12ヶ月間で飲酒行動に変化が見られたか
    • どの種類の酒類が最も人気が高いのか?
    • 実際に飲んでいるのは何か?
    • 市場への影響
  • 価格に敏感な消費者
  • 国産高級酒の愛好家
  • 外国産高級酒の愛好家

第20章〜27章 付録:関連データ・図表

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目次

“When it comes to alcoholic drinks, women's spending is significantly less compared with men and female consumers are widely considered ‘hard to reach'. Highlighting food pairing and partnering with Asia restaurants in online-based campaigns should be able to help brands stand out when targeting women.” - David Zhang, Research Analyst.


This report looks at the following areas:

  • How can brands target female consumers at on-trade channels?
  • How can brands utilise food pairing to improve awareness of their drinks?
  • How to break the affordability barrier?
  • How can premium drinks effectively reposition themselves under the anti-extravagance campaign?

As the dominating power of the on-trade channel, the beer segment has become more mature, with the growth rate slowing. This has led to annual growth in the overall on-trade market falling from more than 10% to only 1.2% in 2013.

In the high-end segment, the wine and spirits categories have been hit, and the market has become more consumer-centric instead of business-purpose driven. In the past few years, there have been a number of shifts, with the wine segment seeing its volume decrease by 11.2% in 2013 and the growth rate of spirits decreasing from 25.2% in 2010 to 6.0% in 2013.

Looking ahead, sales in the on-trade alcoholic beverage market are likely to grow by a modest CAGR of 3.8%. While high-end premium wines and spirits are losing ground, mid-range product lines are expanding fast to fill the gap. The strong performance in the mid-range wine and spirits categories and the trend of premiumisation in the beer category are the key drivers supporting growth in the on-trade alcoholic drink market.

Table of Contents

1. Introduction

  • Definition
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: Fan chart of on-trade alcoholic drinks in China, 2009-19
  • Market drivers
  • Government anti-extravagance campaign forcing a market reshuffle
  • The outlook for premium ranges remains strong
  • Health concerns pose a threat to the baijiu market but are a boost to wine
  • The ageing population poses a threat to the alcoholic drinks market
  • Organic growth remains strong as urbanisation continues apace
  • Supreme Court judicial interpretation on BYO drinks
  • Companies, brands and innovation
  • Brewpubs and microbrew/craft beer gain momentum
  • The emerging trend of food pairing
  • Innovation without boundaries: beer cocktails
  • The consumer
  • There is potential to expand the user base of on-trade channels
    • Figure 2: Usage of alcoholic drinks at home and out of home, March 2014
  • Consumers are drinking more frequently and spending more
    • Figure 3: Change of consumption level in alcoholic drinks, March 2014
  • Beer, wine and baijiu dominate both in-home and on-trade channels
    • Figure 4: Different types of alcoholic drinks had at home and out of home, March 2014
  • Chinese restaurants remain the most popular place for drinking
    • Figure 5: Places visited when drinking alcoholic drinks out of home, March 2014
  • Personal consumption outweighs business occasions
    • Figure 6: Occasions for drinking alcoholic drinks out of home, March 2014
  • Word of mouth becomes an important information channel
    • Figure 7: Attitudes towards information channels, March 2014
  • Impulsive purchase highlights the importance of campaigns at PoP
    • Figure 8: Attitudes towards out-of-home drink selection, March 2014
  • Trying new drinks is important but high earners remain brand loyal
    • Figure 9: General attitudes towards innovation, March 2014
  • Premium drinks show potential
    • Figure 10: General attitudes towards premiumisation
  • Wine has a healthy image
    • Figure 11: General attitudes towards health implication of drinking
  • What we think

3. Insights and Issues

  • How can brands target female consumers at on-trade channels?
  • The facts
  • Implications
  • How can brands utilise food pairing to improve awareness of their drinks?
  • The facts
  • Implications
    • Figure 12: Agreement with the statement “The type of alcoholic drink served with food is important to me when dining out of home”, by demographics, March 2014
  • How to break the affordability barrier?
  • The facts
  • Implications
    • Figure 13: Number of different types of alcoholic drinks had out of home, by income, March 2014
  • How can premium drinks effectively reposition themselves under the anti-extravagance campaign?
  • The facts
  • Implications

4. Trend Application

  • Trend: Influentials
  • Trend: Life Hacking
  • Mintel Future: Brand Intervention

5. Market Drivers

  • Key points
  • Government anti-extravagance campaign forcing a market reshuffle
  • The outlook for premium ranges remains strong
    • Figure 14: Urban per capita household consumption expenditure in cash (RMB) 2005-13
  • Health concerns pose a threat to the baijiu market but boost wine
  • The ageing population poses a threat to the alcoholic drinks market
    • Figure 15: The population in China, by age groups, 2002-12
  • Organic growth remains strong as urbanisation continues apace
    • Figure 16: Urbanisation in China, 2000-12
  • Supreme Court judicial interpretation on BYO drinks

6. Who's Innovating?

  • Key points
  • Brewpubs and microbreweries/craft beer gain momentum
    • Figure 17: Cider from Shanghai Brewery
    • Figure 18: Great leap Beijing
  • The emerging trend of food pairing
    • Figure 19: Microbrew white beer from Paulaner
  • Innovation without boundaries: beer cocktails
    • Figure 20: Beer cocktails from Shanghai Brewery

7. Market Size, Forecast and Segment Performance

  • Key points
  • Spirits are expanding market share
    • Figure 21: On trade volume sales of alcoholic drinks, 2011-13
  • The slow growth of beer segment stalls the on-trade alcoholic drink market
    • Figure 22: On trade volume sales of alcoholic drinks in China, 2009-19
  • The growing demand for spirits leads future recovery
    • Figure 23: Fan chart of on-trade alcoholic drinks in China, 2009-19
  • Forecast methodology

8. The Consumer - The Consumption of Alcoholic Drinks

  • Key points
  • There is potential to expand the user base of on-trade channels
    • Figure 24: Usage of alcoholic drinks at home and out of home, March 2014
  • Men dominate both on-trade and retail channels
    • Figure 25: Usage of alcoholic drinks at home and out of home, by gender, March 2014
  • Parents in their thirties from tier one cities are more likely to drink at home
    • Figure 26: Usage of alcoholic drinks at home, by selected demographics, March 2014

9. The Consumer - Changing Consumption Levels

  • Key points
  • Consumers are drinking more frequently and spending more
    • Figure 27: Change of consumption level in alcoholic drinks, March 2014
  • Women are more likely to increase their in-home drinking frequency
    • Figure 28: Change of consumption level of in home alcoholic drinks, by gender, March 2014
  • In home as a potential occasion for premium alcoholic drinks
    • Figure 29: In home alcoholic drink consumption changes, by household income, March 2014
  • On trade channels tend to be more attractive to the young
    • Figure 30: Out of home alcoholic drink consumption changes, by age, March 2014
  • Lower tier cities shows great potential for premium drinks offered via on-trade channels
    • Figure 31: Out of home alcoholic drink consumption changes, by age, March 2014

10. The Consumer - Types of Alcoholic Drinks Consumed

  • Key points
  • Beer, wine and baijiu dominate both in-home and on-trade channels
    • Figure 32: Different types of alcoholic drinks had at home and out of home, March 2014
  • Wine is largely an at-home drink...
  • ...and Western spirits tend to be suitable as out-of-home drinks
  • People tend to explore different types of drinks at on-trade channels...
    • Figure 33: Repertoire of different types of alcoholic drinks had at home and out of home, March 2014
  • ... but affordability remains the key barrier
    • Figure 34: Number of different types of alcoholic drinks had out of home, by income, March 2014
  • Wine has a high-end image while beer attracts low to mid earners
    • Figure 35: Selected types of drinks consumed out of home, by personal income, March 2014
  • Wine, Champagne and cocktails more attractive to women
    • Figure 36: Selected types of alcoholic drinks consumed out of home, by gender, March 2014
  • Wine and baijiu are seen as drinks for business purposes
    • Figure 37: Type of drink consumed out of home, by occasions, March 2014

11. The Consumer - Places Visited When Drinking

  • Key points
  • Chinese restaurants remain the most popular place for drinking
    • Figure 38: Places visited when drinking alcoholic drinks out of home, March 2014
  • Asian restaurants show potential for targeting the female segment
    • Figure 39: Light users of Asian restaurants, by demographics, March 2014

12. The Consumer - Occasions of Drinking Alcoholic Drinks Out of Home

  • Key points
  • Personal consumption outweighs business occasions
    • Figure 40: Occasions for drinking alcoholic drinks out of home, March 2014
  • Special events and festivals are important reasons for consumers to drink out of home...
  • ... and they tend to be an important channel to attract female consumers
    • Figure 41: Having drunk alcoholic beverages in specific events, by gender, March 2014
  • Western spirits could benefit from highlighting food pairing
    • Figure 42: Occasions of drinking alcoholic beverages out of home, by types of drinks, March 2014

13. The Consumer - Attitudes Towards Information Channels

  • Key points
  • Word of mouth becomes an important information channel
    • Figure 43: Attitudes towards information channels, March 2014
  • Online channels works better to attract women
    • Figure 44: Most popular attitudes towards drinking alcoholic drinks out of home, by demographics, March 2014
  • Barmen: an important information source for premium drinks
    • Figure 45: Agreement of the statement “I would like to try the alcoholic drinks recommended by barmen”, by income, March 2014

14. The Consumer - Attitudes Towards Drink Selection

  • Key points
  • Impulsive purchase highlights the importance of campaigns at PoP
    • Figure 46: Attitudes towards out-of-home drink selection, March 2014
  • More options make choices difficult to come by
    • Figure 47: Agreement with the statement “I only decide what to drink when I am in the outlet”, by region, March 2014
  • Drink origins tend to be more important in tier three cities
    • Figure 48: Agreement with the statement “The origin of the alcohol is an important consideration factor when drinking out of home”

15. The Consumer - Attitudes towards Prices and Promotions

  • Key points
  • People tend to buy more expensive drinks in on-trade channels
    • Figure 49: Attitudes towards pricing and promotions, March 2014

16. The Consumer - General Attitudes Towards Innovation

  • Key points
  • Trying new drinks is more relevant...
    • Figure 50: General attitudes towards innovation, March 2014
    • Figure 51: The selection of beers to try, Jackie's Beer Nest Shanghai
  • ...but high earners tend to show a high level of brand loyalty
  • Food pairing appeals to high earners and women
    • Figure 52: Agreement with the statement “The type of alcoholic drink served with food is important to me when dining out of home”, by demographics, March 2014
  • Food pairing: an important way of reaching women
  • Food pairing: A useful means of premiumising
  • Food pairing: Uncharted water for baijiu brands
  • Regional differences on local drinks
    • Figure 53: Agreement with the statement “Local drinks cater better to my taste than imported ones”, by demographics, March 2014

17. The Consumer - General Attitudes Towards Premiumisation

  • Key points
  • Premium drinks shows potential
    • Figure 54: General attitudes towards premiumisation
  • Premium packaging is more appealing to women
    • Figure 55: Agreement with the statement “Alcohol drinks with premium packaging are worth paying more for when drinking out of home”, by gender, March 2014
    • Figure 56: Absolut Vodka Mode Edition, 2011
    • Figure 57: Media Vodka and Only premium gin with appealing packaging
    • Figure 58: Baileys Chocolate Luxe, Q1 2014

18. The Consumer - General Attitudes towards Health Implications of Drinking Alcohol

  • Key point
  • Wine has a healthy image
    • Figure 59: General attitudes towards health implication of drinking

19. The Consumer - Cluster Analysis

  • Key points
  • Four groups identified
    • Figure 60: Four groups identified, March 2014
  • Health Disdainers
  • Who are they?
    • Figure 61: Health disdainers, by selected demographics, March 2014
  • What do they think?
  • How have their drinking habits changed over the past 12 months?
  • Which types of drinks do they prefer?
  • Where do they drink?
  • Marketing implications
  • Price Sensitive Consumers
  • Who are they?
  • What do they think?
  • How have their drinking habits changed over the past 12 months?
    • Figure 62: The drinking habits of price sensitive segment, March 2014
  • Which types of drinks do they prefer?
  • Where do they drink?
  • Marketing implications
  • Domestic Premium Lovers
  • Who are they?
    • Figure 63: Domestic premium lover, by selected demographics, March 2014
  • What do they think?
  • How have their drinking habits changed over the past 12 months?
    • Figure 64: The drinking habits of domestic premium lover segment, March 2014
  • Which types of drinks do they prefer?
  • Where do they drink?
  • Marketing implications
  • International Premium Seekers
  • Who are they?
    • Figure 65: International premium seeker, by selected demographics, March 2014
  • What do they think?
  • How have their drinking habits changed over the past 12 months?
    • Figure 66: The drinking habits of international premium seeker segment, March 2014
  • Which types of drinks do they prefer?
  • Where do they drink?

20. Appendix - Consumption of Alcoholic Drinks in the Past 12 months

  • Figure 67: Consumption of alcoholic drinks in the past 12 months, March 2014
  • Figure 68: Consumption of alcoholic drinks in the past 12 months, by demographics, March 2014

21. Appendix - Change of Consumption Level in Alcoholic Drinks in the Past 12 Months

  • Figure 69: Change of consumption level in alcoholic drinks in the past 12 months, March 2014
  • Figure 70: Change of consumption level in alcoholic drinks in the past 12 months - The number of times I drink in home compared to 12 months ago has, by demographics, March 2014
  • Figure 71: Change of consumption level in alcoholic drinks in the past 12 months - The amount I typically spend each time when drinking in home compared to 12 months ago has, by demographics, March 2014
  • Figure 72: Change of consumption level in alcoholic drinks in the past 12 months - The number of times I drink out of home compared to 12 months ago has, by demographics, March 2014
  • Figure 73: Change of consumption level in alcoholic drinks in the past 12 months - The amount I typically spend each time when drinking out of home compared to 12 months ago has, by demographics, March 2014

22. Appendix - Different Types of Alcoholic Drinks Had in the Past 12 Months

  • Figure 74: Different types of alcoholic drinks had at home in the past 12 months, March 2014
  • Figure 75: Most popular different types of alcoholic drinks had at home in the past 12 months - In-home, by demographics, March 2014
  • Figure 76: Next most popular different types of alcoholic drinks had at home in the past 12 months, by demographics, March 2014
  • Figure 77: Other different types of alcoholic drinks had at home in the past 12 months, by demographics, March 2014
  • Figure 78: Different types of alcoholic drinks had out of home in the past 12 months, March 2014
  • Figure 79: Most popular different types of alcoholic drinks had out of home in the past 12 months - Out of home, by demographics, March 2014
  • Figure 80: Next most popular different types of alcoholic drinks had out of home in the past 12 months - Out of home, by demographics, March 2014
  • Figure 81: Other different types of alcoholic drinks had out of home in the past 12 months - Out of home, by demographics, March 2014
  • Figure 82: Different types of alcoholic drinks had at home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Chinese full-service restaurants, March 2014
  • Figure 83: Different types of alcoholic drinks had at home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Other Asian full-service restaurants, March 2014
  • Figure 84: Different types of alcoholic drinks had at home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, March 2014
  • Figure 85: Different types of alcoholic drinks had at home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, March 2014
  • Figure 86: Different types of alcoholic drinks had at home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, March 2014
  • Figure 87: Different types of alcoholic drinks had at home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Night clubs, March 2014
  • Figure 88: Different types of alcoholic drinks had at home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, March 2014
  • Figure 89: Different types of alcoholic drinks had out of home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Chinese full-service restaurants, March 2014
  • Figure 90: Different types of alcoholic drinks had out of home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Other Asian full-service restaurants, March 2014
  • Figure 91: Different types of alcoholic drinks had out of home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, March 2014
  • Figure 92: Different types of alcoholic drinks had out of home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, March 2014
  • Figure 93: Different types of alcoholic drinks had out of home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, March 2014
  • Figure 94: Different types of alcoholic drinks had out of home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, March 2014
  • Figure 95: Different types of alcoholic drinks had out of home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Night clubs, March 2014
  • Figure 96: Different types of alcoholic drinks had out of home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, March 2014
  • Figure 97: Different types of alcoholic drinks had out of home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, March 2014

23. Appendix - Places Visited when Drinking Alcoholic Drinks Out of Home in the Past 12 Months

  • Figure 98: Places visited when drinking alcoholic drinks out of home in the past 12 months, March 2014
  • Figure 99: Places visited when drinking alcoholic drinks out of home in the past 12 months, March 2014
  • Figure 100: Most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Chinese full-service restaurants, by demographics, March 2014
  • Figure 101: Next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Chinese full-service restaurants, by demographics, March 2014
  • Figure 102: Most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Other Asian full-service restaurants, by demographics, March 2014
  • Figure 103: Next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Other Asian full-service restaurants, by demographics, March 2014
  • Figure 104: Most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, by demographics, March 2014
  • Figure 105: Next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, by demographics, March 2014
  • Figure 106: Most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, by demographics, March 2014
  • Figure 107: Next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, by demographics, March 2014
  • Figure 108: Most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Night clubs, by demographics, March 2014
  • Figure 109: Next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Night clubs, by demographics, March 2014
  • Figure 110: Most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, by demographics, March 2014
  • Figure 111: Next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, by demographics, March 2014

24. Appendix -Drinking Occasions Out of Home in the Past 12 Months

  • Figure 112: Occasions for drinking alcoholic drinks out of home in the past 12 months, March 2014
  • Figure 113: Most popular occasions for drinking alcoholic drinks out of home in the past 12 months, by demographics, March 2014
  • Figure 114: Next most popular occasions for drinking alcoholic drinks out of home in the past 12 months, by demographics, March 2014
  • Figure 115: Occasions for drinking alcoholic drinks out of home in the past 12 months, by the change of consumption level in alcoholic drinks in the past 12 months - The number of times I drink in home compared to 12 months ago has, March 2014
  • Figure 116: Occasions for drinking alcoholic drinks out of home in the past 12 months, by the change of consumption level in alcoholic drinks in the past 12 months - The amount I typically spend each time when drinking in home compared to 12 months ago has, March 2014
  • Figure 117: Occasions for drinking alcoholic drinks out of home in the past 12 months, by the change of consumption level in alcoholic drinks in the past 12 months - The number of times I drink out of home compared to 12 months ago has, March 2014
  • Figure 118: Occasions for drinking alcoholic drinks out of home in the past 12 months, by the change of consumption level in alcoholic drinks in the past 12 months - The amount I typically spend each time when drinking out of home compared to 12 months ago has, March 2014
  • Figure 119: Occasions for drinking alcoholic drinks out of home in the past 12 months, by most popular different types of alcoholic drinks had at home in the past 12 months - In-home, March 2014
  • Figure 120: Occasions for drinking alcoholic drinks out of home in the past 12 months, by next most popular different types of alcoholic drinks had at home in the past 12 months - In-home, March 2014
  • Figure 121: Occasions for drinking alcoholic drinks out of home in the past 12 months, by other different types of alcoholic drinks had at home in the past 12 months - In-home, March 2014
  • Figure 122: Occasions for drinking alcoholic drinks out of home in the past 12 months, by most popular different types of alcoholic drinks had out of home in the past 12 months - Out of home, March 2014
  • Figure 123: Occasions for drinking alcoholic drinks out of home in the past 12 months, by next most popular different types of alcoholic drinks had out of home in the past 12 months - Out of home, March 2014
  • Figure 124: Occasions for drinking alcoholic drinks out of home in the past 12 months, by other different types of alcoholic drinks had out of home in the past 12 months - Out of home, March 2014
  • Figure 125: Occasions for drinking alcoholic drinks out of home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Chinese full-service restaurants, March 2014
  • Figure 126: Occasions for drinking alcoholic drinks out of home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Other Asian full-service restaurants, March 2014
  • Figure 127: Occasions for drinking alcoholic drinks out of home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, March 2014
  • Figure 128: Occasions for drinking alcoholic drinks out of home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Western full-service restaurants, March 2014
  • Figure 129: Occasions for drinking alcoholic drinks out of home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, March 2014
  • Figure 130: Occasions for drinking alcoholic drinks out of home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Karaoke/KTV, March 2014
  • Figure 131: Occasions for drinking alcoholic drinks out of home in the past 12 months, by places visited when drinking alcoholic drinks out of home in the past 12 months - Night clubs, March 2014
  • Figure 132: Occasions for drinking alcoholic drinks out of home in the past 12 months, by most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, March 2014
  • Figure 133: Occasions for drinking alcoholic drinks out of home in the past 12 months, by next most popular places visited when drinking alcoholic drinks out of home in the past 12 months - Bars and pubs, March 2014

25. Appendix - Attitude Towards Drinking Alcoholic Drinks Out of Home

  • Figure 134: Attitude towards drinking alcoholic drinks out of home, March 2014
  • Figure 135: Most popular attitude towards drinking alcoholic drinks out of home, by demographics, March 2014
  • Figure 136: Next most popular attitude towards drinking alcoholic drinks out of home, by demographics, March 2014
  • Figure 137: Other attitude towards drinking alcoholic drinks out of home, by demographics, March 2014
  • Figure 138: Attitude towards drinking alcoholic drinks out of home, by most popular different types of alcoholic drinks had out of home in the past 12 months - Out of home, March 2014
  • Figure 139: Attitude towards drinking alcoholic drinks out of home, by next most popular different types of alcoholic drinks had out of home in the past 12 months - Out of home, March 2014
  • Figure 140: Attitude towards drinking alcoholic drinks out of home, by other different types of alcoholic drinks had out of home in the past 12 months - Out of home, March 2014

26. Appendix - General Attitudes Towards Drinking Alcoholic Drinks Out of Home

  • Figure 141: General attitudes towards drinking alcoholic drinks out of home, March 2014
  • Figure 142: Agreement with the statement ‘The type of alcoholic drink served with food is important to me when dining out of home', by demographics, March 2014
  • Figure 143: Agreement with the statement ‘It's difficult for me to choose which western alcohol to drink due to my limited knowledge about them', by demographics, March 2014
  • Figure 144: Agreement with the statement ‘I tend to stick to the same brand when drinking out of home', by demographics, March 2014
  • Figure 145: Agreement with the statement ‘I am interested in trying various alcoholic drinks when drinking out of home', by demographics, March 2014
  • Figure 146: Agreement with the statement ‘Local drinks cater better to my taste than imported ones', by demographics, March 2014
  • Figure 147: Agreement with the statement ‘The alcoholic drinks a person drink out of home can reflect his social status', by demographics, March 2014
  • Figure 148: Agreement with the statement ‘Serving premium drinks is a way to show respect to others', by demographics, March 2014
  • Figure 149: Agreement with the statement ‘I am more willing to try a premium brand out of home than at home', by demographics, March 2014
  • Figure 150: Agreement with the statement ‘Alcohol drinks with premium packaging are worth paying more for when drinking out of home', by demographics, March 2014
  • Figure 151: Agreement with the statement ‘The traditional Chinese way of toasting is not good for maintaining health', by demographics, March 2014
  • Figure 152: Agreement with the statement ‘Alcoholic drinks of lower alcohol content do less harm to health', by demographics, March 2014
  • Figure 153: Agreement with the statement ‘Wine is better for the health compared with other types of western alcoholics', by demographics, March 2014
  • Figure 154: General attitudes towards drinking alcoholic drinks out of home, by the change of consumption level in alcoholic drinks in the past 12 months - The number of times I drink in home compared to 12 months ago has, March 2014
  • Figure 155: General attitudes towards drinking alcoholic drinks out of home, by the change of consumption level in alcoholic drinks in the past 12 months - The amount I typically spend each time when drinking in home compared to 12 months ago has, March 2014
  • Figure 156: General attitudes towards drinking alcoholic drinks out of home, by the change of consumption level in alcoholic drinks in the past 12 months - The number of times I drink out of home compared to 12 months ago has, March 2014
  • Figure 157: General attitudes towards drinking alcoholic drinks out of home, by the change of consumption level in alcoholic drinks in the past 12 months - The amount I typically spend each time when drinking out of home compared to 12 months ago has, March 2014

27. Appendix - Cluster Analysis

  • Figure 158: Target groups, March 2014
  • Figure 159: Target groups, by demographics, March 2014
  • Figure 160: Change of consumption level in alcoholic drinks in the past 12 months, by target groups, March 2014
  • Figure 161: Change of consumption level in alcoholic drinks in the past 12 months, by target groups, March 2014
  • Figure 162: Different types of alcoholic drinks had at home in the past 12 months, by target groups, March 2014
  • Figure 163: Different types of alcoholic drinks had out of home in the past 12 months, by target groups, March 2014
  • Figure 164: Places visited when drinking alcoholic drinks out of home in the past 12 months, by target groups, March 2014
  • Figure 165: Attitude towards drinking alcoholic drinks out of home, by target groups, March 2014
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