Men have traditionally been the target of alcoholic beverages marketing, but women — young and ethnic women in particular — are an increasingly important force in this market, confirms a new Technomic report on women's "adult" beverage purchases and preferences.
"We find women are increasing their knowledge of adult beverages, open to promotions, interested in trying new drinks and eager to share their discoveries with others," sums up Donna Hood Crecca, senior director at Technomic.
In fact, the data show that in comparison with the general population, women are more likely to spend more on adult beverages on-premise than last year (30% of women versus 19% of the general population), and more likely to try new adult beverages, then buy them for at-home consumption (42% of women versus 35% of the general population).
In addition, women are more likely to take "cues" in deciding what beverages to order. Menu descriptions and samples influence 39% and 32% of women, respectively, whereas the same cues influence 29% and 26% of the general population, respectively.
The report also confirms that female alcoholic beverage behaviors vary by location, age, income and ethnicity.
For example, Caucasian women consume fewer drinks per occasion; are less exploratory (consume fewer types of wine, beer and spirits); and are less likely to order straight spirits or shots than Hispanic, African-American and Asian women, according to Technomic.
On the age front, one finding is that younger women (21 to 34) are more engaged with beers, malt beverages and hard ciders than older (35+) women. In fact, young women are also more engaged than the general population with these alcoholic beverage categories.
Specifically, these are the percentages of young women who consume various types of beer on-premise: domestic light beer, 64%; domestic regular beer, 71%; imported beer, 66%; and craft/microbrew beers, 58%.
In comparison, regular, light and imported beers are consumed by between 38% and 34% of older women, and by between 50% and 47% of the general population. Craft beers are consumed by 30% of older women, and 42% of the general population.
Further, hard ciders and flavored malt beverages are consumed by 54% and 62% of young women, respectively. In contrast, those categories are consumed, respectively, by just 19% and 26% of older women, and 41% and 34% of the general population.