MARKET MONITOR A graphic guide to the off-trade

21 September, 2007

Category domination by percentage value sales

The on-trade continues to dominate the picture when it comes to some of the big blockbuster categories, making the off-trade's contribution to beer, cider and imported whiskey look rather puny.

But a closer examination of the Nielsen data reveals a slightly different picture. Prices are dearer in the on-trade to cover its higher cost base, and the figures for sales volume show

the take-home market

doing somewhat better than the sales value chart

suggests.

Take ale. The off-trade only claims 10 per cent of sales, but accounts for 18 per cent of volumes. This anomaly is down to the relative cheapness of beer in the off-trade.

The picture is even more extreme in cider. Bar prices ensure that the on-trade claims 71 per cent of sales value from the sector - yet most cider purchases happen in the off-trade. By volume, the take-home market has a 56 per cent share.

In light wine (that is everything except sparkling, fortified and low-alcohol products), the off-trade is the undisputed winner whichever measure is used. It claims a 61 per cent share of the money spent by British consumers, and 84 per cent of the actual liquid that is sold.




Bookmark this


Site Search

COMMENT

The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Twitter