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The Caterer

Oldies drinking less but spending more

24 May 2006
Oldies drinking less but spending more

Over 50's are cutting back on booze but opting for stronger, more expensive drinks when they do indulge, according to a new report from market analyst Datamonitor.

In the UK, the seniors' alcoholic drink market in volume terms is set to shrink by almost 20% between 2005 and 2010 to 1.03b litres, but its monetary worth will increase from £14.3b to £16.6b.

Wine, thanks to its perceived health benefits compared with other alcoholic drinks and the appeal of its non-age specific advertising campaigns, will be the only drinks category to enjoy volume growth during the period, according to Datamonitor.

While wine volumes will increase from 407 million litres a year to 415.5 million litres, beer volumes are set to halve from 1,133 million litres to 501.9 million litres a year by 2010.

Consumer markets analyst and author of the report Matthew Adams said: "Seniors are adopting a ‘less but of the best' approach to alcoholic beverages."

By Chris Druce

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