For the first time in five years, the French have reduced their budget for the purchase of alcohol. The number of consumers is also falling.
“The fall in the annual budget devoted to alcoholic beverages in the food circuit is a new phenomenon”, notes Alexis Capitant, general manager of the association Avec Moderation (1)! Until now, there has been a decrease in volumes purchased but an increase in the budget spent, signifying a move upmarket. This phenomenon still exists since the price of the average basket is stable. But purchases are less frequent and the annual budget is falling, ”he emphasizes.
In their annual barometer (2) made public on Tuesday, these producers indeed reveal that the annual budget devoted to the purchase of alcoholic beverages stood at € 321.3 in 2015, or nearly € 6 less than in 2014. Although almost -total households (96%) buy alcoholic beverages in supermarkets, stores, etc., the data from the Barometer show a regular drop in the quantities purchased in liters (nearly 10 liters less since 2007) as in alcohol units (3). On average, 21 units of alcohol less since 2012.
The bombing effect on bars
Regarding alcohol consumption in cafes, bars and restaurants, the attendance crisis also continues (-13% attendance between 2008 and 2015). “The month of November 2015 (that of the Bataclan attacks in Paris) significantly accelerated this continuing trend,” the investigators note. The rate of consumption of alcoholic beverages, that is to say the number of visitors ordering an alcoholic drink during their visit, stands at 45% after having experienced a “low” of less than 44% in 2014. Less than one in two customers therefore consume an alcoholic drink when they frequent an establishment.
The number of non-consumers is increasing
Finally, this barometer relays the results of the IFOP study, carried out each year on the frequency of consumption. This year it shows that nearly 6 French people aged 18 and over in 10 consume alcoholic drinks less than once a week (22% of whom never). And the number of daily consumers continues to crumble (8%). It has mostly men and older people.
(1) The association Avec Moderation brings together 15 companies in the sector in France
(1) The purchasing behavior of households in the food chain is analyzed by the research company Kantar Worldpanel from a representative panel of 12,000 French households
(3) One unit of alcohol is equivalent to 10 grams of pure alcohol; this means of calculation makes it possible to measure the evolution in quantity of alcohol, whatever the category of product purchased (wine, beer, spirits)
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