The way wedrink now

Helena Conibear, of Alcohol in Moderation, examines the most recent researchon people’s drinking habits across Europe today. Notable trends include a rise inteetotallers especially among women and an increase in heavy episodic drinking

among French teenagers

32

EUROPEAN DRINKING TRENDS

33

DESPITE SENSATIONALIST reporting ofrising drinking trends across Europe, thereal figures show that alcoholconsumption in the UK and the continentis moderate. In fact, according to theEurobarometer 2010 report, 69% ofdrinkers say they usually have two drinksor less on a day when they drink.Further, it is estimated that alcoholaccounts for 4% of household expenditure(Eurostat July 2010), and approximatelyhalf of alcohol consumers (49%) say theydrink between one and three times a week.Looking at trends according to individualcountries, the highest proportions ofconsumers are in Denmark (93%),Sweden (90%) and the Netherlands(88%), while, surprisingly, the lowestnumber of people drinking alcohol arefound in Portugal (58%), Italy (60%) andHungary (64%) – and this trend isunchanged since 2006.Interestingly too, both Portugal (43%)and Italy (25%) have the highestproportion of consumers who drink daily,showing a sharp contrast in lifestylesbetween older daily drinkers and youngwomen. For example, 35% of women inItaly are choosing not to drink at all (or53% according to the GFK Roper report,see below).

Rising levels of teetotallersWhat may surprise some is that 32% ofwomen across Europe are teetotal,compared to 16% of men. This varies bycountry, from just 7% of non-drinkers inDenmark to 39% in Portugal. Among 16and 17 year olds polled in 35 countriesevery four years by ESPAD, 14% are non-drinkers. This replicates findings by a GFKpoll of 17,000 consumers in 17 countrieswhich found that almost one-third ofrespondents in Western Europe said theynever drink alcohol. In Italy, 53% womensurveyed said they are teetotallers, and72% of Portuguese women.In Central Europe, 48% of women and24% of men said they never drink,whereas only 16% of Swedish women and20% of Dutch women said they nevertouch alcohol. This compares with 32% ofmen and 45% of women being abstainersin the US, for example.

Reasons for this trend in women choosingnot to drink are complex, but do includehealth and weight. A poll by YougovSixthSense found that although 95% of UKrespondents believe that a drink “from timeto time” does not hurt, 33% of thosesurveyed had cut down on their alcoholconsumption in the past year with a further10% having given up alcohol completely.

Younger drinkers reject ‘little and often’Fourteen per cent of adults across Europedrink daily, and those aged 55 or more are�

DESPITE SENSATIONALISTREPORTING OF RISINGDRINKINGTRENDS,THEREAL FIGURES SHOW

THAT CONSUMPTION INEUROPE IS MODERATE

UKALCOHOL CONSUMPTION: LITRES PER CAPITA (100% ALCOHOL)Beer Cider Spirits Wine FABs Total

1900 7.9 0.0 2.9 0.2 0.0 11.01910 6.6 0.0 1.8 0.2 0.0 8.61920 5.3 0.0 1.1 0.2 0.0 6.61930 3.8 0.0 0.7 0.2 0.0 4.71940 3.5 0.0 0.5 0.3 0.0 4.31950 3.1 0.1 0.6 0.2 0.0 3.91960 3.2 0.1 0.7 0.3 0.0 4.41970 3.8 0.1 0.9 0.5 0.0 5.41980 4.4 0.2 1.8 1.1 0.0 7.41990 4.5 0.3 1.7 1.4 0.0 7.92000 4.0 0.5 1.6 2.1 0.2 8.42004 4.2 0.5 1.9 2.7 0.2 9.52005 4.0 0.5 1.9 2.8 0.2 9.42006 3.9 0.6 1.7 2.7 0.1 9.02007 3.7 0.7 1.8 2.9 0.1 9.22008 3.5 0.7 1.8 2.8 0.1 8.92009 3.1 0.8 1.8 2.6 0.1 8.3

Source: BBPA Statistical Analysis

UKALCOHOL CONSUMPTION: LITRES PER CAPITA (100% ALCOHOL)

11

10

9

8

7

6

5

4

3

2

1

0

Source: BBPA Statistical Analysis

Litres

of10

0%alcoho

l

1900

1905

1910

1915

1920

1925

1930

1935

1940

1945

1950

1955

1960

1965

1970

1975

1980

1985

1990

1995

2000

2005

Beer Cider Spirits Wine FABs/coolers

more likely (25%) to drink daily thanyoung people aged 15-24 years (3%),according to Eurobarometer. In France,for example, just 5.5% of people (agedbetween 15 and 44) now drink daily –against 23% of those aged 65 and over,whereas 61% of 15-19 year olds drinkweekly, and 43% of 15 and 16 year oldsdrink excessively, each month. This seems,sadly, to reflect a trend away fromenjoying a daily glass with meals todrinking more on fewer occasions, such aswhen going out at weekends.Italy, as well as having a high proportionof abstainers, is also among the countrieswith the largest group of frequentdrinkers, with 16% drinking every day. TheNetherlands led this category, with 17%

drinking daily, whereas in Russia, Polandand Sweden, just 1% imbibe every day.

All change in France, Italy and SpainIt’s hard to emphasise just how much theculture has changed in these countriessince 1980. The latest statistics from IREBfor France suggest that total consumptionper capita of consumers aged 15 and overis now 12.9 litres of pure alcohol a year,down from 14 in 2000, 15.4 in 1990 and20 in 1980. Consumption of wine hasdropped from 20.6 litres a head to 7.5litres over the whole period, spiritsconsumption has remained largely staticat between 2.3 and 2.7 litres and beer at35 litres per capita. Beverage choice varieswith age too, with 68% of those over 50preferring wine, while only 24% of thoseaged 14 to 29 gave that response; mostFrench young people (29%) chose beer astheir favourite drink, while liqueurs and Portcontinue to be popular among women inthe 50+ age group.In Italy, alcohol consumption has halvedfrom 14 litres a head in 1980 to seven(litres per head of pure alcohol) in 2007.The decline has been led by wine, fallingfrom 93 litres per capita in 1980 to 45 litresin 2007. In Italy 88% of respondents over50 years old drink wine, but among Italiansaged 14 to 29, only 29% prefer wine, while43% say beer is their favourite drink. Totalbeer consumption in Italy has grown to 31litres per head, from just 16 litres in 1980.This trend is seen in Portugal too, wherebeer consumption has grown to 80.6 litresper head in 2007 from 38 litres in 1980.In Spain, wine consumption hasstabilised at approximately 30 litres since2000, at half the level of consumption in1980 when it was 65 litres a head. Beerconsumption has increased from 53 litresa head in 1980 to 82 litres in 2007. Totalconsumption is stable at 10 litres of purealcohol per capita. There is a below-EU-average prevalence of excessive drinkingin Spain with 29% of 16 and 17 year oldsdrinking more than five drinks on oneoccasion, usually at weekend streetparties, or “botellóns”.The irony of many traditional wine-producing countries moving towards beeris echoed in many traditional beer-

34

IN SPAIN,WINECONSUMPTION HAS

STABILISED ATAPPROXIMATELY 30

LITRES SINCE 2000,ATHALFTHE LEVEL OF

CONSUMPTION IN 1980WHEN ITWAS 65 LITRES

A HEAD

EUROPEAN DRINKING TRENDS

EU CITIZENS: ATTITUDES TOWARDS ALCOHOL

Question: Did you drink any alcoholic beverage (beer, wine,spirits, cider or other alcoholic beverages) in the last 30 days?Answer: Yes

Those who claimed to have drunk alcohol in the past 12 months – Base = 20,294 respondents Source: Eurobarometer

35

producing countries such as the UK andDenmark continuing to move towardswine. The Czech republic (158.8 litresper head), Germany (111.7), Ireland(106) and Austria (108) are thebiggest consumers of beer worldwide percapita, with consumption figures stablesince 2004.Wine consumption continues to grow inSweden (19 litres) and Denmark (32.7). InNorway over 10 years the proportion ofwine in total alcohol consumption,(expressed in litres of pure alcohol) hasincreased from 28.6% to 34%.Poland has halved consumption of spiritsfrom six litres in 1980 to three litres in2007, whereas in Russia recordedconsumption is still at six litres. Spiritsaccounted for 57% of total sales in terms ofpure alcohol in 2009, while beeraccounted for 30%, still and sparkling winefor the remainder.

Declining consumption in UK and IrelandAfter a decade of growth, especially inwine, per capita alcohol consumption inthe UK has fallen from a high of 9.5 litresin 2004 to 8.3 litres in 2009. The averageconsumption for a UK female is a modestnine units and 17 units for men.The UK has seen a steady increase inwine consumption over the past decade,whereas beer consumption continues tofall (currently at 87.7 litres per capitaagainst 101 litres in 2003). Figuresreleased by TDA (Trade and Data Analysis)show a 17.42% rise in wine consumptionbetween 2001 and 2005 with wineconsumption now at 27.9 litres per capitaaccording to the WSTA. A report releasedby Mintel in June 2009, however, showedwine sales fell by 2% in the UK for the firsttime in over a decade and only the secondtime in 20 years (although growthreturned in 2010, see pages 18-22).With the recession biting hard in Ireland,consumption in 2009 is 21% below thepeak 2001 level of 11.3 litres. After adecline of 7.7% in 2008, average alcoholconsumption in 2009 at nine litres is backat the 1995/96 level of 9.2 litres per capita.In one year, consumption has fallen from10 litres of pure alcohol in 2008 to ninelitres in 2009. The decrease was led by

spirits at -19% against -6.5% for beer and-7% for wine. The individual productmarket volume shares in Ireland in 2009were wine at 23.3%, beer at 50.7%, spiritsat 17.5% and cider at 8.5%.

European trends for 16 and 17 year oldsThe ESPAD survey in 35 countries everyfour years gives a useful barometer oftrends and finds the most popular drink isbeer (49%), followed by spirits (40%).Wine and alcopops contribute 13% and11%, and cider makes up only 6%. Forgirls, spirits are most popular in 17 of the31 countries.Spirits are the least important inRomania, Belgium (Flanders) and Russia,accounting for 13% of total consumption�

AFTER A DECADE OFGROWTH, PER CAPITA

ALCOHOL CONSUMPTIONINTHE UK HAS FALLENFROM A HIGH OF 9.5LITRES IN 2004TO 8.3

LITRES IN 2009

EU CITIZENS: ATTITUDES TOWARDS ALCOHOL

Question: How many times in the last week have you had 5or more drinks on one occasion?Answer: Several times a week/once a week

Those who claimed to have drunk alcohol in the past 12 months – Base = 20,294 respondents Source: Eurobarometer

This is a sign that Russian youth arerejecting their parents spirits preference(accounting for 57% alcohol sales). Thecontribution of alcopops to totalconsumption in Poland, the SlovakRepublic, Romania, Bulgaria, Lithuaniaand Croatia is just 3%, but they are popularin Switzerland and Denmark (25%). In theNetherlands, RTDs account for 31% oftotal consumption and the highestproportion per gender is found amongDutch girls (40%).Sixty-one per cent of students drinkmonthly, a statistic that hasn’t changedfrom 1995 to 2007. However, between thelast two surveys there was a clear decreasein the average proportion of students thathad drunk beer and/or wine during the past30 days. This varies from 80% of thestudents in Austria and Denmark, to only31% in Iceland and 35% in Armenia.The total amount of alcohol consumedon the last recorded day is usually low incountries where the students drink often;for example, in Greece, and the other wayaround for countries with lowconsumption frequencies – ie largequantities on fewer occasions. Countrieswith such a pattern include the Nordiccountries Finland, Iceland, Norwayand Sweden.

Drinking to excessOn average, 18% of 16 and 17 year oldsreported that they had been intoxicated

during the month (10% weekly). AmongDanish students, 50% reported intoxicationduring that period; and levels were alsohigh (30% or above) in the Isle of Man, theUK, and Austria. Countries with increasesin heavy episodic drinking among 15 to 16year olds include Poland (which returnedclose to the 1999 level after a drop in 2003and with an increase of 16%), France (15%increase), Croatia (14%) and Bulgaria(12%).Eurobarometer found that half (46%) ofthe youngest age group (15-24) say theynever binge drink or do so less often than

once a month, 10% claim to usually havefive drinks or more on certain occasions.However, although regular drinking amongyoung people (more than 10 drinking daysin the last month) is declining, thosegetting drunk more than three times a yearis increasing, again suggesting thatpatterns of drinking are changing tooccasional heavy drinking occasions (18%of women and 33% of men) rather thanregular more moderate use. The moststriking example is Norway in which 42%of the girls and 35% of the boys reportedheavy episodic drinking during the past30 days.The GFK survey showed too, that whileyoung people in most European countriesare drinking less frequently than theirparents and grandparents, they areconsuming more alcohol each time theydrink. One interpretation of this is thatcountries where alcohol drinking is morelikely to have occurred recently are thosewhere students normally drink smalleramounts per drinking day. A typicalexample of such a country would beGreece, where 71% of the students hadused alcohol in the past 30 days(ESPAD average 61%) and the volumeconsumed on the latest drinking day is3.1cl (ESPAD average 4.2cl). Students inBulgaria, Greece, Portugal, Russia andUkraine consume (around 3cl) perdrinking occasion.ESPAD showed a significant downwardtrend over the last three years for the UKin the use of any alcohol during the last 12months, the use of alcohol in the last 30days and that people are drinking less beerand wine. Fifty-seven per cent had beendrunk once in 12 months and 14% of 15-16 year olds reported getting drunk at least20 times in the previous year, a percentagethat is far lower than public or mediaperceptions of teenage drinking. However,10% of 15-16 year olds had been drunk atleast six times in the last month, a veryworrying level of frequency of intoxication.Also, the amount drunk on the lastoccasion recorded remains at 6cl, aboutthree pints for boys or three double spiritmeasures for girls – well above sensibledrinking guidelines (equivalent of 2-3cl forwomen and 3-4cl for adult men).

36

DENMARK ISTHE MOSTEXPENSIVE COUNTRY INTHE EU FOR FOOD AND

ALCOHOL (AFTERFINLAND),YET

CONSISTENTLYTOPSTHERANKS FORTHE MOSTDRUNKENNESS AND

HEAVIEST CONSUMPTIONOF ALCOHOL INTHE EU

EUROPEAN DRINKING TRENDS

UK: AVERAGE WEEKLY UNITS OF ALCOHOL CONSUMED (2008)

22.020.018.016.014.012.010.08.06.04.02.00.0

Source: General Lifestyle Survey 2008, Office for National Statistics (ONS)

16-24 25-44 45-64 65 and over All adults

Men

Women

37

Statistics in 2010 reflect similar figures for11-15 year olds in the UK, showing that18% of school pupils aged 11-15 reporteddrinking alcohol in the week (against 26%of pupils in 2001) and 48% of pupils saidthey had never had a proper alcoholicdrink, compared to 39% in 2003. Pupils inEngland aged 11-15 are becoming lesstolerant of drinking and drunkennessamong their peers. For example, in 2008,36% agreed that “it was OK for someoneof their age to drink alcohol once a week”,compared with 46% in 2003.

Among adultsAccording to Eurobarometer, among adultsthere has been a slight increase – from15% in 2006 to 17% in 2009 – in thepercentage saying they drink five or moredrinks in one sitting once a week acrossEurope. On the other hand, there has alsobeen a rise in those reporting they neverbinge drink from 31% in 2006 to 34% in2009. The prevalence of frequent excessivedrinking is highest in Ireland (44%),Romania (39%), Germany and Austria(both 36%). The UK, Spain and Greecereport 34%. Drinking more than five drinksis not confined to any particular regionwithin the EU. Men (36%) are more likelyto drink excessively once a week or moreoften than women (19%).Statistics on Alcohol: England 2010found that 22% of men reported drinkingover eight units and 15% of womenreported drinking over six units on at leastone day in the week prior to interview.

What, if any, conclusions can be drawn?The breakdown of the figures suggest thatthere is no such thing as “Europeanconsumption” as patterns of drinking andbeverage choice vary considerably withineach of the EU 35. Europe can, in someways, quite effectively be broken down intoNorthern Europe/Mediterranean andEastern Europe with a common theme ofyouth rejecting the former generations’beverage choice, or whether to drink at all.Yet the alcohol policies of each of thesecountries vary tremendously, which should,one would think, have an effect onconsumers’ relationships with alcohol. It isvery interesting to compare Italy, Portugal

and France, for example, where with thelatter the Loi Evin (alcohol policy law) haslimited the advertising and promotion ofalcohol for nearly 20 years, and yet allthree see a rise in non-drinking amongwomen and France has one of the sharpestrises in binge drinking among the young.When comparing the Nordic countries andthe UK and Ireland, Denmark is the mostexpensive country in the EU for food andalcohol (after Finland), yet consistently topsthe ranks for the most drunkenness andheaviest consumption of alcohol in the EU.Finally, recession has certainly affectedspending on alcohol in countries such asIreland, but the latest report (5 July) byEurostat revealed that the volume of retailtrade of food, alcohol and tobacco (across27 EU member countries) was up by 0.4%in May 2010 against May 2009, so noassumptions can be made. db

• Helena Conibear is executive director ofAIM (Alcohol in Moderation)

Sources• The full report is available fromhttp://www.espad.org

• 2009 Eurobarometer report.Respondents from each of the 27member states of the European Unionwere polled between 2-19 of October2009 (26,000 interviewed in total, aimingto represent the European populationabove the age of 15). The full report isavailable from http://ec.europa.eu

• GfK survey. TheWall Street Journalcommissioned market research firm GfK topoll 17,000 inhabitants in 13 EuropeanUnion countries, plus the US, Russia,Turkey and Switzerland on their drinkinghabits. For further information, visithttp://www.gfk.com

• YouGov. The survey was carried outonline. Total sample size was 2,387 UKadults aged 16+. Fieldwork took placebetween 2-4 March, 2010.

• Statistics on alcohol England 2010. Thereport is available fromhttp://www.ic.nhs.uk/statistics-and-data-

collections/health-and-lifestyles/alcohol/statistics-on-alcohol-england-2010

UK: AVERAGE WEEKLYCONSUMPTION OFALCOHOL BY MEN (2009)

Source: Drinking: Adults’ behaviour and knowledge in2009, Office for National Statistics

Normal strength beer, lager, cider 47%

Strong beer,lager, cider

13%Wine 25%

FortifiedWine 1%

Alcopops2%

Spirits12%

UK: AVERAGE WEEKLYCONSUMPTION OFALCOHOL BY WOMEN (2009)

Source: Drinking: Adults' behaviour and knowledge in2009, Office for National Statistics

Wine 59%

FortifiedWine 2%

Alcopops4%

Spirits16%Normal strength beer,

lager, cider 15%

Strongbeer,lager,cider 4%