Midlife market missed by drinks makers

Drinks manufacturers are missing out on the midlife market, according to a new report by independent market analyst Datamonitor. Apparently, the ‘midlifers’ are aged between 25-44, disinclined to binge drinking and account for 42 per cent of Europe’s multi-billion euro alcoholic drinks market. What’s more, alcoholic drinks manufacturers continue to regard young adults as their key target – despite concerns about excessive alcohol intake – and are ignoring the older, more affluent generation.

Matt Adams, consumer markets analyst at Datamonitor, who wrote the report, says,“Overall the volume of alcoholic drinks consumed is decreasing across Europe and US. Whilst the rise in binge drinking among young adults has to a degree helped to stem this volume reduction, this decline is set to continue. As such, failure to tap into the midlife group could potentially spell the end for some players in this market.

The midlifers are looking for quality rather than quantity, which means they will be prepared to pay premium prices for good taste, advises Adams.