A third of Brits have confessed to drinking at home alone, and almost one in six to polishing off a whole bottle of wine to themselves, in an exclusive poll for The Grocer.
Brits aged from 25 to 34 are most likely to down a bottle of wine themselves, with 20% of the age group admitting they did so in the Harris Interactive poll of more than 2,000 consumers.
This means one in five 25 to 34-year-olds is knocking back about 10 units of alcohol in one sitting, way above the recommended daily maximum of two to three units for women, or three to four for men.
Across all age groups, women are slightly more likely to drink a bottle of wine to themselves than men (at 16% vs 14%).
But the roles were reversed when consumers were asked if they drink alone, with a sobering 43% of men confessing to drinking by themselves at home, compared with 26% of women. Across the entire poll, 34% said they drank alone.
Despite such confessions, almost half (49.2%) the consumers polled claimed they wanted to cut back on drinking. However, growing alcohol sales - value sales have risen 3.3% year on year to £11.6bn on a 1.3% volume increase [Kantar Worldpanel 52 w/e 20 July 2014] - suggests many aren’t doing so.
The research was carried out for the latest in a series of digital features accessible only through The Grocer’s website.
For the full survey results and more insights into the alcoholic drinks market - including suggestions by a leading branding agency on how sherry could be reinvented for the 21st century consumer - visit thegrocer.co.uk/reports/digital-features/.
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