The ‘midlifers’ consumer group, aged 25-44, is being ignored despite the fact they account for 42% of Europe’s alcoholic drinks market, have a greater personal wealth than young adults and are less likely to binge drink.
“Midlifers are a profitable group to service,” said Matt Adams, consumer markets analyst at Datamonitor. “They stay single for longer, have a greater need for social interaction, low commitments and higher incomes.”
Adams also said midlifers had a greater focus on health, and were more likely to choose a drink according to taste.
He added: “While the volume of alcohol consumed by midlifers is decreasing, their adoption of the ‘fewer drinks but of better quality’ approach is helping to maintain the high value of this market.”