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Vypr：2026英国酒类与酒吧市场消费者洞察报告（中译版）（20页）.pdf

上传人： 小*** 编号：1272873 2026-06-30 20页 6.52MB

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1、Consumer HorizonMay 20261Alcoholand bars May 2026The latest editionConsumer Horizon Consumer HorizonMay 20262Vypr is a leading product intelligence platform designed to empower brands with the insights needed to make informed product decisions at the right moments.Our platform leverages a proprietar

2、y community of over 80,000 UK consumers,providing our customers with direct access to real-time feedback.This unique capability allows brands to refine their strategies and develop products that truly resonate with their target audiences.We go beyond traditional market research by focusing on the im

3、mediate,intuitive reactions of consumers.Instead of lengthy questionnaires,we engage our community with short,targeted questions that capture fast,instinctive responses.This approach is rooted in the principles of System 1 thinking,a concept popularised by Daniel Kahneman in his seminal work,Thinkin

4、g,Fast and Slow.System 1 represents the brains quick,automatic decision-making process,which is responsible for approximately 95%of purchasing decisions.By tapping into this cognitive function,Vypr enables brands to understand consumer behaviours and attitudes with accuracy and speed.About Vypr1 Kah

5、neman,D.(2011),Thinking,Fast and Slow,Farrar,Straus and Giroux,New York.Consumer HorizonMay 20263MethodologyThe findings in this report are based upon first-party research conducted throughout January 2026.The primary research apparatus used to collate consumer feedback was a bespoke survey applicat

6、ion,available on smartphone.The application is device agnostic and allowed a nationally representative community of real UK consumers to provide answers to a broad range of questions.To deliver comprehensive insights,Vypr adopts a mixed-method approach,by integrating both qualitative and quantitativ

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1. **结构性饮酒文化转变**：32%的英国成年人饮酒量较去年减少，46%计划进一步减量；18-24岁群体中27%从未饮酒，仅1%的55-64岁群体如此（数据来源：Consumer Horizon7）。 2. **消费场景转移**：40%首选在家饮酒，超市占酒精购买渠道50%；18-24岁饮酒者仍倾向酒吧（33%），但45-64岁群体51%转向家庭消费（数据来源：Consumer Horizon5,11）。 3. **非酒精需求增长**：59%有兴趣无酒精社交，47%在酒吧不饮酒时感到舒适；35%对专营无酒精酒吧感兴趣（18-24岁达45%）（数据来源：Consumer Horizon17）。 4. **酒吧 closures与地域差异**：57% aware本地酒吧关闭，15%个人常去酒吧关闭；西南部（24%）和威尔士（25%）最严重（数据来源：Consumer Horizon13）。 5. **性别与代际偏好**：男性偏好啤酒（54%）、女性偏好葡萄酒（49%）；18-24岁饮酒者偏好鸡尾酒（20%）和伏特加（18%）（数据来源：Consumer Horizon9,10）。
**年轻人为何不喝酒？** **酒吧如何吸引非饮酒者？** **英国饮酒文化变了？**
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