The death of alcopops: High sugar drinks are in terminal decline and will disappear within a few years, ministers claim

By

Matt Chorley, Mailonline Political Editor

|

Alcopops, which fuelled binge drinking for a generation, are in terminal decline and could disappear within a few years, the government claims.

Drinkers who were once drawn to sweet, garish drinks like Hooch, Two Dogs and WKD have switched to more sophisticated alternatives.

But sales in alcopops which boomed in the 1990s and early 2000s have dropped 12 per cent in the last year alone, and it is a decline which shows no sign of slowing.

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Alcopops are now in terminal decline and the market could disappear altogether, the government claims

The generation of 18-30-year-olds who

were first wooed by alcopops have grown up and moved on to wines and

real ales, while the next generation prefer premium tipples like spirit

beers and flavoured ciders.

The

market in pre-mixed alcoholic drinks, dominated by alcopops, is now

said to be worth barely half the £1billion value seen in 2005.

The slump has now prompted health minister Earl Howe to predict pubs and off licences will call time on the alcopops altogether.

‘Sales

of alcopops are in marked decline, to such an extent that the market

for these products looks like disappearing in the next few years,’ he

said.

‘It is always a concern if people are putting their health at risk by drinking too much alcohol or consuming too much sugar.’

 

At their peak in 2002, alcopops accounted for 12 per cent of all the alcohol units consumed by women in the UK but by 2009 it had fallen to just 4 per cent

He had been challenged in the Lords by

Labour peer Lord Turnberg, who warned high-sugar alcopops ‘contain more

than 170 calories a bottle – about the same as a sweetened chocolate

milk drink – as well as the alcohol’.

But

Earl Howe insisted: ‘One should not always assume that an alcopop is a

high-calorie drink. For example, ready-mixed gin and tonic is

technically an alcopop, but very often low-calorie tonic goes into it.’

Supermarkets

are coming under pressure to add calorie counts to their own brand

alcohol, in an attempt to encourage drinkers – particularly women – to

curb their drinking.

The drop in alcopop sales is blamed I part on shifting social attitudes.

According to the Office for National Statistics, women over 65 drink more often than their younger counterparts.

A generation which become hooked on alcopops has grown up and moved on to more sophisticated alternatives

Some 14 per cent of seven female pensioners consume alcohol at least five days a week compared with just 2 per cent for those aged from 16 to 24.

There has been a sharp decline in the role alcpopos play in the nation’s drinking.

At their peak in 2002, alcopops accounted for 12 per cent of all the alcohol units consumed by women in the UK. But by 2009 it had fallen to just 4 per cent.

In 2012, just 2 per cent of drinkers said they drank alcopops on their heaviest drinking day of the last week, compared to 46 per cent who said wine and champagne, 22 per cent who downed spirits and 39 per cent who drank beer, lager and cider.

Alcopops were most likely to have been drunk by 16-24 year old women (11 per cent) but this dropped to just 2 per cent of 25-44 year old women.

Retail analyst Mintel said sales at off licences are down 12 per cent year-on-year.

Chris

Wisson, senior drinks analyst at Mintel, said: ‘The long-term decline

of the alcopops market shows no sign of slowing just yet.

‘One

of the main initial causes for the downturn was the image problem as

alcopops were targeted as one of the drinks causing social issues such

as binge drinking.

‘The name ‘alcopops’ itself was a problem and has strong connotations with being an immature and unsophisticated drink.’

‘The

strong popularity of newer categories such as spirit beers and

flavoured ciders with these younger drinkers partly owes to their

sweeter tastes,’ Mr Wisson added.

‘But

these drinks have also wisely focused on sophistication and a premium

image, making these often image-conscious consumers want to be seen

drinking them.’

11 per cent of 16-24-year-old women said they drank alcopops on their heaviest day of drinking in the last week, according to the ONS

Emily Robinson, Director of Campaigns at Alcohol Concern said: ‘We have always believed that alcopops of the 1990s was a cynical attempt to recruit younger drinkers; especially at a time when the industry saw that they weren’t getting the normal flow of drinkers coming through. 

‘Though the alcopop is no longer as dominant we can still see it’s lasting impact on the market today with drinks such as fruit flavoured ciders and ready mixed cocktails being brought in. 

‘It also shouldn’t be forgotten that the alcopop Hooch has recently made a comeback.

‘Alcopops were also particularly marketed towards young women in particular, who are now drinking at historically high levels.

‘Today wine and spirits make up 73 per cent of alcohol consumed each week by women and between 2002-2010 female alcohol-related hospital admissions amongst this age group increased by 76 per cent.’

Comments (66)

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KatyC123,

Manchester,

moments ago

What’s the point in buying alcopops? They make me extremely bloated with all the sugar and are quite expensive in most bars/clubs compared to a spirit/mixer.

omg,

Heart of England,

moments ago

And the new youths are drinking ouzo, Smirnoff gold, jack Daniels and jaeger bombs….not sure it’s better being a youth now

nosmo claphanger,

westhoughton, United Kingdom,

6 minutes ago

Not that it matters to me as I dont go in pubs or clubs anymore,not done for many years but bring back 2am closing times instead of all nighters, the goverment could do that in a flash

weeeeeee,

England,

7 minutes ago

I only drink Smirnoff ice when I’m out 😢 please don’t get rid of it

dusty,

manchester England,

12 minutes ago

I’m a sophisticated drinker now!

jacko,

Chelsea,

15 minutes ago

Not all bankers are fat Julie … Bet you are though.

madam swish,

kempton,

16 minutes ago

Hooch and Metz! Yum!!

jules2000 glasgow,

Glasgow, United Kingdom,

25 minutes ago

Of course they will….they don’t affect the politicians and fat bankers. Whisky and port will be around forever.

Sheef,

Dublin, Ireland,

28 minutes ago

“Some 14% of 7 female pensioners consume alcohol 5 days a week”, so that’s 1 out of a particular seven then…

JS,

UK,

29 minutes ago

And if this article involved obesity, there would be a flood of derogatory comments but because it is about alcohol, there isn’t. Funny that.

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The death of alcopops: High sugar drinks are in terminal decline and will disappear within a few years, ministers claim