The recession that has gripped much of the world over the last year has caused consumers to seek out entertainment that provides the best value for money.

Despite a fragile economy, consumers will continue to see alcoholic beverages as an affordable indulgence according to Richard Hurst, senior vice president, Beverage Alcohol, The Nielsen Company. “Historical, as well as more recent consumer trends, indicate that alcoholic beverages are much more recession-resistant than many other product categories,” Hurst notes.
In its alcoholic beverage trends outlook for the 2008 holiday season, Nielsen notes a number of factors impacting consumer choices.

U.S. households without children spent 19% more on liquor and wine, and 14% more on vitamins than average American households during the 52 weeks ending June 28, 2008, according to Nielsen.
Although households are often assumed to be conventional families with children, most U.S. households do not have children under the age of 18.  In fact, households without children account for roughly 65% of all U.S. households. 
According to Nielsen, these households represent 77.5% of liquor and wine dollar sales, 74% of vitamin dollar sales, and 73.6% of floral/gardening product and tobacco dollar sales.
Other categories skewing to households without children include medications/remedies, …

U.S. households earning $100,000 or more in annual income, spent more than twice as much on wine than average American consumers during the 52 weeks ending June 28, 2008.
Although they represent only 18.7% of U.S. households, high-income households represented 39.6% of wine dollar sales during the time period. 
Other categories skewing to households with high incomes include diet aids, liquor, and floral/gardening supplies.

Rank
(by highest index)
Top 10 Category Purchases:
U.S. Households
With $100,000+ Annual Income
Dollar Volume Index*

1
Wine
212

2
Diet Aids
158

3
Liquor
156

4
Floral / Gardening
155

5
Baby Needs
152

6
Snacks / Spreads / Dairy Dips
148

7
Baby Food
147

8
Skin Care Preparations
147

9
Fresh Produce
144

10
Juices / Refrigerated Drinks
142

*Note: “Dollar Volume …

A troubled economy doesn’t necessarily mean declining wine sales, Danny Brager, vice president, beverage alcohol, Nielsen, writes in a recent Progressive Grocer column. 
Brager cites Nielsen research showing that, while almost 50% of consumers have reduced their overall spending, wine sales remain healthy.
Growth of premium wines has declined slightly, but the category remains strong overall — perhaps because consumers tend to view wine as an affordable luxury, Brager notes. 
If the current trend continues, he concludes, wine may emerge as a ”recession-resistant” category.