Drinkers aged between 25 and 44 are being ignored by drinks producers, in favour of a youth market, according to Datamonitor A study by the company found that the 25 to 44-year-old age group in Europe accounts for 42% of Europe’s $226bn (£127bn) alcoholic drinks market and has greater personal wealth than young adults, who are names as those of the legal drinking age to 24. Matt Adams, consumer markets analyst at Datamonitor "Overall the volume of alcoholic drinks consumed is decreasing across Europe and the US. "Whilst the rise in binge drinking among young adults has to a degree helped to stem this volume reduction, this decline is set to continue. As such, failure to tap into the ‘midlifer’ group could potentially spell the end for some players in this market." "The convergence of gourmet leanings and the pursuit of connoisseur status are key drivers in establishing the premium alcoholic drinks market. "Increased personal wealth amongst Midlifers is also facilitating the trading up to more refined, more expensive alcoholic beverages. As such, whilst 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." The research also found that revealed that 60% of midlifers were concerned by smoking in pubs, with only 20% not finding it off-putting to some degree.