Global Consumer Trends and Key Consumer Targets inAlcoholic BeveragesReport Details:Published:September 2012No. of Pages: ...
traditional Spirits, such as Cider, FABs, and Wine. In contrast, in the BRIC region youngconsumers are turning to Beer and...
Growth in Whiskey, Brandy and Rum is being driven by the rising consumption of these categoriesin the Indian market, inclu...
2.1 Definitions2.1.1 Market coverage definitions2.1.2 Defining consumer trends2.2 Introduction2.3 Key Growth Markets for t...
4.6.1 Beer, Cider and FABs in Italy4.6.2 Wine and Spirits in Italy4.7 Alcoholic Beverages in Russia4.7.1 Beer, Cider and F...
and 2006-2011 CAGR (%) 19Table 4: Share of Volume Consumption by Age Group by Category in the Beer, Cider and FABMarket (%...
and Share of Global Consumption (%), 2011 76Table 27: Trends Framework 77Table 28: Age Group Definitions 79Table 29: Count...
Figure 34: Non-specialist spirits geographies and trends vary significantly by category 46Figure 35: Still Wine is the lar...
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Global Consumer Trends and Key Consumer Targets in Alcoholic Beverages

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Global Consumer Trends and Key Consumer Targets in Alcoholic Beverages

  1. 1. Global Consumer Trends and Key Consumer Targets inAlcoholic BeveragesReport Details:Published:September 2012No. of Pages: 80Price: Single User License – US$2950Product SynopsisThis report offers comprehensive analysis of consumers Alcoholic Beverage drinking habits,allowing marketers to understand peoples consumption patterns like never before. By accuratelydetermining consumption by different groups, and the key trends motivating their consumption, thereport offers unique opportunities to effectively target Alcoholic Beverage consumers across 10core countries.Introduction and LandscapeWhy was the report written?Limited volume growth in traditional markets means many Alcoholic Beverage marketers arelooking to the BRIC region for growth. In order to achieve this they need to be able to understandwho the key consumer groups are and what motivates them. There are clear differences betweenconsumers in the BRIC and Non-BRIC regions, making it crucial to understand how the marketinglandscape varies in detail.What is the current market landscape and what is changing?The single most important demographic group for alcohol consumption is Older Consumers,reflecting their dominance of Wine consumption and their strong position in the Spirits market.Demographic trends in the Non-BRIC region and China means the Older Consumers age groupwill grow in importance. In contrast Young Adults are the most important age group in the Beer,Cider and FABs market. Beer is a popular drink for Young Adults in India, China and Brazil, whoselarge young populations will drive high volume growth, though Young Adults in Beers traditionalmarkets are beginning to expand their horizons and volume consumption is under pressure.Indulgence is the key consumer trend across most markets; however, traditional consumers ofBeer are exploring new drinks with which to treat themselves.What are the key drivers behind recent market changes?Indulgence is the most important consumer trend across Alcoholic Beverage markets, andconsumers are increasingly treating themselves with alcoholic beverages other than Beer or
  2. 2. traditional Spirits, such as Cider, FABs, and Wine. In contrast, in the BRIC region youngconsumers are turning to Beer and drinking fewer Specialty Spirits, highlighting a divergence inglobal drinking patterns.What makes this report unique and essential to read?The analysis provided is unique in the market as it tracks drinking behavior through to its actualimpact on a product market. This provides readers with a unique analysis of the market, driven byextensive survey-based data on consumer trends and groups, which is integrated with marketdata. This allows marketing tactics and strategy to be updated in line with the very latest consumerbehaviors.Key Features and BenefitsUnique integration of over 20,000 survey responses and market data provides market sizingconsumption by key consumer groups, both by age and by gender, quantifying the value of keyconsumer groups by country.Concise case studies identify how leading brands are aligning marketing practices to effectivelytarget consumer trends, and how to vary these tactics by country.The impact of consumer trends is quantified by market and country to show exactly wherehotspots to target exist, how much they are worth, and exactly which trends are most important totarget.Key Market IssuesConsumers who have historically been frequent Beer drinkers are broadening their drinksrepertoires. It is increasingly socially acceptable for men to drink Wine even without a meal, whileSpirits and mixers are also gaining share. Just as Beer heightens its position in non-traditionalmarkets, it is losing its position in traditional homelands.Trends driving Spirits consumption evolve with age: younger consumers are particularly motivatedby Fun and Enjoyment, using Spirits as a going-out drink for special occasions, whereas olderconsumers are much more likely to be motivated by Indulgence, consuming an aperitif beforedinner or a Whiskey as an evening drink. Interestingly, there is little difference in the leadingconsumer trends influencing Spirits consumption between the BRIC and Non-BRIC regions.When considering the importance of the Better Value for Money consumer trend, it is generally thecase that the cheapest beverages available in developing countries are local Specialty Spirits.However, it is also important to bear in mind that not all Specialty Spirits are cheap: drinkscompanies are beginning to produce premium Specialty Spirits designed for both consumption inlocal markets and for export.
  3. 3. Growth in Whiskey, Brandy and Rum is being driven by the rising consumption of these categoriesin the Indian market, including both domestic brands (at all price points) and high-end foreignimports.As well as being an overwhelmingly western drink, Wine is also overwhelmingly an older personsdrink. Fortified Wine, however, is growing in popularity among younger consumers: favorable taxregimes mean that Fortified Wine is one of the cheapest ways for drinkers with limited financialresources to acquire alcohol.Key HighlightsConsumers who have historically been frequent Beer drinkers are broadening their drinksrepertoires. It is increasingly socially acceptable for men to drink Wine even without a meal, whileSpirits and mixers are also gaining share. Just as Beer heightens its position in non-traditionalmarkets, it is losing its position in traditional homelands.Trends driving Spirits consumption evolve with age: younger consumers are particularly motivatedby Fun and Enjoyment, using Spirits as a going-out drink for special occasions, whereas olderconsumers are much more likely to be motivated by Indulgence, consuming an aperitif beforedinner or a Whiskey as an evening drink. Interestingly, there is little difference in the leadingconsumer trends influencing Spirits consumption between the BRIC and Non-BRIC regions.When considering the importance of the Better Value for Money consumer trend, it is generally thecase that the cheapest beverages available in developing countries are local Specialty Spirits.However, it is also important to bear in mind that not all Specialty Spirits are cheap: drinkscompanies are beginning to produce premium Specialty Spirits designed for both consumption inlocal markets and for export.Growth in Whiskey, Brandy and Rum is being driven by the rising consumption of these categoriesin the Indian market, including both domestic brands (at all price points) and high-end foreignimports.As well as being an overwhelmingly western drink, Wine is also overwhelmingly an older personsdrink. Fortified Wine, however, is growing in popularity among younger consumers: favorable taxregimes mean that Fortified Wine is one of the cheapest ways for drinkers with limited financialresources to acquire alcohol.Get your copy of this report @http://www.reportsnreports.com/reports/194747-global-consumer-trends-and-key-consumer-targets-in-alcoholic-beverages.htmlMajor points covered in Table of Contents of this report include1 Executive Summary2 Industry Dynamics
  4. 4. 2.1 Definitions2.1.1 Market coverage definitions2.1.2 Defining consumer trends2.2 Introduction2.3 Key Growth Markets for the Future2.3.1 Spirits is the fastest growing Alcoholic Drinks market2.3.2 Older Consumers drink the most alcohol2.4 Country Hotspots2.4.1 Strong growth in Brazil, India and China2.4.2 Large Young Adult populations drive consumption in the BRIC region2.5 Opportunity Map2.5.1 Key Opportunities in BRIC Markets2.5.2 Opportunities in Non-BRIC Markets2.6 Leading Global Trends3 The Global Landscape in Alcoholic Drinks3.1 Beer, Cider and FABs3.1.1 Lager is set to become even more dominant, everywhere3.1.2 Beer and Ales are declining despite the craft movement3.1.3 Low Alcohol Beer and Lager is growing thanks to health concerns3.1.4 FABs growth is driven by Brazil and Russia3.1.5 Ciders UK success is not being repeated elsewhere3.2 Spirits3.2.1 Specialty Spirits dominate in the BRIC markets3.2.2 Non-Specialty Spirits are important in all countries3.3 Wine4 Country Profiles4.1 Alcoholic Beverages in Brazil4.1.1 Beer, Cider and FABs in Brazil4.1.2 Wine and Spirits in Brazil4.2 Alcoholic Beverages in China4.2.1 Beer, Cider and FABs in China4.2.2 Wine and Spirits in China4.3 Alcoholic Beverages in France4.3.1 Beer, Cider and FABs in France4.3.2 Wine and Spirits in France4.4 Alcoholic Beverages in Germany4.4.1 Beer, Cider and FABs in Germany4.4.2 Wine and Spirits in Germany4.5 Alcoholic Beverages in India4.5.1 Beer, Cider and FABs in India4.5.2 Wine and Spirits in India4.6 Alcoholic Beverages in Italy
  5. 5. 4.6.1 Beer, Cider and FABs in Italy4.6.2 Wine and Spirits in Italy4.7 Alcoholic Beverages in Russia4.7.1 Beer, Cider and FABs in Russia4.7.2 Wine and Spirits in Russia4.8 Alcoholic Beverages in Spain4.8.1 Beer, Cider and FABs in Spain4.8.2 Wine and Spirits in Spain4.9 Alcoholic Beverages in the UK4.9.1 Beer, Cider and FABs in the UK4.9.2 Wine and Spirits in the UK4.1 Alcoholic Beverages in the US4.10.1 Beer, Cider and FABs in the US4.10.2 Wine and Spirits in the US5 Appendix5.1 Supplementary Data5.1.1 Supplementary Data for Figure 3: Young Adults dominate the Beer market, whilst OlderConsumers drink the most Wine5.1.2 Supplementary Data for Figure 5: Younger drinkers are most important in the BRICs and inthe US5.1.3 Supplementary Data for Figure 11: Lager and Low Alcohol Beer and Lager is particularlyimportant in the BRICs5.1.4 Supplementary Data for Figure 25: Specialty Spirits are more popular among youngerconsumers5.1.5 Supplementary Data for Figure 26: The BRIC region dominates Specialty Spirits, and alsoleads Non-Specialty Spirits5.1.6 Supplementary Data for Figure 36: Older Consumers lead all Wine categories, particularlyStill Wine5.1.7 Supplementary Data for Figure 37: Except for Fortified Wine, non-BRIC countriesoverwhelmingly dominate Wine drinking5.2 About This Report5.3 Survey Methodology5.4 Definitions5.4.1 Trends Framework5.4.2 Age Group Definitions5.4.3 Country Coverage and Region Definition5.5 About Canadean5.6 DisclaimerTable 1: Market Volume Growth, 2006-2016 (%) and 2011 Market Volume (MillionLiters of Alcohol) 11Table 2: Country Volume Growth, 2011-2016 (%), 2011 Per Capita Consumption (Liters ofalcohol) and 2011 Market Volume (Million Liters of Alcohol) 13Table 3: Beer, Cider and FAB Consumption by Category (Liters Million) and Gender (%), 2011,
  6. 6. and 2006-2011 CAGR (%) 19Table 4: Share of Volume Consumption by Age Group by Category in the Beer, Cider and FABMarket (%), 2011 20Table 5: Top 10 Consumer Trends in the Global Beer, Cider and FAB Market by Volume ShareInfluenced (%), 2011 22Table 6: Lager Per Capita Consumption by Gender, BRIC vs. Non-BRIC (Liters per head), 201125Table 7: Lager Per Capita Consumption by Age Group, BRIC vs. Non-BRIC (Liters per head),2011 25Table 8: Beer and Ale Per Capita Consumption by Gender, BRIC vs. Non-BRIC (Liters per head),2011 27Table 9: Beer and Ale Per Capita Consumption by Age Group, BRIC vs. Non-BRIC (Liters perhead), 2011 27Table 10: Top Eight Beer, Cider and FAB Brands in Spain by Volume (Million Liters), 2011 28Table 11: Low Alcohol Beer and Lager Per Capita Consumption by Gender, BRIC vs. Non-BRIC(Liters per head), 2011 30Table 12: Low Alcohol Beer and Lager Per Capita Consumption by Age Group, BRIC vs. Non-BRIC (Liters per head), 2011 30Table 13: FAB Per Capita Consumption by Gender, BRIC vs. Non-BRIC (Liters per head), 201132Table 14: FAB Per Capita Consumption by Age Group, BRIC vs. Non-BRIC (Liters per head),2011 32Table 15: Cider Per Capita Consumption by Gender, BRIC vs. Non-BRIC (Liters per head), 201134Table 16: Cider Per Capita Consumption by Age Group, BRIC vs. Non-BRIC (Liters per head),2011 34Table 17: Spirits Consumption by Category (Liters Million) and Gender (%), 2011, and 2006-2011CAGR (%) 36Table 18: Spirits Market Volume Size (Million Liters) and Growth (%), 2006-2016 45Table 19: Wine Consumption by Category (Liters Million) and Gender (%), 2011, and 2006-2011CAGR (%) 48Table 20: Share of Volume (Total Alcohol) Consumed by Age Group by Market (%), 2011 73Table 21: Share of Volume (Total Alcohol) Consumed by Age Group by Country (%), 2011 73Table 22: Beer, Cider and FAB Consumption by Category, BRIC vs. Non-BRIC: TotalConsumption (Million Liters) and Share of Global Consumption (%), 2011 74Table 23: Share of Volume Consumption by Age Group in the Spirits Market, Specialty vs. Non-Specialty Spirits (%), 2011 74Table 24: Spirits Consumption, Specialty vs. Non-Specialty Spirits, BRIC vs. Non-BRIC: TotalConsumption (Million Liters) and Share of Global Consumption (%), 2011 75Table 25: Share of Volume Consumption by Age Group in the Spirits Market, Specialty vs. Non-Specialty Spirits (%), 2011 75Table 26: Wine Consumption by Category, BRIC vs. Non-BRIC: Total Consumption (Million Liters)
  7. 7. and Share of Global Consumption (%), 2011 76Table 27: Trends Framework 77Table 28: Age Group Definitions 79Table 29: Country Coverage and Region Definition 79Figure 1: Young Adults dominate the beermarket, whilst Older Consumers drink the most wine 8Figure 2: Beer, Cider and FABs in the largest market, but Spirits is the fastest-growing 11Figure 3: Young Adults dominate the Beer market, whilst Older Consumers drink the most Wine12Figure 4: China and India are the largest and highest growth markets 13Figure 5: Younger drinkers are most important in the BRICs and in the US 14Figure 6: Hotspots in BRIC Alcoholic Drinks Markets 15Figure 7: Hotspots in Non-BRIC Alcoholic Drinks Markets 16Figure 8: Changing Lifestages and Indulgence are the two most important trends globally 17Figure 9: Beer, Cider and FABs is a Lager-dominated and a male-dominated market 18Figure 10: Older Consumers are important in Beer and Ale and Cider, with Early Young Adults keyin FABs 20Figure 11: Lager and Low Alcohol Beer and Lager is particularly important in the BRICs 21Figure 12: Indulgence is the most important trend in Beer, Cider and FAB drinking overall 22Figure 13: Male Beer, Cider and FAB drinkers seek products that are indulgent and meet specificlifestage-related needs 23Figure 14: Global Lager Key Facts at a Glance 24Figure 15: Men drink far more lager than women in BRIC and non-BRIC countries alike 25Figure 16: Global Beer and Ale Key Facts at a Glance 26Figure 17: Beer and Ale is largely consumed by Non-BRIC males 27Figure 18: Global Low Alcohol Beer and Lager Key Facts at a Glance 29Figure 19: In the Non-BRIC Region, male and female Low Alcohol Beer and Lager consumptionlevels are close 29Figure 20: Global FAB Key Facts at a Glance 31Figure 21: FABs are a female-dominated category in BRICs and non-BRICs alike 31Figure 22: Global Cider Key Facts at a Glance 33Figure 23: Cider consumption in BRIC is almost zero, with Non-BRIC Mid-Lifers dominating 34Figure 24: Specialty Spirits lead the Spirits market by a substantial margin 36Figure 25: Specialty Spirits are more popular among younger consumers 37Figure 26: The BRIC region dominates Specialty Spirits, and also leads Non-Specialty Spirits 38Figure 27: Targeting needs based on Lifestage and Age are key in the Spirits market 39Figure 28: Changing Lifestages are important to Spirits across all groups and geographies 40Figure 29: Global Specialty Spirits Key Facts at a Glance 41Figure 30: In the major Specialty Spirits markets, consumption by age varies substantially 42Figure 31: Better Value for Money and Health are consumer trends particularly connected toSpecialty Spirits 43Figure 32: Global Non-Specialty Spirits Key Facts at a Glance 44Figure 33: Non-Specialist Spirits growth is divided into two main clusters 45
  8. 8. Figure 34: Non-specialist spirits geographies and trends vary significantly by category 46Figure 35: Still Wine is the largest and the fastest-growing Wine category 47Figure 36: Older Consumers lead all Wine categories, particularly Still Wine 48Figure 37: Except for Fortified Wine, non-BRIC countries overwhelmingly dominate Wine drinking49Figure 38: Indulgence is by far the most important trend driving Wine consumption 50Figure 39: Indulgence is by far the most important trend driving Wine consumption 51Figure 40: Beer, Cider and FAB Markets in Brazil 53Figure 41: Wine and Spirits Markets in Brazil 54Figure 42: Beer, Cider and FABs in China 55Figure 43: Wine and Spirits Markets in China 56Figure 44: Beer, Cider and FABs in France 57Figure 45: Wine and Spirits Markets in France 58Figure 46: Beer, Cider and FABs in Germany 59Figure 47: Wine and Spirits Markets in Germany 60Figure 48: Beer, Cider and FABs in India 61Figure 49: Wine and Spirits Markets in India 62Figure 50: Beer, Cider and FABs in Italy 63Figure 51: Wine and Spirits Markets in Italy 64Figure 52: Beer, Cider and FABs in Russia 65Figure 53: Wine and Spirits Markets in Russia 66Figure 54: Beer, Cider and FABs in Spain 67Figure 55: Wine and Spirits Markets in Spain 68Figure 56: Beer, Cider and FABs in the UK 69Figure 57: Wine and Spirits Markets in the UK 70Figure 58: Beer, Cider and FABs in the US 71Figure 59: Wine and Spirits Markets in the US 72Figure 60: Issue Report Methodology 77Contact: sales@reportsandreports.com for more information.

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