Global Consumer Trends and Key Consumer Targets in Alcoholic Beverages

Canadean Ltd
September 25, 2012
80 Pages - SKU: CANL4880191
Countries covered: Global

Product Synopsis

This report offers comprehensive analysis of consumer’s Alcoholic Beverage drinking habits, allowing marketers to understand people’s consumption patterns like never before. By accurately determining consumption by different groups, and the key trends motivating their consumption, the report offers unique opportunities to effectively target Alcoholic Beverage consumers across 10 core countries.

Introduction and Landscape

Why was the report written?
Limited volume growth in traditional markets means many Alcoholic Beverage marketers are looking to the BRIC region for growth. In order to achieve this they need to be able to understand who the key consumer groups are and what motivates them. There are clear differences between consumers in the BRIC and Non-BRIC regions, making it crucial to understand how the marketing landscape 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 group will grow in importance. In contrast Young Adults are the most important age group in the Beer, Cider & FABs market. Beer is a popular drink for Young Adults in India, China and Brazil, whose large young populations will drive high volume growth, though Young Adults in Beer’s traditional markets are beginning to expand their horizons and volume consumption is under pressure. Indulgence is the key consumer trend across most markets; however, traditional consumers of Beer 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, and consumers are increasingly treating themselves with alcoholic beverages other than Beer or traditional Spirits, such as Cider, FABs, and Wine. In contrast, in the BRIC region young consumers are turning to Beer and drinking fewer Specialty Spirits, highlighting a divergence in global 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 actual impact on a product market. This provides readers with a unique analysis of the market, driven by extensive survey-based data on consumer trends and groups, which is integrated with market data. This allows marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Unique integration of over 20,000 survey responses and market data provides market sizing consumption by key consumer groups, both by age and by gender, quantifying the value of key consumer groups by country.

Concise case studies identify how leading brands are aligning marketing practices to effectively target consumer trends, and how to vary these tactics by country.

The impact of consumer trends is quantified by market and country to show exactly where hotspots to target exist, how much they are worth, and exactly which trends are most important to target.



Key Market Issues

Consumers who have historically been frequent Beer drinkers are broadening their drinks repertoires. It is increasingly socially acceptable for men to drink Wine even without a meal, while Spirits and mixers are also gaining share. Just as Beer heightens its position in non-traditional markets, it is losing its position in traditional homelands.

Trends driving Spirits consumption evolve with age: younger consumers are particularly motivated by Fun & Enjoyment, using Spirits as a going-out drink for special occasions, whereas older consumers are much more likely to be motivated by Indulgence, consuming an aperitif before dinner or a Whiskey as an evening drink. Interestingly, there is little difference in the leading consumer 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 the case 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: drinks companies are beginning to produce premium Specialty Spirits designed for both consumption in local markets and for export.

Growth in Whiskey, Brandy and Rum is being driven by the rising consumption of these categories in the Indian market, including both domestic brands (at all price points) and high-end foreign imports.

As well as being an overwhelmingly western drink, Wine is also overwhelmingly an older person’s drink. Fortified Wine, however, is growing in popularity among younger consumers: favorable tax regimes mean that Fortified Wine is one of the cheapest ways for drinkers with limited financial resources to acquire alcohol.

Key Highlights

Consumers who have historically been frequent Beer drinkers are broadening their drinks repertoires. It is increasingly socially acceptable for men to drink Wine even without a meal, while Spirits and mixers are also gaining share. Just as Beer heightens its position in non-traditional markets, it is losing its position in traditional homelands.

Trends driving Spirits consumption evolve with age: younger consumers are particularly motivated by Fun & Enjoyment, using Spirits as a going-out drink for special occasions, whereas older consumers are much more likely to be motivated by Indulgence, consuming an aperitif before dinner or a Whiskey as an evening drink. Interestingly, there is little difference in the leading consumer 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 the case 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: drinks companies are beginning to produce premium Specialty Spirits designed for both consumption in local markets and for export.

Growth in Whiskey, Brandy and Rum is being driven by the rising consumption of these categories in the Indian market, including both domestic brands (at all price points) and high-end foreign imports.

As well as being an overwhelmingly western drink, Wine is also overwhelmingly an older person’s drink. Fortified Wine, however, is growing in popularity among younger consumers: favorable tax regimes mean that Fortified Wine is one of the cheapest ways for drinkers with limited financial resources to acquire alcohol.

Please Note: the instant online delivery is a Global Site License.



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