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Published by: Mintel International Group Ltd.
Published: Jan. 1, 2008 - 79 Pages
Table of Contents
- ISSUES IN THE MARKET
- Definition
- Beer
- Cider
- Wine
- Spirits & liqueurs
- Consumer research
- ABBREVIATIONS
- MARKET IN BRIEF
- Times they are a-changin’
- A healthy drinking culture, but not problem-free
- En garde! - Pernod Ricard strengthens its position
- Future challenges
- INTERNAL MARKET ENVIRONMENT
- Key points
- Per capita consumption on the decline
- Figure 1: Per capita volume consumption of alcoholic drinks among the Spanish adult population (15+), by
- type, 2002-07
- Despite Spain’s wine heritage, beer is the preferred beverage
- Figure 2: Top three preferred alcoholic drinks, by age, 2007
- Growing consumption of soft drinks erodes demand for alcohol
- Government and city councils combat underage drinking
- Advertising restrictions put on hold
- EU decision reforms common market for wine
- Taxation favours wine
- Figure 3: Excise duty rates on alcoholic drinks in Spain, by type of drink, 2007
- BROADER MARKET ENVIRONMENT
- Key points
- Ageing population impacts demand
- Figure 4: Trends in Spanish population, by age, 2002-12
- Slower economic growth shifts emphasis on value for money
- Figure 5: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2002-12
- Good employment situation supports sales
- Figure 6: Trends in Spanish employment, by gender, 2001-05
- WHO’S INNOVATING?
- Key points
- Focus on spirits and beer
- Figure 7: New product launches in alcoholic drinks, % by sector, by country, 2007
- Increasing premiumisation
- Figure 8: Trends in new premium product launches in alcoholic drinks, by country, 2002-07
- Fewer launches in Spain in 2007
- Figure 9: Trends in new product launches in alcoholic drinks in Spain, by sector, 2002-07
- Beer - flavoured and alcohol-free
- Small cider sector receives little attention, but welcomes Magners and Strongbow Gold
- Several vermouth launches
- Spirits concentrate on key categories
- MARKET SIZE AND FORECAST
- Key points
- Stagnant volume sales and slower value growth
- Figure 10: Spanish volume sales of alcoholic drinks, 2002-12
- Figure 11: Spanish value sales of alcoholic drinks, at current and constant prices, 2002-12
- Beer beats the general trend of declining volumes
- Figure 12: Spanish volume sales of alcoholic drinks, by type, 2002-12
- Figure 13: Spanish value sales of alcoholic drinks, by type, 2002-12
- What the future holds
- FORECAST
- Market forecast to maintain growth
- Figure 14: Spanish volume sales of alcoholic drinks and per capita consumption, 2002-12
- Beer ‘share of throat’ on the increase
- Cider - becoming even more niche
- Wine
- Spirits & liqueurs market remaining flat
- Factors used in the forecast
- SEGMENT PERFORMANCE
- Key points
- BEER
- Sinless sin drives sales
- Figure 15: Spanish volume sales of beer, 2002-12
- Figure 16: Spanish value sales of beer, at current and constant prices, 2002-12
- CIDER
- After growth comes decline
- Figure 17: Spanish volume sales of cider, 2002-12
- Figure 18: Spanish value sales of cider, at current and constant prices, 2002-12
- WINE
- Grapes of wrath, but improving cava sales give a taste of something sweeter
- Figure 19: Spanish volume sales of wine, 2002-12
- Figure 20: Spanish value sales of wine, at current and constant prices, 2002-12
- SPIRITS & LIQUEURS
- Stagnant volumes
- Figure 21: Spanish volume sales of spirits & liqueurs, 2002-12
- Figure 22: Spanish value sales of spirits & liqueurs, at current and constant prices, 2002-12
- MARKET SHARE
- Key points
- Allied Domecq sale shapes the market
- Mahou-San Miguel strengthens its leading position
- Magners - a new alternative for Spanish drinkers
- Fragmented wine sales
- Spirited performance lifts Pernod Ricard
- COMPANIES AND PRODUCTS
- Diageo
- Freixenet
- Heineken
- Mahou-San Miguel
- Miguel Torres
- Pernod Ricard
- BRAND COMMUNICATION AND PROMOTION
- Key points
- Declining adspend
- Figure 23: Main monitored media advertising expenditure on alcoholic drinks, by country, 2005-07
- Large brewers spend the most
- Figure 24: Main monitored media advertising expenditure on alcoholic drinks in Spain, by company, Jan-
- Sept 2007
- CHANNELS TO MARKET
- Key points
- Off-trade sales gain ground on the on-trade
- Figure 25: Spanish volume sales of alcoholic drinks, by sector and by distribution channel, 2002-07
- Figure 26: Spanish volume sales of alcoholic drinks, % share by distribution channel, by sector, 2007
- Trend towards premium products benefits both distribution channels
- Figure 27: Spanish value sales of alcoholic drinks, by sector, by distribution channel, 2002-07
- Figure 28: Spanish value sales of alcoholic drinks, % share by distribution channel, by sector, 2007
- THE CONSUMER - PAN-EUROPEAN OVERVIEW
- Key points
- Spaniards drink in moderation…
- Figure 29: Alcohol consumption, by country, 2005-07
- …and away from home
- Figure 30: Indexed attitudes towards eating and drinking, by all adults, by country, 2007
- Figure 31: Indexed attitudes towards shopping, brands and pricing, by all adults, by country, 2007
- THE CONSUMER - ALCOHOL CONSUMPTION IN SPAIN
- Key points
- Employment and high incomes increase likelihood to drink
- Figure 32: Alcohol consumption in last 12 months, by demographic sub-group, 2007
- Appeal of the malt
- Figure 33: Consumption of beer and wine, by type, by demographic sub-group, 2007
- Spirited men
- Figure 34: Consumption of spirits and liqueurs, by type, by demographic sub-group, 2007
- Weekly drinkers in the minority
- Figure 35: Frequency of drinking alcohol, by choice of drink, 2007
- More women drinking
- Figure 36: Trends in alcohol consumption, by gender and age, 2004-07
- Spaniards continue to drink modestly
- Figure 37: Trends in frequency of drinking, 2004-07
- Alcohol-free beer is gaining popularity
- Figure 38: Trends in alcohol consumption, by type of drink, 2004-07
- CONSUMER ATTITUDES
- Key points
- Like father like son - not when it comes to drinking
- Figure 39: Attitudes towards eating and drinking, by choice of alcoholic drink, 2007
- Least potential for own-labels in brandy
- Figure 40: Attitudes towards shopping, brands and pricing, by choice of alcoholic drink, 2007
- APPENDIX: RESEARCH METHODOLOGY
AbstractSpaniards’ changing drinking habits are benefiting beer, but to the detriment of wine. Younger drinkers turning away from wine towards beer and spirits is a phenomenon common in traditional wine-drinking countries, while enjoying a glass of chardonnay or pinot noir in a trendy bar or restaurant is increasingly popular in old beer cultures, like Germany and the UK.
With an increasing number of consumers emphasising quality over quantity, Spanish volume sales of alcoholic drinks were virtually static in 2007 and outperformed by value sales. One of the most important market trends of recent years has been the growing popularity of no-alcohol beer, which has seen dynamic growth partly due to more stringent drink driving regulations.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.
Mintel last examined Spaniards’ alcohol consumption in Drinking Habits, Consumer Goods Intelligence, December 2006. Some data have been revised since the previous report due to new information from the trade.
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