Consumer Targeting in Alcoholic Drinks: Effective marketing and innovation strategies by gender, age, price and occasion

Published by: Business Insights

Published: Aug. 25, 2010 - 90 Pages


Table of Contents

Gavin Humphries
Disclaimer
Executive summary
Introduction
Targeting by gender
Targeting by age
Ethnic & niche segments
Targeting occasions
Targeting by price
Future trends
Chapter 1 Introduction
Summary
Introduction
Consumption of alcohol
Marketing implications
Chapter 2 Targeting by gender
Summary
Introduction
Market overview
Women
Female branding
Beyond branding
Lower alcohol products
Low calorie products
Case study: super low calorie beers
Case study: female friendly beer in the UK
Functional and healthier products for women
Case study: targeting women in Japan
Men
Functional and healthier products for men
Conclusions
Chapter 3 Targeting by age
Summary
Introduction
Market overview
Young adults
Young adults and wine
Beyond young adults
Mid-lifers
Seniors
Conclusions
Chapter 4 Ethic and Niche Segments
Summary
Introduction
Targeting ethnic groups
The Hispanic market
The African-American market
Targeting immigrants
Targeting religious groups
Niche segments
Chapter 5 Targeting occasions
On-trade trends
At-home trends
Replicating the on-trade
Linking with food
Third places
Outdoor occasions
On-the-move consumption
Products by time of day
Conclusions
Chapter 6 Targeting by price
Summary
Introduction
Market overview
Premium products
Developed market trends
Cheaper premium products
Premium beer
Premium spirits
Premium wine
Super- and ultra-premium products
Super- and ultra-premium spirits
Super-premium whiskey
Super-premium vodka
Super-premium tequila
Other spirits
Super-premium beer
Super-premium wine
Economy products
Developed market trends
Emerging market trends
Conclusions
Chapter 7 Future trends
Summary
Introduction
Market polarization
Functional polarization
Market unification
Geographical unification
Personalization
Appendix
Table of figures
Figure 1: Beer sales in developed and emerging markets, 2000-2014
Figure 2: Spirits sales in developed and emerging markets, 2000-2014
Figure 3: Wine sales in developed and emerging markets, 2000-2014
Figure 4: Alcohol consumption by product market and gender, 2009
Figure 5: Alcohol consumption by country and gender, 2009
Figure 6: New female branded wines
Figure 7: New female branded beer
Figure 8: New female branded FABs
Figure 9: New female branded spirits
Figure 10: New reduced strength wines
Figure 11: Super low calorie beers
Figure 12: New functional and healthier products for women
Figure 13: New products for men
Figure 14: Alcoholic energy beers
Figure 15: Alcoholic energy cocktails
Figure 16: Alcoholic sports drinks
Figure 17: Low alcohol cocktails
Figure 18: Alcohol consumption by product market and age group, 2009
Figure 19: Alcohol consumption by country and age group, 2009
Figure 20: Alcohol consumption by young adults by country, 2009
Figure 21: Wines for the young adult market
Figure 22: Alcohol consumption by mid lifers by country, 2009
Figure 23: Products for the mid-lifers market
Figure 24: Alcohol consumption by seniors by country, 2009
Figure 25: Products for the seniors market
Figure 26: Products for the Hispanic market
Figure 27: Products with charity links
Figure 28: Products for niche segments
Figure 29: Alcohol consumption in the on-trade by country, 2005-09
Figure 30: Draft kegs
Figure 31: Products for the at-home market
Figure 32: Products designed as food accompaniments
Figure 33: Products for the barbecue occasion
Figure 34: Share of food-related alcoholic drinks launches, 1985-2010
Figure 35: Products for outdoor occasions
Figure 36: Wines for on-the-move consumption
Figure 37: Spirits for on-the-move consumption
Figure 38: Alcohol consumption by product market and income group, 2009
Figure 39: Share of premium alcoholic drinks launches, 1980-2010
Figure 40: Share of premium and above launches by market, 2005-2010
Figure 41: Share of premium beer by developed market, 2000-2010
Figure 42: Cheaper premium spirits products
Figure 43: Share of premium beer by emerging market, 2000-2010
Figure 44: Super- and ultra-premium whiskies
Figure 45: Super- and ultra-premium vodkas
Figure 46: Super- and ultra-premium tequila
Figure 47: Other super- and ultra-premium spirits
Figure 48: Super-premium beer and cider
Figure 49: Economy alcoholic drinks
Table of tables
Table 1: Alcohol consumption in the on-trade by country, 2005-09
Table 2: Alcohol consumption by product market and income group, 2009
Table 3: Premium beer penetration by country, 2000-2010

Abstract

If the alcoholic drinks market had to be summarised with a single threat and a single opportunity it would arguably be these: declining consumption in developed markets; and increasing consumption among the expanding middle classes of emerging markets. Tackling both can be helped with smart consumer segmentations. Alcoholic drinks companies are using these to improve the targeting and take-up of their products, as well as to find the common ground between segments that permit the creation of truly mass global (or at least continental) markets.

In order to counter/benefit from these trends, marketers are appealing to ever more specific consumer segments, as well as boosting the value of sales through premiumization strategies. But in each segmentation covered by this report, there are trends towards homogeneity and trends towards specificity. For instance, to pursue: male and female products versus unisex marketing; youth and senior products versus ageless marketing; Hispanic marketing versus appealing to Mexican immigrants and Caribbean culture separately.

This report provides data on the percentage of consumption accounted for by different demographic groups (by gender, age and income band). It demonstrates how product development targeted towards these different groups is being pursued. And it draws out the key trends that are shaping the future of consumer segmentation in this market.

Key features of this report
  • Breakdown of beer, wine and spirits consumption by the most important demographic and income groups.
  • Analysis of almost 3,000 launches of targeted alcoholic drinks that took place globally between 2005 and the start of 2010.
  • Chapter-by-chapter evaluation of alcoholic drinks launches targeted at different gender, age, ethnic and interest groups.
  • Identification of trends in the economy, premium, super-premium, ultra-premium segments - in beer, wine and spirits and across both developed and emerging markets.
  • Identification of the key recent trends shaping the market, as well as an evaluation of the next trends likely to become apparent over the coming five years.
  • Descriptions and photos of the most noteworthy targeted alcoholic drinks launched over the last five years.
Key benefits from reading this report
  • Understand how the myriad of products launched in this market fit together and relate to each other.
  • Compare your portfolio and NPD pipeline against the healthier drinking benchmarks set out in the report.
  • Prompt your marketing and NPD teams with product ideas from around the world.
  • Set goals and objectives for your company’s new product development pipeline.
  • Understand the absolute and relative size of each potential consumer segment.
  • Prioritise the product and geographical markets best suited to your brand portfolio.
Key findings of this report

Men account for 64% of alcoholic drinks consumption; women for 36%. Within this total men account for 71% of beer consumption and 64% of spirits consumption, while women consume just a shade over half of the world’s wine.

The most significant degree of under-consumption in alcoholic drinks is of wine by young adults. This is starting to change as wine companies target this market, just as spirits companies rather successfully started to do 15 years ago.

Young adults receive the most marketing attention, but those aged 25-34 account for 23% of overall consumption, as do those aged 35-44. People in the 45-54 age group drink 17% while those aged 55+ drink 22%.

The US Hispanic population is the ethnic group most targeted by alcoholic drinks companies. But even within this group there are subtle sub-segments, such as Mexican immigrants, that respond to even more targeted marketing.

Across all alcoholic drinks markets in the world, the top fifth of income earners accounts for 28% of consumption and the bottom fifth for 13%. Therefore, on average, the richest consume twice as much as the poorest.

Over the last thirty years the proportion of alcoholic drink product launches that are premium and above has doubled from around one in 10 to around one in five. There are cycles of activity with annual highs of between 35% and 40%.

Key questions answered by this report
  • How will marketers seek to develop economies of scale over the next decade?
  • What is the future for demographic marketing in alcoholic drinks?
  • Why have sales of premium products been growing, even during a recession?
  • What happens when buoyant economic growth returns?
  • Which price segment is forecast to grow most over the next few years?


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