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Consumer Trends in the Spirits Market in the US, 2011

Published By :

Canadean

Published Date : Jan 2012

Category :

Alcoholic Beverages

No. of Pages : 115 Pages


Synopsis

  • This report provides the results for the Spirits market in the US from Canadeans unique, highly detailed and proprietary study of consumers Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.
  • Its coverage includes, but is not limited to, consumption behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

  • Marketers in the Spirits market in the US face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.
  • This report provides integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Spirits market in the US they account for and which consumer trends drive their behaviour, and as such allows the marketers to develop strong growth strategies.

Scope

  • Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets and as such the companies need to know what these trends are and be able to quantify their influence in the market.
  • This report provides highly detailed insight into exactly who the consumer is and how the latest consumer trends are changing the market by examining over 20 consumer trends and the share of sales across over 30 consumer groups.

ReasonsToBuy

The data provided allows the marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights

  • Detailed category coverage is provided, covering Brandy market, Gin & Genever market, Liqueurs market, Rum market, Specialty Spirits market, Tequila & Mezcal market, Vodka market, and Whiskey market.
  • Detailed consumer segmentation data covering over 30 consumer groups, 20 consumer trends and consumption frequency for each product category covered.
  • Detailed brand and private label category shares for 2011 for each product category
  • Unique retailer choice and switching data at the product category level for 2011
Table of Content

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children's behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research

2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Spirits Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Brandy
2.2.2 Gin & Genever
2.2.3 Liqueurs
2.2.4 Rum
2.2.5 Specialty Spirits
2.2.6 Tequila & Mezcal
2.2.7 Vodka
2.2.8 Whiskey
2.3 Behavioral Trends and Market Value
2.3.1 Brandy
2.3.2 Gin & Genever
2.3.3 Liqueurs
2.3.4 Rum
2.3.5 Specialty Spirits
2.3.6 Tequila & Mezcal
2.3.7 Vodka
2.3.8 Whiskey

3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Brandy
3.1.2 Gin & Genever
3.1.3 Liqueurs
3.1.4 Rum
3.1.5 Specialty Spirits
3.1.6 Tequila & Mezcal
3.1.7 Vodka
3.1.8 Whiskey
3.2 Consumer Profiles by Product Category
3.2.1 Brandy
3.2.2 Gin & Genever
3.2.3 Liqueurs
3.2.4 Rum
3.2.5 Specialty Spirits
3.2.6 Tequila & Mezcal
3.2.7 Vodka
3.2.8 Whiskey

4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Spirits Brand Choice and Private Label Shares
4.2.1 Brandy
4.2.2 Gin & Genever
4.2.3 Liqueurs
4.2.4 Rum
4.2.5 Specialty Spirits
4.2.6 Tequila & Mezcal
4.2.7 Vodka
4.2.8 Whiskey

5 The Share of Consumers influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Spirits
5.1.2 Brandy
5.1.3 Gin & Genever
5.1.4 Liqueurs
5.1.5 Rum
5.1.6 Specialty Spirits
5.1.7 Tequila & Mezcal
5.1.8 Vodka
5.1.9 Whiskey

6 Consumption Impact: Market Valuation
6.1 Spirits Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Spirits Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Spirits Volume Impact of Consumer Behavior Trends
6.3.1 Share Growth by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption Per Household by Category

7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Spirits
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Brandy
7.2.2 Retail Share by Volume - Gin & Genever
7.2.3 Retail Share by Volume - Liqueurs
7.2.4 Retail Share by Volume - Rum
7.2.5 Retail Share by Volume - Specialty Spirits
7.2.6 Retail Share by Volume - Tequila & Mezcal
7.2.7 Retail Share by Volume - Vodka
7.2.8 Retail Share by Volume - Whiskey
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 C&S Wholesale Grocers Switching analysis
7.3.3 Costco Switching analysis
7.3.4 Kroger Switching analysis
7.3.5 Loblaw Switching analysis
7.3.6 Publix Switching analysis
7.3.7 Safeway Switching analysis
7.3.8 Supervalu Switching analysis
7.3.9 Wal-Mart Switching analysis
7.3.10 Other Switching analysis
7.4 Profiles of End-Consumers of Spirits, by Retailer Used
7.4.1 Ahold
7.4.2 C&S Wholesale Grocers
7.4.3 Costco
7.4.4 Delhaize
7.4.5 Kroger
7.4.6 Loblaw
7.4.7 Publix
7.4.8 Safeway
7.4.9 Supervalu
7.4.10 Wal-Mart
7.4.11 Other

8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Table


Table 1: Alcoholic Drinks Volume Units
Table 2: Foreign Exchange Rate - US$ Vs. US$, 2011
Table 3: Population Profiles
Table 4: United States Spirits Value Share (%), by Age Groups, 2011
Table 5: United States Spirits Value Share (%), by Gender, 2011
Table 6: United States Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: United States Spirits Value Share (%) by Education Level Achieved Groups, 2011
Table 8: United States Spirits Value Share (%) by Wealth Groups, 2011
Table 9: United States Spirits Value Share (%) by Busy Lives Groups, 2011
Table 10: United States Brandy Consumer Group Share (% market value), 2011
Table 11: United States Gin & Genever Consumer Group Share (% market value), 2011
Table 12: United States Liqueurs Consumer Group Share (% market value), 2011
Table 13: United States Rum Consumer Group Share (% market value), 2011
Table 14: United States Specialty Spirits Consumer Group Share (% market value), 2011
Table 15: United States Tequila & Mezcal Consumer Group Share (% market value), 2011
Table 16: United States Vodka Consumer Group Share (% market value), 2011
Table 17: United States Whiskey Consumer Group Share (% market value), 2011
Table 18: United States Total Brandy Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: United States Total Gin & Genever Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: United States Total Liqueurs Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: United States Total Rum Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: United States Total Specialty Spirits Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: United States Total Tequila & Mezcal Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 24: United States Total Vodka Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 25: United States Total Whiskey Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 26: United States Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: United States Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: United States Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: United States Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: United States Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: United States Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: United States Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: United States Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: United States Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 35: United States Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 36: United States Tequila & Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 37: United States Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 38: United States Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 39: United States Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 40: United States Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 41: United States Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 42: United States Brandy Consumer Profiles (% consumers by sub-group), 2011
Table 43: United States Gin & Genever Consumer Profiles (% consumers by sub-group), 2011
Table 44: United States Liqueurs Consumer Profiles (% consumers by sub-group), 2011
Table 45: United States Rum Consumer Profiles (% consumers by sub-group), 2011
Table 46: United States Specialty Spirits Consumer Profiles (% consumers by sub-group), 2011
Table 47: United States Tequila & Mezcal Consumer Profiles (% consumers by sub-group), 2011
Table 48: United States Vodka Consumer Profiles (% consumers by sub-group), 2011
Table 49: United States Whiskey Consumer Profiles (% consumers by sub-group), 2011
Table 50: United States Spirits Private Label Penetration (% Vol), by Category, 2011
Table 51: United States Brandy Brand Share by Volume (% Vol), 2011
Table 52: United States Gin & Genever Brand Share by Volume (% Vol), 2011
Table 53: United States Liqueurs Brand Share by Volume (% Vol), 2011
Table 54: United States Rum Brand Share by Volume (% Vol), 2011
Table 55: United States Specialty Spirits Brand Share by Volume (% Vol), 2011
Table 56: United States Tequila & Mezcal Brand Share by Volume (% Vol), 2011
Table 57: United States Vodka Brand Share by Volume (% Vol), 2011
Table 58: United States Whiskey Brand Share by Volume (% Vol), 2011
Table 59: United States, Overall Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 60: United States, Brandy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 61: United States, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 62: United States, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 63: United States, Rum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 64: United States, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 65: United States, Tequila & Mezcal: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 66: United States, Vodka: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 67: United States, Whiskey: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 68: United States Spirits Market Value (US Dollar million), by Category, 2011
Table 69: United States Spirits Market Value (US$ million), by Category, 2011
Table 70: United States Spirits Market Volume (Ltrs m), by Category, 2011
Table 71: United States Spirits Market Share (US$ million), by Category, 2011
Table 72: United States Spirits Expenditure Per Capita (US Dollar), by Category, 2011
Table 73: United States Spirits Expenditure Per Capita (US$), by Category, 2011
Table 74: United States Spirits Expenditure Per Household (US Dollar), by Category
Table 75: United States Spirits Expenditure Per Household (US$), by Category
Table 76: United States Spirits Market Volume Share (Ltrs m), by Category, 2011
Table 77: United States Spirits Consumption Per Capita (Kilograms per head), by Category, 2011
Table 78: United States Spirits Consumption Per Household (Kilograms per household), by Category, 2011
Table 79: United States Spirits Retailer Share by Volume (Ltrs m), 2011
Table 80: United States Brandy Retailer Share by Volume (Ltrs m), 2011
Table 81: United States Gin & Genever Retailer Share by Volume (Ltrs m), 2011
Table 82: United States Liqueurs Retailer Share by Volume (Ltrs m), 2011
Table 83: United States Rum Retailer Share by Volume (Ltrs m), 2011
Table 84: United States Specialty Spirits Retailer Share by Volume (Ltrs m), 2011
Table 85: United States Tequila & Mezcal Retailer Share by Volume (Ltrs m), 2011
Table 86: United States Vodka Retailer Share by Volume (Ltrs m), 2011
Table 87: United States Whiskey Retailer Share by Volume (Ltrs m), 2011
Table 88: United States: Switchers to C&S Wholesale Grocers for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 89: United States: Switchers From C&S Wholesale Grocers for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 90: United States: Switchers to Costco for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 91: United States: Switchers From Costco for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 92: United States: Switchers to Kroger for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 93: United States: Switchers From Kroger for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 94: United States: Switchers to Loblaw for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 95: United States: Switchers to Publix for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 96: United States: Switchers From Publix for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 97: United States: Switchers to Safeway for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 98: United States: Switchers From Safeway for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 99: United States: Switchers From Supervalu for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 100: United States: Switchers to Wal-Mart for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 101: United States: Switchers From Wal-Mart for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 102: United States: Switchers to Other for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 103: United States: Switchers From Other for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 104: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Ahold (% by Subgroup), 2011
Table 105: United States: Profile of Spirits Consumers Whose Goods Mainly Come From C&S Wholesale Grocers (% by Subgroup), 2011
Table 106: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Costco (% by Subgroup), 2011
Table 107: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Delhaize (% by Subgroup), 2011
Table 108: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Kroger (% by Subgroup), 2011
Table 109: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Loblaw (% by Subgroup), 2011
Table 110: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Publix (% by Subgroup), 2011
Table 111: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Safeway (% by Subgroup), 2011
Table 112: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Supervalu (% by Subgroup), 2011
Table 113: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup), 2011
Table 114: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011

List of Chart


Figure 1: Consumer Panel Report Methodology
Figure 2: United States Spirits Value Share (%), by Age Groups, 2011
Figure 3: United States Spirits Value Share (%), by Gender, 2011
Figure 4: United States Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: United States Spirits Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: United States Spirits Value Share (%) by Wealth Groups, 2011
Figure 7: United States Spirits Value Share (%) by Busy Lives Groups, 2011
Figure 8: United States Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: United States Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: United States Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: United States Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: United States Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: United States Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: United States Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: United States Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: United States Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: United States Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: United States Tequila & Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: United States Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: United States Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: United States Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: United States Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 23: United States Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 24: United States Spirits Private Label Penetration (% Vol), by Category, 2011
Figure 25: United States Spirits Market Share (US$ million), by Category, 2011
Figure 26: United States Spirits Expenditure Per Capita (US$), by Category, 2011
Figure 27: United States Spirits Expenditure Per Household (US$), by Category
Figure 28: United States Spirits Retailer Share by Volume (Ltrs m), 2011
Figure 29: United States Brandy Retailer Share by Volume (Ltrs m), 2011
Figure 30: United States Gin & Genever Retailer Share by Volume (Ltrs m), 2011
Figure 31: United States Liqueurs Retailer Share by Volume (Ltrs m), 2011
Figure 32: United States Rum Retailer Share by Volume (Ltrs m), 2011
Figure 33: United States Specialty Spirits Retailer Share by Volume (Ltrs m), 2011
Figure 34: United States Tequila & Mezcal Retailer Share by Volume (Ltrs m), 2011
Figure 35: United States Vodka Retailer Share by Volume (Ltrs m), 2011
Figure 36: United States Whiskey Retailer Share by Volume (Ltrs m), 2011
Figure 37: United States: People Who Have Switched Retailer for Their Spirits Purchases in the Last Six Months (Thousands), 2011

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