866-997-4948(US-Canada Toll Free)

RTD Alcoholic Beverages - US - December 2014

Published By :

Mintel

Published Date : Dec 2014

Category :

Alcoholic Beverages

No. of Pages : 132 Pages

Sales in the RTD alcoholic beverage category will grow for the foreseeable future, but this category has a history of up-and-down performances, from the heyday of the launch of wine coolers to the growth of alcopops and flavored alcoholic beverages, and the accompanying demise between the emergence of each. Due to the increased competition from (and consumer interest in) white and dark spirits, as well as other forms of alcohol, this era of RTD alcoholic beverage growth could be its shortest yet.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

Executive Summary

Flavored malt beverages will grow through 2018
Figure 1: Total US sales and fan chart forecast of flavored malt beverages, at current prices, 2009-18
Younger consumers more likely to drink RTD alcoholic beverages
Figure 2: Frequency of consuming RTD alcoholic beverages, by generations, September 2014
Other alcoholic beverage types vie for Millennial attention
Figure 3: Alcoholic beverage purchases, by generations – Any consumption, February 2014
Consumers more interested in flavor than brands of RTD alcoholic beverages
Figure 4: Attributes of RTD alcoholic beverages, by generations, September 2014
Consumers turn to RTD alcoholic beverages to test untried flavors or cocktails
Figure 5: Attributes of RTD alcoholic beverages, by race/Hispanic origin, September 2014
Taste compels most usage of RTD alcoholic beverages
Figure 6: Why consumers choose RTD alcoholic beverages, by presence of children in household, September 2014
Consumers seeking savory flavors in RTD alcoholic beverages
Figure 7: Flavors/brands of RTD alcoholic beverages – Any agree, by generations, September 2014
RTD alcoholic beverages are not solely the drink of the youth
Figure 8: Perceptions of RTD alcoholic beverages – Any agree, by generations, September 2014
Consumer interest in organic/natural RTD alcoholic beverages
Figure 9: Flavors/brands of RTD alcoholic beverages – Any agree, by gender, September 2014
What we think

Issues and Insights

The RTD alcoholic beverage category should draw inspiration from mixologists and popular cocktails
Issues
Insights
Flavor drives Millennial consumers
Issues
Insights
RTDs should promote their convenience and premium qualities
Issues
Insights

Trend Applications

Trend: Fauxthenticity
Trend: Green and Lean
Trend: The Big Issue

Market/Segment Size and Forecast

Key points
Flavored malt beverages set the pace for the RTD alcoholic beverage category
Figure 10: US volume sales of flavored malt beverages, 2009-18
Prepared spirits-based cocktail sales to drop
Figure 11: US volume sales of prepared spirits-based cocktails, 2009-18
Wine cooler sales can not afford to cool much more
Figure 12: US volume sales of wine coolers, 2009-18
Flavored malt beverages will grow through 2018
Figure 13: Total US sales and fan chart forecast of flavored malt beverages, at current prices, 2009-18
Prepared spirits-based cocktail sales to fall
Figure 14: Total US sales and fan chart forecast of prepared spirits-based cocktails, at current prices, 2009-18
Wine coolers show no sign of warming
Figure 15: Total US sales and fan chart forecast of wine coolers, at current prices, 2009-18
Forecast methodology

Market Drivers

Hispanic population growth could lead to category growth
Figure 16: US population by race and Hispanic origin, 2009-19
Millennials most likely to consume RTD alcoholic beverages
Figure 17: US population, by generation share, 2014

Competitive Context

Key points
Millennials lead in alcoholic beverage consumption, versatility
Figure 18: Alcoholic beverage purchases, by generations – Any consumption, February 2014

Leading Companies and Marketing Strategies

Key points
Flavor innovation drives RTD segment
Figure 19: Adult volume consumption of flavored alcoholic beverages – Noncoolers (ready to drink) – By brands, by age, April 2013-June 2014
Figure 20: Smirnoff Ice, “Playoff Preparada,” TV Commercial, September 2014
Figure 21: Malibu, “Best Summer Ever,” TV Commercial, May 2014
Figure 22: Budweiser, “Fiesta Forever,” TV Commercial, July 2014

Innovations and Innovators

Most RTD introductions in bottles, with pouches and cans vying for a distant second
Figure 23: RTD alcoholic beverage introductions, by package type, 2010-14
Flavors fuel RTD alcoholic beverage launches
Figure 24: Most popular flavors (including flavor blends) in US RTD alcoholic beverage introductions, 2009-13*
Familiar libations add to RTD introductions
Variety packs provide opportunity to sample RTDs
International launches draw inspiration from traditional mixed drinks

The Consumer – Frequency of Consumption

Key points
Just over a third of consumers consumed RTD alcoholic beverages in the past three months
Figure 25: Frequency of consuming RTD alcoholic beverages, by gender, September 2014
RTD alcohol consumption skews younger
Figure 26: Frequency of consuming RTD alcoholic beverages, by generations, September 2014
Higher-income households more likely to consume RTD alcoholic beverages
Figure 27: Frequency of consuming RTD alcoholic beverages, by household income, September 2014
Households with children more likely to consume
Figure 28: Frequency of consuming RTD alcoholic beverages, by presence of children in household, September 2014
Majority of urban households had an RTD alcoholic beverage in the past three months, far more than those from the suburbs or rural locations
Figure 29: Frequency of consuming RTD alcoholic beverages, by area, September 2014
Premade cocktail consumption surges in past year
Figure 30: Adult volume consumption of prepared cocktail mixes with liquor, April 2009-June 2014
Interest in RTDs among non-RTD drinkers
Few non-RTD drinkers express an interest in trying the beverages
Figure 31: Interest in RTDs among non-RTD drinkers, by gender, September 2014
Figure 32: Interest in RTDs among non-RTD drinkers, by generations, September 2014

The Consumer – Learning about RTD Alcoholic Beverages

Key points
Word of mouth sells RTD alcoholic beverages, with internet ads notably effective among men
Figure 33: Learning about RTD alcoholic beverages, by gender, September 2014
Half of all consumers rely on word of mouth to learn about RTD alcoholic beverages
Figure 34: Learning about RTD alcoholic beverages, by age, September 2014
Social, new media inform Millennials’ awareness of RTD alcoholic beverages
Figure 35: Learning about RTD alcoholic beverages, by generations, September 2014
Store sampling strongly influences rural consumers, while social media impacts urban consumers much more so
Figure 36: Learning about RTD alcoholic beverages, by area, September 2014

The Consumer and RTD Branding

Key points
Flavor plays a key role in RTD purchase decisions
Figure 37: Attributes of RTD alcoholic beverages, by gender, September 2014
Almost a quarter of Millennials and Baby Boomers look to RTDs to try a cocktail they have never had
Figure 38: Attributes of RTD alcoholic beverages, by generations, September 2014
Brands resonate most strongly with lower-income households
Figure 39: Attributes of RTD alcoholic beverages, by household income, September 2014

The Consumer – Flavors and RTD Alcoholic Beverages

Key points
Savory flavor options of significant interest to RTD drinkers
Figure 40: Flavors of RTD alcoholic beverages, September 2014
Younger consumers interested in spicy-flavored RTD alcoholic beverages
Figure 41: Flavors/brands of RTD alcoholic beverages – Any agree, by generations, September 2014
Younger consumers regard RTDs as a means of trying new-to-them cocktails/mixed drinks
Figure 42: Flavors/brands of RTD alcoholic beverages – Any agree, by age, September 2014
All generations open to trying RTDs from unfamiliar brands
Figure 43: Flavors/brands of RTD alcoholic beverages – Any agree, by generations, September 2014
Almost six in 10 of households with children note RTDs help them control calories when drinking
Figure 44: Flavors/brands of RTD alcoholic beverages – Any agree, by presence of children in household, September 2014

The Consumer – Factors Impacting RTD Alcohol Purchase

Key points
Taste compels more than half of consumers to purchase RTD alcoholic beverages
Figure 45: Why consumers choose RTD alcoholic beverages, by gender, September 2014
Baby Boomers appreciate the convenience of RTDs
Figure 46: Why consumers choose RTD alcoholic beverages, by generations, September 2014
Variety resonates most strongly among households with children
Figure 47: Why consumers choose RTD alcoholic beverages, by presence of children in household, September 2014

Race and Hispanic Origin

Key points
Flavor, brand inform most Hispanic RTD alcohol purchases
Figure 48: Attributes of RTD alcoholic beverages, by race/Hispanic origin, September 2014
Friends/family/co-workers impact Hispanic purchases of RTD alcoholic beverages
Figure 49: Learning about RTD alcoholic beverages, by race/Hispanic origin, September 2014
RTD variety resonates particularly with Hispanic consumers
Figure 50: Why consumers choose RTD alcoholic beverages, by race/Hispanic origin, September 2014
Nearly two thirds of Hispanics would like savory RTDs
Figure 51: Flavors/brands of RTD alcoholic beverages – Any agree, by race/Hispanic origin, September 2014
Hispanics most likely interested in a can form of Long Island Iced Tea
Figure 52: Formats for cocktails, by race/Hispanic origin, September 2014
Bottled Sangria resonates most strongly with Hispanic consumers
Figure 53: Formats for cocktails, by race/Hispanic origin, September 2014

Appendix – Other Useful Consumer Tables

Frequency of consuming RTD alcoholic beverages
Figure 54: Frequency of consuming RTD alcoholic beverages, by census regions – Divisions, September 2014
Figure 55: Frequency of consuming RTD alcoholic beverages, by census regions – Divisions, September 2014
Attitudes of non-RTD drinkers
Figure 56: Interest in RTDs among non-RTD drinkers, by age, September 2014
Figure 57: Interest in RTDs among non-RTD drinkers, by household income, September 2014
Figure 58: Interest in RTDs among non-RTD drinkers, by census regions – Divisions, September 2014
Figure 59: Interest in RTDs among non-RTD drinkers, by census regions – Divisions, September 2014
Figure 60: Interest in RTDs among non-RTD drinkers, by area, September 2014
Figure 61: Learning about RTD alcoholic beverages, by household income, September 2014
Figure 62: Learning about RTD alcoholic beverages, by presence of children in household, September 2014
Figure 63: Learning about RTD alcoholic beverages, by census regions – Divisions, September 2014
Figure 64: Learning about RTD alcoholic beverages, by census regions – Divisions, September 2014
RTD alcoholic beverage brand and flavor preferences
Figure 65: Attributes of RTD alcoholic beverages, by presence of children in household, September 2014
Figure 66: Attributes of RTD alcoholic beverages, by census regions – Divisions, September 2014
Figure 67: Attributes of RTD alcoholic beverages, by census regions – Divisions, September 2014
Figure 68: Attributes of RTD alcoholic beverages, by area, September 2014
Figure 69: Attributes of RTD alcoholic beverages, by gender, September 2014
Figure 70: Attributes of RTD alcoholic beverages, by age, September 2014
Figure 71: Attributes of RTD alcoholic beverages, by generations, September 2014
Figure 72: Attributes of RTD alcoholic beverages, by household income, September 2014
Figure 73: Attributes of RTD alcoholic beverages, by presence of children in household, September 2014
Figure 74: Attributes of RTD alcoholic beverages, by census regions – Divisions, September 2014
Figure 75: Attributes of RTD alcoholic beverages, by census regions – Divisions, September 2014
Figure 76: Why consumers choose RTD alcoholic beverages, by age, September 2014
Figure 77: Why consumers choose RTD alcoholic beverages, by household income, September 2014
Figure 78: Why consumers choose RTD alcoholic beverages, by census regions – Divisions, September 2014
Figure 79: Why consumers choose RTD alcoholic beverages, by census regions – Divisions, September 2014
Figure 80: Attributes of RTD alcoholic beverages, by gender, September 2014
Figure 81: Attributes of RTD alcoholic beverages, by age, September 2014
Figure 82: Attributes of RTD alcoholic beverages, by generations, September 2014
Figure 83: Attributes of RTD alcoholic beverages, by household income, September 2014
Figure 84: Attributes of RTD alcoholic beverages, by presence of children in household, September 2014
Figure 85: Attributes of RTD alcoholic beverages, by census regions – Divisions, September 2014
Figure 86: Attributes of RTD alcoholic beverages, by census regions – Divisions, September 2014
Figure 87: Attributes of RTD alcoholic beverages, by area, September 2014
Flavors/brands of RTD alcoholic beverages
Figure 88: Flavors of RTD alcoholic beverages – Any agree, by household income, September 2014
Figure 89: Flavors of RTD alcoholic beverages – Any agree, by presence of children in household, September 2014
Figure 90: Perceptions of RTD alcoholic beverages, September 2014
Figure 91: Perceptions of RTD alcoholic beverages – Any agree, by gender, September 2014
Figure 92: Perceptions of RTD alcoholic beverages – Any agree, by generations, September 2014
Figure 93: Perceptions of RTD alcoholic beverages – Any agree, by age, September 2014
Figure 94: Perceptions of RTD alcoholic beverages – Any agree, by household income, September 2014
Figure 95: Perceptions of RTD alcoholic beverages – Any agree, by presence of children in household, September 2014
Figure 96: Flavors/brands of RTD alcoholic beverages – Any agree, by census regions – Divisions, September 2014
Figure 97: Flavors/brands of RTD alcoholic beverages, September 2014
Figure 98: Flavors/brands of RTD alcoholic beverages – Any agree, by gender, September 2014
Figure 99: Flavors/brands of RTD alcoholic beverages – Any agree, by gender, September 2014
Formats for cocktails
Figure 100: Formats for cocktails, September 2014
Figure 101: Formats for cocktails, by gender, September 2014
Figure 102: Formats for cocktails, by age, September 2014
Figure 103: Formats for cocktails, by generations, September 2014
Figure 104: Formats for cocktails, by household income, September 2014
Figure 105: Formats for cocktails, by presence of children in household, September 2014
Figure 106: Formats for cocktails, by area, September 2014
Figure 107: Formats for cocktails, by census regions – Divisions, September 2014
Figure 108: Formats for cocktails, by race/Hispanic origin, September 2014
Figure 109: Formats for cocktails, by census regions – Divisions, September 2014
Race/Hispanic Origin
Figure 110: Interest in RTDs among non-RTD drinkers, by race/Hispanic origin, September 2014
Figure 111: Attributes of RTD alcoholic beverages, by race/Hispanic origin, September 2014

Appendix – Trade Associations

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *

Upcoming Reports

  • Sugar and Gum Confectionery - UK - January 2015

    Rising dental health concerns can create an opportunity for chewing gum brands. Currently much of the marketing for sugar-free gums centres around fresh breath, however, the dental health benefits, particularly for children, could warrant more focus. Though explored internationally, tooth-friendly gums tailored for children remain rare in the UK market....