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The German Spirits Market: What Consumers Drink and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Alcoholic Beverages

No. of Pages : 105 Pages


Product Synopsis

This report provides the results for the Spirits market in Germany from Canadean\'s unique, highly detailed 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 behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Spirits market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Spirits market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Spirits are not considered essential items and therefore consumption patterns have been negatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.

What are the key drivers behind recent market changes?

Consumers\' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Brandy, Whiskey, Rum, Gin and Genever,Vodka,Tequila and Mezcal,Specialty Spirits, and Liqueur.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
  • Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • Tequila andMezcal consumption is low in Germany, while those that do consume Tequila andMezcal are mostly situated in younger age groups. These consumers tend to have low disposable incomes, limiting total consumption of the category.
  • The Speciality Spirits market is the largest spirit segment in the overall German Spirits market by value. This is despite Non-users accounting for over half of each age group and low numbers of Heavy users. Producers should take notice of the large number of Light users across all age groups and create strategies to increase their consumption frequency.

Key Highlights

  • Older consumers account for the largest share of the German Spirits market by value. Early Young Adults are the smallest segment, with value increasing as consumers get older. The reasons for this include the greater availability of disposable income among older age groups and the influence of competing alcoholic beverages, such as beer and wine, and soft drinks in different age groups. 
  • The Tequila andMezcal market is the smallest segment in the overall German Spirits market by value and volume. This is despite Non-users accounting for over half of each age group and low numbers of Heavy users. Producers should take notice of the large number of Light users across all age groups and create strategies to increase their consumption frequency. 
  • The German Spirits market by value is dominated by the Better Off wealth group, which, together with the Highly Affluent wealth group, comprise over half of the German Spirits market by value, indicating strong potential for premium products.
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)

2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data

3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Spirits Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Brandy
3.2.2 Gin and Genever
3.2.3 Liqueurs
3.2.4 Rum
3.2.5 Specialty Spirits
3.2.6 Tequila and Mezcal
3.2.7 Vodka
3.2.8 Whiskey
3.3 Behavioral Trends and Market Value
3.3.1 Brandy
3.3.2 Gin and Genever
3.3.3 Liqueurs
3.3.4 Rum
3.3.5 Specialty Spirits
3.3.6 Tequila and Mezcal
3.3.7 Vodka
3.3.8 Whiskey

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Brandy
4.1.2 Gin and Genever
4.1.3 Liqueurs
4.1.4 Rum
4.1.5 Specialty Spirits
4.1.6 Tequila and Mezcal
4.1.7 Vodka
4.1.8 Whiskey
4.2 Consumer Profiles by Product Category
4.2.1 Brandy
4.2.2 Gin and Genever
4.2.3 Liqueurs
4.2.4 Rum
4.2.5 Specialty Spirits
4.2.6 Tequila and Mezcal
4.2.7 Vodka
4.2.8 Whiskey

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Spirits Brand Choice and Private Label Consumer Penetration
5.2.1 Brandy
5.2.2 Gin and Genever
5.2.3 Liqueurs
5.2.4 Rum
5.2.5 Specialty Spirits
5.2.6 Tequila and Mezcal
5.2.7 Vodka
5.2.8 Whiskey

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Spirits
6.1.2 Brandy
6.1.3 Gin and Genever
6.1.4 Liqueurs
6.1.5 Rum
6.1.6 Specialty Spirits
6.1.7 Tequila and Mezcal
6.1.8 Vodka
6.1.9 Whiskey

7 Consumption Impact: Market Valuation
7.1 Spirits Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Spirits Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Spirits Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category

8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Spirits
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Brandy
8.2.2 Retail Share by Volume - Gin and Genever
8.2.3 Retail Share by Volume - Liqueurs
8.2.4 Retail Share by Volume - Rum
8.2.5 Retail Share by Volume - Specialty Spirits
8.2.6 Retail Share by Volume - Tequila and Mezcal
8.2.7 Retail Share by Volume - Vodka
8.2.8 Retail Share by Volume - Whiskey
8.3 Profiles of End-Consumers of Spirits, by Retailer Used
8.3.1 Aldi
8.3.2 Coop (DE)
8.3.3 Edeka
8.3.4 Globus
8.3.5 Metro Group
8.3.6 Norma
8.3.7 Rewe Group
8.3.8 Schwarz Group
8.3.9 Tengelmann
8.3.10 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table

Table 1: Volume Units for the Spirits Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Germany Survey Respondent profile (weighted), 2012
Table 4: Germany Spirits Value Share (%), by Age Groups, 2012
Table 5: Germany Spirits Value Share (%), by Gender, 2012
Table 6: Germany Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Germany Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Germany Spirits Value Share (%) by Wealth Groups, 2012
Table 9: Germany Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: Germany Brandy Consumer Group Share (% market value), 2012
Table 11: Germany Gin and Genever Consumer Group Share (% market value), 2012
Table 12: Germany Liqueurs Consumer Group Share (% market value), 2012
Table 13: Germany Rum Consumer Group Share (% market value), 2012
Table 14: Germany Specialty Spirits Consumer Group Share (% market value), 2012
Table 15: Germany Tequila and Mezcal Consumer Group Share (% market value), 2012
Table 16: Germany Vodka Consumer Group Share (% market value), 2012
Table 17: Germany Whiskey Consumer Group Share (% market value), 2012
Table 18: Germany Total Brandy Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Germany Total Gin and Genever Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Germany Total Liqueurs Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Germany Total Rum Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Germany Total Specialty Spirits Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: Germany Total Tequila and Mezcal Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: Germany Total Vodka Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 25: Germany Total Whiskey Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 26: Germany Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Germany Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Germany Gin and Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Germany Gin and Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Germany Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Germany Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Germany Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Germany Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Germany Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 35: Germany Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 36: Germany Tequila and Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 37: Germany Tequila and Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 38: Germany Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 39: Germany Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 40: Germany Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 41: Germany Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 42: Germany Brandy Consumer Profiles (% consumers by sub-group), 2012
Table 43: Germany Gin and Genever Consumer Profiles (% consumers by sub-group), 2012
Table 44: Germany Liqueurs Consumer Profiles (% consumers by sub-group), 2012
Table 45: Germany Rum Consumer Profiles (% consumers by sub-group), 2012
Table 46: Germany Specialty Spirits Consumer Profiles (% consumers by sub-group), 2012
Table 47: Germany Tequila and Mezcal Consumer Profiles (% consumers by sub-group), 2012
Table 48: Germany Vodka Consumer Profiles (% consumers by sub-group), 2012
Table 49: Germany Whiskey Consumer Profiles (% consumers by sub-group), 2012
Table 50: Germany Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 51: Germany Brandy Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: Germany Gin and Genever Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: Germany Liqueurs Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 54: Germany Rum Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 55: Germany Specialty Spirits Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 56: Germany Tequila and Mezcal Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 57: Germany Vodka Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 58: Germany Whiskey Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 59: Germany, Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: Germany, Brandy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: Germany, Gin and Genever: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 62: Germany, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 63: Germany, Rum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 64: Germany, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 65: Germany, Tequila and Mezcal: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 66: Germany, Vodka: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 67: Germany, Whiskey: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 68: Germany Spirits Market Value (Euro million), by Category, 2012
Table 69: Germany Spirits Market Value (US$ million), by Category, 2012
Table 70: Germany Spirits Market Volume (Ltrs m), by Category, 2012
Table 71: Germany Spirits Market Value (US$ million), by Category, 2012
Table 72: Germany Spirits Expenditure Per Capita (Euro), by Category, 2012
Table 73: Germany Spirits Expenditure Per Capita (US$), by Category, 2012
Table 74: Germany Spirits Expenditure Per Household (Euro), by Category
Table 75: Germany Spirits Expenditure Per Household (US$), by Category
Table 76: Germany Spirits Market Volume (Ltrs m), by Category, 2012
Table 77: Germany Spirits Consumption Per Capita by Category, 2012
Table 78: Germany Spirits Consumption Per Household by Category, 2012
Table 79: Germany Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 80: Germany Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 81: Germany Gin and Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 82: Germany Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 83: Germany Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 84: Germany Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 85: Germany Tequila and Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 86: Germany Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 87: Germany Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 88: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2012
Table 89: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Coop (DE) (% by Subgroup, as tracked by the Survey), 2012
Table 90: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2012
Table 91: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2012
Table 92: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 93: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2012
Table 94: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2012
Table 95: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2012
Table 96: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2012
Table 97: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Chart

Figure 1: Consumer Trends Report Methodology
Figure 2: Germany Spirits Value Share (%), by Age Groups, 2012
Figure 3: Germany Spirits Value Share (%), by Gender, 2012
Figure 4: Germany Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Germany Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Germany Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: Germany Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: Germany Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Germany Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Germany Gin and Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Germany Gin and Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Germany Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Germany Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Germany Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Germany Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Germany Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Germany Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Germany Tequila and Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Germany Tequila and Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Germany Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: Germany Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: Germany Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 23: Germany Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 24: Germany Spirits Market Value (US$ million), by Category, 2012
Figure 25: Germany Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 26: Germany Spirits Expenditure Per Household (US$), by Category
Figure 27: Germany Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 28: Germany Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 29: Germany Gin and Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 30: Germany Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 31: Germany Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 32: Germany Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 33: Germany Tequila and Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 34: Germany Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 35: Germany Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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