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The Italian Spirits Market: What Consumers Drink and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Alcoholic Beverages

No. of Pages : 117 Pages


Product Synopsis

This report provides the results for the Spirits market in Italy 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. Brandy, Whiskey, Rum, Gin and Genever, Vodka, Tequila and Mezcal, Specialty Spirits, and Liqueurs 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, andLiqueurs.
  • 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

  • Consumption of Gin andGenever is low, with consumption declining as consumers get older. Furthermore, consumption frequency is mostly Light, indicating that Gin andGenever consumption is occasional and producers need to consider strategies to make consumption more habitual.
  • Rum consumption in Italy increases with age because of heavy use. As a result, marketing planners are likely to have Older Consumers and Mid-Lifers as their target audience.
  • Vodka consumption in Italy is significantly higher among younger consumers. There are few Light consumers in the Early Young Adults age group, suggesting that producers have successfully developed habitual consumption of their products. However, Light consumption is more common than Medium consumption in older age groups. As such, producers need to consider strategies to increase consumption frequency in age groups other than young adults.

Key Highlights

  • Personal space and time and Quality seeking are key trends affecting consumers\' choices of Brandy. As such, Brandy producers need to attach qualities such as connoisseurship to their brands to resonate with consumers.
  • While private label penetration is low in most Spirits categories in Italy, it is unusually high for Rum with penetration reaching almost 12%. Retailers need to replicate the winning strategies they have implemented for Rum in other Spirits categories.
  • Speciality Spirits accounts for the largest share of the Italian Spirits market in value terms, followed by Brandy and Liqueurs.
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 Auchan
8.3.2 Bennet SpA
8.3.3 Carrefour
8.3.4 Conad
8.3.5 Coop Italia
8.3.6 Despar Servizi
8.3.7 Esselunga
8.3.8 Eurospin
8.3.9 Finiper
8.3.10 Interdis
8.3.11 PAM
8.3.12 Rewe Group
8.3.13 Schwarz Group
8.3.14 Selex
8.3.15 Sisa
8.3.16 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: Italy Survey Respondent profile (weighted), 2012
Table 4: Italy Spirits Value Share (%), by Age Groups, 2012
Table 5: Italy Spirits Value Share (%), by Gender, 2012
Table 6: Italy Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Italy Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Italy Spirits Value Share (%) by Wealth Groups, 2012
Table 9: Italy Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: Italy Brandy Consumer Group Share (% market value), 2012
Table 11: Italy Gin and Genever Consumer Group Share (% market value), 2012
Table 12: Italy Liqueurs Consumer Group Share (% market value), 2012
Table 13: Italy Rum Consumer Group Share (% market value), 2012
Table 14: Italy Specialty Spirits Consumer Group Share (% market value), 2012
Table 15: Italy Tequila and Mezcal Consumer Group Share (% market value), 2012
Table 16: Italy Vodka Consumer Group Share (% market value), 2012
Table 17: Italy Whiskey Consumer Group Share (% market value), 2012
Table 18: Italy Total Brandy Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Italy Total Gin and Genever Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Italy Total Liqueurs Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Italy Total Rum Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Italy Total Specialty Spirits Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: Italy Total Tequila and Mezcal Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: Italy Total Vodka Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 25: Italy Total Whiskey Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 26: Italy Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Italy Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Italy Gin and Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Italy Gin and Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Italy Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Italy Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Italy Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Italy Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Italy Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 35: Italy Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 36: Italy Tequila and Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 37: Italy Tequila and Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 38: Italy Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 39: Italy Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 40: Italy Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 41: Italy Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 42: Italy Brandy Consumer Profiles (% consumers by sub-group), 2012
Table 43: Italy Gin and Genever Consumer Profiles (% consumers by sub-group), 2012
Table 44: Italy Liqueurs Consumer Profiles (% consumers by sub-group), 2012
Table 45: Italy Rum Consumer Profiles (% consumers by sub-group), 2012
Table 46: Italy Specialty Spirits Consumer Profiles (% consumers by sub-group), 2012
Table 47: Italy Tequila and Mezcal Consumer Profiles (% consumers by sub-group), 2012
Table 48: Italy Vodka Consumer Profiles (% consumers by sub-group), 2012
Table 49: Italy Whiskey Consumer Profiles (% consumers by sub-group), 2012
Table 50: Italy Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 51: Italy Brandy Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: Italy Gin and Genever Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: Italy Liqueurs Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 54: Italy Rum Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 55: Italy Specialty Spirits Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 56: Italy Tequila and Mezcal Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 57: Italy Vodka Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 58: Italy Whiskey Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 59: Italy, Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: Italy, Brandy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: Italy, Gin and Genever: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 62: Italy, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 63: Italy, Rum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 64: Italy, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 65: Italy, Tequila and Mezcal: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 66: Italy, Vodka: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 67: Italy, Whiskey: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 68: Italy Spirits Market Value (euro million), by Category, 2012
Table 69: Italy Spirits Market Value (US$ million), by Category, 2012
Table 70: Italy Spirits Market Volume (Ltrs m), by Category, 2012
Table 71: Italy Spirits Market Value (US$ million), by Category, 2012
Table 72: Italy Spirits Expenditure Per Capita (euro), by Category, 2012
Table 73: Italy Spirits Expenditure Per Capita (US$), by Category, 2012
Table 74: Italy Spirits Expenditure Per Household (euro), by Category
Table 75: Italy Spirits Expenditure Per Household (US$), by Category
Table 76: Italy Spirits Market Volume (Ltrs m), by Category, 2012
Table 77: Italy Spirits Consumption Per Capita, (Ltrs ), by Category, 2012
Table 78: Italy Spirits Consumption Per Household (Ltrs ),, by Category, 2012
Table 79: Italy Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 80: Italy Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 81: Italy Gin and Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 82: Italy Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 83: Italy Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 84: Italy Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 85: Italy Tequila and Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 86: Italy Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 87: Italy Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 88: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 89: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2012
Table 90: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 91: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2012
Table 92: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2012
Table 93: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2012
Table 94: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2012
Table 95: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2012
Table 96: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Finiper (% by Subgroup, as tracked by the Survey), 2012
Table 97: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Interdis (% by Subgroup, as tracked by the Survey), 2012
Table 98: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2012
Table 99: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2012
Table 100: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2012
Table 101: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2012
Table 102: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2012
Table 103: Italy: 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: Italy Spirits Value Share (%), by Age Groups, 2012
Figure 3: Italy Spirits Value Share (%), by Gender, 2012
Figure 4: Italy Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Italy Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Italy Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: Italy Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: Italy Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Italy Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Italy Gin and Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Italy Gin and Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Italy Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Italy Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Italy Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Italy Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Italy Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Italy Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Italy Tequila and Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Italy Tequila and Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Italy Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: Italy Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: Italy Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 23: Italy Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 24: Italy Spirits Market Share (US$ million), by Category, 2012
Figure 25: Italy Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 26: Italy Spirits Expenditure Per Household (US$), by Category
Figure 27: Italy Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 28: Italy Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 29: Italy Gin and Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 30: Italy Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 31: Italy Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 32: Italy Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 33: Italy Tequila and Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 34: Italy Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 35: Italy Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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