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The Russian Spirits Market: What Consumers Drink and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Alcoholic Beverages

No. of Pages : 112 Pages


Product Synopsis

This report provides the results for the Spirits market in Russia 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 in organized sector. 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 organized 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, 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 in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • Consumer segmentation based on wealth reveals that the Moderate Income wealth group has the largest value share in the Spirits market in Russia. This suggests that there is a large consumer base for mass market products.
  • Consumption frequency analysis reveals Russians have a low preference for Whiskey. Overall penetration remains below 50% across all age groups, with consumption declining as consumers get older. Furthermore, significantly more men than women consume Whiskey, though the number of Heavy users is similar in both genders.
  • Tequila and Mezcal consumption declines as consumers get older, suggesting producers should target consumers in younger age groups, which also feature the highest number of Heavy users.

Key Highlights

  • Market valuation reveals that Vodka accounts for the majority of the Spirits market in Russia, encompassing around 70% of the market, followed by Speciality Spirits and Brandy. Tequila and Mezcal is the smallest selling segment. 
  • Private labels accounts for over 50% of the Russian Specialty Spirits market, a very high penetration rate. This success isn\'t replicated across other Spirits categories, where the highest penetration is 8% in Brandy.
  • The Russian Spirits organized retail market is fragmented, with Metro Group leading the field with 15% market share. However, retailer concentration is expected to increase as the Russian market matures.
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 of Organized Retail
8.1 Retailer Volume Share of Organized Retail
8.1.1 Retailer Volume Share of Organized Retail in Spirits
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share of Organized Retail by Volume - Brandy
8.2.2 Retail Share of Organized Retail by Volume - Gin and Genever
8.2.3 Retail Share of Organized Retail by Volume - Liqueurs
8.2.4 Retail Share of Organized Retail by Volume - Rum
8.2.5 Retail Share of Organized Retail by Volume - Specialty Spirits
8.2.6 Retail Share of Organized Retail by Volume - Tequila and Mezcal
8.2.7 Retail Share of Organized Retail by Volume - Vodka
8.2.8 Retail Share of Organized Retail by Volume - Whiskey
8.3 Profiles of End-Consumers of Spirits, by Retailer Used
8.3.1 Auchan
8.3.2 Dixi
8.3.3 Lenta
8.3.4 Magnit
8.3.5 Metro Group
8.3.6 OAO Pharmacy Chain 36.6
8.3.7 O\'Key
8.3.8 Paterson
8.3.9 Sedmoi Kontinent
8.3.10 X5 Retail Group
8.3.11 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 - RUB vs. USD
Table 3: Russian Federation Survey Respondent profile (weighted), 2012
Table 4: Russian Federation Spirits Value Share (%), by Age Groups, 2012
Table 5: Russian Federation Spirits Value Share (%), by Gender, 2012
Table 6: Russian Federation Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Russian Federation Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Russian Federation Spirits Value Share (%) by Wealth Groups, 2012
Table 9: Russian Federation Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: Russian Federation Brandy Consumer Group Share (% market value), 2012
Table 11: Russian Federation Gin and Genever Consumer Group Share (% market value), 2012
Table 12: Russian Federation Liqueurs Consumer Group Share (% market value), 2012
Table 13: Russian Federation Rum Consumer Group Share (% market value), 2012
Table 14: Russian Federation Specialty Spirits Consumer Group Share (% market value), 2012
Table 15: Russian Federation Tequila and Mezcal Consumer Group Share (% market value), 2012
Table 16: Russian Federation Vodka Consumer Group Share (% market value), 2012
Table 17: Russian Federation Whiskey Consumer Group Share (% market value), 2012
Table 18: Russian Federation Total Brandy Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Russian Federation Total Gin and Genever Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Russian Federation Total Liqueurs Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Russian Federation Total Rum Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Russian Federation Total Specialty Spirits Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: Russian Federation Total Tequila and Mezcal Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: Russian Federation Total Vodka Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 25: Russian Federation Total Whiskey Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 26: Russian Federation Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Russian Federation Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Russian Federation Gin and Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Russian Federation Gin and Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Russian Federation Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Russian Federation Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Russian Federation Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Russian Federation Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Russian Federation Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 35: Russian Federation Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 36: Russian Federation Tequila and Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 37: Russian Federation Tequila and Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 38: Russian Federation Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 39: Russian Federation Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 40: Russian Federation Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 41: Russian Federation Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 42: Russian Federation Brandy Consumer Profiles (% consumers by sub-group), 2012
Table 43: Russian Federation Gin and Genever Consumer Profiles (% consumers by sub-group), 2012
Table 44: Russian Federation Liqueurs Consumer Profiles (% consumers by sub-group), 2012
Table 45: Russian Federation Rum Consumer Profiles (% consumers by sub-group), 2012
Table 46: Russian Federation Specialty Spirits Consumer Profiles (% consumers by sub-group), 2012
Table 47: Russian Federation Tequila and Mezcal Consumer Profiles (% consumers by sub-group), 2012
Table 48: Russian Federation Vodka Consumer Profiles (% consumers by sub-group), 2012
Table 49: Russian Federation Whiskey Consumer Profiles (% consumers by sub-group), 2012
Table 50: Russian Federation Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 51: Russian Federation Brandy Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: Russian Federation Gin and Genever Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: Russian Federation Liqueurs Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 54: Russian Federation Rum Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 55: Russian Federation Specialty Spirits Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 56: Russian Federation Tequila and Mezcal Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 57: Russian Federation Vodka Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 58: Russian Federation Whiskey Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 59: Russian Federation, Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: Russian Federation, Brandy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: Russian Federation, Gin and Genever: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 62: Russian Federation, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 63: Russian Federation, Rum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 64: Russian Federation, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 65: Russian Federation, Tequila and Mezcal: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 66: Russian Federation, Vodka: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 67: Russian Federation, Whiskey: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 68: Russian Federation Spirits Market Value (Russian Ruble million), by Category, 2012
Table 69: Russian Federation Spirits Market Value (US$ million), by Category, 2012
Table 70: Russian Federation Spirits Market Volume (Ltrs m), by Category, 2012
Table 71: Russian Federation Spirits Market Value (US$ million), by Category, 2012
Table 72: Russian Federation Spirits Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 73: Russian Federation Spirits Expenditure Per Capita (US$), by Category, 2012
Table 74: Russian Federation Spirits Expenditure Per Household (Russian Ruble), by Category
Table 75: Russian Federation Spirits Expenditure Per Household (US$), by Category
Table 76: Russian Federation Spirits Market Volume (Ltrs m), by Category, 2012
Table 77: Russian Federation Spirits Consumption Per Capita (Ltrs ), by Category, 2012
Table 78: Russian Federation Spirits Consumption Per Household (Ltrs ), by Category, 2012
Table 79: Russian Federation Spirits Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Table 80: Russian Federation Brandy Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 81: Russian Federation Gin and Genever Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 82: Russian Federation Liqueurs Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 83: Russian Federation Rum Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 84: Russian Federation Specialty Spirits Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 85: Russian Federation Tequila and Mezcal Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 86: Russian Federation Vodka Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 87: Russian Federation Whiskey Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 88: Russian Federation: Profile of Spirits Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 89: Russian Federation: Profile of Spirits Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 90: Russian Federation: Profile of Spirits Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 91: Russian Federation: Profile of Spirits Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 92: Russian Federation: Profile of Spirits Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 93: Russian Federation: Profile of Spirits Consumers Whose Goods Mainly Come From OAO Pharmacy Chain 36.6 (% by Subgroup, as tracked by the Survey), 2012
Table 94: Russian Federation: Profile of Spirits Consumers Whose Goods Mainly Come From O\'Key (% by Subgroup, as tracked by the Survey), 2012
Table 95: Russian Federation: Profile of Spirits Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2012
Table 96: Russian Federation: Profile of Spirits Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2012
Table 97: Russian Federation: Profile of Spirits Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 98: Russian Federation: 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: Russian Federation Spirits Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Spirits Value Share (%), by Gender, 2012
Figure 4: Russian Federation Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Gin and Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Gin and Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Russian Federation Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Russian Federation Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Russian Federation Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Russian Federation Tequila and Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Russian Federation Tequila and Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Russian Federation Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: Russian Federation Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: Russian Federation Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 23: Russian Federation Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 24: Russian Federation Spirits Market Share (US$ million), by Category, 2012
Figure 25: Russian Federation Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 26: Russian Federation Spirits Expenditure Per Household (US$), by Category
Figure 27: Russian Federation Spirits Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Figure 28: Russian Federation Brandy Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 29: Russian Federation Gin and Genever Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 30: Russian Federation Liqueurs Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 31: Russian Federation Rum Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 32: Russian Federation Specialty Spirits Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 33: Russian Federation Tequila and Mezcal Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 34: Russian Federation Vodka Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 35: Russian Federation Whiskey Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012

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