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The Spanish Beer, Cider and Pre-mixed Spirits Market: What Consumers Drink and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Alcoholic Beverages

No. of Pages : 74 Pages


Product Synopsis

This report provides the results for the Beer, Cider and Pre-mixed Spirits market in Spain 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 Beer, Cider and Pre-mixed 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 Beer, Cider and Pre-mixed 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 with 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. Beer andAle, Cider, Flavoured Alcoholic Beverages, Lager, and Low Alcohol Beer and Lager 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: Beer and Ale, Cider, Flavoured Alcoholic Beverages, Lager, and Low Alcohol Beer and Lager.
  • 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 Flavoured Alcoholic Beverages is significantly higher among younger age groups than older ones. Producers of Flavoured Alcoholic Beverages have a loyal base of Heavy users except in the Older Consumers category, but need to consider strategies to prevent the decline in occasional consumption as consumers get older.
  • Consumer segmentation based on wealth group shows that the Better Off wealth group in Spain have a market share of more than 63% in value terms in the Beer, Cider, and Pre-Mixed Spirits market. It is followed by the Moderate income and the Highly affluent groups. The high market concentration around the most affluent income groups suggests a strong market for premium products.
  • Indulgence and Health are important trends in the Low Alcohol Beer and Lager category than in other Beer, Cider, and Pre-Mixed Spirits categories. This highlights that Low Alcohol Beer and Lager products should prominently feature their health claims to connect with consumers.

Key Highlights

  • Market value analysis reveals that Lager has a value share of more than 83% of the overall Beer, Cider, and Pre-Mixed Spirits market in Spain. Low Alcohol Beer and Lager is the second largest segment, followed by Flavoured Alcoholic Beverages.
  • Brand analysis reveals that private label penetration in the Beer, Cider, and Pre-Mixed Spirits market in Spain is highest for Beer and Ale and lowest for Flavored Alcoholic Beverages. This suggests that brands have a strong presence in the Spanish Flavored Alcoholic Beverages market and retailers should focus their private label programs on other products. 
  • The top retailers in Spain account for the majority of Beer, Cider, and Pre-Mixed Spirits total sales by volume. As such, producers should adapt their strategies to target large retailers as they control distribution to consumers.
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 Beer, Cider and Pre-mixed 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 Beer and Ale
3.2.2 Cider
3.2.3 Flavoured Alcoholic Beverages
3.2.4 Lager
3.2.5 Low Alcohol Beer and Lager
3.3 Behavioral Trends and Market Value
3.3.1 Beer and Ale
3.3.2 Cider
3.3.3 Flavoured Alcoholic Beverages
3.3.4 Lager
3.3.5 Low Alcohol Beer and Lager

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Beer and Ale
4.1.2 Cider
4.1.3 Flavoured Alcoholic Beverages
4.1.4 Lager
4.1.5 Low Alcohol Beer and Lager
4.2 Consumer Profiles by Product Category
4.2.1 Beer and Ale
4.2.2 Cider
4.2.3 Flavoured Alcoholic Beverages
4.2.4 Lager
4.2.5 Low Alcohol Beer and Lager

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Beer, Cider and Pre-mixed Spirits Brand Choice and Private Label Consumer Penetration
5.2.1 Beer and Ale
5.2.2 Cider
5.2.3 Flavoured Alcoholic Beverages
5.2.4 Lager
5.2.5 Low Alcohol Beer and Lager

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Beer, Cider and Pre-mixed Spirits
6.1.2 Beer and Ale
6.1.3 Cider
6.1.4 Flavoured Alcoholic Beverages
6.1.5 Lager
6.1.6 Low Alcohol Beer and Lager

7 Consumption Impact: Market Valuation
7.1 Beer, Cider and Pre-mixed Spirits Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Beer, Cider and Pre-mixed 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 Beer, Cider and Pre-mixed Spirits Volume Impact of Consumer Behavior Trends
7.3.1 Share 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 Beer, Cider and Pre-mixed Spirits
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Beer and Ale
8.2.2 Retail Share by Volume - Cider
8.2.3 Retail Share by Volume - Flavoured Alcoholic Beverages
8.2.4 Retail Share by Volume - Lager
8.2.5 Retail Share by Volume - Low Alcohol Beer and Lager
8.3 Profiles of End-Consumers of Beer, Cider and Pre-mixed Spirits, by Retailer Used
8.3.1 Auchan
8.3.2 Carrefour
8.3.3 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table


Table 1: Volume Units for the Beer, Cider and Pre-mixed Spirits Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Spain Survey Respondent profile (weighted), 2012
Table 4: Spain Beer, Cider and Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Table 5: Spain Beer, Cider and Pre-mixed Spirits Value Share (%), by Gender, 2012
Table 6: Spain Beer, Cider and Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Spain Beer, Cider and Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Spain Beer, Cider and Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Table 9: Spain Beer, Cider and Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: Spain Beer and Ale Consumer Group Share (% market value), 2012
Table 11: Spain Cider Consumer Group Share (% market value), 2012
Table 12: Spain Flavoured Alcoholic Beverages Consumer Group Share (% market value), 2012
Table 13: Spain Lager Consumer Group Share (% market value), 2012
Table 14: Spain Low Alcohol Beer and Lager Consumer Group Share (% market value), 2012
Table 15: Spain Total Beer and Ale Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Spain Total Cider Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Spain Total Flavoured Alcoholic Beverages Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Spain Total Lager Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Spain Total Low Alcohol Beer and Lager Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Spain Beer and Ale Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Spain Beer and Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Spain Cider Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Spain Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Spain Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Spain Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Spain Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Spain Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Spain Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Spain Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Spain Beer and Ale Consumer Profiles (% consumers by sub-group), 2012
Table 31: Spain Cider Consumer Profiles (% consumers by sub-group), 2012
Table 32: Spain Flavoured Alcoholic Beverages Consumer Profiles (% consumers by sub-group), 2012
Table 33: Spain Lager Consumer Profiles (% consumers by sub-group), 2012
Table 34: Spain Low Alcohol Beer and Lager Consumer Profiles (% consumers by sub-group), 2012
Table 35: Spain Beer, Cider and Pre-mixed Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 36: Spain Beer and Ale Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: Spain Cider Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: Spain Flavoured Alcoholic Beverages Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: Spain Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: Spain Low Alcohol Beer and Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: Spain Beer, Cider and Pre-mixed Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: Spain Beer and Ale: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: Spain Cider: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: Spain Flavoured Alcoholic Beverages: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: Spain Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: Spain Low Alcohol Beer and Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: Spain Beer, Cider and Pre-mixed Spirits Market Value (euro million), by Category, 2012
Table 48: Spain Beer, Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 49: Spain Beer, Cider and Pre-mixed Spirits Market Volume by Category, 2012
Table 50: Spain Beer Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 51: Spain Beer, Cider and Pre-mixed Spirits Expenditure Per Capita (euro), by Category, 2012
Table 52: Spain Beer, Cider and Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Table 53: Spain Beer, Cider and Pre-mixed Spirits Expenditure Per Household (euro), by Category
Table 54: Spain Beer, Cider and Pre-mixed Spirits Expenditure Per Household (US$), by Category
Table 55: Spain Beer, Cider and Pre-mixed Spirits Market Volume (Ltr m) by Category, 2012
Table 56: Spain Beer, Cider and Pre-mixed Spirits Consumption Per Capita (Ltr ) by Category, 2012
Table 57: Spain Beer, Cider and Pre-mixed Spirits Consumption Per Household (Ltr ) by Category, 2012
Table 58: Spain Beer, Cider and Pre-mixed Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 59: Spain Beer and Ale Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 60: Spain Cider Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 61: Spain Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 62: Spain Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 63: Spain Low Alcohol Beer and Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 64: Spain: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 65: Spain: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 66: Spain: Profile of Beer, Cider and Pre-mixed 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: Spain Beer, Cider and Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Figure 3: Spain Beer, Cider and Pre-mixed Spirits Value Share (%), by Gender, 2012
Figure 4: Spain Beer, Cider and Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Spain Beer, Cider and Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Spain Beer, Cider and Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: Spain Beer, Cider and Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: Spain Beer and Ale Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Spain Beer and Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Spain Cider Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Spain Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Spain Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Spain Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Spain Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Spain Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Spain Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Spain Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Spain Beer, Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Figure 19: Spain Beer, Cider and Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 20: Spain Beer, Cider and Pre-mixed Spirits Expenditure Per Household (US$), by Category
Figure 21: Spain Beer, Cider and Pre-mixed Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 22: Spain Beer and Ale Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 23: Spain Cider Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 24: Spain Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 25: Spain Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 26: Spain Low Alcohol Beer and Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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