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RTD ALCOHOLIC BEVERAGES - US - DECEMBER 2017

Published By :

Mintel

Published Date : Dec 2017

Category :

Alcoholic Beverages

No. of Pages : N/A

45% of US adults drink RTD (ready-to-drink) alcoholic beverages. While 26% of category participants report drinking more RTDs in the past year, adoption by new consumers has stalled. The category trails behind other alcohol types in both consumption and sales, and is relegated to also drink status (only 11% of drinkers say RTDs are their primary alcoholic beverage).

Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
RTD alcoholic beverages are primarily an also drink
Figure 1: Alcohol consumption, September 2017
RTD alcoholic beverages are pigeonholed for casual occasions
Figure 2: RTD alcoholic beverage consumption occasions, September 2017
The category struggles with high sugar content, quality
Figure 3: Correspondence analysis Perceptions of alcoholic drink types, August 2017
The opportunities
A quarter of RTD alcoholic beverage drinkers have increased consumption in the past year
Figure 4: Change in consumption, September 2017
Flavor innovation plays a strong role in growing consumption
Figure 5: Reasons for drinking more RTD alcoholic beverages, September 2017
Wine leads as alcohol of choice for ideal RTD
Figure 6: Ideal RTD alcoholic beverages Alcohol type, September 2017
What it means
THE MARKET WHAT YOU NEED TO KNOW
Volume sales of FMBs grow 12% from 2012-17
Prepared spirits-based cocktails are forecast to climb out of slump
Wine coolers continue to decline, but at a slower rate
RTDs are likely to be primarily an also drink
42% of US adults are currently trying to lose weight
MARKET SIZE AND FORECAST
Volume sales of FMBs grow 12% from 2012-17
Figure 7: Total US volume sales and forecast of flavored malt beverages, 2012-22
Figure 8: Total US volume sales and forecast of flavored malt beverages, 2012-22
Prepared spirits-based cocktails are forecast to climb out of slump
Figure 9: Total US volume sales and forecast of spirits-based prepared cocktails, 2012-22
Figure 10: Total US volume sales and forecast of spirits-based prepared cocktails, 2012-22
Wine coolers continue to decline, but at a slower rate
Figure 11: US volume sales and forecast of wine coolers, 2012-22
Figure 12: US volume sales and forecast of wine coolers, 2012-22
MARKET PERSPECTIVE
Volume sales of FMBs outpace alcohol overall; other RTD segments struggle
Figure 13: Total US volume sales of beverage alcohol 2012-16
Figure 14: Total US volume sales of beverage alcohol 2012-16
A quarter of consumers drink 3-4 types of alcohol
Figure 15: Repertoire of alcohol consumption, September 2017
RTDs are primarily an also drink
Figure 16: Alcohol consumption, September 2017
Cider, spirits, cocktail drinkers appear as strong targets for RTDs
Figure 17: RTD alcoholic beverage consumption Any consumption, by alcohol consumption Any consumption, September 2017
The vast majority of alcohol consumption occurs off-premise
Figure 18: Leading cocktail mentions on menu, Q1-Q3 2017
MARKET FACTORS
42% of US adults are currently trying to lose weight
84% of consumers are limiting the amount of sugar in their diet
KEY PLAYERS WHAT YOU NEED TO KNOW
Cans see strong growth across segments
Focus shifts to portability
RTD alcoholic beverages struggle with high sugar content, quality
Premiumization could serve as a boost
COMPANY AND BRAND SALES OF RTD ALCOHOLIC BEVERAGES
Jose Cuervo dominates MULO sales of premixed cocktails/coolers
Seltzers experience strong dollar sales growth at MULO
Sales of premixed cocktails/coolers
Figure 19: MULO sales of premixed cocktails/coolers, by leading companies and brands, rolling 52 weeks 2016 and 2017
FMB brands bank on the old being new again
Bud Light focuses on women, aims at cocktail positioning
MillerCoors taps into nostalgia with limited-edition return of Zima
WHATS WORKING?
New product activity stalls, attention is placed on packaging
Figure 20: Flavored malt beverage launches, by launch type, 2013 and 2017*
Figure 21: Prepared spirits-based cocktail launches, by launch type, 2013 and 2017*
Figure 22: Wine cooler launches, by launch type, 2013 and 2017*
Cans see strong growth across segments
Figure 23: Flavored malt beverage launches, by pack type, 2013 and 2017*
Figure 24: Prepared spirits-based cocktail launches, by pack type, 2013 and 2017*
Figure 25: Wine cooler launches, by pack type, 2013 and 2017*
Focus shifts to portability; premiumization could be used as a boost
Figure 26: Flavored malt beverage launches, by leading claims, 2013 and 2017*
Figure 27: Prepared spirits-based cocktail launches, by leading claims, 2013 and 2017*
Figure 28: Wine cooler launches, by leading claims, 2013 and 2017*
Tropical flavors come out on top for wine coolers, but a large segment of the category is falling behind in flavor innovation
Figure 29: Leading wine cooler flavors consumed, Spring 2017
Figure 30: Flavored malt beverage launches, by leading flavors, 2013 and 2017*
Figure 31: Prepared spirits-based cocktail launches, by leading flavors, 2013 and 2017*
Figure 32: Wine cooler launches, by leading flavors, 2013 and 2017*
WHATS STRUGGLING?
RTD alcoholic beverages struggle with high sugar content, quality
Figure 33: Correspondence analysis Perceptions of alcoholic drink types, August 2017
Figure 34: Perceptions of alcoholic drink types, August 2017
WHATS NEXT?
Wine-based RTDs can boost perception of premium
Category can piggyback on the success of coffee/tea categories
Lets be clear
THE CONSUMER WHAT YOU NEED TO KNOW
45% of drinkers consume RTD alcoholic beverages
A quarter of RTD drinkers have increased consumption in the past year
RTD alcoholic beverages are associated with casual occasions
Flavor plays a strong role in consumption decision
Wine leads as alcohol of choice for ideal RTD
Fruit juice leads as mixer of choice for ideal RTD
WHOS DRINKING RTD ALCOHOLIC BEVERAGES?
45% of drinkers consume RTD alcoholic beverages
Figure 35: RTD alcoholic beverage consumption Any drink, September 2017
Women make up 63% of wine cooler drinkers
Figure 36: Share of alcohol consumption Any drink, by gender, September 2017
Seagrams and Bacardi Party products have strongest appeal among women
Figure 37: Flavored alcoholic beverages Share of brand usage, by gender, Spring 2017
Figure 38: Coolers Share of brand usage, by gender, Spring 2017
Figure 39: Prepared cocktail mixes with liquor Share of brand usage, by gender, Spring 2017
RTD alcoholic beverage drinkers skew younger
Figure 40: Share of alcohol consumption Any drink, by age, September 2017
Established brands perform better with older drinkers, younger drinkers open to variety
Figure 41: Flavored alcoholic beverages Share of brand usage, by age, Spring 2017
Figure 42: Prepared cocktails Share of brand usage, by age, Spring 2017
Figure 43: Coolers Share of brand usage, by age, Spring 2017
Alcoholic seltzers may do well to attract higher earners to the category
Figure 44: Share of alcohol consumption Any drink, by HH income, September 2017
Figure 45: Flavored alcoholic beverages Share of brand usage, by HH income, Spring 2017
Figure 46: Prepared cocktail mixes with liquor Share of brand usage, by HH income, Spring 2017
Figure 47: Coolers Share of brand usage, by HH income, Spring 2017
20% of wine cooler drinkers are Black
Figure 48: Share of alcohol consumption Any drink, by race, September 2017
Bacardi, Seagrams, and Arbor Mist resonate with Black drinkers
Figure 49: Flavored alcoholic beverages Share of brand usage, by race, Spring 2017
Figure 50: Prepared cocktails Share of brand usage, by race, Spring 2017
Figure 51: Coolers Share of brand usage, by age, Spring 2017
Hispanic drinkers are more willing to experiment with RTDs
Figure 52: Share of alcohol consumption Any drink, by Hispanic origin, September 2017
Well-known brands hit the mark for Hispanic drinkers
Figure 53: Flavored alcoholic beverages Share of brand usage, by Hispanic origin, Spring 2017
Figure 54: Prepared cocktails Share of brand usage, by Hispanic origin, Spring 2017
CHANGE IN CONSUMPTION
A quarter of RTD alcoholic beverage drinkers have increased consumption in the past year
Figure 55: Change in consumption, September 2017
Flavor innovation plays a strong role in growing consumption
Figure 56: Reasons for drinking more RTD alcoholic beverages, September 2017
Alcoholic seltzers may be growing category participation
Figure 57: Change in consumption, by RTD alcoholic beverage consumption, September 2017
CONSUMPTION OCCASIONS
RTD alcoholic beverages are pigeonholed for casual occasions
Figure 58: RTD alcoholic beverage consumption occasions, September 2017
Figure 59: RTD alcoholic beverage consumption occasions, by RTD alcoholic beverage consumption, September 2017
Men are significantly more likely to associate RTDs with bars
Figure 60: RTD alcoholic beverage consumption occasions, by gender, September 2017
Younger consumers are more open-minded about RTD occasions
Figure 61: RTD alcoholic beverage consumption occasions, by age, September 2017
Alcoholic seltzer may appear as a more sophisticated choice
Figure 62: RTD alcoholic beverage consumption occasions, by RTD alcoholic beverage consumption, September 2017
CONSUMPTION DRIVERS
Flavor plays a strong role in consumption decision
Figure 63: RTD alcoholic beverage consumption drivers, September 2017
Women are particularly driven by flavor, men are attracted by brands
Figure 64: RTD alcoholic beverage consumption drivers, by gender, September 2017
Young consumers are particularly drawn to the details of the alcohol
Figure 65: RTD alcoholic beverage consumption drivers, by age, September 2017
Alcoholic seltzer drinkers are most likely to be interested in health-related elements
Figure 66: RTD alcoholic beverage consumption drivers, by RTD alcoholic beverage consumption, September 2017
IDEAL RTD ALCOHOLIC BEVERAGE
Alcohol type
Wine leads as alcohol of choice for ideal RTD
Figure 67: Ideal RTD alcoholic beverages Alcohol type, September 2017
Wine-based RTDs present opportunity to appeal to women
Figure 68: Ideal RTD alcoholic beverages Alcohol type, by gender, September 2017
Young drinkers are particularly interested in vodka-based drinks
Figure 69: Ideal RTD alcoholic beverages Alcohol type, by age, September 2017
Wine-based drinks have particular appeal among higher earners
Figure 70: Ideal RTD alcoholic beverages Alcohol type, by HH income, September 2017
Mixer type
Fruit juice leads as mixer of choice for ideal RTD
Figure 71: Ideal RTD alcoholic beverages Mixer type, September 2017
Men are more open to splurges than are women
Figure 72: Ideal RTD alcoholic beverages Mixer type, by gender, September 2017
Tea-based drinks could appeal to a key consumer group
Figure 73: Ideal RTD alcoholic beverages Mixer type, by age, September 2017
More than a quarter of Asian drinkers are interested in coffee-based RTDs
Figure 74: Ideal RTD alcoholic beverages Mixer type, by race, September 2017
Other features
Drinkers are most interested in single-serving RTDs in glass bottles, from well-known alcohol brands
Figure 75: Ideal RTD alcoholic beverages Other features, September 2017
Cans also have stronger appeal among 25-44s
Figure 76: Ideal RTD alcoholic beverages Other features Pack type, by age, September 2017
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Repertoire analysis methodology
Abbreviations and terms
Abbreviations
APPENDIX KEY PLAYERS
Figure 77: Flavored malt beverage launches, by launch type, 2013-17*
Figure 78: Prepared spirits-based cocktail launches, by launch type, 2013-17*
Figure 79: Wine cooler launches, by launch type, 2013-17*
Figure 80: Flavored malt beverage launches, by pack type, 2013-17*
Figure 81: Prepared spirits-based cocktail launches, by pack type, 2013-17*
Figure 82: Wine cooler launches, by pack type, 2013-17*
Figure 83: Flavored malt beverage launches, by leading claims, 2013-17*
Figure 84: Prepared spirits-based cocktail launches, by leading claims, 2013-17*
Figure 85: Wine cooler launches, by leading claims, 2013-17*
Figure 86: Leading wine cooler flavors consumed, spring 2017
Figure 87: Flavored malt beverage launches, by leading flavors, 2013-17*
Figure 88: Prepared spirits-based cocktail launches, by leading flavors, 2013-17*
Figure 89: Wine cooler launches, by leading flavors, 2013-17*

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