英國烈酒市場

Abstract

The market has seen difficult times due to the combination of tax increases and the smoking ban which have had a particularly heavy impact on alcohol sales. While the NI market has benefited from easier operating circumstances, April 2007 will bring a ban on public smoking to NI which, if RoI, Scotland and other markets are any indication, will have a pronounced and immediate impact upon total sales and distribution.

Table of Contents

• Issues in the Market
• Key themes of the report
• Definition
• Abbreviations
• Market in Brief
• Growth has slowed...
• ...but needs to be seen in context
• Shift towards in-home consumption
• Premiumisation leading to polarisation
• Ad spend in decline
• Consumption trends
• Importance of the cocktail set
• Attitudes towards white spirits
• Polarisation set to continue
• Internal Market Environment
• Key Points
• Consumption of alcohol widespread but in slight decline
• Which alcoholic drinks are becoming more popular?
  • Figure 1: Consumption of alcoholic drinks in the last 12 months, by type, 2002-06
• Out-of-home drinking losing out to cocooning
• ...and moderation
  • Figure 2: Agreement with selected lifestyle statements, 2002-06
• Drink-driving campaigns deter on-trade consumption
• Smoking ban may dampen on-trade spirits further
• Are health concerns affecting demand?
• Drinkers are becoming more discerning
• ...and dedicated followers of fashion
• Trading on Christmas spirit
• Rum to make its mark
• Vodka definition in dispute
• Broader Market Environment
• Key Points
• The Licensing Act 2003
• How has the new law impacted on consumer behaviour?
• Binge drinking and anti-social behaviour
• New rules cramp advertisers' style
• Portman Group keeps tight rein on the spirits industry
• Demographic trends favour growth
• Immigration expands consumer base
• AB socio-economic status growing
• Strengths and Weaknesses
• Strengths
• Weaknesses
• Competitive Context
• Beer dominates alcoholic drinks market
  • Figure 3: UK sales of alcoholic drinks by volume, and value, 2001-06
• A closer look at the competition
  • Figure 4: UK sales of selected alcoholic drinks by volume, and value, 2001-06
• A sincere form of flattery?
• Market Value and Forecast
• Key Points
• Growth slows
  • Figure 5: Market size and forecast of the white spirits market, by value and volume, 2001-11
• Vodka gains share
  • Figure 6: UK sales of white spirits, by type, by volume and value, 2002 -06
• Future trends
• Segment Performance
• Key Points
• Vodka continues to shine -- just
  • Figure 7: UK sales of vodka, by volume and value, 2001-06
• Gin sales weaken
  • Figure 8: UK sales of gin, by volume and value, 2001-06
• White rum reaches a plateau
  • Figure 9: UK sales of white rum, by volume and value, 2001-06
• Other spirits experience mixed fortunes
  • Figure 10: UK sales of other white spirits, by volume and value, 2001-06
• Ethical spirits remain at the margins
• Market Share
• Key Points
• Authenticity drives vodka imports
  • Figure 11: UK imports and exports of vodka, by value, 2001-06
• Smirnoff extends its lead
  • Figure 12: UK vodka brand shares, by volume and value, 2002-06
• First place
• Second and third ranked
• Polarisation
• Is vodka becoming an over crowded category?
• Gin -- an export-led industry
  • Figure 13: UK imports and exports of gin, by value, 2001-06
• Gordon' s strengthens its position
  • Figure 14: UK gin brand shares, by volume and value, 2002-06
• White rum -- imports follow steady decline
  • Figure 15: UK imports and exports of white rum, by value, 2001-06
• Bacardi synonymous with white rum
  • Figure 16: UK white rum brand shares, by volume and value, 2002-06
• Companies and Brands
• Key Points
• Bacardi-Martini
  • Figure 17: Bacardi-Martini PRODUCT PORTFOLIO, 2006
• Diageo
  • Figure 18: Diageo PRODUCT PORTFOLIO, 2006
• Glen Catrine
  • Figure 19: Glen Catrine PRODUCT PORTFOLIO, 2006
• Maxxium
  • Figure 20: Maxxium PRODUCT PORTFOLIO, 2006
• Pernod Ricard
  • Figure 21: Pernod Ricard PRODUCT PORTFOLIO, 2006
• Whyte & Mackay
  • Figure 22: Whyte & Mackay PRODUCT PORTFOLIO, 2006
• Role of own-label
• Brand Communication and Promotion
• Key Points
• Ad spend in decline
  • Figure 23: Main monitored media advertising expenditure on white spirits*, 2002-06
• TV falling from favour
  • Figure 24: Advertising expenditure by media type, 2002-06
• Top five brands dominate media exposure
  • Figure 25: Top ten advertisers of white spirits, 2002-06
• Off-trade price promotion keeps prices down
  • Figure 26: Selected promotions on white spirits, february 2006
• Channels to Market
• Key Points
• Gradual shift towards off-trade continues
  • Figure 36: UK distribution of white spirits, by trade sector, 2002-06
• On-trade looking to premium brands for growth
• Grocers taking share within the off-trade
• The Consumer -- In-Home vs Out-of-Home Dynamics
• Key Points
• How are consumption patterns changing?
  • Figure 37: Consumption of white spirits in the last 12 months, 2004-06
• White spirit drinkers enjoy a good time
  • Figure 38: Consumption of white spirits in the last 12 months, by agreement with selected lifestyle statements on socialising, 2006
• Gin drinkers tend to have their fun at home
  • Figure 39: Who is most likely to drink gin and where, 2006
• Vodka drinkers prefer a good night out
  • Figure 40: Who is most likely to drink vodka and where, 2006
• A female slant to white rum drinkers
  • Figure 41: Who is most likely to drink white rum and where, 2006
• Pub visiting habits of white spirit drinkers
  • Figure 42: How habits differ according to spirit drunk, 2006
• Clubbers like to keep their spirits up
• Brand Loyalty
• Key Points
• Majority of drinkers stick to one or two brands
  • Figure 43: Average number of brands per category for alcoholic drinks*, 2006
• Gin drinkers are most brand loyal
  • Figure 44: Consumption of white spirits in the last 12 months, by agreement with selected lifestyle statements on socialising, 2006
• Identifying Key Target Groups
  • Figure 45: Consumer drinking typologies by tendency to drink in-home vs out-of-home, 2006
• Binge drinkers (24% of the sample)
  • Figure 46: Binge drinkers consumer typology, by key demographics and preferred white spirit drunk, 2006
• Budget drinkers (28% of the sample)
  • Figure 47: Budget drinkers consumer typology, by key demographics and preferred white spirit drunk, 2006
• Quality conscious (29% of the sample)
  • Figure 48: Quality conscious consumer typology, by key demographics and preferred white spirit drunk, 2006
• Pub/social drinkers (20% of the sample)
  • Figure 49: Pub/social drinkers consumer typology, by key demographics and preferred white spirit drunk, 2006
• The Consumer -- Attitudes Towards White Spirits
• Key Points
• White spirits in context
  • Figure 50: Vodka and gin drinkers, by types of white and dark spirits drunk, November 2006
• Important decision-making factors
• Who are the most fashion-conscious drinkers?
• Younger drinkers move on
  • Figure 51: Attitudes towards dark and white spirits, by age-group, November 2006
• Who says white spirits lack personality?
• Who buys on price?
• Name that brand
• Mixers are more important
• Room to innovate
• Cocktails appeal to the young and young at heart
• Little demand for alternative strengths
• Has vodka' s image been tarnished?
  • Figure 52: Vodka and gin drinkers, by attitudes towards dark and white spirits, November 2006
• Appendix
• Introduction
• Consumer research
• ACORN
• Advertising data
• Internal market environment
  • Figure 57: Consumption of alcoholic drinks in the last 12 months, by type, 2006
  • Figure 58: UK consumer expenditure on alcohol, 1995 and 2005
  • Figure 59: Drinks most likely to be taken at home and in the pub, May 2005
  • Figure 60: Factors which entice people in, February 2006
  • Figure 61: Trends in breath tests and breath test failures by drivers and riders involved in accidents, 1996-2005
• Broader market environment
  • Figure 62: Age structure of the UK population, by gender, 2001-11
  • Figure 63: PDI and consumer expenditure, at current and constant prices, 2001-11
• Market value and forecast
  • Figure 64: UK sales of white spirits, by volume and value, 2001-06
• Factors incorporated in the forecast
• Consumer 1 -- Detailed demographics
• TGI consumption data
  • Figure 65: Consumption of alcoholic drinks in the last 12 months, 2002-06
  • Figure 66: Consumption of vodka in the last 12 months, 2002-06
  • Figure 67: Consumption of gin in the last 12 months, 2002-06
  • Figure 68: Consumption of white rum in the last 12 months, 2002-06
  • Figure 69: Consumption of alcoholic drinks in the last 12 months, by demographic sub group, 2006
  • Figure 70: Consumption of gin in the last 12 months, by demographic sub groups, 2006
  • Figure 71: Consumption of gin in home, in the last 12 months, by demographic sub groups, 2006
  • Figure 72: Consumption of gin elsewhere, in the last 12 months, by demographic sub groups, 2006
  • Figure 73: Consumption of vodka in the last 12 months, by demographic sub group, 2006
  • Figure 74: Consumption of vodka in home, in the last 12 months, by demographic sub group, 2006
  • Figure 75: Consumption of vodka elsewhere, in the last 12 months, by demographic sub group, 2006
  • Figure 76: Consumption of white rum in the last 12 months, by demographic sub group, 2006
  • Figure 77: Consumption of white rum in home, in the last 12 months, by demographic sub group, 2006
  • Figure 78: Consumption of white rum elsewhere, in the last 12 months, by demographic sub group, 2006
  • Figure 79: Visiting of pubs/bars in the last 12 months, 2002-06
  • Figure 80: Frequency of visiting pubs/bars for a drink only -- day and evening, 2002-06
  • Figure 81: Frequency of visiting pubs/bars for a meal -- Day and evening, 2002-06
  • Figure 82: Consumption of gin in home in the last 12 months, by visiting pubs/bars, 2006
  • Figure 83: Consumption of gin elsewhere in the last 12 months, by visiting pubs/bars, 2006
  • Figure 84: Consumption of vodka in home in the last 12 months, by visiting pubs/bars, 2006
  • Figure 85: Consumption of vodka elsewhere in the last 12 months, by visiting pubs/bars, 2006
  • Figure 86: Consumption of white rum in home in the last 12 months, by visiting pubs/bars, 2006
  • Figure 87: Consumption of white rum elsewhere in the last 12 months, by visiting pubs/bars, 2006
  • Figure 88: Consumption of gin in home in the last 12 months, by frequency of visiting pubs/bars for a drink only, 2006
  • Figure 89: Consumption of gin elsewhere in the last 12 months, by frequency of visiting pubs/bars for a drink only, 2006
  • Figure 90: Consumption of vodka in home in the last 12 months, by frequency of visiting pubs/bars for a drink only, 2006
  • Figure 91: Consumption of vodka elsewhere in the last 12 months, by frequency of visiting pubs/bars for a drink only, 2006
  • Figure 92: Consumption of white rum in home in the last 12 months, by frequency of visiting pubs/bars for a drink only, 2006
  • Figure 93: Consumption of white rum elsewhere in the last 12 months, by frequency of visiting pubs/bars for a drink only, 2006
  • Figure 94: Consumption of gin in home in the last 12 months, by frequency of visiting pubs/bars for a meal, 2006
  • Figure 95: Consumption of gin elsewhere in the last 12 months, by frequency of visiting pubs/bars for a meal, 2006
  • Figure 96: Consumption of vodka in home in the last 12 months, by frequency of visiting pubs/bars for a meal, 2006
  • Figure 97: Consumption of vodka elsewhere in the last 12 months, by frequency of visiting pubs/bars for a meal, 2006
  • Figure 98: Consumption of white rum in home in the last 12 months, by frequency of visiting pubs/bars for a meal, 2006
  • Figure 99: Consumption of white rum elsewhere in the last 12 months, by frequency of visiting pubs/bars for a meal, 2006
  • Figure 100: Frequency of visiting night-clubs, 2002-06
  • Figure 101: Consumption of gin in home in the last 12 months, by frequency of visiting night clubs, 2006
  • Figure 102: Consumption of gin elsewhere in the last 12 months, by frequency of visiting night clubs, 2006
  • Figure 103: Consumption of vodka in home in the last 12 months, by frequency of visiting night clubs, 2006
  • Figure 104: Consumption of vodka elsewhere in the last 12 months, by frequency of visiting night clubs, 2006
  • Figure 105: Consumption of white rum in home in the last 12 months, by frequency of visiting night clubs, 2006
  • Figure 106: Consumption of white rum elsewhere in the last 12 months, by frequency of visiting night clubs, 2006
• TGI brand repertoires
  • Figure 107: Average number of brands per category for alcoholic drinks, by demographic sub-group, 2006
• TGI consumer typologies
  • Figure 108: Cluster groups, by demographic sub-group, 2006
  • Figure 109: Cluster groups, by agreement with the lifestyle statements, 2006
  • Figure 110: Cluster groups, by frequency of drinking alcohol, 2006
  • Figure 111: Cluster groups, by alcoholic drinks consumed in the last 12 months, 2006
  • Figure 112: Clusters groups, by frequency of consumption of gin, vodka and white rum, 2006
  • Figure 113: Cluster groups, by average number of brands per category for alcoholic drinks, 2006
• TGI lifestyle statements
  • Figure 114: Agreement with selected lifestyle statements, 2002-06
  • Figure 115: Consumption of gin in the last 12 months, by agreement with selected lifestyle statements, 2006
  • Figure 116: Consumption of vodka in the last 12 months, by agreement with selected lifestyle statements, 2006
  • Figure 117: Consumption of white rum in the last 12 months, by agreement with selected lifestyle statements, 2006
• Consumer 2-- Narrowing it down to white spirits
  • Figure 118: Consumption of vodka in the last 12 months, 2002-06
  • Figure 119: Consumption of gin in the last 12 months, 2002-06
  • Figure 120: Consumption of white rum in the last 12 months, 2002-06
• BMRB
  • Figure 121: Types of dark and white spirits drunk, November 2006
  • Figure 122: Types of dark and white spirits drunk, by gender, age group, social grade, marital status, lifetsgae, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, media usage, commercial TV viewing, supermarket usage, car usage, detailed lifestage, November 2006
  • Figure 123: Types of dark and white spirits drunk, by gender, age group, social grade, marital status, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, media usage, commercial TV viewing, supermarket usage, car usage, detailed lifestage, November 2006
  • Figure 124: Attitudes towards drinking dark and white spirits, by gender, age group, social grade, marital status, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, media usage, commercial TV viewing, supermarket usage, car usage, detailed lifestage, November 2006
  • Figure 125: Attitudes towards drinking dark and white spirits, by gender, age group, social grade, marital status, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, media usage, commercial TV viewing, supermarket usage, car usage, detailed lifestage, November 2006
  • Figure 126: Attitudes towards drinking dark and white spirits, by gender, age group, social grade, marital status, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, media usage, commercial TV viewing, supermarket usage, car usage, detailed lifestage, November 2006
  • Figure 127: Important factors when choosing vodka, by gender, age group, social grade, marital status, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, media usage, commercial TV viewing, supermarket usage, car usage, detailed lifestage, November 2006
  • Figure 128: Important factors when choosing gin, by gender, age group, social grade, marital status, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, media usage, commercial TV viewing, supermarket usage, car usage, detailed lifestage, November 2006
• Cross-tabulations
  • Figure 129: Cross-analysis of types of dark and white spirits drunk, November 2006
  • Figure 130: Cross-analysis of types of dark and white spirits drunk, November 2006
• Consumer 3 -- Detailed demographics
  • Figure 131: Vodka and gin drinkers, by demographic sub-group, November 2006
  • Figure 132: Motivations for buying Vodka, by demographic sub-group, November 2006
• Consumer typologies
  • Figure 133: Consumer typologies, by demographic sub-group, November 2006
  • Figure 134: Consumer typologies, by types of white spirits drunk, November 2006
  • Figure 135: Consumer typologies, by types of white spirits drunk, November 2006
  • Figure 136: Types of dark and white spirits drunk, by consumer typologies, November 2006
  • Figure 137: Motivations for buying Vodka, by attitudes towards Spirits and consumer typologies, November 2006
  • Figure 138: Types of dark and white spirits drunk, by consumer typologies, November 2006
  • Figure 139: Vodka and gin drinkers, by consumer typologies, November 2006
• Assessing target groups
  • Figure 140: Consumer typologies relating to white spirit consumption, November 2006