全球烈酒市場：新機會與喜好上的投資 是由出版商Datamonitor在2010年02月所出版的。
這份英文市場調查報告書包含Pages: 144 價格從美金2995起跳。
烈酒市場雖然受惠於消費者的減少啤酒飲用和飲用高級酒趨勢，但是並不是沒有受到經濟衰退的影響。
本報告，分析全球烈酒市場的刺激因素以及阻礙因素，同時彙整市場調查資料、消費者趨勢、給市場參與者的策略性建議等，由下列摘要形式闡述。
第1章 概述
第2章 今後展望
- 簡介：烈酒為全球酒精性飲料市場上的一個重要構成要素
- 趨勢：酒精性飲料以整體來說為成熟的，而消費者的消費動向鈍化
- 趨勢：烈酒商品種類的區域差異大，但是整體市場來說是穩定的
- 趨勢：烈酒市場的間接銷售/直接銷售的動態：飲酒文化的差異支配著銷售通路別的消費
- 考察：烈酒市場的消費者喜好的轉變：受惠於消費者引用高級酒的趨勢，但是面臨著對價格和健康考量的課題
- 考察：烈酒的創新趨勢：高級相關的宣傳文字、品質保證為主要創新
第3章 行動重點
- 行動：在直接銷售的品牌忠誠度上建立一個有說服力的案例
- 行動：連結烈酒與飲食的關連性來刺激銷售
- 行動：維持健康酒精性飲料市場上的投資，拓展機會
- 行動：透過包裝的創新，投資商品的差異化
- 行動：準備面對不景氣後轉移至高級商品上的機會
附錄
Abstract
Introduction
The spirits market has benefited from consumers' shifts away from beer and
their trading up tendencies. However, this does not mean that the category has
been immune from the economic downturn. Success is increasingly dependent on
balancing traditional values that characterize quality with positioning that
takes advantage of the category' s renewed social currency among newer
consumers.
Scope of this research
- Detailed insights and analysis documenting the drivers and inhibitors of
the spirits market
- Exclusive occasions, market and consumer survey data and analysis covering
each category
- Strategic conclusions combined with actionable recommendations for all
industry players looking to fully capitalize on this market
- Countries covered: France, Germany, Italy, the Netherlands, Spain, Sweden,
UK, US, Australia, Japan, South Korea, China, India, Brazil, and Russia
Research and analysis highlights
Alcohol sales growth is suffering from the affects of the global downturn, but
longer term trends such as moderation for health or expenditure reasons are
well established threats. The shift towards premiumization and a higher
value/lower volume consumption pattern is set to continue but has lost
momentum and is not forestalling the sales decline
Price and value-for-money are growing as influencing factors in what drinkers
consume, where they consume and in what volume. The negative economic backdrop
has clearly been a major motivator in this, and has further favored the
off-trade over the on-trade.
The spirits category is in relatively good health in the context of the
overall alcohol market. Spirits could also have an advantage in some emerging
markets where the category is well established compared to beer and wine based
on the strength of domestic/traditional spirits products and also an interest
in global products such as whiskey.
Key reasons to purchase this research
- Consumer understanding: obtain a detailed understanding of consumer
attitudes and behaviors towards spirits
- Market understanding: identify the key spirits markets and product
innovation trends in 15 countries across four territories
- Ideation: find inspiration for innovative formulations and positioning
that takes advantage of consumers' desires for premium and health attributes
Table of Contents
OVERVIEW
THE FUTURE DECODED
- INTRODUCTION: Spirits is a major component of the overall alcoholic drinks
market
- TREND: The overall alcoholic beverage market is defined by its maturity
and the moderate consumption behaviors of consumers
- Sales performance in the alcoholic beverages market highlights the
contrast between the saturated, static markets of the West and the
developing potential of key emerging markets
- Trends in consumers' consumption occasions mirror the flat performance
in sales volumes
- Moderation, driven by rising attentiveness to health issues, is
increasingly characterizing many consumers' alcoholic beverage consumption
behaviors
- Alcohol abstainers: although a minority, those that never drink account
for a sizeable share of LDA consumers
- Key takeouts and implications: growth potential in the alcohol market
will be centered on tapping new consumer groups and the sustenance of
trading up behavior
- TREND: The spirits category is subject to high levels of regional
variation, but the overall market sees steady if unspectacular growth
- Sales in the spirits category are increasing in many featured countries
- The number of spirits occasions is increasing in most featured countries
- The spirits category overall exhibits a high degree of male dominance
- Spirits occasions are generally more common among older age groups
although the industry is showing greater success at tapping into demand
among younger age cohorts
- Key takeouts and implications: variation seen in spirits markets between
countries and segments emphasizes the advantages of diverse product
portfolios and the need for nuanced targeting
- TREND: On and off-trade dynamics in the spirits market: national
variations in drinking culture dictate the bias in spirits consumption by
channel
- The shift in alcohol sales from the on-trade to the off-trade reflects a
trend predating the global economic downturn
- The economic climate is influencing consumers' propensity to consume
on-trade and also their product choices
- Time scarcity and related external pressures on alcohol consumption
occasions adds impetus to the move to the off-trade
- Brand choice is being influenced by price both on- and off-trade,
although this is, perhaps surprisingly, more marked off-trade
- By consumption location, the spirits market shows less predictability on
a country by country basis than is true of other alcohol categories
- Certain spirits segments have defining impacts upon the on and off-trade
- Key takeouts and implications: the rise of the off-trade is a
doubled-edged sword for the spirits market
- INSIGHT: Changing consumer preferences in spirits: spirits continue to
benefit from consumers' premiumization tendencies but face challenges due to
price sensitivity and healthy positioning
- (Untitled sub-section)
- The revitalization of the spirits market is demonstrated through
consumers' association of them with high energy drinking occasions
- The influence of health on alcohol choice: while proving advantageous
for other categories, spirits face greater challenges in effectively laying
claim to healthy positioning
- The popularity of lower alcohol versions of brands reflects both health
awareness and the general trend for moderation, but this is a difficult
trend for the spirits industry to harness
- Authenticity cues have widened beyond heritage to include purity as a
leading judge of quality in spirits
- Key takeouts and implications: changing consumer perceptions of the
suitability of spirits by occasion have important consequences for the
industry
- INSIGHT: Innovation trends in spirits: upscale claims and guarantors of
quality dominate innovation
- Premiumization is still the most common trend seen in new releases in
the spirits industry
- Natural and organic spirits have begun to increase in number
- Private label tags have not been common in spirits compared to the beer
and wine markets
- Micro brewing has previously seen success in beer and wine and the trend
is also gathering pace in the spirits category
- Key takeouts and implications: maintaining the emphasis on upscale
releases
ACTION POINTS
- ACTION: Build a compelling case for brand loyalty in the off-trade
- ACTION: Promote the connection of spirits with food
- ACTION: Maintain investment in, and exploitation of opportunities within
the healthy alcohol market
- ACTION: Continue to invest in product differentiation through packaging
innovation
- ACTION: Be ready for renewed trading up opportunities during the
post-recessionary period
- Maintain a strong focus on innovation and R&D during times of economic
uncertainty
- Start planning for the longer term by continually tracking consumers as
an economic recovery begins to become a reality
APPENDIX
- Definitions
- Methodology
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
FIGURES
- Figure: Alcoholic beverages market value and growth, 15 countries, across
Europe, North and South America, and Asia Pacific
- Figure: Alcoholic beverages market value (US$ millions) and volume
(million liters), by country, Europe, 2003 - 13
- Figure: Alcoholic beverages market value (US$ millions) and market volume
(million liters), Brazil and the US, 2003 - 13
- Figure: Alcoholic beverages market value (US$ millions) and market volume
(million liters) by country, Asia Pacific, 2003 - 13
- Figure: Number of alcoholic beverage occasions (millions), in 15 countries
across Europe, the Americas and Asia Pacific, 2004 - 14
- Figure: Number of LDA per capita alcoholic beverage occasions, in 15
countries across Europe, the Americas and Asia, 2004 - 14
- Figure: Male dominance in expenditure on alcohol mirrors that seen in
occasion numbers
- Figure: Number of alcoholic beverage occasions (millions), Europe,
comparison by gender, 2009
- Figure: Number of alcoholic beverage occasions (millions), Europe, by
gender, 2004 - 14
- Figure: Number of alcoholic beverage occasions (millions), US and Brazil,
comparison by gender, 2009
- Figure: Number of alcoholic beverage occasions (millions), US and Brazil,
by gender, 2004 - 14
- Figure: Number of alcoholic beverage occasions (millions), Asia Pacific,
comparison by gender, 2009
- Figure: Number of alcoholic beverage occasions (millions), Asia Pacific,
by gender, 2004 - 14
- Figure: Number of alcoholic beverage consumption occasions (millions), by
age, in 15 countries across Europe, the US, South America and Asia Pacific,
2004 - 14
- Figure: Number of per capita alcoholic beverage consumption occasions, by
age, in 15 countries across Europe, the US, South America and Asia Pacific,
2004 - 14
- Figure: Consumer Survey: the level of attention given to ‘ensuring
you do not drink too much alcohol in general' , by age, in 15 countries across
Europe, the Americas, and Asia Pacific, 2008
- Figure: Consumer Survey: How much attention do you give towards the
following? Potential weight gain from drinking alcohol
- Figure: In Europe, Italians are showing the highest overall commitment to
consciously moderating their alcohol consumption
- Figure: Over a quarter of US drinkers strongly agree that they are making
an effort to moderate consumption
- Figure: Asia Pacific consumers, compared to consumers globally, are less
committed to moderating their alcohol intake, despite relatively high overall
levels of interest in restraint
- Figure: Consumer Survey: Please indicate to what extent you agree or
disagree with the following statements: I make a conscious effort not to drink
too much alcohol
- Figure: Europeans are highly attentive to alcohol spend, but its impact on
overall consumption is limited
- Figure: Brazilians and Americans show a greater likelihood to cut
consumption and are more attentive than Europeans, but a stark gap is still
apparent
- Figure: Asia Pacific exhibits a similar attentiveness/behavior gap in
their alcohol consumption
- Figure: Consumer Survey: How much attention do you give toward the
following? The amount of money you spend on alcohol
- Figure: Consumer Survey: Please indicate to what extent you have done the
following more or less frequently in the past six months: Cut down on the
overall amount of alcohol you buy/consume
- Figure: Rate of alcohol abstention (% of LDA population and number of
abstainers, millions), in 15 countries across Europe, the Americas, and Asia
Pacific, 2009
- Figure: Rate of alcohol abstention (% of LDA population), by gender, in 15
countries across Europe, the Americas, and Asia Pacific, 2009
- Figure: Rate of alcohol abstention (% of LDA population), by age, in 15
countries across Europe, the Americas, and Asia Pacific, 2009
- Figure: Spirits market value (US$ millions) and volume (liters millions),
by country, Europe, 2003-2013
- Figure: Spirits market value (US$ millions) and volume (liters millions),
Brazil and the US, 2003-2013
- Figure: Spirits market value (US$ millions) and volume (liters millions),
by country, Asia Pacific, 2003-2013
- Figure: Number of spirits consumption occasions (millions), Europe,
Brazil, the US, and Asia Pacific, 2004-2014
- Figure: Per capita spirits consumption occasions, Europe, Brazil, the US,
and Asia Pacific, 2004-2014
- Figure: National preferences vary considerably in the spirits market
- Figure: Number of per capita spirits consumption occasions, by gender,
Europe, 2009
- Figure: Number of per capita spirits consumption occasions, by gender,
Brazil and the US, 2009
- Figure: Number of per capita spirits consumption occasions, by gender,
Asia Pacific, 2009
- Figure: Number of spirits consumption occasions (millions), by gender,
Europe, Brazil, the US and Asia Pacific, 2004-2014
- Figure: Percentage share of spirits consumption occasions, by gender,
Europe, Brazil, the US and Asia Pacific, 2004-2014
- Figure: Not all spirits subcategories are dominated by men in market value
terms
- Figure: Number of spirits consumption occasions (millions), by age group,
in 15 countries across Europe, the Americas and Asia Pacific, 2009
- Figure: Number of per capita spirits consumption occasions, by age group,
in 15 countries across Europe, the Americas and Asia Pacific, 2009
- Figure: Spirits preferences show marked differences with age
- Figure: Overall alcoholic beverage market volume sales (millions liters),
by on-trade versus off-trade, in 15 countries across Europe, the Americas and
Asia Pacific, 2003 - 08
- Figure: Share of overall alcoholic beverage market volume sales (%), by
on-trade versus off-trade, in 15 countries across Europe, the Americas and
Asia Pacific, 2003 - 08
- Figure: Share of overall alcoholic beverage consumption occasions, by
on-trade versus off-trade, Europe, 2009
- Figure: Share of overall alcoholic beverage consumption occasions, by
on-trade versus off-trade, Brazil and the US, 2009
- Figure: Share of overall alcoholic beverage consumption occasions, by
on-trade versus off-trade, Asia Pacific, 2009
- Figure: Number of on-trade alcoholic beverage consumption occasions
(millions), in 15 countries across Europe, the Americas, and Asia Pacific,
2004 - 14
- Figure: Number of off-trade alcoholic beverage consumption occasions
(millions), in 15 countries across Europe, the Americas, and Asia Pacific,
2004 - 14
- Figure: In light of recessionary conditions, Europeans, especially the
French, Germans and Italians, are showing a tendency to restrain their eating
out
- Figure: Americans and Brazilians are showing an above average propensity
for cutting back on their eating out due to the downturn
- Figure: South Koreans stand out in Asia Pacific through their significant
cut backs in on-trade eating
- Figure: Europeans are making a greater effort to drink more frequently at
home than they are to change the frequency of their on-trade visits
- Figure: Brazilians and Americans are notably contrasting in their behavior
toward changing the balance and relative frequency of drinking both on- and
off-trade
- Figure: The more developed markets of the Asia Pacific region have seen
only a limited change in on- and off-trade drinking behavior compared to the
emerging markets
- Figure: Consumer survey: In the past six months, please indicate to what
extent you have done the following more or less frequently: Cut down on the
number of times you drink in bars, restaurants, etc.
- Figure: Consumer survey: In the past six months, please indicate to what
extent you have done the following more or less frequently. Made a conscious
effort to drink more frequently at home.
- Figure: Consumer survey: In the last month, on average how many times did
you have a drink in a bar, restaurant, pub, etc?
- Figure: Consumer survey: In the last month, on average how many times did
you have a drink at home or in somebody else' s home?
- Figure: Europeans' propensity for alcohol consumption on-trade is
particularly strongly tied to restaurant visits
- Figure: US consumers' moderate drinking patterns on-trade favor
restaurants and local bars
- Figure: Brazilian consumers' on-trade drinking is more frequent across
most channels than their US or European peers
- Figure: Asia Pacific consumers show a greater propensity for more frequent
alcoholic beverage consumption in restaurants and local bars
- Figure: European drinking patterns reflect a trend for regular off-trade
social drinking and a propensity for frequent weekly drinking at home
- Figure: Half of US drinkers are prone to social drinking in others' homes
several times a month
- Figure: Brazilians show a high propensity for regular weekly alcohol
consumption in the home
- Figure: Asian consumers exhibit a much lower propensity for social
drinking in the homes of others
- Figure: UK and Spanish consumers show the most striking tendency to trade
down in brand terms off-trade compared to on-trade
- Figure: A quarter of Brazilians are switching to cheaper alcohol brands
both on- and off-trade
- Figure: Australians have shown a particular tendency to purchase cheaper
brands for off-trade consumption in recent months
- Figure: Consumer survey: In the past six months, please indicate to what
extent you have done the following more or less frequently: Bought cheaper
brands of alcoholic drinks when drinking in bars, restaurants, etc.
- Figure: Consumer survey: In the past six months, please indicate to what
extent you have done the following more or less frequently: Bought cheaper
brands of alcoholic drinks when drinking at-home.
- Figure: Share of spirits consumption occasions, by on-trade versus
off-trade, Europe, 2009
- Figure: Share of spirits consumption occasions, by on-trade versus
off-trade, Brazil and the US, 2009
- Figure: Share of spirits consumption occasions, by on-trade versus
off-trade, Asia Pacific, 2009
- Figure: Overall spirits market volume sales (liters millions), by on-trade
versus off-trade, in 15 countries across Europe, the Americas and
Asia-Pacific, 2003-2008
- Figure: Share of overall spirits market volume sales (%), by on-trade
versus off-trade, in 15 countries across Europe, the Americas and
Asia-Pacific, 2003-2008
- Figure: Whisky is not especially popular in European on-trade venues, with
the notable exception of Russia
- Figure: Whisky is not particularly popular in Brazil' s on-trade, but
performs on a par with the overall spirits market in the US
- Figure: Whisky is more geared towards on-trade consumption in
Asia-Pacific, most notably in China
- Figure: Vodka is a popular on-trade spirit in most European markets
- Figure: Vodka is not overly popular as an on-trade spirit in the Americas
- Figure: Vodka' s on-trade split is similar to the spirits market as a whole
in the Asia-Pacific region
- Figure: Consumer survey, factors influencing consumers' alcoholic beverage
choices, 2008
- Figure: Italians and Spanish consumers have shown a particular tendency to
switch types of drink based on price
- Figure: Consumers in the Americas are switching alcohol types based on
price more than their global peers
- Figure: Consumers across Asia Pacific are more likely to trade down in
type of alcoholic drink than their peers globally
- Figure: Consumer Survey: In the past SIX MONTHS, please indicate to what
extent have you done the following more or less frequently? Chosen cheaper
type of drinks (e.g. beer instead of spirits)
- Figure: Spirits are most popular among consumers enjoying high energy
nights out
- Figure: Spirits are generally not popular as an accompaniment to food in
the home
- Figure: Popularity varies from country to country, but spirits have a
fairly secure following among consumers drinking in the off-trade
- Figure: Spirits are slightly more popular for consumers when eating in the
on-trade rather than the off-trade
- Figure: Overall, spirits are almost as popular as wine as an on-trade
drink for consumers when not eating
- Figure: Spirits have a strong following among consumers partaking in high
energy nights out
- Figure: Despite spirits lending an air of sophistication, the category is
not particularly popular at dinner parties
- Figure: Consumer Survey: In the past SIX MONTHS, please indicate to what
extent have you done the following more or less frequently? Chosen alcohol on
the basis of how well it goes with food
- Figure: Southern Europe and Russia stand in contrast to the rest of Europe
in how much health influences alcoholic beverage choice
- Figure: Health is a below average influence on US consumers' alcoholic
beverage choice
- Figure: Australian and Japanese consumers stand out regionally with their
lower concern for health in their drinks choices
- Figure: Consumer Survey: Please tell us how much influence the following
factors have in your alcoholic beverage choice: Health
- Figure: A regular measure of spirits combined with a low calorie mixer
represents one of the least calorific drinks among regular alcohol servings
- Figure: The most mature European markets have seen relatively limited
shifts in behavior favoring low-alcohol versions of well known brands
- Figure: The contrast between Brazil and the US highlights the limited
traction of health as a factor in alcoholic drinks purchases in mature markets
compared to a greater degree of openness in emergent ones
- Figure: Australia and Japan contrast the growing interest in lower alcohol
brands in the Asian region' s emerging markets and South Korea
- Figure: Consumer Survey: In the past SIX MONTHS, please indicate to what
extent have you done the following more or less frequently? Opted for lower
alcohol versions of favorite brands
- Figure: Consumers are seeking authenticity as an arbiter of higher quality
and sensory gratification
- Figure: Upscale is the most popular tag for new releases in the spirits
market over the last five years
- Figure: The number of new releases tagged as ‘upscale' declined in
2009, but the annual total remains substantial
- Figure: Products marketed as ‘premium' or ‘upscale' will not
always be targeting the same market
- Figure: Natural is a tag that has gained momentum in the spirits industry
- Figure: Organic and ethics in general are becoming important concepts in
the vodka market
- Figure: Micro spirits have proved popular among US consumers
- Figure: The Jack Daniel' s whisky brand is attached to a range of cooking
sauces and meat products
- Figure: Much potential exists for pairing whisky with food
- Figure: Flavored vodkas are being positioned as an accompaniment to food
- Figure: The first protein-infused vodka reached the market in late 2009
- Figure: Repackaging is something that can be employed to good effect for
long-established brands
- Figure: Packaging in spirits is important with a wide range of novel
designs now seen in the marketplace
- Figure: Absolut has created a strong identity through a relatively
unremarkable design
- Figure: Datamonitor' s Recession and Recovery portal will facilitate
forward thinking planning for those leading companies that start planning for
the longer-term
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