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市場調查報告書
健康的酒精飲料開發 : 定位戰略，案例研究與將來市場機會
Innovations in Healthier Alcoholic Drinks: Healthy positioning strategies, case studies and future opportunities
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健康的酒精飲料開發 : 定位戰略，案例研究與將來市場機會 是由出版商Business Insights在2010年03月所出版的。
這份英文市場調查報告書包含117 pages 價格從美金2875起跳。
本報告書為憂心健康的飲酒動向與其預測之調査分析，並有酒精飲料消費成績・預測（∼2013年・依國家）、消費者飲酒習慣的變化、具有各種健康機能的酒精飲料之發售、主要國市場案例研究、將來動向等內容，概述如下。
總綱
第1章 市場概要
- 摘要
- 導論
- 酒精消費
- 啤酒・蘋果酒・FAB
- 葡萄酒
- 蒸餾酒
- 日常的飲酒者
- 非飲酒者
- 總論
第2章 有責任的飲酒
- 摘要
- 導論
- 問卷概要
- 適度的消費
- 防止發酒瘋
- 防止酒後開車
第3章 創新概要
第4章 無添加與低添加合成添加物的飲料
- 摘要
- 導論
- 創新概要
- 有機葡萄酒
- 有機・天然啤酒
- 有機・純蒸餾酒
- 總論
第5章 附有減肥標示的飲料
- 摘要
- 導論
- 創新概要
- 低・零卡路里
- 低糖・無糖
- 低・無碳水化合物
- 無麩質
- 總論
第6章 低酒精飲料
- 摘要
- 導論
- 創新概要
- 低・無酒精啤酒
- 低・無酒精葡萄酒&蒸餾酒
- 中酒精啤酒
- 低酒精啤酒
- 低酒精葡萄酒
- 量的削減
- 總論
第7章 機能性酒精飲料
- 摘要
- 導論
- 創新概要
- 高維他命
- 高礦物質
- 高多酚
- 高GABA・其他氨基酸
- 其他機能性成分
第8章 將來動向
- 摘要
- 來自各種飲酒機會的靈感
- 以注重健康的女性為目標
- 針對年輕成人的焦點
附錄
圖表
Abstract
Health concerns are having an impact on the market for alcoholic drinks. The
consumption of alcohol per head in Europe is falling having peaked in about
1975 and this trend is allied to increasing health awareness on the part of
consumers. Consumption per head is falling in France, Germany, Italy, the
Netherlands, Spain, the UK, as well as Japan and many other countries, and
this trend is expected to continue over at least the next five years. There is
also a shift taking place in the types of alcohol consumed. The consumption of
beer/cider/FABs is declining in most western countries whereas wine is
generally perceived as a healthier alcoholic drink and so consumption in many
countries is rising. In western countries consumption of spirits has not been
as harmed by health concerns as spirits are often perceived by consumers to be
healthier than beer because of their lower calorie content. Health issues have
already had a fundamental effect on food and non-alcoholic drinks markets and
are now going to shape beer, wine and spirits. We have already seen the
emergence of significant low/no alcohol and low/no calorie segments. Expect to
see growth in organic/natural, low/no carbohydrate and functional segments, as
well as more responsible drinking campaigns and a marketing focus on quality
over quantity.
Table of Contents
Executive summary
- Market overview
- Responsible drinking
- Innovation overview
- Drinks with low/no artificials
- Drinks with dietary claims
- Lower alcohol drinks
- Functional alcoholic drinks
- Future trends
Chapter 1 - Market overview
- Summary
- Introduction
- Consumption of alcohol
- Beer, cider and FABs
- Wine
- Spirits
- Regular drinkers
- Frequency of drinking
- Quantity of consumption per day
- Summary of adult drinking
- Drinking among young people
Chapter 2 - Responsible drinking
- Moderate consumption
- Quality not quantity
- Reducing binge drinking
- Binge drinking campaigns
Chapter 3 - Innovation overview
- Summary
- Introduction
- Innovation by product market
- Innovation by health claim
- Beer, cider and FABs innovation
- Wine innovation
- Spirits innovation
Chapter 4 - Drinks with low/no artificials
- Summary
- Introduction
- Innovation overview
- Organic wine
- Organic and natural beer
- Case study 1: “just four ingredients”
- Organic and pure spirits
- Conclusions
Chapter 5 - Drinks with dietary claims
- Summary
- Introduction
- Innovation overview
- Low/no calories
- Case study 2: super low calorie beers
- Low calorie wines and spirits
- Low/no carbohydrates
- Case study 3: new genre brews in Japan
- Other low/no carbohydrates drinks in Japan
Chapter 6 - Lower alcohol drinks
- Summary
- Introduction
- Innovation overview
- Low/no alcohol beer
- Case study 4: low/no alcohol beer in the UK
- Case study 5: “Fourth beers” in Japan
- Low/no alcohol wine and spirits
- Mid-strength beer
- Reduced strength beer
- Case study 6: 4% beer
- Reduced strength wine
- Reduced serving sizes
- Conclusions
Chapter 7 - Functional alcoholic drinks
- Summary
- Introduction
- Innovation overview
- High vitamins
- High minerals
- High polyphenols
- Case study 7: Mercian Bon Rouge
- High GABA and other amino acids
- Other functional ingredients
- Borrowing ingredients from soft drinks
- Alcoholic energy drinks
- Niche functions
- Conclusions
Chapter 8 - Future trends
- Taking inspiration from different occasions
- Targeting health conscious women
- Shifting focus from young adults
Appendix
Index
List of Figures
- Figure 1.1: Consumption per head of pure alcohol by country, 2005-2013
- Figure 1.2: Consumption per head of beer/cider/FABs by country, 2005-2013
- Figure 1.3: Consumption per head of wine by country, 2005-2013
- Figure 1.4: Wine in ‘medicinal' packaging
- Figure 1.5: Consumption per head of spirits by country, 2005-2013
- Figure 1.6: Non-drinkers by country; % of adults not drinking in the last
12 months, 2006
- Figure 2.7: Vladivar' s “quality not quantity” campaign
- Figure 2.8: Mothers Against Drunk Driving products
- Figure 3.9: Healthier alcoholic drinks launches by market, 2005-09
- Figure 3.10: Healthier alcoholic drinks launches by claim, 2005-09
- Figure 3.11: Beer/cider/FAB launches by health claim, 2005-09
- Figure 3.12: Wine launches by health claim, 2005-09
- Figure 3.13: Spirits launches by health claim (% product launches) 2005-09
- Figure 4.14: Organic beers
- Figure 4.15: Natural beers
- Figure 4.16: Organic and natural spirits
- Figure 5.17: Low calorie beers outside the US
- Figure 5.18: Diet-branded beers
- Figure 5.19: Super low calorie beers and lime beers
- Figure 5.20: Low calorie pre-mixed spirits
- Figure 5.21: Low sugar beer
- Figure 5.22: Low sugar FABs
- Figure 5.23: Low/no sugar wines and spirits
- Figure 5.24: Michelob Ultra
- Figure 5.25: No carbohydrate happoshu
- Figure 5.26: Low carbohydrates new genre brews
- Figure 5.27: Low carb sake, wine and liqueur
- Figure 5.28: No gluten beer
- Figure 6.29: No alcohol beers
- Figure 6.30: Fourth beers in Japan
- Figure 6.31: Low/no alcohol wines and spirits
- Figure 6.32: Mid-strength beer and cider
- Figure 6.33: Reduced strength wines
- Figure 6.34: Alcoholic drinks in 25cl pack sizes
- Figure 6.35: Wines in personal pack sizes
- Figure 7.36: High vitamin beer and FABs
- Figure 7.37: High mineral beers
- Figure 7.38: Mercian' s range of Bon Rouge wines
- Figure 7.39: High polyphenol wines from Mercian and Suntory
- Figure 7.40: High polyphenol spirits & beer
- Figure 7.41: High amino acid wines
- Figure 7.42: High amino acid beer and sake
- Figure 7.43: High protein, fiber and collagen products
- Figure 7.44: Alcoholic drinks with perceived healthy ingredients
- Figure 7.45: Alcoholic energy beer
- Figure 7.46: Alcoholic energy drinks
- Figure 7.47: Isotonic beer
- Figure 8.48: Carlsberg Eve
List of Tables
- Table 1.1: Consumption per head of pure alcohol by country, 2005-2013
- Table 1.2: Consumption per head of beer, cider and FABs by country,
2005-2013
- Table 1.3: Consumption per head of wine by country, 2005-2013
- Table 1.4: Consumption per head of spirits by country, 2005-2013
- Table 1.5: Regular drinkers: % of adults drinking in the last 30 days by
country, 2003-06
- Table 1.6: Frequency of drinking by regular drinkers (%), 2006
- Table 1.7: Regular drinkers by quantity drunk per day (%), 2003-06
- Table 1.8: Regular drinkers by frequency of drinking (%), 2006
- Table 1.9: Summary of regular drinkers by country, 2006
- Table 3.10: Percentage of healthier alcoholic drinks launches by market
(%), 2005-09
- Table 3.11: Healthier alcoholic drinks launches by claim, 2005-09
- Table 3.12: Beer/cider/FAB launches by health claim (% product launches),
2005-09
- Table 3.13: Wine launches by health claim (% product launches), 2005-09
- Table 3.14: Spirits launches by health claim (% product launches), 2005-09
- Table 4.15: Alcoholic drinks launches with low/no artificial ingredients;
% product launches, 2005-09
- Table 5.16: Alcoholic drinks launches with dietary claims; % product
launches, 2005-09
- Table 6.17: Alcoholic drinks launches with low/no alcohol claims; %
product launches, 2005-09
- Table 7.18: Alcoholic drinks launches with functional claims; % product
launches, 2005-09
- Table 7.19: Evolution of Mercian' s Bon Rouge range of healthier wine
- Table 0.20: Alcoholic drinks launches by health claim; % product launches,
2005-09
- Table 0.21: Beer/cider/FAB launches by health claim; % product launches,
2005-09
- Table 0.22: Wine launches by health claim; % product launches, 2005-09
- Table 0.23: Spirits launches by health claim; % product launches, 2005-09
酒精性飲料：順應健康潮流的技術創新會是下一個最佳對策嗎？
2010年03月26日
日商環球訊息(股)有限公司開始販售由以倫敦為據點的市場調查機構Business Insights，所發行的調查報告「Innovations in Healthier Alcoholic Drinks: Healthy positioning strategies, case studies and future opportunities（健康酒精性飲料的發展：市場定位策略・個案研究・今後的市場機會）」。
Business Insights預測，即使在酒精性飲料市場，低碳水化合物、有機／天然、功能性部門將擴展，且認為強調更令人信賴的飲料活動和質量的市場行銷將普遍進行。
健康問題早已大大地影響了食品・非酒精性飲料市場，今後也將會左右啤酒和葡萄酒、烈酒市場的未來。你是喝哪一種酒精性飲料的問題，已經在消費者之間出現了某種變化。
啤酒、FAB(調酒)、蘋果氣泡酒的消費在多數的西歐國家，確實在減少當中。另一方面，葡萄酒的消費量增加，這是由於作為一個健康酒精性飲料來說，葡萄酒被大眾認可的因素。此外，烈酒相較於啤酒來說，為低卡洛里的飲料，此點被消費者廣為接受，而在西歐各國中，該消費情況並沒有受到健康意識提高的影響。
健康相關的問題，對於酒精性飲料市場來說，蒙上了厚厚一層陰影。在歐洲，相較於1975年的高峰來看，每一個人的酒精性飲料攝取量在減少當中。這個傾向，正好與消費者對於健康意識的提高成比例。每一個人的酒精性飲料攝取量，不僅是在德國、法國、義大利、荷蘭、英國、西班牙等，日本和其他國家也在減少當中。該傾向被預期至少未來5年將持續下去。
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