Reportlinker Adds Innovations in Spirits: Key product trends, growth strategies and forecasts to 2012
NEW YORK, May 25 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:
Innovations in Spirits: Key product trends, growth strategies and forecasts to 2012
Alcoholic drinks were previously considered by many to be relatively immune from recessions. This is not the case upon closer investigation of the spirits market, which by its nature, is a more premium sector than beer or wine. The processing, the ingredients, the high alcohol by volume content, all contribute to a more expensive product in general. Clearly, there are economy variants available on the market, but this has only led to a trend towards high volume & low value sales growth – which is not favoured by spirits producers or retailers.
Every year thousands of new products in the spirits industry are launched by manufacturers hoping to gain consumers interest with innovative developments. The industry must now tackle head-on the issues surrounding responsible drinking, demand for high-quality at a lower price, and rising costs of raw materials/ingredients.
What's more, the industry faces a major challenge after years of seeking the premium and super-premium dollar, consumer shopping and drinking habits have changed quickly – in response to the global economic meltdown – leaving many players reporting a fall in sales in their 2009 results. They must consider how to ride out the storm, prepare for a time when spending is up again and when the on-trade is no longer suffering quite so dramatically. Monitoring consumer habits, financial data and investing in continued NPD, marketing and sales are all vital to success.
This report provides timely insight into the spirits market in developed markets such as the US and emerging regions such as Latin America and Central and Eastern Europe. This report is written with a focus on the next two years, following in-depth analysis of NPD, branding and marketing activity that has occurred in the global spirits market over the past three to four years. The report offers actionable strategies for spirits brands with insight into new product launches, marketing campaigns and flavors/ingredients developments. The report analyzes activity by sub-category (brandy, gin, liqueurs, rum, specialty spirits, tequila & mescal, vodka and whisky) and region (Asia Pacific, Europe, Latin America, Middle East & Africa, North America and multi-region).
The unrivalled high-level qualitative and quantitative research puts this report leagues ahead of competitor reports which tend to focus on one particular region and/or category. This off-the-shelf market outlook report provides invaluable and in-depth research and analysis alongside future forecasts based on lengthy analysis and investigation into the market.
Key features of this report
• Analysis of sales values and volumes for individual spirits categories as well as the overall market in France, Germany, Italy, Netherlands, Sweden, Spain, UK, Rest of Europe, Europe overall, US and Japan.
• Evaluation of the drivers behind the changing share of throat held by beer, wine and spirits and their key segments. The influence of the other alcoholic drinks sectors is discussed on a regional basis, as well as from the perspective of share of NPD.
• Draws on thousands of spirits product launches that took place globally between 2006 and 2009.
• Illustrated overviews of the key product introductions and innovations, drawing on data from the ProductScan Online NPD tracking service.
Scope of this report
• Understand each regional market in terms of absolute size as well as the future potential of each category.
• Inform your sales team and/or export department by prioritising the geographical markets best suited to your current range of products.
• Understand the response of leading spirits producers to the recession, the impact on NPD and its effect on premiumization.
• Evaluate whether you should be looking beyond your current product portfolio for future opportunities – whether the time is right, which categories perform well in which countries (there's a huge disparity between sales in countries, regions and categories).
Key Market Issues
• Beer and wine threaten spirits' share of throat in many regions around the world – brands are not just competing with other spirits products but with the overall alcoholic drinks market.
• The recession has had a negative impact on the on-trade and spirits sales in bars/clubs/pubs. This has had a knock-on effect on retail sales and brand strategies.
• Provenance, the production process and the quality/sourcing of ingredients are all more important for spirits than ever before – consumers are interested in the entire process and showing greater interest in the differences between products i.e. The smoothness of expensive versus cheap vodkas.
• First Fairtrade vodka and then liqueur have been launched – this is likely to prompt further ethical NPD as manufacturers aim to enhance CSR and ethical appeal.
Key findings from this report
• The US is by far the largest spirits market by value at a forecast US$48,147.0mn by 2012 following growth of 8.1% from 2008. This is a significantly higher forecast value and growth rate than the majority of the European countries analyzed and starkly contrasts against the Japanese market, which is set for a decline in value.
• In Europe and the US, the majority of spirits categories are predicted to experience higher value than volume growth.
• Beer has posed the biggest threat to spirits in Europe, Japan and the US for many years - and will continue to do so over the forecast period. Only France and Italy, known for their production and passion for wine and viniculture, have wine taking the largest share of throat rather than beer.
• Premiumization is the number one product tag (upscale) at 45.7% of spirits NPD in 2009 and its share of NPD has grown over the years from 36.1% in 2006.
• The first Fairtrade vodka was launched in the UK in 2009 imported by Ehrmanns.
Key questions answered
• Which country will have the most successful spirits market by 2012? The US is by far the largest spirits market by value at a forecast US$48,147.0mn by 2012 following growth of 8.1% from 2008.
• Which European country will have the most successful spirits market by 2012? The overall European market value for spirits is expected to increase at a compound annual growth rate of 1.5% between 2008 and 2012. The UK is no longer the most successful spirits market in Europe - Germany has taken over and is set to reach US$23,962.4mn by 2012.
• Does beer or wine pose a threat to spirits' share of throat globally? Yes! Beer has posed the biggest threat to spirits in Europe, Japan and the US for many years - and will continue to do so over the forecast period. Only France and Italy, known for their production and passion for wine and viniculture, have wine taking the largest share of throat rather than beer.
• Is there a surprising rise in sales of one particular type of spirit? Yes – in Japan whiskey is set for huge growth after 2011/12 – there is a growing 'underground' whiskey market in the on-trade which will have an impact on retail sales. Also, Germany is the third biggest market for tequila (after the US and Mexico)!
List of Tables
Innovations in Spirits
Executive summary 10
Introduction 10
Growth opportunities in the spirits market 11
Innovative global trends in NPD 12
NPD by region, flavor and sub-category 12
Leading players in spirits 13
Chapter 1 Introduction 16
Summary 16
What is this report about? 16
Research methodology 17
Report structure 17
Global spirits market overview 18
Market value to 2012 18
Market volume to 2012 20
Chapter 2 Growth opportunities in the spirits market 24
Summary 24
Introduction 24
Spirits market value to 2012 24
Europe 26
US 26
Japan 28
Spirits market volume to 2012 31
Europe 32
Volume versus value growth in Europe 33
US 35
Volume versus value growth in the US 36
Japan 37
Volume versus value growth in Japan 38
Spirits share of throat versus beer and wine 40
Introduction 40
Europe: share of throat in alcoholic drinks 42
Japan: share of throat in alcoholic drinks 43
US: share of throat in alcoholic drinks 43
Chapter 3 Innovative global trends in NPD 46
Summary 46
Introduction 46
The evolution of premiumization 48
Super-premium 48
Customization and personalization 48
Provenance 49
Self-indulgence 50
Health 51
Natural and organic 51
Functional and mood enhancing 52
Ethical 52
Packaging 53
Private label 54
Chapter 4 NPD by region, flavor and subcategory 58
Summary 58
Introduction 58
Category analysis 60
Vodka 61
Whisky 62
Brandy 65
Gin 65
Liqueurs 67
Rum 68
Specialty spirits 70
Tequila 71
Regional analysis 73
Asia Pacific 74
Americas 75
Europe 75
Rest of the world 76
Flavors and ingredients analysis 77
Future flavors 79
Chapter 5 Leading spirits players 82
Summary 82
Introduction 82
Top five companies in spirits 84
Asia Pacific 84
Europe 85
Middle East & Africa 86
North America 86
South America 87
Bacardi 87
Overview 87
Brands and markets 88
Recent new product highlights 88
Mergers and acquisitions 89
Future plans 89
Brown Forman 89
Overview 89
Brands and markets 90
Recent new product highlights 90
Mergers and acquisitions 91
Future plans 91
Diageo 92
Overview 92
Brands and markets 92
Recent new product highlights 94
Mergers and acquisitions 94
Future plans 95
Pernod Ricard 95
Overview 95
Brands and markets 96
Recent new product highlights 96
Mergers and acquisitions 96
Future plans 97
Chapter 6 Conclusions 100
Introduction 100
The impact of the recession 100
Future NPD trends 102
Index 103
List of Figures
Figure 1.1: Spirits drinks market value in Europe, US & Japan ($), 2012, versus overall growth 2008-2012 (%) 20
Figure 2.2: Spirits market volume in Europe, US & Japan ($m), 2012, versus overall growth (%), 2008-2012 31
Figure 2.3: Spirits drinks market volume growth in Europe (%), 08-12, versus value growth in Europe (%), 08-12 33
Figure 2.4: A 'mild' vodka at 40% a.b.v contains 'alcosoft' to reduce harmful impact of ethanol: Sretenka 34
Figure 2.5: Spirits drinks market volume growth in the US (%), 08-12, versus value growth in the US (%), 08-12 36
Figure 2.6: Spirits drinks market volume growth in Japan (%), 08-12, versus value growth in Japan (%), 08-12 39
Figure 3.7: Support Her Ultra-Premium Vodka – donations made to breast cancer foundations from each sale 49
Figure 3.8: A range of new products launched by producers in the 'vodka belt' between 2008 and 2009 50
Figure 3.9: FAIR. The first Fairtrade spirits brand in the world 53
Figure 3.10: Pure Green vodka and Square One Botanical 100% Organic Rye Spirit both feature 'eco-friendly labeling' 54
Figure 4.11: Growth of spirits NPD by category, weighted against the overall food and drink industry 59
Figure 4.12: Percentage share of innovative products by category, 2006 & 2009 61
Figure 4.13: Isle of Skye Blended Whisky 63
Figure 4.14: Limited editions - Macallan Masters of Photography Collection 64
Figure 4.15: Starbucks coffee liqueur 68
Figure 4.16: Castries Peanut Rum Crème 69
Figure 4.17: Red Barlett Williams - Fruit flavored specialty spirits with premium packaging 71
Figure 4.18: Super-premium tequilas such as the 250th anniversary edition of Jose Cuervo Tequila 72
Figure 4.19: Percentage share of products launched by region, 2006-2009 73
Figure 4.20: Flavored tequila: almond, cherry, lemon and pineapple 77
List of Tables
Table 1.1: Spirits market value by main country market ($m), 2008 -2012 19
Table 1.2: Spirits drinks market volume by (liters m) Europe, Japan and the US, 2008-2012 21
Table 2.3: Spirits drinks market value by category in Europe ($m), 2008-2012 25
Table 2.4: Spirits drinks market value by category in the US ($m), 2008-2012 27
Table 2.5: Spirits drinks market value by category in Japan ($m), 2008-2012 29
Table 2.6: Spirits drinks market volume by category in Europe, liters (m), 2008 -2012 32
Table 2.7: Spirits drinks market volume by category in the US (liters (m)), 2008-2012 35
Table 2.8: Spirits drinks market volume by category in Japan (liters m), 2008-2012 38
Table 2.9: Share of throat comparison by category in Europe, US and Japan (%), 2008-2012 41
Table 3.10: Top 10 product tags for spirits launched 2006-2009 47
Table 3.11: European and US private label alcoholic drinks market value ($m) 2008-2011 55
Table 4.12: Percentage share of global spirits NPD by category, 2006 & 2009 60
Table 4.13: Top 10 flavors of spirits launched 2006-2009 78
Table 5.14: Leading spirits companies in Asia by market share, 2008 84
Table 5.15: Leading spirits companies in Europe by market share, 2008 85
Table 5.16: Leading spirits companies in Middle East & Africa by market share, 2008 86
Table 5.17: Leading spirits companies in North America by market share, 2008 86
Table 5.18: Leading spirits companies in South America by market share, 2008 87
Table 6.19: Innovation opportunities and potential barriers in spirits NPD 102
Companies mentioned
Bacardi , Brown Forman , Pernod Ricard , Diageo
To order this report:
Spirits Industry: Innovations in Spirits: Key product trends, growth strategies and forecasts to 2012
Check our Company Profile, SWOT and Revenue Analysis!
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