Consumer Trends in the Spirits Market in France

Synopsis
• Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.

• The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

Summary
• Marketers in the Spirits market in France face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

• This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Spirits market in France they account for and which consumer trends drive their behaviour.

Scope
• Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.

• The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

Reasons To Buy
• The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights
• Consumer survey data for the following specific categories: Brandy, Whiskey, Rum, Gin and Genever, Vodka, Tequila and Mezcal, Specialty Spirits, and Liqueurs.

• Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

• Volume shares in 2011 for brands and private label sales tracked by the survey.

• Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Spirits Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Brandy
2.2.2 Gin & Genever
2.2.3 Liqueurs
2.2.4 Rum
2.2.5 Specialty Spirits
2.2.6 Tequila & Mezcal
2.2.7 Vodka
2.2.8 Whiskey
2.3 Behavioral Trends and Market Value
2.3.1 Brandy
2.3.2 Gin & Genever
2.3.3 Liqueurs
2.3.4 Rum
2.3.5 Specialty Spirits
2.3.6 Tequila & Mezcal
2.3.7 Vodka
2.3.8 Whiskey
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Brandy
3.1.2 Gin & Genever
3.1.3 Liqueurs
3.1.4 Rum
3.1.5 Specialty Spirits
3.1.6 Tequila & Mezcal
3.1.7 Vodka
3.1.8 Whiskey
3.2 Consumer Profiles by Product Category
3.2.1 Brandy
3.2.2 Gin & Genever
3.2.3 Liqueurs
3.2.4 Rum
3.2.5 Specialty Spirits
3.2.6 Tequila & Mezcal
3.2.7 Vodka
3.2.8 Whiskey
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Spirits Brand Choice and Private Label Shares
4.2.1 Brandy
4.2.2 Gin & Genever
4.2.3 Liqueurs
4.2.4 Rum
4.2.5 Specialty Spirits
4.2.6 Tequila & Mezcal
4.2.7 Vodka
4.2.8 Whiskey
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Spirits
5.1.2 Brandy
5.1.3 Gin & Genever
5.1.4 Liqueurs
5.1.5 Rum
5.1.6 Specialty Spirits
5.1.7 Tequila & Mezcal
5.1.8 Vodka
5.1.9 Whiskey
6 Consumption Impact: Market Valuation
6.1 Spirits Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Spirits Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Spirits Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Survey-tracked Retailer Shares by Volume
7.1.1 France Spirits Survey-tracked Retailer Share by Volume
7.2 Survey-tracked Retailer Shares by Volume by Category
7.2.1 France Brandy Survey-tracked Retailer Shares by Volume
7.2.2 France Gin & Genever Survey-tracked Retailer Shares by Volume
7.2.3 France Liqueurs Survey-tracked Retailer Shares by Volume
7.2.4 France Rum Survey-tracked Retailer Shares by Volume
7.2.5 France Specialty Spirits Survey-tracked Retailer Shares by Volume
7.2.6 France Tequila & Mezcal Survey-tracked Retailer Shares by Volume
7.2.7 France Vodka Survey-tracked Retailer Shares by Volume
7.2.8 France Whiskey Survey-tracked Retailer Shares by Volume
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Auchan Switching Analysis
7.3.3 Carrefour Switching Analysis
7.3.4 Casino Switching Analysis
7.3.5 Cora Switching Analysis
7.3.6 Francap Switching Analysis
7.3.7 ITM (Intermarché) Switching Analysis
7.3.8 Leclerc Switching Analysis
7.3.9 Louis Delhaize Switching Analysis
7.3.10 Metro Group Switching Analysis
7.3.11 Système U Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Spirits, by Retailer Used
7.4.1 Aldi
7.4.2 Auchan
7.4.3 Carrefour
7.4.4 Casino
7.4.5 Cora
7.4.6 Francap
7.4.7 ITM (Intermarché)
7.4.8 Leclerc
7.4.9 Louis Delhaize
7.4.10 Metro Group
7.4.11 Monoprix
7.4.12 Système U
7.4.13 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables
Table 1: Volume Units for the Spirits Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: France Survey Respondent Profile (weighted), 2011
Table 4: France Spirits Value Share (%), by Age Groups, 2011
Table 5: France Spirits Value Share (%), by Gender, 2011
Table 6: France Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: France Spirits Value Share (%) by Education Level Achieved Groups, 2011
Table 8: France Spirits Value Share (%) by Wealth Groups, 2011
Table 9: France Spirits Value Share (%) by Busy Lives Groups, 2011
Table 10: France Brandy Consumer Group Share (% market value), 2011
Table 11: France Gin & Genever Consumer Group Share (% market value), 2011
Table 12: France Liqueurs Consumer Group Share (% market value), 2011
Table 13: France Rum Consumer Group Share (% market value), 2011
Table 14: France Specialty Spirits Consumer Group Share (% market value), 2011
Table 15: France Tequila & Mezcal Consumer Group Share (% market value), 2011
Table 16: France Vodka Consumer Group Share (% market value), 2011
Table 17: France Whiskey Consumer Group Share (% market value), 2011
Table 18: France Total Brandy Value (euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: France Total Gin & Genever Value (euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: France Total Liqueurs Value (euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: France Total Rum Value (euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: France Total Specialty Spirits Value (euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: France Total Tequila & Mezcal Value (euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 24: France Total Vodka Value (euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 25: France Total Whiskey Value (euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 26: France Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: France Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: France Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: France Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: France Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: France Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: France Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: France Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: France Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 35: France Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 36: France Tequila & Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 37: France Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 38: France Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 39: France Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 40: France Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 41: France Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 42: France Brandy Consumer Profiles (% consumers by sub-group), 2011
Table 43: France Gin & Genever Consumer Profiles (% consumers by sub-group), 2011
Table 44: France Liqueurs Consumer Profiles (% consumers by sub-group), 2011
Table 45: France Rum Consumer Profiles (% consumers by sub-group), 2011
Table 46: France Specialty Spirits Consumer Profiles (% consumers by sub-group), 2011
Table 47: France Tequila & Mezcal Consumer Profiles (% consumers by sub-group), 2011
Table 48: France Vodka Consumer Profiles (% consumers by sub-group), 2011
Table 49: France Whiskey Consumer Profiles (% consumers by sub-group), 2011
Table 50: France Spirits Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 51: France Brandy Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 52: France Gin & Genever Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 53: France Liqueurs Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 54: France Rum Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 55: France Specialty Spirits Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 56: France Tequila & Mezcal Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 57: France Vodka Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 58: France Whiskey Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 59: France, Overall Spirits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 60: France, Brandy: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 61: France, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 62: France, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 63: France, Rum: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 64: France, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 65: France, Tequila & Mezcal: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 66: France, Vodka: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 67: France, Whiskey: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 68: France Spirits Market Value (euro million), by Category, 2011
Table 69: France Spirits Market Value (US$ million), by Category, 2011
Table 70: France Spirits Market Volume (Ltrs m), by Category, 2011
Table 71: France Spirits Market Share (US$ million), by Category, 2011
Table 72: France Spirits Expenditure Per Capita (euro), by Category, 2011
Table 73: France Spirits Expenditure Per Capita (US$), by Category, 2011
Table 74: France Spirits Expenditure Per Household (euro), by Category
Table 75: France Spirits Expenditure Per Household (US$), by Category
Table 76: France Spirits Market Volume Share (Ltrs m), by Category, 2011
Table 77: France Spirits Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 78: France Spirits Consumption Per Household (Ltrs m / Households m), by Category, 2011
Table 79: France Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Table 80: France Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 81: France Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 82: France Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 83: France Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 84: France Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 85: France Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 86: France Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 87: France Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 88: France: Switchers to Auchan for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: France: Switchers From Auchan for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: France: Switchers to Carrefour for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: France: Switchers From Carrefour for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: France: Switchers to Casino for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 93: France: Switchers From Casino for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 94: France: Switchers to Cora for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 95: France: Switchers From Cora for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 96: France: Switchers From Francap for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 97: France: Switchers to ITM (Intermarché) for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 98: France: Switchers From ITM (Intermarché) for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 99: France: Switchers to Leclerc for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 100: France: Switchers From Leclerc for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 101: France: Switchers to Louis Delhaize for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 102: France: Switchers to Metro Group for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 103: France: Switchers From Metro Group for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 104: France: Switchers to Système U for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 105: France: Switchers From Système U for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 106: France: Switchers to Other for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 107: France: Switchers From Other for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 108: France: Profile of Spirits Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 109: France: Profile of Spirits Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 110: France: Profile of Spirits Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 111: France: Profile of Spirits Consumers Whose Goods Mainly Come From Casino (% by Subgroup, as tracked by the Survey), 2011
Table 112: France: Profile of Spirits Consumers Whose Goods Mainly Come From Cora (% by Subgroup, as tracked by the Survey), 2011
Table 113: France: Profile of Spirits Consumers Whose Goods Mainly Come From Francap (% by Subgroup, as tracked by the Survey), 2011
Table 114: France: Profile of Spirits Consumers Whose Goods Mainly Come From ITM (Intermarché) (% by Subgroup, as tracked by the Survey), 2011
Table 115: France: Profile of Spirits Consumers Whose Goods Mainly Come From Leclerc (% by Subgroup, as tracked by the Survey), 2011
Table 116: France: Profile of Spirits Consumers Whose Goods Mainly Come From Louis Delhaize (% by Subgroup, as tracked by the Survey), 2011
Table 117: France: Profile of Spirits Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 118: France: Profile of Spirits Consumers Whose Goods Mainly Come From Monoprix (% by Subgroup, as tracked by the Survey), 2011
Table 119: France: Profile of Spirits Consumers Whose Goods Mainly Come From Système U (% by Subgroup, as tracked by the Survey), 2011
Table 120: France: Profile of Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: France Spirits Value Share (%), by Age Groups, 2011
Figure 3: France Spirits Value Share (%), by Gender, 2011
Figure 4: France Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: France Spirits Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: France Spirits Value Share (%) by Wealth Groups, 2011
Figure 7: France Spirits Value Share (%) by Busy Lives Groups, 2011
Figure 8: France Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: France Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: France Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: France Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: France Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: France Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: France Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: France Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: France Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: France Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: France Tequila & Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: France Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: France Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: France Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: France Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 23: France Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 24: France Spirits Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 25: France Spirits Market Share (US$ million), by Category, 2011
Figure 26: France Spirits Expenditure Per Capita (US$), by Category, 2011
Figure 27: France Spirits Expenditure Per Household (US$), by Category
Figure 28: France Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Figure 29: France Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 30: France Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 31: France Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 32: France Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 33: France Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 34: France Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 35: France Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 36: France Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 37: France: People Who Have Switched Retailer for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Related research categories

By sector: Spirits, Trends, Consumer (in Trends)

By market: France (in Europe)