Consumer Trends in the Spirits Market in India

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 India 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 India 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.

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 Education Achieved Groups
2.1.3 Wealth Groups
2.1.4 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Brandy
2.2.2 Gin & Genever
2.2.3 Rum
2.2.4 Specialty Spirits
2.2.5 Tequila & Mezcal
2.2.6 Vodka
2.2.7 Whiskey
2.3 Behavioral Trends and Market Value
2.3.1 Brandy
2.3.2 Gin & Genever
2.3.3 Rum
2.3.4 Specialty Spirits
2.3.5 Tequila & Mezcal
2.3.6 Vodka
2.3.7 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 Rum
3.2.4 Specialty Spirits
3.2.5 Tequila & Mezcal
3.2.6 Vodka
3.2.7 Whiskey
4 Brand vs. Private Label Choices
4.1 Spirits Brand Choice and Private Label Shares
4.1.1 Brandy
4.1.2 Gin & Genever
4.1.3 Rum
4.1.4 Specialty Spirits
4.1.5 Tequila & Mezcal
4.1.6 Vodka
4.1.7 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 Appendix
7.1 About Canadean
7.2 Disclaimer

List of Tables
Table 1: Volume Units for the Spirits Market
Table 2: Foreign Exchange Rate – INR Vs. US$, 2011
Table 3: India Survey Respondent Profile (weighted), 2011
Table 4: India Spirits Value Share (%), by Age Groups, 2011
Table 5: India Spirits Value Share (%) by Education Level Achieved Groups, 2011
Table 6: India Spirits Value Share (%) by Wealth Groups, 2011
Table 7: India Spirits Value Share (%) by Busy Lives Groups, 2011
Table 8: India Brandy Consumer Group Share (% market value), 2011
Table 9: India Gin & Genever Consumer Group Share (% market value), 2011
Table 10: India Rum Consumer Group Share (% market value), 2011
Table 11: India Specialty Spirits Consumer Group Share (% market value), 2011
Table 12: India Tequila & Mezcal Consumer Group Share (% market value), 2011
Table 13: India Vodka Consumer Group Share (% market value), 2011
Table 14: India Whiskey Consumer Group Share (% market value), 2011
Table 15: India Total Brandy Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: India Total Gin & Genever Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: India Total Rum Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: India Total Specialty Spirits Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: India Total Tequila & Mezcal Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: India Total Vodka Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: India Total Whiskey Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: India Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: India Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 24: India Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: India Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 26: India Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: India Tequila & Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 28: India Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: India Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 30: India Brandy Consumer Profiles (% consumers by sub-group), 2011
Table 31: India Gin & Genever Consumer Profiles (% consumers by sub-group), 2011
Table 32: India Rum Consumer Profiles (% consumers by sub-group), 2011
Table 33: India Specialty Spirits Consumer Profiles (% consumers by sub-group), 2011
Table 34: India Tequila & Mezcal Consumer Profiles (% consumers by sub-group), 2011
Table 35: India Vodka Consumer Profiles (% consumers by sub-group), 2011
Table 36: India Whiskey Consumer Profiles (% consumers by sub-group), 2011
Table 37: India Brandy Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 38: India Gin & Genever Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 39: India Rum Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 40: India Specialty Spirits Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 41: India Tequila & Mezcal Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 42: India Vodka Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 43: India Whiskey Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 44: India, Overall Spirits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: India, Brandy: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: India, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 47: India, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 48: India, Rum: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 49: India, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 50: India, Tequila & Mezcal: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 51: India, Vodka: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 52: India, Whiskey: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: India Spirits Market Value (Indian Rupee million), by Category, 2011
Table 54: India Spirits Market Value (US$ million), by Category, 2011
Table 55: India Spirits Market Volume (Ltrs m), by Category, 2011
Table 56: India Spirits Market Share (US$ million), by Category, 2011
Table 57: India Spirits Expenditure Per Capita (Indian Rupee), by Category, 2011
Table 58: India Spirits Expenditure Per Capita (US$), by Category, 2011
Table 59: India Spirits Expenditure Per Household (Indian Rupee), by Category, 2011
Table 60: India Spirits Expenditure Per Household (US$), by Category, 2011
Table 61: India Spirits Market Volume Share (Ltrs m), by Category, 2011
Table 62: India Spirits Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 63: India Spirits Consumption Per Household (Ltrs m / Households m), by Category, 2011

List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: India Spirits Value Share (%), by Age Groups, 2011
Figure 3: India Spirits Value Share (%) by Education Level Achieved Groups, 2011
Figure 4: India Spirits Value Share (%) by Wealth Groups, 2011
Figure 5: India Spirits Value Share (%) by Busy Lives Groups, 2011
Figure 6: India Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 7: India Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 8: India Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: India Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 10: India Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: India Tequila & Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 12: India Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: India Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 14: India Spirits Market Share (US$ million), by Category, 2011
Figure 15: India Spirits Expenditure Per Capita (US$), by Category, 2011
Figure 16: India Spirits Expenditure Per Household (US$), by Category, 2011

Related research categories

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

By market: India (in Asia), India (in BRICM)