Consumer Trends in the Spirits Market in Russia

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 Russia 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 Russia 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 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 Appendix
7.1 About Canadean
7.2 Disclaimer

List of Tables
Table 1: Volume Units for the Spirits Market
Table 2: Foreign Exchange Rate – RUBLE Vs. US$, 2011
Table 3: Russian Federation Survey Respondent Profile (weighted), 2011
Table 4: Russian Federation Spirits Value Share (%), by Age Groups, 2011
Table 5: Russian Federation Spirits Value Share (%), by Gender, 2011
Table 6: Russian Federation Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Russian Federation Spirits Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Russian Federation Spirits Value Share (%) by Wealth Groups, 2011
Table 9: Russian Federation Spirits Value Share (%) by Busy Lives Groups, 2011
Table 10: Russian Federation Brandy Consumer Group Share (% market value), 2011
Table 11: Russian Federation Gin & Genever Consumer Group Share (% market value), 2011
Table 12: Russian Federation Liqueurs Consumer Group Share (% market value), 2011
Table 13: Russian Federation Rum Consumer Group Share (% market value), 2011
Table 14: Russian Federation Specialty Spirits Consumer Group Share (% market value), 2011
Table 15: Russian Federation Tequila & Mezcal Consumer Group Share (% market value), 2011
Table 16: Russian Federation Vodka Consumer Group Share (% market value), 2011
Table 17: Russian Federation Whiskey Consumer Group Share (% market value), 2011
Table 18: Russian Federation Total Brandy Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Russian Federation Total Gin & Genever Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Russian Federation Total Liqueurs Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Russian Federation Total Rum Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Russian Federation Total Specialty Spirits Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: Russian Federation Total Tequila & Mezcal Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 24: Russian Federation Total Vodka Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 25: Russian Federation Total Whiskey Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 26: Russian Federation Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Russian Federation Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Russian Federation Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Russian Federation Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Russian Federation Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Russian Federation Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Russian Federation Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Russian Federation Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Russian Federation Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 35: Russian Federation Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 36: Russian Federation Tequila & Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 37: Russian Federation Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 38: Russian Federation Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 39: Russian Federation Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 40: Russian Federation Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 41: Russian Federation Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 42: Russian Federation Brandy Consumer Profiles (% consumers by sub-group), 2011
Table 43: Russian Federation Gin & Genever Consumer Profiles (% consumers by sub-group), 2011
Table 44: Russian Federation Liqueurs Consumer Profiles (% consumers by sub-group), 2011
Table 45: Russian Federation Rum Consumer Profiles (% consumers by sub-group), 2011
Table 46: Russian Federation Specialty Spirits Consumer Profiles (% consumers by sub-group), 2011
Table 47: Russian Federation Tequila & Mezcal Consumer Profiles (% consumers by sub-group), 2011
Table 48: Russian Federation Vodka Consumer Profiles (% consumers by sub-group), 2011
Table 49: Russian Federation Whiskey Consumer Profiles (% consumers by sub-group), 2011
Table 50: Russian Federation Spirits Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 51: Russian Federation Brandy Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 52: Russian Federation Gin & Genever Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 53: Russian Federation Liqueurs Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 54: Russian Federation Rum Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 55: Russian Federation Specialty Spirits Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 56: Russian Federation Tequila & Mezcal Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 57: Russian Federation Vodka Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 58: Russian Federation Whiskey Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 59: Russian Federation, Overall Spirits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 60: Russian Federation, Brandy: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 61: Russian Federation, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 62: Russian Federation, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 63: Russian Federation, Rum: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 64: Russian Federation, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 65: Russian Federation, Tequila & Mezcal: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 66: Russian Federation, Vodka: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 67: Russian Federation, Whiskey: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 68: Russian Federation Spirits Market Value (Russian Ruble million), by Category, 2011
Table 69: Russian Federation Spirits Market Value (US$ million), by Category, 2011
Table 70: Russian Federation Spirits Market Volume (Ltrs m), by Category, 2011
Table 71: Russian Federation Spirits Market Share (US$ million), by Category, 2011
Table 72: Russian Federation Spirits Expenditure Per Capita (Russian Ruble), by Category, 2011
Table 73: Russian Federation Spirits Expenditure Per Capita (US$), by Category, 2011
Table 74: Russian Federation Spirits Expenditure Per Household (Russian Ruble), by Category
Table 75: Russian Federation Spirits Expenditure Per Household (US$), by Category
Table 76: Russian Federation Spirits Market Volume Share (Ltrs m), by Category, 2011
Table 77: Russian Federation Spirits Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 78: Russian Federation Spirits Consumption Per Household (Ltrs m / Households m), by Category, 2011

List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Russian Federation Spirits Value Share (%), by Age Groups, 2011
Figure 3: Russian Federation Spirits Value Share (%), by Gender, 2011
Figure 4: Russian Federation Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Russian Federation Spirits Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Russian Federation Spirits Value Share (%) by Wealth Groups, 2011
Figure 7: Russian Federation Spirits Value Share (%) by Busy Lives Groups, 2011
Figure 8: Russian Federation Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Russian Federation Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Russian Federation Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Russian Federation Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Russian Federation Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Russian Federation Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Russian Federation Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Russian Federation Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Russian Federation Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Russian Federation Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Russian Federation Tequila & Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Russian Federation Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Russian Federation Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: Russian Federation Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: Russian Federation Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 23: Russian Federation Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 24: Russian Federation Spirits Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 25: Russian Federation Spirits Market Share (US$ million), by Category, 2011
Figure 26: Russian Federation Spirits Expenditure Per Capita (US$), by Category, 2011
Figure 27: Russian Federation Spirits Expenditure Per Household (US$), by Category

Related research categories

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

By market: Russian Federation (in Asia), Russian Federation (in BRICM)