Consumer Trends in the Spirits Market in the US

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 US 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 US 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 United States Spirits Survey-tracked Retailer Shares by Volume
7.2 Survey-tracked Retailer Shares by Volume by Category
7.2.1 United States Brandy Survey-tracked Retailer Shares by Volume
7.2.2 United States Gin & Genever Survey-tracked Retailer Shares by Volume
7.2.3 United States Liqueurs Survey-tracked Retailer Shares by Volume
7.2.4 United States Rum Survey-tracked Retailer Shares by Volume
7.2.5 United States Specialty Spirits Survey-tracked Retailer Shares by Volume
7.2.6 United States Tequila & Mezcal Survey-tracked Retailer Shares by Volume
7.2.7 United States Vodka Survey-tracked Retailer Shares by Volume
7.2.8 United States 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 C&S Wholesale Grocers Switching Analysis
7.3.3 Costco Switching Analysis
7.3.4 Kroger Switching Analysis
7.3.5 Loblaw Switching Analysis
7.3.6 Publix Switching Analysis
7.3.7 Safeway Switching Analysis
7.3.8 Wal-Mart Switching Analysis
7.3.9 Other Switching Analysis
7.4 Profiles of End-Consumers of Spirits, by Retailer Used
7.4.1 Ahold
7.4.2 C&S Wholesale Grocers
7.4.3 Costco
7.4.4 Delhaize
7.4.5 Kroger
7.4.6 Loblaw
7.4.7 Publix
7.4.8 Safeway
7.4.9 Supervalu
7.4.10 Wal-Mart
7.4.11 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 – US$ Vs. US$, 2011
Table 3: United States Survey Respondent Profile (weighted), 2011
Table 4: United States Spirits Value Share (%), by Age Groups, 2011
Table 5: United States Spirits Value Share (%), by Gender, 2011
Table 6: United States Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: United States Spirits Value Share (%) by Education Level Achieved Groups, 2011
Table 8: United States Spirits Value Share (%) by Wealth Groups, 2011
Table 9: United States Spirits Value Share (%) by Busy Lives Groups, 2011
Table 10: United States Brandy Consumer Group Share (% market value), 2011
Table 11: United States Gin & Genever Consumer Group Share (% market value), 2011
Table 12: United States Liqueurs Consumer Group Share (% market value), 2011
Table 13: United States Rum Consumer Group Share (% market value), 2011
Table 14: United States Specialty Spirits Consumer Group Share (% market value), 2011
Table 15: United States Tequila & Mezcal Consumer Group Share (% market value), 2011
Table 16: United States Vodka Consumer Group Share (% market value), 2011
Table 17: United States Whiskey Consumer Group Share (% market value), 2011
Table 18: United States Total Brandy Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: United States Total Gin & Genever Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: United States Total Liqueurs Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: United States Total Rum Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: United States Total Specialty Spirits Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: United States Total Tequila & Mezcal Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 24: United States Total Vodka Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 25: United States Total Whiskey Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 26: United States Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: United States Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: United States Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: United States Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: United States Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: United States Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: United States Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: United States Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: United States Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 35: United States Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 36: United States Tequila & Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 37: United States Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 38: United States Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 39: United States Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 40: United States Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 41: United States Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 42: United States Brandy Consumer Profiles (% consumers by sub-group), 2011
Table 43: United States Gin & Genever Consumer Profiles (% consumers by sub-group), 2011
Table 44: United States Liqueurs Consumer Profiles (% consumers by sub-group), 2011
Table 45: United States Rum Consumer Profiles (% consumers by sub-group), 2011
Table 46: United States Specialty Spirits Consumer Profiles (% consumers by sub-group), 2011
Table 47: United States Tequila & Mezcal Consumer Profiles (% consumers by sub-group), 2011
Table 48: United States Vodka Consumer Profiles (% consumers by sub-group), 2011
Table 49: United States Whiskey Consumer Profiles (% consumers by sub-group), 2011
Table 50: United States Spirits Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 51: United States Brandy Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 52: United States Gin & Genever Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 53: United States Liqueurs Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 54: United States Rum Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 55: United States Specialty Spirits Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 56: United States Tequila & Mezcal Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 57: United States Vodka Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 58: United States Whiskey Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 59: United States, Overall Spirits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 60: United States, Brandy: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 61: United States, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 62: United States, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 63: United States, Rum: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 64: United States, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 65: United States, Tequila & Mezcal: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 66: United States, Vodka: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 67: United States, Whiskey: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 68: United States Spirits Market Value (US Dollar million), by Category, 2011
Table 69: United States Spirits Market Value (US$ million), by Category, 2011
Table 70: United States Spirits Market Volume (Ltrs m), by Category, 2011
Table 71: United States Spirits Market Share (US$ million), by Category, 2011
Table 72: United States Spirits Expenditure Per Capita (US Dollar), by Category, 2011
Table 73: United States Spirits Expenditure Per Capita (US$), by Category, 2011
Table 74: United States Spirits Expenditure Per Household (US Dollar), by Category
Table 75: United States Spirits Expenditure Per Household (US$), by Category
Table 76: United States Spirits Market Volume Share (Ltrs m), by Category, 2011
Table 77: United States Spirits Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 78: United States Spirits Consumption Per Household (Ltrs m / Households m), by Category, 2011
Table 79: United States Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Table 80: United States Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 81: United States Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 82: United States Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 83: United States Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 84: United States Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 85: United States Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 86: United States Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 87: United States Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 88: United States: Switchers to C&S Wholesale Grocers for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: United States: Switchers From C&S Wholesale Grocers for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: United States: Switchers to Costco for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: United States: Switchers From Costco for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: United States: Switchers to Kroger for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 93: United States: Switchers From Kroger for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 94: United States: Switchers to Loblaw for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 95: United States: Switchers to Publix for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 96: United States: Switchers From Publix for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 97: United States: Switchers to Safeway for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 98: United States: Switchers From Safeway for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 99: United States: Switchers to Wal-Mart for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 100: United States: Switchers From Wal-Mart for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 101: United States: Switchers to Other for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 102: United States: Switchers From Other for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 103: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Ahold (% by Subgroup, as tracked by the Survey), 2011
Table 104: United States: Profile of Spirits Consumers Whose Goods Mainly Come From C&S Wholesale Grocers (% by Subgroup, as tracked by the Survey), 2011
Table 105: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011
Table 106: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Delhaize (% by Subgroup, as tracked by the Survey), 2011
Table 107: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011
Table 108: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Loblaw (% by Subgroup, as tracked by the Survey), 2011
Table 109: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2011
Table 110: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011
Table 111: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Supervalu (% by Subgroup, as tracked by the Survey), 2011
Table 112: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
Table 113: United States: 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: United States Spirits Value Share (%), by Age Groups, 2011
Figure 3: United States Spirits Value Share (%), by Gender, 2011
Figure 4: United States Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: United States Spirits Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: United States Spirits Value Share (%) by Wealth Groups, 2011
Figure 7: United States Spirits Value Share (%) by Busy Lives Groups, 2011
Figure 8: United States Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: United States Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: United States Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: United States Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: United States Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: United States Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: United States Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: United States Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: United States Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: United States Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: United States Tequila & Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: United States Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: United States Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: United States Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: United States Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 23: United States Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 24: United States Spirits Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 25: United States Spirits Market Share (US$ million), by Category, 2011
Figure 26: United States Spirits Expenditure Per Capita (US$), by Category, 2011
Figure 27: United States Spirits Expenditure Per Household (US$), by Category
Figure 28: United States Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Figure 29: United States Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 30: United States Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 31: United States Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 32: United States Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 33: United States Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 34: United States Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 35: United States Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 36: United States Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 37: United States: 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: United States (in North America)