Dark Spirits - Europe

Published: September 2011

Publisher: Mintel International Group Ltd

Product ref: 129750

Pages: 197

Format: PDF

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Report description

Some of the key factors discussed in the report include:

  • The last three years have seen a strong shift in favour of in-home drinking. To what extent have the dynamics between on and off trade shifted? How can the on-trade win back consumers?
  • Sales of dark spirits are highly seasonal and depend heavily on the Christmas period and other holidays. Is there a way to deseasonalize dark spirits?
  • Premiumisation remains the key driver of sales despite a reduction in consumer spending. What is the most effective way to capitalise on this trend?
  • Stagnating personal incomes, rising unemployment and rising inflation are impacting heavily on the trading environment making it more difficult to justify premium pricing. Does premiumisation still have a future in the market?
  • Dark spirits have an older age bias, hence, they are affected by population ageing more than white spirits. How can manufacturers successfully open up dark spirits to new age groups?

Table of contents

Introduction
Key points
Definition
Consumer research
Abbreviations
Executive Summary
The market
Volume decline in mature markets
Figure 1: White and dark spirits, Consumption per capita, Big 5 European countries, 2004-14
Premiumisation and emerging markets driving growth
Dark rum and bourbon/US whisky the most dynamic segments
Strength and weaknesses in brief
Strengths
Weaknesses
Companies, brands and innovations
NPD focuses on packaging and seasonal/limited editions
Figure 2: New product activity in dark spirits, % share by top five claims in the Big 5 European countries, 2011
The consumer
Dark spirits need to rejuvenate their image
In-home consumption on the rise
Whisky is most popular in France
France also has the highest share of brandy/cognac and rum drinkers
European Market Size and Forecast
Key points
The total market - white and dark spirits
The Big 5
Volume
Figure 3: White and dark spirits, volume, Big 5 European countries, 2004-15
Value
Figure 4: White and dark spirits, value in local currency, Germany, Spain and the UK, 2004-15
Consumption per capita
Figure 5: White and dark spirits, cnsumption per capita, Big 5 European countries, 2004-15
Other European countries
Volume
Figure 6: White and dark spirits, volume, Belgium, Czech Republic, Finland, Netherlands, Slovak Republic, Sweden, Turkey, 2004-15
Value
Figure 7: Spirits, value in local currency, Belgium, Finland, Netherlands, Sweden, 2004-14
Consumption per capita
Figure 8: White and dark spirits, consumption per capita (population), Belgium, Czech Republic, Finland, Netherlands, Slovak Republic, Sweden, Turkey, 2004-15
Market Segmentation
Key points
The Big 5
France
Total market
Figure 9: France - White spirits and dark spirits, market segmentation, by volume, 2010
Retail market
Figure 10: France - Dark spirits (retail), market segmentation, by volume, 2010
Figure 11: France - Dark spirits (retail), market segmentation, by value, 2010
Germany
Figure 12: Germany - Dark spirits, market segmentation, by volume, 2009
Figure 13: Germany - Dark spirits, market segmentation, by value, 2009
Italy
Total market
Figure 14: Italy - total dark and white spirits, market segmentation, by volume, 2010
Retail market
Figure 15: Italy - dark spirits, market segmentation, by volume, 2010
Figure 16: Italy - white spirits, market segmentation, by value, 2010
Spain
Figure 17: Spain - white spirits, market segmentation, by volume, 2009
Figure 18: Spain - white spirits, market segmentation, by value, 2009
UK
Figure 19: Value sales and share of dark spirits market, by product, 2006-10
Figure 20: Value sales and share of dark spirits market, by product, 2006-10
Other European countries
Belgium
Figure 21: Belgium - Dark spirits, market segmentation, by volume, 2009
Figure 22: Belgium - dark spirits, market segmentation, by value, 2009
Czech Republic
Total market
Figure 23: Czech Republic - white and dark spirits, market segmentation, by volume, 2010
Retail market
Figure 24: Czech Republic - dark spirits (retail), market segmentation, by volume, 2010
Figure 25: Czech Republic - Dark Spirits (retail), market segmentation, by value, 2010
Finland
Figure 26: Finland - Dark spirits, market segmentation, by volume, 2009
Figure 27: Finland - Dark spirits, market segmentation, by value, 2009
Netherlands
Figure 28: Netherlands - Dark spirits, market segmentation, by volume, 2009
Figure 29: Netherlands - Dark spirits, market segmentation, by value, 2009
Slovak Republic
Total market
Figure 30: Slovak Republic - white and dark spirits, market segmentation, by volume, 2010
Retail market
Figure 31: Slovak Republic - Dark spirits (retail), market segmentation, by volume, 2010
Figure 32: Slovak Republic - Dark spirits (retail), market segmentation, by value, 2010
Sweden
Figure 33: Sweden - Dark spirits, market segmentation, by volume, 2009
Figure 34: Sweden - Dark spirits, market segmentation, by value, 2009
Turkey
Total market
Figure 35: Turkey - white and dark spirits, market segmentation, by volume, 2010
Retail market
Figure 36: Turkey - Dark spirits (retail), market segmentation, by volume, 2010
Figure 37: Turkey - Dark spirits (retail), market segmentation, by value, 2010
Companies and Product Innovation
Key points
Figure 38: New product activity in dark spirits, % share of global region, 2011
Figure 39: New product activity in dark spirits, Europe, % share by country, 2011
Figure 40: New product activity in dark spirits, % of launches, by country, Big 5, 2011
Figure 41: New product activity in dark spirits, % share by top five claims in the Big 5 European countries, 2011
France
Figure 42: New product activity in dark spirits, % of new product launches, France, 2008-11
Figure 43: New product activity in dark spirits, % share by claim, France, top five, 2007-10
Most innovative products
Germany
Figure 44: New product activity in dark spirits, number of new product launches, Germany, 2007-10
Figure 45: New product activity in dark spirits, % share by claim, Germany, top five, 2007-10
Most innovative products
Italy
Figure 46: New product activity in dark spirits, Number of new product launches, Italy, 2007-10
Figure 47: New product activity in dark spirits, % share by claim, Italy, top five, 2007-10
Most innovative products
Spain
Figure 48: New product activity in dark spirits, number of new product launches, Spain, 2007-10
Figure 49: New product activity in dark spirits, % share by claim, Spain, top five, 2007-10
Most innovative products
UK
Figure 50: New product activity in dark spirits, Number of new product launches, UK, 2007-10
Figure 51: New product activity in dark spirits, % share by claim, UK, top five, 2007-10
Most innovative products
The Consumer
Key points
Whisky and Bourbon
France
Frequency of use
Figure 52: Frequency of drinking whisky and bourbon, by France, 2010
Drinking occasions
Figure 53: Frequency of drinking whisky and bourbon in-home, by France, 2010
Type analysis
Figure 54: Types of whisky and bourbon drunk most often, by France, 2010
Germany
Frequency of use
Figure 55: Frequency of drinking whisky and bourbon, by country, 2010
Drinking occasions
Figure 56: Frequency of drinking whisky and bourbon in-home, by country, 2010
Figure 57: Frequency of drinking whisky and bourbon elsewhere, by country, 2010
Spain
Frequency of use
Figure 58: Frequency of drinking whisky and bourbon, by country, 2010
Drinking occasions
Figure 59: Frequency of drinking whisky and bourbon in-home, by country, 2010
Figure 60: Frequency of drinking whisky and bourbon elsewhere, by country, 2010
GB
Figure 61: Frequency of drinking scotch whisky [other than malt], by GB, 2010
Figure 62: Frequency of drinking malt whisky, by GB, 2010
Figure 63: Frequency of drinking non-scotch whisky, by GB, 2010
Rum
France
Frequency of use
Figure 64: Frequency of drinking rum (white/dark/golden) in the last 12 months, France, 2010
Drinking occasions
Figure 65: Frequency of drinking rum (white/dark/golden) at home, friends or family in the last 12 months, France, 2010
Figure 66: Frequency of drinking rum (white/dark/golden) at cafés/restaurants in the last 12 months, France, 2010
Type analysis
Figure 67: Types of rum (white/dark/golden) drunk most often in the last 12 months, France, 2010
Germany
Frequency of use
Figure 68: Frequency of drinking rum (white/dark/golden) in the last 12 months, Germany, 2010
Drinking occasions
Figure 69: Frequency of drinking rum (white/dark/golden) in-home in the last 12 months, Germany, 2010
Figure 70: Frequency of drinking rum (white/dark/golden) elsewhere in the last 12 months, Germany, 2010
Type analysis
Figure 71: Types of rum (white/dark/golden) drunk most often in the last 12 months, Germany, 2010
Spain
Frequency of use
Figure 72: Frequency of drinking dark and golden rum, by country, 2010
Drinking occasions
Figure 73: Frequency of drinking dark and golden rum in-home, by country, 2010
Figure 74: Frequency of drinking dark and golden rum elsewhere, by country, 2010
GB
Frequency of use
Figure 75: Frequency of drinking dark and golden rum, by country, 2010
Drinking occasions
Figure 76: Frequency of drinking dark and golden rum in-home, by country, 2010
Figure 77: Frequency of drinking dark and golden rum elsewhere, by country, 2010
Brandy, Cognac and Armagnac
Frequency of use
Figure 78: Frequency of drinking brandy, cognac and armagnac, by country, 2010
Drinking occasions
Figure 79: Frequency of drinking brandy, cognac and armagnac in-home, by country, 2010
Figure 80: Frequency of drinking brandy, cognac and armagnac elsewhere, by country, 2010
Demographics
Whisky/bourbon
Brandy, cognac, armagnac
Rum
Appendix - Demographic Data
Figure 81: Frequency of drinking whisky and bourbon, by demographics, by France, 2010
Figure 82: Frequency of drinking whisky and bourbon, by demographics, by Spain, 2010
Figure 83: Frequency of drinking whisky and bourbon, by demographics, by Germany, 2010
Figure 84: Frequency of drinking whisky and bourbon in-home, by demographics, by Spain, 2010
Figure 85: Frequency of drinking whisky and bourbon in-home, by demographics, by Germany, 2010
Figure 86: Frequency of drinking whisky and bourbon in-home, by demographics, by France, 2010
Figure 87: Frequency of drinking whisky and bourbon elsewhere, by demographics, by Spain, 2010
Figure 88: Frequency of drinking whisky and bourbon elsewhere, by demographics, by Germany, 2010
Figure 89: Frequency of drinking whisky and bourbon elsewhere, by demographics, by France, 2010
Figure 90: Frequency of drinking scotch whisky [other than malt], by demographics, by GB, 2010
Figure 91: Frequency of drinking Scotch whisky [other than malt] in-home, by demographics, by GB, 2010
Figure 92: Frequency of drinking Scotch whisky [other than malt] elsewhere, by demographics, by GB, 2010
Figure 93: Frequency of drinking malt whisky, by demographics, by GB, 2010
Figure 94: Frequency of drinking malt whisky in-home, by demographics, by GB, 2010
Figure 95: Frequency of drinking malt whisky elsewhere, by demographics, by GB, 2010
Figure 96: Frequency of drinking non-scotch whisky, by demographics, by GB, 2010
Figure 97: Frequency of drinking non-scotch whisky in-home, by demographics, by GB, 2010
Figure 98: Frequency of drinking non-scotch whisky elsewhere, by demographics, by GB, 2010
Figure 99: Frequency of drinking brandy, cognac and armagnac, by demographics, by GB, 2010
Figure 100: Frequency of drinking brandy, cognac and armagnac, by demographics, by France, 2010
Figure 101: Frequency of drinking brandy, cognac and armagnac, by demographics, by Spain, 2010
Figure 102: Frequency of drinking brandy, cognac and armagnac, by demographics, by Germany, 2010
Figure 103: Frequency of drinking brandy, cognac and armagnac in-home, by demographics, by GB, 2010
Figure 104: Frequency of drinking brandy, cognac and armagnac in-home, by demographics, by Spain, 2010
Figure 105: Frequency of drinking brandy, cognac and armagnac in-home, by demographics, by Germany, 2010
Figure 106: Frequency of drinking brandy, cognac and armagnac elsewhere, by demographics, by GB, 2010
Figure 107: Frequency of drinking brandy, cognac and armagnac elsewhere, by demographics, by Spain, 2010
Figure 108: Frequency of drinking brandy, cognac and armagnac elsewhere, by demographics, by Germany, 2010
Figure 109: Frequency of drinking dark and golden rum, by demographics, by GB, 2010
Figure 110: Frequency of drinking dark and golden rum, by demographics, by Spain, 2010
Figure 111: Frequency of drinking dark and golden rum in-home, by demographics, by GB, 2010
Figure 112: Frequency of drinking dark and golden rum in-home, by demographics, by Spain, 2010
Figure 113: Frequency of drinking dark and golden rum elsewhere, by demographics, by GB, 2010
Figure 114: Frequency of drinking dark and golden rum elsewhere, by demographics, by Spain, 2010

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Related research categories

By sector: Spirits

By market: Europe