Global rum insights - market forecasts, product innovation and consumer trends

Global rum insights - market forecasts, product innovation and consumer trends

Published: August 2016
Publisher: just-drinks / IWSR Insights
Product ref: 260118
Pages: 139
Format: PDF
Delivery: Immediate download

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This report contains full-year 2015 data

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Viewed from the top line, rum is in gentle decline 

Small dip: Global rum sales amounted to 141.8m nine-litre cases in 2015, a decline of 0.8% over 2014 levels, but not too far off the +0.6% compound annual growth rate (CAGR) seen between 2010 and 2015.

Gentle decline: Nine of the top 20 markets fell in 2015, including four out of the top five. Virtually all of those in growth are in low single digits. Rum’s trajectory is one of gentle decline and not overly dynamic – at least when viewed from a top-line vantage point.  

Lack of premium: Value-priced brands account for a further 39.1% of sales, meaning that almost 60% of total category sales are value or low-priced. This has implications for brand building, particularly premium brand building. In much of the world, rum has a relatively low image and is viewed as a commodity product.

On the plus side… While the segment profile for rum is not necessarily as attractive as some other categories, it does have several major advantages, above all its versatility. The liquid itself is diverse, coming in white, dark, aged and flavoured variations.

Senior industry executives contributed to the research and provided some interesting views on the state of the sector:

Mike Sheldon, former global brand director, rums, Bacardi: “The spiced rum market is really hotting up and we have seen some great work from our competitors – Sailor Jerry and The Kraken in particular in the US – but we are also seeing the expansion of flavoured whiskies into Europe, with Jack Daniel’s Tennessee Honey leading the way.”

John Kennedy, president Diageo Europe, Russia and Turkey: “Really, we haven’t touched a number of countries significantly [with Captain Morgan], like Greece, Italy and Spain. France has just started in the last 12-18 months, so a lot of opportunity there.”

What's inside this market research report:

This all-new report aims to deliver the most vital rum data, insights, forecasts and strategic drivers in an easy-to-use package.

Our experienced drinks industry specialists have summarised the global market conditions for the rum category, regions and markets.

The very latest market forecast data and brand market shares for rum are provided, offering an instant view on the most important and interesting markets for the coming five years.

The report provides a short-form, visual view of future rum market growth hotspots, consumer drivers, product trends, plus a review of recent brands' and owners' rankings across the world.

Each key market is covered with much of our analysts' deeper insight being exclusive to this report.

Why this market research report is essential:

We’ve taken a fresh look at how to deliver wine and spirits category insight. This market review series is focused on providing actionable insights backed up by strategic-level data.

Discover the essentials for your business, and what will drive profit and growth. Grab the facts and use them - instantly.

Use this report to gain an instant view on the category with its:

  • Strategic drivers of leading markets, consumers and product innovation
  • Future category growth hotspots - visualised
  • Largest and fastest growing markets, brands and owners ranked by volume and value
  • Interviews from leading brand owners

The following analysis and data is included:

Analysis:

The analysis is unique to these reports and cannot be found in other just-drinks or IWSR products.

Beginning with global insights, we provide:

  • A round-up of rum market conditions, including 'key views'; our analysts' views of the short-term future and likely strategies brand owners might adopt
  • Visual heatmap for the category's future growth hotspots around the world
  • The important consumer trends and insights for the category, including our analysts' key views
  • Latest product strategies, packaging and flavours, plus what's shaping trends around NPD. Once again, backed up with our analysts' key views
  • Recent brands' and owner market shares, rankings, performance and activity
  • All supported by exclusive quotes from major brand owners

The second half of the report covers the recent performance of each category, region and its major markets. The analysis is category-specific and exclusive to this report.

Our unique analysis tool: 'key views'

  • Review: we summarise the global market situation, product innovation and consumer drivers
  • Insight: we highlight salient points gained from our drinks analysts' many years of industry experience
  • Future: in as few words as possible, we outline the short-term outlook across markets, product innovation and consumer drivers
  • Strategy: we aim to convey what this insight means for you and summarise recommended future strategy

Data:

World view dashboard containing:

  • 2011-2015 CAGRs for each region's volume
  • Top three brand owners' volume market shares per region
  • Fastest growing brand (between 2014 and 2015) per region
  • Regions: Asia Pacific, Americas, Europe, Africa & Middle East, CIS, Travel retail

2016 to 2021 forecast ranking tables for the top 20 rum markets and the top 20 largest growing markets, over the period.

Ranking tables showing top rum markets' 2011 to 2015 volumes, plus CAGRs.

Ranking table showing top 20 brands' (and their owners) 2011 to 2015 volumes, plus CAGRs and % share.

The same, but for retail value instead of volume, to show comparison of volume against value.

Then, for each of the major countries:

  • Top brands' volumes and total country volumes for the category, '11-'15, plus 2011 and 2015 shares
  • Top companies' retail values and total country values, '11-'15, plus '11 and '15 shares
  • 2011 and 2015 share by quality for each of these countries

This report will help you and your company by:

  • Delivering only the most important global strategic business information
  • Providing short-from, punchy insights aimed at specific teams
  • Gaining insider quotes directly from competitor brand producers
  • Benchmarking strategic plans using our drinks industry specialist insight
  • Instantly recognising future category growth using our visual summaries
  • Quickly ranking the most critical global markets, brands and owners

Essential insight - in one quick-to-use package

Choose your licence:

individual-user licence

multi-user licence

Original price: $1500.00

Digital Download $945.00

Don't worry. No payment is taken yet

Need help before you order?

+44 (0)1527 573 618

9:00am - 5:30pm Mon - Fri

Related research categories

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

By market: Global


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