RTD Alcoholic Beverages - Europe - August 2010

About this report

European consumption of alcoholic drinks is declining as a result of consumer drinking habits moving in favour of healthier beverages. Performance of ready-to-drink beverages (RTDs), and spirits in general, was further affected by the recession (2008-09). Their penetration has declined (except in Germany) as a result of higher prices and strict legislation. Manufacturers are trying to boost growth by repositioning RTDs as premium drinks for adults. The challenge for the manufacturers is to create a more responsible, healthier profile for the new generation of RTDs and enlarge the user base in view of the challenging economic environment, growing consumer price sensitivity, and the negative image of FABs.

This report covers the retail market for RTDs, which describes any drink pre-mixed with alcohol and a mixer before being sold, usually in bottles, but also cans. GNPD coverage includes flavoured alcoholic beverages.

Table of contents

Issues in the Market
Definition
Consumer research
Abbreviations
Market in Brief
Consumption in long-term decline
Limited penetration of RTDs
New generation of RTDs have broader appeal
Multinationals continue to invest despite sales decline
Consumers
Strategies for growth
European Market Size and Forecast
Key points
Spirits
Figure 1: Retail value sales of spirits, by country, 2004-13
Figure 2: Retail value sales of spirits, by country, 2004-13
Figure 3: Retail volume sales of spirits, by country, 2004-13
Figure 4: Retail volume sales of spirits, by country, 2004-13
Figure 5: Spend per capita, by country, 2004-08
Market Segmentation
Key points
Spirits
Czech Republic
Figure 6: Market segmentation, by volume, Czech Republic, 2008
Denmark
Figure 7: Market segmentation, by volume, Denmark, 2008
Finland
Figure 8: Market segmentation, by volume, Finland, 2008
France
Figure 9: Market segmentation, by value, France, 2008
Germany
Figure 10: Market segmentation, by volume, Germany, 2008
Hungary
Figure 11: Market segmentation, by value, Hungary, 2008
Ireland
Figure 12: Market segmentation, by volume, Ireland, 2008
Italy
Figure 13: Market segmentation, by volume, Italy, 2008
The Netherlands
Figure 14: Market segmentation, by volume, Netherlands, 2008
Norway
Figure 15: Market segmentation, by volume, Norway, 2008
Poland
Figure 16: Market segmentation, by volume, Poland, 2008
Romania
Figure 17: Market segmentation, by volume, Romania, 2008
Slovak Republic
Figure 18: Market segmentation, by volume, Slovak Republic, 2008
Spain
Figure 19: Market segmentation, by volume, Spain, 2008
Sweden
Figure 20: Market segmentation, by volume, Sweden, 2008
UK
Figure 21: Market segmentation, by volume, UK, 2008
Ukraine
Figure 22: Market segmentation, by volume, Ukraine, 2008
Companies and Product Innovation
Key points
Figure 23: Percentage of new product launches, by region, 2009
Figure 24: Percentage of new product launches, by European country, 2009
Figure 25: Percentage of new product launches by top five claims by the ‘Big 5’ European countries, 2009
Figure 26: Percentage of new product launches, by top five flavours by the ‘Big 5’ European countries, 2009
France – RTD alcoholic beverages
Figure 27: Top five claims on new product development, France, 2006-09
Figure 28: Top five flavours in new product development, France, 2006-09
Most innovative products
Germany – RTD alcoholic beverages
Figure 29: Top five claims on new product development, Germany, 2006-09
Figure 30: Top five flavours in new product development, Germany, 2006-09
Most innovative products
Italy – RTD alcoholic beverages
Figure 31: Top five flavours in new product development, Italy, 2006-09
Most innovative products
Spain – RTD alcoholic beverages
Figure 32: Top five claims on new product development, Spain, 2006-09
Figure 33: Top five flavours in new product development, Spain, 2006-09
Most innovative products
UK – RTD alcoholic beverages
Figure 34: Top five claims on new product development, UK, 2006-09
Figure 35: Top five flavours in new product development, UK, 2006-09
Most innovative products
The Consumer
Key points
Figure 36: Penetration of drinking spirits, including pre-mixed spirits & alcoholic carbonates, by country, 2009
Figure 37: Frequency of drinking pre-mixed spirits & alcoholic carbonates, by country, 2009
Figure 38: Trends in penetration of drinking pre-mixed spirits & alcoholic carbonates, France, 2005-09
Figure 39: Trends in penetration of drinking pre-mixed spirits & alcoholic carbonates, Germany, 2005-09
Figure 40: Trends in penetration of drinking pre-mixed spirits & alcoholic carbonates, GB, 2005-09
Figure 41: France demographics, 2009
Figure 42: Germany demographics, 2009
Figure 43: GB demographics, 2009
Figure 44: Attitudes towards drinking, by country, 2009
Figure 45: Attitudes towards drinking, by country, 2009
Appendix – Market Size and Forecast Data
Figure 46: Retail value sales of spirits, by country, 2004-13
Figure 47: Retail value sales of spirits, by country, 2004-13
Figure 48: Retail volume sales of spirits, by country, 2004-13
Figure 49: Retail volume sales of spirits, by country, 2004-13
Figure 50: Spend per capita, by country, 2004-08

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Related research categories

By sector: General alcohol, Ready-to-drink, General drinks

By market: Europe