The Chinese Spirits Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185362

Pages: 108

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Report description

Product Synopsis
This report provides the results for the Spirits market in China from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices in organized sector. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape
Why was the report written?
Marketers in the Spirits market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Spirits market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases with the economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Brandy, Gin & Genever, Liqueurs, Rum, Specialty Spirits, Tequila & Mezcal, Vodka, and Whiskey are not considered essential items and therefore consumption patterns have been negatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease

What are the key drivers behind recent market changes?
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 consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Brandy, Whiskey, Rum, Gin and Genever, Vodka, Tequila and Mezcal, Specialty Spirits, andLiqueurs.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Rum consumption is highest among Early Young Adults and Older Young Adults, with consumption frequency declining as consumers grow older. Therefore, marketing agencies and rum manufacturers should factor in these trends and should increase their focus on younger age groups in their marketing plans.

The highest private label penetration in the Chinese Spirits market is in liqueurs, with penetration marginally higher than that in Brandy and Specialty Spirits. Retailers should therefore prioritize private label programs in these areas.

Consumer survey results indicate that Better value for money, Changing lifestages, and Health are the leading trends influencing spirits consumption in Brazil. Spirits manufacturers and marketing agencies need to consider these behavioural trends in order to effectively reach their target audience.

Key Highlights
Although the Chinese market is highly fragmented in terms of the number of retailers operating in the organized sector, international retailers account for a significant share of spirits distribution in the country. The two largest retailers (both international) account for just over half of the total market by volume. This indicates a relatively higher bargaining power for international retailers compared to locally established distribution chains.

Switching analysis indicates that consumer loyalty is low in the spirits market in China as the top three retailers witnessed a large number of end consumers switching to other retailers in the last six months.

Market valuation analysis shows that Specialty Spirits account for the largest share in the spirits market in China, both in value and volume terms, indicating a strong preference for locally manufactured spirits. This category is expected to remain an undisputed leader in years to come.

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)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Spirits Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by 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
3.3 Behavioral Trends and Market Value
3.3.1 Brandy
3.3.2 Gin & Genever
3.3.3 Liqueurs
3.3.4 Rum
3.3.5 Specialty Spirits
3.3.6 Tequila & Mezcal
3.3.7 Vodka
3.3.8 Whiskey
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Brandy
4.1.2 Gin & Genever
4.1.3 Liqueurs
4.1.4 Rum
4.1.5 Specialty Spirits
4.1.6 Tequila & Mezcal
4.1.7 Vodka
4.1.8 Whiskey
4.2 Consumer Profiles by Product Category
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 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Spirits Brand Choice and Private Label Consumer Penetration
5.2.1 Brandy
5.2.2 Gin & Genever
5.2.3 Liqueurs
5.2.4 Rum
5.2.5 Specialty Spirits
5.2.6 Tequila & Mezcal
5.2.7 Vodka
5.2.8 Whiskey
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Spirits
6.1.2 Brandy
6.1.3 Gin & Genever
6.1.4 Liqueurs
6.1.5 Rum
6.1.6 Specialty Spirits
6.1.7 Tequila & Mezcal
6.1.8 Vodka
6.1.9 Whiskey
7 Consumption Impact: Market Valuation
7.1 Spirits Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Spirits Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Spirits Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of organized Retail
8.1 Retailer Volume Share of organized Retail
8.1.1 Retailer Volume Share of organized Retail in Spirits
8.2 Retailer Volume Share of organized Retail by Category
8.2.1 Retail Share by Volume of organized Retail - Brandy
8.2.2 Retail Share by Volume of organized Retail - Gin & Genever
8.2.3 Retail Share by Volume of organized Retail - Liqueurs
8.2.4 Retail Share by Volume of organized Retail - Rum
8.2.5 Retail Share by Volume of organized Retail - Specialty Spirits
8.2.6 Retail Share by Volume of organized Retail - Tequila & Mezcal
8.2.7 Retail Share by Volume of organized Retail - Vodka
8.2.8 Retail Share by Volume of organized Retail - Whiskey
8.3 Profiles of End-Consumers of Spirits, by Retailer Used
8.3.1 A-Best Supermarket Co., Ltd
8.3.2 Carrefour China
8.3.3 Dashang Group
8.3.4 Metro Cash & Carry
8.3.5 New Cooperation Joint-stock trade chain CO., Ltd.
8.3.6 Tesco China
8.3.7 Trust Mart
8.3.8 Wal-Mart Super center, China
8.3.9 Wuhan Zhongbai Group Co., Ltd.
8.3.10 Wumart Stores. Group
8.3.11 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Spirits Market
Table 2: Foreign Exchange Rate - CNY vs. USD
Table 3: China Survey Respondent profile (weighted), 2012
Table 4: China Spirits Value Share (%), by Age Groups, 2012
Table 5: China Spirits Value Share (%), by Gender, 2012
Table 6: China Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: China Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: China Spirits Value Share (%) by Wealth Groups, 2012
Table 9: China Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: China Brandy Consumer Group Share (% market value), 2012
Table 11: China Gin & Genever Consumer Group Share (% market value), 2012
Table 12: China Liqueurs Consumer Group Share (% market value), 2012
Table 13: China Rum Consumer Group Share (% market value), 2012
Table 14: China Specialty Spirits Consumer Group Share (% market value), 2012
Table 15: China Tequila & Mezcal Consumer Group Share (% market value), 2012
Table 16: China Vodka Consumer Group Share (% market value), 2012
Table 17: China Whiskey Consumer Group Share (% market value), 2012
Table 18: China Total Brandy Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: China Total Gin & Genever Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: China Total Liqueurs Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: China Total Rum Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: China Total Specialty Spirits Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: China Total Tequila & Mezcal Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: China Total Vodka Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 25: China Total Whiskey Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 26: China Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: China Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: China Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: China Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: China Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: China Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: China Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: China Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: China Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 35: China Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 36: China Tequila & Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 37: China Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 38: China Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 39: China Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 40: China Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 41: China Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 42: China Brandy Consumer Profiles (% consumers by sub-group), 2012
Table 43: China Gin & Genever Consumer Profiles (% consumers by sub-group), 2012
Table 44: China Liqueurs Consumer Profiles (% consumers by sub-group), 2012
Table 45: China Rum Consumer Profiles (% consumers by sub-group), 2012
Table 46: China Specialty Spirits Consumer Profiles (% consumers by sub-group), 2012
Table 47: China Tequila & Mezcal Consumer Profiles (% consumers by sub-group), 2012
Table 48: China Vodka Consumer Profiles (% consumers by sub-group), 2012
Table 49: China Whiskey Consumer Profiles (% consumers by sub-group), 2012
Table 50: China Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 51: China Brandy Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: China Gin & Genever Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: China Liqueurs Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 54: China Rum Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 55: China Specialty Spirits Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 56: China Tequila & Mezcal Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 57: China Vodka Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 58: China Whiskey Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 59: China, Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: China, Brandy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: China, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 62: China, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 63: China, Rum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 64: China, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 65: China, Tequila & Mezcal: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 66: China, Vodka: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 67: China, Whiskey: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 68: China Spirits Market Value (Yuan Renminbi million), by Category, 2012
Table 69: China Spirits Market Value (US$ million), by Category, 2012
Table 70: China Spirits Market Volume (Ltrs m), by Category, 2012
Table 71: China Spirits Market Share (US$ million), by Category, 2012
Table 72: China Spirits Expenditure Per Capita (Yuan Renminbi), by Category, 2012
Table 73: China Spirits Expenditure Per Capita (US$), by Category, 2012
Table 74: China Spirits Expenditure Per Household (Yuan Renminbi), by Category
Table 75: China Spirits Expenditure Per Household (US$), by Category
Table 76: China Spirits Market Volume (Ltrs m ), by Category, 2012
Table 77: China Spirits Consumption Per Capita (Ltrs ), by Category, 2012
Table 78: China Spirits Consumption Per Household (Ltrs ), by Category, 2012
Table 79: China Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), of organized Retail 2012
Table 80: China Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Table 81: China Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Table 82: China Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Table 83: China Rum Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Table 84: China Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Table 85: China Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Table 86: China Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Table 87: China Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Table 88: China: Profile of Spirits Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2012
Table 89: China: Profile of Spirits Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2012
Table 90: China: Profile of Spirits Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2012
Table 91: China: Profile of Spirits Consumers Whose Goods Mainly Come From Metro Cash & Carry (% by Subgroup, as tracked by the Survey), 2012
Table 92: China: Profile of Spirits Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 93: China: Profile of Spirits Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2012
Table 94: China: Profile of Spirits Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2012
Table 95: China: Profile of Spirits Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2012
Table 96: China: Profile of Spirits Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 97: China: Profile of Spirits Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2012
Table 98: China: Profile of Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: China Spirits Value Share (%), by Age Groups, 2012
Figure 3: China Spirits Value Share (%), by Gender, 2012
Figure 4: China Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: China Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: China Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: China Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: China Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: China Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: China Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: China Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: China Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: China Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: China Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: China Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: China Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: China Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: China Tequila & Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: China Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: China Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: China Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: China Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 23: China Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 24: China Spirits Market Value (US$ million), by Category, 2012
Figure 25: China Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 26: China Spirits Expenditure Per Household (US$), by Category
Figure 27: China Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), of organized Retail 2012
Figure 28: China Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Figure 29: China Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Figure 30: China Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Figure 31: China Rum Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Figure 32: China Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Figure 33: China Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Figure 34: China Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012
Figure 35: China Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), of organized Retail 2012

Price: $ 3995.00

Related research categories

By sector: Spirits, General drinks

By market: China (in Asia), China (in BRICM)