The French Beer, Cider & Pre-mixed Spirits Market: What Consumers Drink and Why?

The French Beer, Cider & Pre-mixed Spirits Market: What Consumers Drink and Why?

Published: October 2013
Publisher: Canadean Ltd
Product ref: 185345
Pages: 83
Format: PDF
Delivery: By product vendor

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Product Synopsis
This report provides the results for the Beer, Cider & Pre-mixed Spirits market in France 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. 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 Beer, Cider & Pre-mixed 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 Beer, Cider & Pre-mixed 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 economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Beer and Ale, Cider, Flavoured Alcoholic Beverages, Lager and, Low Alcohol Beer & Lager 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: Beer and Ale, Cider, Flavoured Alcoholic Beverages, Lager, and Low Alcohol Beer &Lager.

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, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Consumer frequency analysis reveals that the number of Non-users of Flavoured Alcoholic Beverages is highest among Older Consumers and lowest for Early Young Adults. Planners must therefore target a younger generation that is more likely to consume frequently, but has less disposable income.

Consumer segmentation based on busy lives cohort grouping reveals that the Time Poor group constitute the largest consumer group in the Beer, Cider, and Pre-Mixed Spirits market in France. This is followed by the No Time and Time Pressed groups. This indicates the market is skewed towards off-premise distribution of Beer, Cider, and Pre-Mixed Spirits in France.

France’s Affluent wealth group account for the highest value share in the Beer, Cider, and Pre-Mixed Spirits market, followed by the Moderate Income group. Producers aiming to introduce a mass market product should take into account the relative proportions of these income groups to ensure consumers aren’t priced out of their products.

Key Highlights
Market value analysis reveals that Lager accounts for three-quarters of the overall Beer, Cider, and Pre-Mixed Spirits market in France. Beer and Ale is the second largest segment, followed by Cider.

Brand analysis reveals that private label penetration is highest in the Cider market in France. It indicates private labels have overall low market presence.

Retailer volume analysis indicates that the majority of Beer, Cider, and Pre-Mixed Spirits are bought from large retail stores in France. The top five retailers represent a79% market share in terms of volume.

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Related research categories

By sector: Spirits, Beer (in Beer & Cider), Cider (in Beer & Cider), General drinks

By market: France (in Europe)


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