The French Spirits Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185363

Pages: 108

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the 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 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 proportionally to 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. Spirits 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 modelling 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, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Tequila & Mezcal consumption is very low in France in terms of both value and volume, followed by Brandy and Gin & Genever which are also consumed infrequently. Speciality Spirits and Whiskey form the two largest segments in the overall spirits market.

While Liqueur consumption declines between Early Young Adults and Pre-Mid-Lifers, the number of Heavy consumers increases. This shows that as consumers get older, Liqueur producers are successfully transitioning them from Medium to Heavy consumers. Liqueur producers need to continue this pattern as consumers’ transition into older age groups.

Private label penetration is highest in the Tequila & Mezcal category, where it is significantly higher than other Spirits categories. Private label penetration is low compared with other CPG categories, highlighting consumers’ doubts of retailers being able to produce quality Spirits products.

Key Highlights
Consumers in the Better Off wealth group account for the largest share in the French spirits market by value. Furthermore, the Better Off and Highly Affluent wealth groups comprise more than half of the Spirits market in France, highlighting the strong potential for premium products.

Older Consumers account for the largest share of the French Spirits market by value, while Early Young Adults the smallest. This is partly driven by different preferences for quality and volume among younger and older consumers, which producers need to be aware of in order to successfully target their products.

Consumers that are categorized as Time Poor and No Time constitute the majority of the Spirits market, while Time Rich consumers are the smallest segment. This suggests products able to provide an escape from hectic schedules will resonate well with consumers.

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
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Spirits
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Brandy
8.2.2 Retail Share by Volume - Gin & Genever
8.2.3 Retail Share by Volume - Liqueurs
8.2.4 Retail Share by Volume - Rum
8.2.5 Retail Share by Volume - Specialty Spirits
8.2.6 Retail Share by Volume - Tequila & Mezcal
8.2.7 Retail Share by Volume - Vodka
8.2.8 Retail Share by Volume - Whiskey
8.3 Profiles of End-Consumers of Spirits, by Retailer Used
8.3.1 Aldi
8.3.2 Auchan
8.3.3 Carrefour
8.3.4 Casino
8.3.5 Cora
8.3.6 ITM (Intermarché)
8.3.7 Leclerc
8.3.8 Louis Delhaize
8.3.9 Metro Group
8.3.10 Monoprix
8.3.11 Système U
8.3.12 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 - EUR vs. USD
Table 3: France Survey Respondent profile (weighted), 2012
Table 4: France Spirits Value Share (%), by Age Groups, 2012
Table 5: France Spirits Value Share (%), by Gender, 2012
Table 6: France Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: France Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: France Spirits Value Share (%) by Wealth Groups, 2012
Table 9: France Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: France Brandy Consumer Group Share (% market value), 2012
Table 11: France Gin & Genever Consumer Group Share (% market value), 2012
Table 12: France Liqueurs Consumer Group Share (% market value), 2012
Table 13: France Rum Consumer Group Share (% market value), 2012
Table 14: France Specialty Spirits Consumer Group Share (% market value), 2012
Table 15: France Tequila & Mezcal Consumer Group Share (% market value), 2012
Table 16: France Vodka Consumer Group Share (% market value), 2012
Table 17: France Whiskey Consumer Group Share (% market value), 2012
Table 18: France Total Brandy Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: France Total Gin & Genever Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: France Total Liqueurs Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: France Total Rum Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: France Total Specialty Spirits Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: France Total Tequila & Mezcal Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: France Total Vodka Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 25: France Total Whiskey Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 26: France Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: France Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: France Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: France Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: France Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: France Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: France Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: France Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: France Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 35: France Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 36: France Tequila & Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 37: France Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 38: France Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 39: France Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 40: France Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 41: France Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 42: France Brandy Consumer Profiles (% consumers by sub-group), 2012
Table 43: France Gin & Genever Consumer Profiles (% consumers by sub-group), 2012
Table 44: France Liqueurs Consumer Profiles (% consumers by sub-group), 2012
Table 45: France Rum Consumer Profiles (% consumers by sub-group), 2012
Table 46: France Specialty Spirits Consumer Profiles (% consumers by sub-group), 2012
Table 47: France Tequila & Mezcal Consumer Profiles (% consumers by sub-group), 2012
Table 48: France Vodka Consumer Profiles (% consumers by sub-group), 2012
Table 49: France Whiskey Consumer Profiles (% consumers by sub-group), 2012
Table 50: France Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 51: France Brandy Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: France Gin & Genever Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: France Liqueurs Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 54: France Rum Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 55: France Specialty Spirits Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 56: France Tequila & Mezcal Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 57: France Vodka Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 58: France Whiskey Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 59: France, Overall Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: France, Brandy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: France, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 62: France, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 63: France, Rum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 64: France, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 65: France, Tequila & Mezcal: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 66: France, Vodka: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 67: France, Whiskey: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 68: France Spirits Market Value (Euro million), by Category, 2012
Table 69: France Spirits Market Value (US$ million), by Category, 2012
Table 70: France Spirits Market Volume (Ltrs m), by Category, 2012
Table 71: France Spirits Market Value (US$ million), by Category, 2012
Table 72: France Spirits Expenditure Per Capita (Euro), by Category, 2012
Table 73: France Spirits Expenditure Per Capita (US$), by Category, 2012
Table 74: France Spirits Expenditure Per Household (Euro), by Category
Table 75: France Spirits Expenditure Per Household (US$), by Category
Table 76: France Spirits Market Volume (Ltrs m), by Category, 2012
Table 77: France Spirits Consumption Per Capita (Ltrs ), by Category, 2012
Table 78: France Spirits Consumption Per Household (Ltrs ), by Category, 2012
Table 79: France Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 80: France Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 81: France Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 82: France Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 83: France Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 84: France Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 85: France Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 86: France Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 87: France Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 88: France: Profile of Spirits Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2012
Table 89: France: Profile of Spirits Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 90: France: Profile of Spirits Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 91: France: Profile of Spirits Consumers Whose Goods Mainly Come From Casino (% by Subgroup, as tracked by the Survey), 2012
Table 92: France: Profile of Spirits Consumers Whose Goods Mainly Come From Cora (% by Subgroup, as tracked by the Survey), 2012
Table 93: France: Profile of Spirits Consumers Whose Goods Mainly Come From ITM (Intermarché) (% by Subgroup, as tracked by the Survey), 2012
Table 94: France: Profile of Spirits Consumers Whose Goods Mainly Come From Leclerc (% by Subgroup, as tracked by the Survey), 2012
Table 95: France: Profile of Spirits Consumers Whose Goods Mainly Come From Louis Delhaize (% by Subgroup, as tracked by the Survey), 2012
Table 96: France: Profile of Spirits Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 97: France: Profile of Spirits Consumers Whose Goods Mainly Come From Monoprix (% by Subgroup, as tracked by the Survey), 2012
Table 98: France: Profile of Spirits Consumers Whose Goods Mainly Come From Système U (% by Subgroup, as tracked by the Survey), 2012
Table 99: France: 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: France Spirits Value Share (%), by Age Groups, 2012
Figure 3: France Spirits Value Share (%), by Gender, 2012
Figure 4: France Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: France Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: France Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: France Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: France Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: France Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: France Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: France Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: France Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: France Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: France Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: France Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: France Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: France Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: France Tequila & Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: France Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: France Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: France Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: France Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 23: France Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 24: France Spirits Market Value (US$ million), by Category, 2012
Figure 25: France Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 26: France Spirits Expenditure Per Household (US$), by Category
Figure 27: France Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 28: France Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 29: France Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 30: France Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 31: France Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 32: France Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 33: France Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 34: France Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 35: France Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

Price: $ 3995.00

Related research categories

By sector: Spirits, General drinks

By market: France (in Europe)