The Indian Spirits Market: What Consumers Drink and Why?

The Indian Spirits Market: What Consumers Drink and Why?

Published: October 2013
Publisher: Canadean Ltd
Product ref: 185364
Pages: 73
Format: PDF
Delivery: By product vendor

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Product Synopsis
This report provides the results for the Spirits market in India 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 proportionally to 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. 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 &Mezcal, and Specialty Spirits.

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.

Key Market Issues
Whiskey consumption in India increases with age because of Heavy use. As a result, marketing planners are likely to have Older Consumers and Mid-Lifers as their target audience.

Medium consumption frequency is the most common in Vodka across most age groups, declining among Older Consumers where consumption is mostly Light. Heavy consumption also remains steady across all age groups, declining again among Older Consumers, showing that age is not a significant factor in Vodka consumption frequency until users are aged 55 or older.

Key Highlights
The Better Off wealth group account for the largest share of the Indian Spirits market, while over half the market is accounted for by the Affluent and Highly Affluent wealth groups. This highlights strong potential for premium products.

Early Young Adults and Older Young Adults comprise almost half of the Indian spirits market by value. Furthermore, as consumers get older they account for less of the market. Health concerns are one significant reason for this, as younger consumers tend to be able to consume more alcoholic beverages than older consumers.

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Related research categories

By sector: Spirits, General drinks

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


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