The Indian Spirits Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185364

Pages: 73

Format: PDF

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Price: $ 3995.00

Report description

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.

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 Rum
3.2.4 Specialty Spirits
3.2.5 Vodka
3.2.6 Whiskey
3.3 Behavioral Trends and Market Value
3.3.1 Brandy
3.3.2 Gin & Genever
3.3.3 Rum
3.3.4 Specialty Spirits
3.3.5 Vodka
3.3.6 Whiskey
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Brandy
4.1.2 Gin & Genever
4.1.3 Rum
4.1.4 Specialty Spirits
4.1.5 Vodka
4.1.6 Whiskey
4.2 Consumer Profiles by Product Category
4.2.1 Brandy
4.2.2 Gin & Genever
4.2.3 Rum
4.2.4 Specialty Spirits
4.2.5 Vodka
4.2.6 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 Rum
5.2.4 Specialty Spirits
5.2.5 Vodka
5.2.6 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 Rum
6.1.5 Specialty Spirits
6.1.6 Vodka
6.1.7 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 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables
Table 1: Volume Units for the Spirits Market
Table 2: Foreign Exchange Rate - INR vs. USD
Table 3: India Survey Respondent profile (weighted), 2012
Table 4: India Spirits Value Share (%), by Age Groups, 2012
Table 5: India Spirits Value Share (%), by Gender, 2012
Table 6: India Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: India Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: India Spirits Value Share (%) by Wealth Groups, 2012
Table 9: India Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: India Brandy Consumer Group Share (% market value), 2012
Table 11: India Gin & Genever Consumer Group Share (% market value), 2012
Table 12: India Rum Consumer Group Share (% market value), 2012
Table 13: India Specialty Spirits Consumer Group Share (% market value), 2012
Table 14: India Vodka Consumer Group Share (% market value), 2012
Table 15: India Whiskey Consumer Group Share (% market value), 2012
Table 16: India Total Brandy Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: India Total Gin & Genever Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: India Total Rum Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: India Total Specialty Spirits Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: India Total Vodka Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: India Total Whiskey Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: India Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: India Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: India Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: India Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: India Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: India Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: India Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: India Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: India Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: India Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: India Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: India Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: India Brandy Consumer Profiles (% consumers by sub-group), 2012
Table 35: India Gin & Genever Consumer Profiles (% consumers by sub-group), 2012
Table 36: India Rum Consumer Profiles (% consumers by sub-group), 2012
Table 37: India Specialty Spirits Consumer Profiles (% consumers by sub-group), 2012
Table 38: India Vodka Consumer Profiles (% consumers by sub-group), 2012
Table 39: India Whiskey Consumer Profiles (% consumers by sub-group), 2012
Table 40: India Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 41: India Brandy Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 42: India Gin & Genever Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: India Rum Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 44: India Specialty Spirits Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 45: India Vodka Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: India Whiskey Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: India, Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 48: India, Brandy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 49: India, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 50: India, Rum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 51: India, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 52: India, Vodka: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: India, Whiskey: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: India Spirits Market Value (Indian Rupee million), by Category, 2012
Table 55: India Spirits Market Value (US$ million), by Category, 2012
Table 56: India Spirits Market Volume (Ltrs m), by Category, 2012
Table 57: India Spirits Market Value (US$ million), by Category, 2012
Table 58: India Spirits Expenditure Per Capita (Indian Rupee), by Category, 2012
Table 59: India Spirits Expenditure Per Capita (US$), by Category, 2012
Table 60: India Spirits Expenditure Per Household (Indian Rupee), by Category
Table 61: India Spirits Expenditure Per Household (US$), by Category
Table 62: India Spirits Market Volume (Ltrs m), by Category, 2012
Table 63: India Spirits Consumption Per Capita (Ltrs ), by Category, 2012
Table 64: India Spirits Consumption Per Household (Ltrs ), by Category, 2012

List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: India Spirits Value Share (%), by Age Groups, 2012
Figure 3: India Spirits Value Share (%), by Gender, 2012
Figure 4: India Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: India Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: India Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: India Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: India Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: India Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: India Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: India Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: India Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: India Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: India Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: India Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: India Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: India Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: India Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: India Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: India Spirits Market Value (US$ million), by Category, 2012
Figure 21: India Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 22: India Spirits Expenditure Per Household (US$), by Category

Price: $ 3995.00

Related research categories

By sector: Spirits, General drinks

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