The UK Spirits Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185368

Pages: 112

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Spirits market in the UK 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 with the 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. Brandy, Whiskey, Rum, Gin and Genever, Vodka, Tequila and Mezcal, Specialty Spirits, and Liqueurs 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, and Liqueurs.

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
Specialty Spirits consumption is highest among Older Young Adults, indicating that this age group is more willing to try new, non-traditional spirits than other age groups. However, this age group still records a high number of Non-users, indicating that the Specialty Spirits market is limited to a small consumer base.

Unlike Spirits such as Whiskey and Brandy, the penetration rate and consumption frequency of Tequila and Mezcal is considerably higher among younger age groups. As such, Tequila & Mezcal producers should focus on a young target demographic.

While Liqueurs are consumed by more women than men, more men consume at a Heavy frequency, indicating that Liqueur producers may increase their sales and profitability with products targeting this gender.

Key Highlights
Retail share analysis reveals the top four retailers in the UK account for over 75% of Spirits distributed, with Tesco recording the largest share.

Brand analysis reveals private label penetration by volume in the UK is the highest for Vodka and Gin & Genever, at approximately one-fifth of the market. Private label’s share is lowest among Liqueurs and Tequila & Mezcal.

Spirits expenditure per capita of UK consumers is the highest for Vodka, followed by Whiskey. The latter, not a traditional drink in the country, has gained favour among young consumer groups.

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 Share 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 Asda
8.3.3 Bargain Booze
8.3.4 Co-Op/Somerfield
8.3.5 Iceland
8.3.6 Lidl
8.3.7 M&S
8.3.8 Morrisons
8.3.9 Oddbins
8.3.10 Sainsbury's
8.3.11 Tesco
8.3.12 Waitrose
8.3.13 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 - GBP vs. USD
Table 3: United Kingdom Survey Respondent profile (weighted), 2012
Table 4: United Kingdom Spirits Value Share (%), by Age Groups, 2012
Table 5: United Kingdom Spirits Value Share (%), by Gender, 2012
Table 6: United Kingdom Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: United Kingdom Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: United Kingdom Spirits Value Share (%) by Wealth Groups, 2012
Table 9: United Kingdom Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: United Kingdom Brandy Consumer Group Share (% market value), 2012
Table 11: United Kingdom Gin & Genever Consumer Group Share (% market value), 2012
Table 12: United Kingdom Liqueurs Consumer Group Share (% market value), 2012
Table 13: United Kingdom Rum Consumer Group Share (% market value), 2012
Table 14: United Kingdom Specialty Spirits Consumer Group Share (% market value), 2012
Table 15: United Kingdom Tequila & Mezcal Consumer Group Share (% market value), 2012
Table 16: United Kingdom Vodka Consumer Group Share (% market value), 2012
Table 17: United Kingdom Whiskey Consumer Group Share (% market value), 2012
Table 18: United Kingdom Total Brandy Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: United Kingdom Total Gin & Genever Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: United Kingdom Total Liqueurs Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: United Kingdom Total Rum Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: United Kingdom Total Specialty Spirits Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: United Kingdom Total Tequila & Mezcal Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: United Kingdom Total Vodka Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 25: United Kingdom Total Whiskey Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 26: United Kingdom Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: United Kingdom Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: United Kingdom Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: United Kingdom Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: United Kingdom Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: United Kingdom Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: United Kingdom Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: United Kingdom Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: United Kingdom Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 35: United Kingdom Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 36: United Kingdom Tequila & Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 37: United Kingdom Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 38: United Kingdom Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 39: United Kingdom Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 40: United Kingdom Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 41: United Kingdom Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 42: United Kingdom Brandy Consumer Profiles (% consumers by sub-group), 2012
Table 43: United Kingdom Gin & Genever Consumer Profiles (% consumers by sub-group), 2012
Table 44: United Kingdom Liqueurs Consumer Profiles (% consumers by sub-group), 2012
Table 45: United Kingdom Rum Consumer Profiles (% consumers by sub-group), 2012
Table 46: United Kingdom Specialty Spirits Consumer Profiles (% consumers by sub-group), 2012
Table 47: United Kingdom Tequila & Mezcal Consumer Profiles (% consumers by sub-group), 2012
Table 48: United Kingdom Vodka Consumer Profiles (% consumers by sub-group), 2012
Table 49: United Kingdom Whiskey Consumer Profiles (% consumers by sub-group), 2012
Table 50: United Kingdom Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 51: United Kingdom Brandy Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: United Kingdom Gin & Genever Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: United Kingdom Liqueurs Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 54: United Kingdom Rum Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 55: United Kingdom Specialty Spirits Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 56: United Kingdom Tequila & Mezcal Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 57: United Kingdom Vodka Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 58: United Kingdom Whiskey Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 59: United Kingdom, Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: United Kingdom, Brandy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: United Kingdom, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 62: United Kingdom, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 63: United Kingdom, Rum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 64: United Kingdom, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 65: United Kingdom, Tequila & Mezcal: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 66: United Kingdom, Vodka: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 67: United Kingdom, Whiskey: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 68: United Kingdom Spirits Market Value (Pound Sterling million), by Category, 2012
Table 69: United Kingdom Spirits Market Value (US$ million), by Category, 2012
Table 70: United Kingdom Spirits Market Volume (Ltrs m), by Category, 2012
Table 71: United Kingdom Spirits Market Value (US$ million), by Category, 2012
Table 72: United Kingdom Spirits Expenditure Per Capita (Pound Sterling), by Category, 2012
Table 73: United Kingdom Spirits Expenditure Per Capita (US$), by Category, 2012
Table 74: United Kingdom Spirits Expenditure Per Household (Pound Sterling), by Category
Table 75: United Kingdom Spirits Expenditure Per Household (US$), by Category
Table 76: United Kingdom Spirits Market Volume Share (Ltrs m), by Category, 2012
Table 77: United Kingdom Spirits Consumption Per Capita (Ltrs m / Population m), by Category, 2012
Table 78: United Kingdom Spirits Consumption Per Household (Ltrs m / Households m), by Category, 2012
Table 79: United Kingdom Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 80: United Kingdom Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 81: United Kingdom Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 82: United Kingdom Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 83: United Kingdom Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 84: United Kingdom Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 85: United Kingdom Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 86: United Kingdom Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 87: United Kingdom Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 88: United Kingdom: Profile of Spirits Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2012
Table 89: United Kingdom: Profile of Spirits Consumers Whose Goods Mainly Come From Asda (% by Subgroup, as tracked by the Survey), 2012
Table 90: United Kingdom: Profile of Spirits Consumers Whose Goods Mainly Come From Bargain Booze (% by Subgroup, as tracked by the Survey), 2012
Table 91: United Kingdom: Profile of Spirits Consumers Whose Goods Mainly Come From Co-Op/Somerfield (% by Subgroup, as tracked by the Survey), 2012
Table 92: United Kingdom: Profile of Spirits Consumers Whose Goods Mainly Come From Iceland (% by Subgroup, as tracked by the Survey), 2012
Table 93: United Kingdom: Profile of Spirits Consumers Whose Goods Mainly Come From Lidl (% by Subgroup, as tracked by the Survey), 2012
Table 94: United Kingdom: Profile of Spirits Consumers Whose Goods Mainly Come From M&S (% by Subgroup, as tracked by the Survey), 2012
Table 95: United Kingdom: Profile of Spirits Consumers Whose Goods Mainly Come From Morrisons (% by Subgroup, as tracked by the Survey), 2012
Table 96: United Kingdom: Profile of Spirits Consumers Whose Goods Mainly Come From Oddbins (% by Subgroup, as tracked by the Survey), 2012
Table 97: United Kingdom: Profile of Spirits Consumers Whose Goods Mainly Come From Sainsbury's (% by Subgroup, as tracked by the Survey), 2012
Table 98: United Kingdom: Profile of Spirits Consumers Whose Goods Mainly Come From Tesco (% by Subgroup, as tracked by the Survey), 2012
Table 99: United Kingdom: Profile of Spirits Consumers Whose Goods Mainly Come From Waitrose (% by Subgroup, as tracked by the Survey), 2012
Table 100: United Kingdom: 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: United Kingdom Spirits Value Share (%), by Age Groups, 2012
Figure 3: United Kingdom Spirits Value Share (%), by Gender, 2012
Figure 4: United Kingdom Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United Kingdom Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United Kingdom Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: United Kingdom Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: United Kingdom Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United Kingdom Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United Kingdom Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United Kingdom Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United Kingdom Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United Kingdom Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United Kingdom Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United Kingdom Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: United Kingdom Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: United Kingdom Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: United Kingdom Tequila & Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: United Kingdom Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: United Kingdom Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: United Kingdom Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: United Kingdom Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 23: United Kingdom Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 24: United Kingdom Spirits Market Share (US$ million), by Category, 2012
Figure 25: United Kingdom Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 26: United Kingdom Spirits Expenditure Per Household (US$), by Category
Figure 27: United Kingdom Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 28: United Kingdom Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 29: United Kingdom Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 30: United Kingdom Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 31: United Kingdom Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 32: United Kingdom Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 33: United Kingdom Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 34: United Kingdom Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 35: United Kingdom Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

Price: $ 3995.00

Related research categories

By sector: Spirits, General drinks

By market: United Kingdom (in Europe)