The US Spirits Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185369

Pages: 101

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Spirits market in the US 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, 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
Consumer segmentation based on Wealth groups shows that the Affluent group accounts for the largest share in the Spirits market in the US followed by the Moderate income group. This suggests premium products have a large market in the US.

Brandy consumption in the US is highest among younger consumers, with consumption frequency declining as consumers get older. This suggests that as consumers transition into older age groups they are replacing their Brandy consumption with other Spirits such as Whiskey.

Retailer analysis reveals that speciality stores selling Spirits account for over 70% of Spirits sales by volume. As such, Spirits producers should adapt their distribution strategies to focus on small, independent retailers.

Key Highlights
Whiskey and Vodka are the largest selling spirits in the US in value terms. Rum is the third largest segment followed by liqueurs. The rest of the categories account for less than 10% of the market.

Brand analysis reveals that private label penetration by volume in the spirits market in the US is less than 5% for all categories, indicating strong brands and high market concentration for global Spirits manufacturers.

Behavioural trend analysis reveals Indulgence and Individualism are significant trends driving US consumers' choice of Spirits and, as such, producers and suppliers of Spirits should consider how their products provide a sense of luxury and status to 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 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 C&S Wholesale Grocers
8.3.2 Costco
8.3.3 Kroger
8.3.4 Publix
8.3.5 Safeway
8.3.6 Supervalu
8.3.7 Wal-Mart
8.3.8 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Spirits Market
Table 2: United States Survey Respondent profile (weighted), 2012
Table 3: United States Spirits Value Share (%), by Age Groups, 2012
Table 4: United States Spirits Value Share (%), by Gender, 2012
Table 5: United States Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: United States Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 7: United States Spirits Value Share (%) by Wealth Groups, 2012
Table 8: United States Spirits Value Share (%) by Busy Lives Groups, 2012
Table 9: United States Brandy Consumer Group Share (% market value), 2012
Table 10: United States Gin & Genever Consumer Group Share (% market value), 2012
Table 11: United States Liqueurs Consumer Group Share (% market value), 2012
Table 12: United States Rum Consumer Group Share (% market value), 2012
Table 13: United States Specialty Spirits Consumer Group Share (% market value), 2012
Table 14: United States Tequila & Mezcal Consumer Group Share (% market value), 2012
Table 15: United States Vodka Consumer Group Share (% market value), 2012
Table 16: United States Whiskey Consumer Group Share (% market value), 2012
Table 17: United States Total Brandy Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: United States Total Gin & Genever Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: United States Total Liqueurs Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: United States Total Rum Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: United States Total Specialty Spirits Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: United States Total Tequila & Mezcal Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: United States Total Vodka Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: United States Total Whiskey Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 25: United States Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 26: United States Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 27: United States Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 28: United States Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 29: United States Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 30: United States Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 31: United States Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 32: United States Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 33: United States Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 34: United States Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 35: United States Tequila & Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 36: United States Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 37: United States Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 38: United States Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 39: United States Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 40: United States Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 41: United States Brandy Consumer Profiles (% consumers by sub-group), 2012
Table 42: United States Gin & Genever Consumer Profiles (% consumers by sub-group), 2012
Table 43: United States Liqueurs Consumer Profiles (% consumers by sub-group), 2012
Table 44: United States Rum Consumer Profiles (% consumers by sub-group), 2012
Table 45: United States Specialty Spirits Consumer Profiles (% consumers by sub-group), 2012
Table 46: United States Tequila & Mezcal Consumer Profiles (% consumers by sub-group), 2012
Table 47: United States Vodka Consumer Profiles (% consumers by sub-group), 2012
Table 48: United States Whiskey Consumer Profiles (% consumers by sub-group), 2012
Table 49: United States Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 50: United States Brandy Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 51: United States Gin & Genever Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: United States Liqueurs Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: United States Rum Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 54: United States Specialty Spirits Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 55: United States Tequila & Mezcal Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 56: United States Vodka Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 57: United States Whiskey Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 58: United States, Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 59: United States, Brandy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: United States, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: United States, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 62: United States, Rum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 63: United States, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 64: United States, Tequila & Mezcal: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 65: United States, Vodka: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 66: United States, Whiskey: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 67: United States Spirits Market Value (US Dollar million), by Category, 2012
Table 68: United States Spirits Market Volume (Ltrs m), by Category, 2012
Table 69: United States Spirits Market Value (US$ million), by Category, 2012
Table 70: United States Spirits Expenditure Per Capita (US Dollar), by Category, 2012
Table 71: United States Spirits Expenditure Per Household (US Dollar), by Category
Table 72: United States Spirits Market Volume (Ltrs m), by Category, 2012
Table 73: United States Spirits Consumption Per Capita(Ltrs ),,by Category, 2012
Table 74: United States Spirits Consumption Per Household(Ltrs ), by Category, 2012
Table 75: United States Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 76: United States Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 77: United States Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 78: United States Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 79: United States Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 80: United States Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 81: United States Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 82: United States Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 83: United States Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 84: United States: Profile of Spirits Consumers Whose Goods Mainly Come From C&S Wholesale Grocers (% by Subgroup, as tracked by the Survey), 2012
Table 85: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2012
Table 86: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2012
Table 87: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2012
Table 88: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2012
Table 89: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Supervalu (% by Subgroup, as tracked by the Survey), 2012
Table 90: United States: Profile of Spirits Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 91: United States: 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 States Spirits Value Share (%), by Age Groups, 2012
Figure 3: United States Spirits Value Share (%), by Gender, 2012
Figure 4: United States Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United States Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United States Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: United States Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: United States Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United States Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United States Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United States Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United States Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United States Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United States Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United States Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: United States Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: United States Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: United States Tequila & Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: United States Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: United States Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: United States Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: United States Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 23: United States Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 24: United States Spirits Market Share (US$ million), by Category, 2012
Figure 25: United States Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 26: United States Spirits Expenditure Per Household (US$), by Category
Figure 27: United States Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 28: United States Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 29: United States Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 30: United States Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 31: United States Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 32: United States Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 33: United States Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 34: United States Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 35: United States Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

Price: $ 3995.00

Related research categories

By sector: Spirits, General drinks

By market: United States (in North America)