White and Dark Spirits - Europe - December 2010

Spirits consumption has been declining for many years in some of the review countries such as Germany, Italy and Spain. Consumers are increasingly opting for other drinks such as beer and wine with the implementation of stricter drink-driving regulations, and a rising awareness of health risks related to alcohol consumption. In this context, the recession has contributed to worsen the situation. In other countries, especially in Eastern Europe, the economic slowdown has only reduced growth rate in a spirits market that was buoyant in the pre-recession period. However, the market as a whole generally maintained positive growth; with companies opting for a premiumisation strategy and supporting brands with high profile advertising campaigns.

Table of contents

Issues in the Market
Definition
Consumer research
Abbreviations
Market in Brief
Volume declines but value sales hold
Consumer tastes shape segmentation
NPD in spirits
Consumers
European Market Size and Forecast
Key points
Volume sales of spirits
Figure 1: Volume sales of spirits, by country, 2004-14
Figure 2: Volume sales of spirits, by country, 2004-14
Figure 3: Volume sales of spirits, by country, 2004-14
Value sales of spirits
Figure 4: Value sales of spirits in local currency, by country, 2004-14
Figure 5: Spend per capita (population) in US$ of spirits, by country, 2004-14
Market Segmentation
Key points
Belgium
Figure 6: Market segmentation, by volume, Belgium, 2008
Czech Republic
Figure 7: Market segmentation, by value, Czech Republic, 2009
Denmark
Figure 8: Market segmentation, by volume, Denmark, 2008
Finland
Figure 9: Market segmentation, by volume, Finland, 2008
France
Figure 10: Market segmentation, by volume and value, France 2009
Germany
Figure 11: Market segmentation, by volume, Germany 2008
Hungary
Figure 12: Market segmentation, by volume and value, Hungary, 2009
Ireland
Figure 13: Market segmentation, by volume, Ireland, 2008
Italy
Figure 14: Market segmentation, by volume, Italy, 2009
Netherlands
Figure 15: Market segmentation, by volume, Netherlands, 2008
Norway
Figure 16: Market segmentation by volume, Norway, 2008
Poland
Figure 17: Market segmentation, by volume, Poland, 2008
Romania
Figure 18: Market segmentation, by volume and value, Romania, 2008
Russia
Figure 19: Market segmentation, by value, Russia, 2008
Slovak Republic
Figure 20: Market segmentation, by volume, Slovak Republic, 2008
Spain
Figure 21: Market segmentation, by volume, Spain, 2008
Sweden
Figure 22: Market segmentation, by volume, Sweden, 2008
UK
Figure 23: Spirits: Market segmentation, by volume and value, UK, 2009
Ukraine
Figure 24: Market segmentation, by volume, Ukraine, 2009
Companies and Product Innovation
Key points
GNPD regional overview
Figure 25: % of new product launches, by region, 2009
NPD European overview
Figure 26: % of new product launches, by top ten European countries, 2009
Figure 27: % of new product launches, by category, by the “Big 5” European countries, 2006-09
Key NPD trends
Figure 28: Top five claims on new product development, by the “Big 5” European countries, 2006-09
From premium to super-premium
Flavours enhance differentiation
Packaging
Organic and all natural
France
Figure 29: % of new product launches, by category, France, 2006-09
Figure 30: Top five claims on new product development, France, 2006-09
Most innovative products
Germany
Figure 31: % of new product launches, by category, Germany, 2006-09
Figure 32: Top five claims on new product development, Germany, 2006-09
Most innovative products
Italy
Figure 33: % of new product launches, by category, Italy, 2006-09
Figure 34: Top five claims on new product development, Italy, 2006-09
Most innovative products
Spain
Figure 35: % of new product launches, by category, Spain, 2006-09
Figure 36: Top five claims on new product development, Spain, 2006-09
Most innovative products
UK
Figure 37: % of new product launches, by category, UK, 2006-09
Figure 38: Top five claims on new product development, UK, 2006-09
Most innovative products
The Consumer
Key points
Whisky
Figure 39: Penetration of drinking whisky and bourbon, by country, 2005-09
Figure 40: Where drink and frequency of drinking whisky and bourbon by channel, by country, 2009
Vodka
Figure 41: Penetration of drinking vodka, by country, 2005-09
Figure 42: Where drink and frequency of drinking vodka by channel, by country, 2009
Rum
Figure 43: Penetration of drinking rum, by country, 2005-09
Figure 44: Where drink and frequency of drinking gold and dark rum by channel, by country, 2009
Figure 45: Where drink and frequency of drinking white rum by channel, by country, 2009
Gin
Figure 46: Penetration and frequency of gin, by country, 2005-09
Figure 47: Where drink and frequency of drinking gin by channel, by country, 2009
Demographics – Whisky and bourbon
Demographics – Vodka
Demographics – Rum
Demographics – Gin
Attitudes towards drinking
Figure 48: Agreement with lifestyle statements on drinking, by country, 2009
Appendix – Demographic Data
Figure 49: Frequency of drinking whisky and bourbon in-home, by demographics, France, 2009
Figure 50: Frequency of drinking whisky and bourbon out-of-home, by demographics, France, 2009
Figure 51: Frequency of drinking whisky and bourbon in-home, by demographics, Germany, 2009
Figure 52: Frequency of drinking whisky and bourbon out-of-home, by demographics, Germany, 2009
Figure 53: Frequency of drinking whisky and bourbon out-of-home, by demographics, Spain, 2009
Figure 54: Frequency of drinking scotch whisky [other than malt] in-home, by demographics, GB, 2009
Figure 55: Frequency of drinking scotch whisky [other than malt] out-of-home, by demographics, GB, 2009
Figure 56: Frequency of drinking malt whisky in-home, by demographics, GB, 2009
Figure 57: Frequency of drinking malt whisky out-of-home, by demographics, GB, 2009
Figure 58: Frequency of drinking non-scotch whisky in-home, by demographics, GB, 2009
Figure 59: Frequency of drinking non-scotch whisky out-of-home, by demographics, GB, 2009
Figure 60: Frequency of drinking gin in-home, by demographics, France, 2009
Figure 61: Frequency of drinking gin out-of-home, by demographics, France, 2009
Figure 62: Frequency of drinking gin in-home by demographics, Germany, 2009
Figure 63: Frequency of drinking gin out-of-home, by demographics, Germany, 2009
Figure 64: Frequency of drinking gin in-home, by demographics, Spain, 2009
Figure 65: Frequency of drinking gin out-of-home, by demographics, Spain, 2009
Figure 66: Frequency of drinking gin in-home, by demographics, GB, 2009
Figure 67: Frequency of drinking gin out-of-home, by demographics, GB, 2009
Figure 68: Frequency of drinking vodka in-home, by demographics, France, 2009
Figure 69: Frequency of drinking vodka out-of-home, by demographics, France, 2009
Figure 70: Frequency of drinking vodka in-home. by demographics, Germany, 2009
Figure 71: Frequency of drinking vodka out-of-home, by demographics, Germany, 2009
Figure 72: Frequency of drinking vodka in-home, by demographics, Spain, 2009
Figure 73: Frequency of drinking vodka out-of-home, by demographics, Spain, 2009
Figure 74: Frequency of drinking vodka in-home, by demographics, GB, 2009
Figure 75: Frequency of drinking vodka out-of-home, by demographics, GB, 2009
Figure 76: Frequency of drinking dark and golden rum in-home, by demographics, France, 2009
Figure 77: Frequency of drinking dark and golden rum in-home, by demographics, Germany, 2009
Figure 78: Frequency of drinking dark and golden rum out-of-home, by demographics, Germany, 2009
Figure 79: Frequency of drinking dark and golden rum in-home by demographics, Spain, 2009
Figure 80: Frequency of drinking dark and golden rum out-of-home, by demographics, Spain, 2009
Figure 81: Frequency of drinking dark and golden rum in-home, by demographics, GB, 2009
Figure 82: Frequency of drinking dark and golden rum out-of-home, by demographics, GB, 2009
Figure 83: Frequency of drinking white rum in-home, by demographics, France, 2009
Figure 84: Frequency of drinking white rum out-of-home, by demographics, France, 2009
Figure 85: Frequency of drinking white rum in-home, by demographics, Germany, 2009
Figure 86: Frequency of drinking white rum out-of-home, by demographics, Germany, 2009
Figure 87: Frequency of drinking white rum in-home, by demographics, Spain, 2009
Figure 88: Frequency of drinking white rum out-of-home, by demographics, Spain, 2009
Figure 89: Frequency of drinking white rum in-home, by demographics, GB, 2009
Figure 90: Frequency of drinking white rum out-of-home, by demographics, GB, 2009
Appendix – Market Size and Forecast Data
Figure 91: Volume sales of spirits, by country, 2004-14
Figure 92: Volume sales of spirits, by country, 2004-14
Figure 93: Volume sales of spirits, by country, 2004-14
Figure 94: Value sales of spirits in local currency, by country, 2004-2014
Figure 95: Spend per capita (population) in US$ of spirits, by country, 2004-14

Tweet

Related research categories

By sector: Spirits

By market: Europe