White Spirits and RTDs - Europe

Published: September 2011

Publisher: Mintel International Group Ltd

Product ref: 129751

Pages: 133

Format: PDF

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Report description

Key Points:

  • Leading European markets record increased volume sales of spirits despite the economic recession, with the UK the only exception. Is this trend likely to continue and how will the UK fair in the coming years?
  • The economic downturn results in increased off-trade consumption, with on-trade outlets bearing the brunt. How long will this continue for and have retailers exploited this trend successfully?
  • The premiumisation trend shapes new product launches, with environmentally-friendly packaging also receiving increasing attention. How will the line between premium and ethical merge and develop in the near future?
  • Ready-to-serve cocktails are the hot stars of current product innovation. What is the reason for this and is their success set to continue?
  • Vodka, white rum and RTDs rely heavily on a youthful core consumer base of under-25s, while gin is strongly geared towards more mature 45+ drinkers. How can white spirits manufacturers attract other age groups to increase consumption?

Table of contents

Introduction
Key points
Definition
Consumer research
Abbreviations
Executive Summary
The market
Value sales grow despite the recession
Per-capita consumption in the total spirits market
Figure 1: Spirits: Consumption per capita (population), litres, 2006-14
Strength and weaknesses in brief
Companies, brands and innovations
A two-horse race
RTDs steal the limelight in new product development
All things premium
Figure 2: New product activity in white spirits and RTDs, % share by top five claims in the Big 5 European countries, 2010
The consumer
A youthful core consumer base
Figure 3: Frequency of drinking Gin, Vodka, and RTD spirits, in the last 12 months, by age group, France, Germany, Spain and GB, 2010
European Market Size and Forecast
Key points
The total market - white and dark spirits
The Big 5
Volume
Figure 4: White and Dark Spirits, Volume, Big 5 European countries, 2004-15
Value
Figure 5: White and dark spirits, Value in local currency, Germany, Spain and the UK, 2004-15
Consumption per capita
Figure 6: White and dark spirits, Consumption per capita, Big 5 European countries, 2004-15
Other European countries
Volume
Figure 7: White and Dark Spirits, Volume, Belgium, Czech Republic, Finland, Netherlands, Slovak Republic, Sweden, Turkey, 2004-15
Value
Figure 8: Spirits, Value in local currency, Belgium, Finland, Netherlands, Sweden, 2004-14
Consumption per capita
Figure 9: White and dark spirits, consumption per capita (population), Belgium, Czech Republic, Finland, Netherlands, Slovak Republic, Sweden, Turkey, 2004-15
Market Segmentation
Key points
The Big 5
France
Total market
Figure 10: France - White spirits and Dark Spirits, Market segmentation, by volume, 2010
Retail market
Figure 11: France - White spirits (retail), market segmentation, by volume, 2010
Figure 12: France - White spirits (retail), market segmentation, by value, 2010
Germany
Figure 13: Germany - white spirits, market segmentation, by volume, 2009
Figure 14: Germany - white spirits, market segmentation, by value, 2009
Italy
Total market
Figure 15: Italy - total dark and white spirits, market segmentation, by volume, 2010
Retail market
Figure 16: Italy - white spirits, market segmentation, by volume, 2009
Figure 17: Italy - white spirits, market segmentation, by value, 2009
Spain
Figure 18: Spain - white spirits, market segmentation, by volume, 2009
Figure 19: Spain - white spirits, market segmentation, by value, 2009
UK
Figure 20: Value sales and share of total white spirits and RTD market, by product, 2006-10
Other European countries
Belgium
Figure 21: Belgium - white spirits, market segmentation, by volume, 2009
Figure 22: Belgium - white spirits, market segmentation, by value, 2009
Czech Republic
Total market
Figure 23: Czech Republic - white and dark spirits, market segmentation, by volume, 2010
Retail market
Figure 24: Czech Republic - white spirits (retail), market segmentation, by volume, 2010
Figure 25: Czech Republic - Spirits (retail), market segmentation, by value, 2010
Finland
Figure 26: Finland - white spirits, market segmentation, by volume, 2009
Figure 27: Finland - white spirits, market segmentation, by value, 2009
Netherlands
Figure 28: Netherlands - white spirits, market segmentation, by volume, 2009
Figure 29: Netherlands - white spirits, market segmentation, by value, 2009
Slovak Republic
Total market
Figure 30: Slovak Republic - white and dark spirits, market segmentation, by volume, 2010
Retail market
Figure 31: Slovak Republic - white spirits (retail), market segmentation, by volume, 2010
Figure 32: Slovak Republic - white spirits (retail), market segmentation, by value, 2010
Sweden
Figure 33: Sweden - white spirits, market segmentation, by volume, 2009
Figure 34: Sweden - white spirits, market segmentation, by value, 2009
Turkey
Total market
Figure 35: Turkey - white and dark spirits, market segmentation, by volume, 2010
Retail market
Figure 36: Turkey - white spirits (retail), market segmentation, by volume, 2010
Figure 37: Turkey - white spirits (retail), market segmentation, by value, 2010
Companies and Product Innovation
Key points
Global region
Figure 38: New product activity in white spirits and RTDs, % share of global region, 2010
European region
Figure 39: New product activity in white spirits and RTDs, Europe, % share by country, 2010
Figure 40: New product activity in white spirits and RTDs, number of launches, by country, Big 5, 2010
New product launches by leading claims
Figure 41: New product activity in white spirits and RTDs, % share by top five claims in the Big 5 European countries, 2010
France
Figure 42: New product activity in white spirits and RTDs, number of new product launches, France, 2007-10
Figure 43: New product activity in white spirits and RTDs, % share by claim, France, top five, 2007-10
Most innovative products
Packaging innovation
Exclusively for women
Ready for Christmas
Special editions
Germany
Figure 44: New product activity in white spirits and RTDs, number of new product launches, Germany, 2007-10
Figure 45: New product activity in white spirits and RTDs, % share by claim, Germany, top five, 2007-10
Most innovative products
A world of flavours
Novel packaging
Energy appeal
Italy
Figure 46: New product activity in white spirits and RTDs, Number of new product launches, Italy, 2007-10
Figure 47: New product activity in white spirits and RTDs, % share by claim, Italy, top five, 2007-10
Most innovative products
Cocktail classics
Quintessentially Italian aperitifs
Cans
Spain
Figure 48: New product activity in white spirits and RTDs, number of new product launches, Spain, 2007-10
Figure 49: New product activity in white spirits and RTDs, % share by claim, Spain, top five, 2007-10
Most innovative products
Spain’s gin game
Black vodka
Taste of summer
Mojito moment
UK
Figure 50: New product activity in white spirits and RTDs, Number of new product launches, UK, 2007-10
Figure 51: New product activity in white spirits and RTDs, % share by claim, UK, top five, 2007-10
Most innovative products
DIY cocktails
Adding flavour
Innovative packaging
The Consumer
Key points
Gin
France
Figure 52: Frequency of drinking gin in the last 12 months, France, 2010
Figure 53: Frequency of drinking gin in-home in the last 12 months, France, 2010
Figure 54: Frequency of drinking gin elsewhere in the last 12 months, France, 2010
Germany
Figure 55: Frequency of drinking gin in the last 12 months, Germany, 2010
Figure 56: Frequency of drinking gin in-home in the last 12 months, Germany, 2010
Figure 57: Frequency of drinking gin elsewhere in the last 12 months, Germany, 2010
Spain
Figure 58: Frequency of drinking gin in the last 12 months, Spain, 2010
Figure 59: Frequency of drinking gin in-home in the last 12 months, Spain, 2010
Figure 60: Frequency of drinking gin elsewhere in the last 12 months, Spain, 2010
GB
Figure 61: Frequency of drinking gin in the last 12 months, GB, 2010
Figure 62: Frequency of drinking gin in-home in the last 12 months, GB, 2010
Figure 63: Frequency of drinking gin elsewhere in the last 12 months, GB, 2010
Vodka
France
Figure 64: Frequency of drinking vodka in the last 12 months, France, 2010
Figure 65: Frequency of drinking vodka in-home in the last 12 months, France, 2010
Figure 66: Frequency of drinking vodka elsewhere in the last 12 months, France, 2010
Germany
Figure 67: Frequency of drinking vodka in the last 12 months, Germany, 2010
Figure 68: Frequency of drinking vodka in-home in the last 12 months, Germany, 2010
Figure 69: Frequency of drinking vodka elsewhere in the last 12 months, Germany, 2010
Spain
Figure 70: Frequency of drinking vodka in the last 12 months, Spain, 2010
Figure 71: Frequency of drinking vodka in-home in the last 12 months, Spain, 2010
Figure 72: Frequency of drinking vodka elsewhere in the last 12 months, Spain, 2010
GB
Figure 73: Frequency of drinking vodka in the last 12 months, GB, 2010
Figure 74: Frequency of drinking vodka in-home in the last 12 months, GB, 2010
Figure 75: Frequency of drinking vodka elsewhere in the last 12 months, GB, 2010
Rum
France
Figure 76: Types of rum (white/dark/golden) drunk most often in the last 12 months, France, 2010
Figure 77: Frequency of drinking rum (white/dark/golden) in the last 12 months, France, 2010
Figure 78: Frequency of drinking rum (white/dark/golden) at home, friends or family in the last 12 months, France, 2010
Figure 79: Frequency of drinking rum (white/dark/golden) at cafés/restaurants in the last 12 months, France, 2010
Germany
Figure 80: Types of rum (white/dark/golden) drunk most often in the last 12 months, Germany, 2010
Figure 81: Frequency of drinking rum (white/dark/golden) in the last 12 months, Germany, 2010
Figure 82: Frequency of drinking rum (white/dark/golden) in-home in the last 12 months, Germany, 2010
Figure 83: Frequency of drinking rum (white/dark/golden) elsewhere in the last 12 months, Germany, 2010
Spain
Figure 84: Frequency of drinking white rum in the last 12 months, Spain, 2010
Figure 85: Frequency of drinking white rum in-home in the last 12 months, Spain, 2010
Figure 86: Frequency of drinking white rum elsewhere in the last 12 months, Spain, 2010
GB
Figure 87: Frequency of drinking white rum in the last 12 months, GB, 2010
Figure 88: Frequency of drinking white rum in-home in the last 12 months, GB, 2010
Figure 89: Frequency of drinking white rum elsewhere in the last 12 months, GB, 2010
RTDs
France
Figure 90: Penetration of pre-mixed spirits and alcoholic carbonates in the last 12 months, France, 2010
Germany
Figure 91: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, Germany, 2010
Figure 92: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home in the last 12 months, Germany, 2010
Figure 93: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere in the last 12 months, Germany, 2010
Spain
Figure 94: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, Spain, 2010
Figure 95: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home in the last 12 months, Spain, 2010
Figure 96: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere in the last 12 months, Spain, 2010
GB
Figure 97: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, GB, 2010
Figure 98: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home in the last 12 months, GB, 2010
Figure 99: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere in the last 12 months, GB, 2010
Appendix - Demographic Data
Figure 100: Frequency of drinking gin in the last 12 months, by demographics, GB, 2010
Figure 101: Frequency of drinking gin in the last 12 months, by demographics, Spain, 2010
Figure 102: Frequency of drinking gin in the last 12 months, by demographics, Germany, 2010
Figure 103: Frequency of drinking gin in the last 12 months, by demographics, France, 2010
Figure 104: Frequency of drinking gin in-home in the last 12 months, by demographics, GB, 2010
Figure 105: Frequency of drinking gin in-home in the last 12 months, by demographics, Spain, 2010
Figure 106: Frequency of drinking gin in-home in the last 12 months, by demographics, Germany, 2010
Figure 107: Frequency of drinking gin in-home in the last 12 months, by demographics, France, 2010
Figure 108: Frequency of drinking gin elsewhere in the last 12 months, by demographics, GB, 2010
Figure 109: Frequency of drinking gin elsewhere in the last 12 months, by demographics, Spain, 2010
Figure 110: Frequency of drinking gin elsewhere in the last 12 months, by demographics, Germany, 2010
Figure 111: Frequency of drinking gin elsewhere in the last 12 months, by demographics, France, 2010
Figure 112: Frequency of drinking vodka in the last 12 months, by demographics, GB, 2010
Figure 113: Frequency of drinking vodka in the last 12 months, by demographics, Spain, 2010
Figure 114: Frequency of drinking vodka in the last 12 months, by demographics, Germany, 2010
Figure 115: Frequency of drinking vodka in the last 12 months, by demographics, France, 2010
Figure 116: Frequency of drinking vodka in-home in the last 12 months, by demographics, GB, 2010
Figure 117: Frequency of drinking vodka in-home in the last 12 months, by demographics, Spain, 2010
Figure 118: Frequency of drinking vodka in-home in the last 12 months, by demographics, Germany, 2010
Figure 119: Frequency of drinking vodka in-home in the last 12 months, by demographics, France, 2010
Figure 120: Frequency of drinking vodka elsewhere in the last 12 months, by demographics, GB, 2010
Figure 121: Frequency of drinking vodka elsewhere in the last 12 months, by demographics, Spain, 2010
Figure 122: Frequency of drinking vodka elsewhere in the last 12 months, by demographics, Germany, 2010
Figure 123: Frequency of drinking vodka elsewhere in the last 12 months, by demographics, France, 2010
Figure 124: Frequency of drinking white rum in the last 12 months, by demographics, GB, 2010
Figure 125: Frequency of drinking white rum in the last 12 months, by demographics, Spain, 2010
Figure 126: Frequency of drinking white rum in-home in the last 12 months, by demographics, GB, 2010
Figure 127: Frequency of drinking white rum in-home in the last 12 months, by demographics, Spain, 2010
Figure 128: Frequency of drinking white rum elsewhere in the last 12 months, by demographics, GB, 2010
Figure 129: Frequency of drinking white rum elsewhere in the last 12 months, by demographics, Spain, 2010
Figure 130: Frequency of drinking rum (white/dark/golden) in the last 12 months, by demographics, Germany, 2010
Figure 131: Frequency of drinking rum (white/dark/golden) in-home in the last 12 months, by demographics, Germany, 2010
Figure 132: Frequency of drinking rum (white/dark/golden) elsewhere in the last 12 months, by demographics, Germany, 2010
Figure 133: Frequency of drinking rum (white/dark/golden) in the last 12 months, by demographics, France, 2010
Figure 134: Frequency of drinking rum (white/dark/golden) at home, friends or family in the last 12 months, by demographics, France, 2010
Figure 135: Frequency of drinking rum (white/dark/golden) at cafés/restaurants in the last 12 months, by demographics, France, 2010
Figure 136: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, by demographics, GB, 2010
Figure 137: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, by demographics, Spain, 2010
Figure 138: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, by demographics, Spain, 2010
Figure 139: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, by demographics, Germany, 2010
Figure 140: Penetration of pre-mixed spirits and alcoholic carbonates in the last 12 months, by demographics, France, 2010
Figure 141: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home in the last 12 months, by demographics, GB, 2010
Figure 142: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home, by demographics, Germany, 2010
Figure 143: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere in the last 12 months, by demographics, GB, 2010
Figure 144: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere, by demographics, Germany, 2010
Figure 145: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home in the last 12 months, by demographics, Spain, 2010
Figure 146: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home in the last 12 months, by demographics, Spain, 2010
Figure 147: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere in the last 12 months, by demographics, Spain, 2010
Figure 148: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere in the last 12 months, by demographics, Spain, 2010

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Related research categories

By sector: Ready-to-drink, Spirits

By market: Europe