Global Scotch insights - market forecasts, product innovation and consumer trends

Global Scotch insights - market forecasts, product innovation and consumer trends

Published: February 2017
Publisher: just-drinks / IWSR Insights
Product ref: 271327
Pages: 155
Format: PDF
Delivery: Immediate download

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Malts continue to rise, blends' declines slow 

Modestly concerning: The decline in Scotch whisky sales in 2015 – the third consecutive year of falling sales – is modestly concerning. But the extent of the decline – down 0.2% to 93.9m nine-litre cases – represents a slowing of the rate of decline seen the prior two years. The market is also coming off record highs in 2012.

Malts on the up: Moreover, the decline is limited to the large blended sector. Malt sales continue to rise. Similar trends were seen in the Scotch Whisky Association’s (SWA’s) reported export figures for 2015 (-2.8% in volume and -2.4% in value).

As for the future of blends, reinvigoration is needed: A number of more mature – or previously buoyant – markets for Scotch are in need of reinvigoration and a fresh approach. These include the US, China, South Korea, as well as Venezuela and Thailand.

Whereas for malts, the march continues: Malt Scotch is poised to continue its recent march to 2021, moving from 9m cases to nearly 11.5m cases in the process. The forecast CAGR of +4.1% is a moderation of the growth of the past five years, reflecting constraints on supply.

Senior industry executives contributed to the research and provided some interesting views on the state of the sector:

Alex Ricard, CEO, Pernod Ricard: "Scotch is now the key focus of our luxury strategy at a global level. Scotch was partially hit by the financial crisis and, in all fairness, China and Spain. But in the rest of the world, premium Scotch and the likes of Ballantine’s Finest have been growing and are showing very strong potential in emerging markets such as Africa, Latin America and Eastern Europe."

Ernest Gallo, head of spirits, E&J Gallo: "I am speculating here, but over the next five to 10 years I would be confident that we will be able to grow the Whyte & Mackay business at least fivefold. From a distribution standpoint, we should very easily be able to double that business rather quickly."

This report has been jointly published between just-drinks and The IWSR

What's inside this market research report:

This all-new report aims to deliver the most vital malt and blended Scotch data, insights, forecasts and strategic drivers in an easy-to-use package.

Our experienced drinks industry specialists have summarised the global market conditions for the Scotch category, regions and markets.

The very latest market forecast data and brand market shares for Scotch are provided, offering an instant view on the most important and interesting markets for the coming five years.

The report provides a short-form, visual view of future Scotch market growth hotspots, consumer drivers, product trends, plus a review of recent brands' and owners' rankings across the world.

Each key market is covered with much of our analysts' deeper insight being exclusive to this report.

Why this market research report is essential:

We’ve taken a fresh look at how to deliver wine and spirits category insight. This market review series is focused on providing actionable insights backed up by strategic-level data.

Discover the essentials for your business, and what will drive profit and growth. Grab the facts and use them - instantly.

Use this report to gain an instant view on the category with its:

  • Strategic drivers of leading markets, consumers and product innovation
  • Future category growth hotspots - visualised
  • Largest and fastest growing markets, brands and owners ranked by volume and value
  • Interviews from leading brand owners

The following analysis and data is included:


The analysis is unique to these reports and cannot be found in other just-drinks or IWSR products.

Beginning with global insights, we provide:

  • A round-up of Scotch market conditions, including 'key views'; our analysts' views of the short-term future and likely strategies brand owners might adopt
  • Visual heatmap for the category's future growth hotspots around the world
  • The important consumer trends and insights for the category, including our analysts' key views
  • Latest product strategies, packaging and flavours, plus what's shaping trends around NPD. Once again, backed up with our analysts' key views
  • Recent brands' and owner market shares, rankings, performance and activity
  • All supported by exclusive quotes from major brand owners

The second half of the report covers the recent performance of each category, region and its major markets. The analysis is category-specific and exclusive to this report.

Our unique analysis tool: 'key views'

  • Review: we summarise the global market situation, product innovation and consumer drivers
  • Insight: we highlight salient points gained from our drinks analysts' many years of industry experience
  • Future: in as few words as possible, we outline the short-term outlook across markets, product innovation and consumer drivers
  • Strategy: we aim to convey what this insight means for you and summarise recommended future strategy


World view dashboard containing:

  • 2011-2015 CAGRs for each region's volume
  • Top three brand owners' volume market shares per region
  • Fastest growing brand per region
  • Regions: Asia Pacific, Americas, Europe, Africa & Middle East, CIS, Travel retail

2016 to 2021 forecast ranking tables for the top 20 blended (and top ten malt) Scotch markets and the top 20 (and top ten malt) largest growing markets, over the period.

Ranking tables showing top Scotch markets' 2011 to 2015 volumes, plus CAGRs.

Ranking table showing top 20 brands' (and their owners) 2011 to 2015 volumes, plus CAGRs and % share.

The same, but for retail value instead of volume, to show comparison of volume against value.

Then, for each of the major countries:

  • Top brands' volumes and total country volumes for the category, '11-'15, plus 2011 and 2015 shares
  • Top companies' retail values and total country values, '11-'15, plus '11 and '15 shares
  • 2011 and 2015 share by quality for each of these countries

This report will help you and your company by:

  • Delivering only the most important global strategic business information
  • Providing short-from, punchy insights aimed at specific teams
  • Gaining insider quotes directly from competitor brand producers
  • Benchmarking strategic plans using our drinks industry specialist insight
  • Instantly recognising future category growth using our visual summaries
  • Quickly ranking the most critical global markets, brands and owners

Essential insight - in one quick-to-use package

Choose your licence:

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Digital Download $1500.00

Don't worry. No payment is taken yet

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Related research categories

By sector: Trends, Consumer (in Trends)

By market: Global

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