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

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

Published: December 2016
Publisher: just-drinks / IWSR Insights
Product ref: 265476
Pages: 131
Format: PDF
Delivery: Immediate download

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This report contains full-year 2015 data

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A changing picture 

Vodka volumes have plateaued in the US, previously one of the category’s fastest expanding markets. Growth is now being fuelled by a variety of countries, including South Africa, Vietnam and the UK. However, the five largest markets are expected to maintain their rankings over the next five years.

Value equation: Vodka’s different price segments have experienced mixed fortunes on a global level over the past five years:

  • Low-priced vodka, which accounted for 45% of global volume sales in 2015, has declined at a CAGR of -0.6% between 2010 and 2015.
  • Value-priced vodka (28% of global volume) has also seen its position deteriorate, falling by a CAGR of -1.9% over the same period.
  • Standard-priced vodka (21.3% share) was virtually flat over that five-year period.
  • Premium, with a 4% share, had a 2010-2015 CAGR of +3.8%.
  • Super-premium, with a 1.8% volume share, had a CAGR of +5.9%.

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

Emma Taynton Fox, director, Grey Goose Europe (Bacardi): "Grey Goose is performing very well in Europe, which is a very exciting market for super-premium vodka. Globally, Europe is one of the key regions and today accounts for much of the global growth we are seeing."

Svetlana Naumova, managing director, Diageo Russia: "In previous years the market in Russia grew thanks to increasing consumption and up-trading. Nowadays sales are falling, and up-trading has given way to downtrading, both within categories and cross-category."

What's inside this market research report:

This all-new report aims to deliver the most vital vodka 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 vodka category, regions and markets.

The very latest market forecast data and brand market shares for vodka 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 vodka 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 vodka 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 (between 2015 and 2016) per region
  • Regions: Asia Pacific, Americas, Europe, Africa & Middle East, CIS, Travel retail

2016 to 2021 forecast ranking tables for the top 20 vodka markets and the top 20 largest growing markets, over the period.

Ranking tables showing top vodka 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:

individual-user licence

multi-user licence

Digital Download $1500.00

Don't worry. No payment is taken yet

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Related research categories

By sector: Trends, Vodka (in Spirits), Consumer (in Trends)

By market: Global

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