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

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

Published: December 2017
Publisher: just-drinks / IWSR Insights
Product ref: 285868
Pages: 203
Format: PDF
Delivery: Immediate download

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Mixed picture

Global vodka sales fell by 3.4% between 2015 and 2016 to 461.3m cases, representing a slightly accelerated rate of decline over the 2012-2016 CAGR of -1.3%. The performance of the overall market was mixed, with 26 out of the top 50 markets posting CAGR gains over the same period.

Higher value: However, if we isolate standard-plus vodka sales (as we have in all data tables in this report), volumes rose by 2% in 2016 (or nearly 2.7m cases) to reach 133.6m cases. This gain reverses most of the losses suffered in 2015 and leaves this segment of the category with a CAGR gain of +0.2% between 2012 and 2016.

Strategy take-away: "The products that appear to be performing strongly in a more difficult market include super-premium names such as Grey Goose, and price-competitive brands with a consumer-friendly image, including Tito’s and New Amsterdam."

This edition contains contains latest 2016 full-year data

Alongside the latest data, we've also given the design a face-lift, providing an even clearer and visually better-to-read format. As ever, these reports look like no other traditional market research report, being designed for ease-of-use. Here are a couple of page shots from the new design. Download the sample to view more.

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

Leanne Banks, director Europe, Grey Goose: “We believe there is a lot more opportunity for growth in Eastern Europe. Our signature serve, Grey Goose Le Grand Fizz, was recently introduced across Eastern Europe, supported by summer terraces, permanent branding and promotions.”

Elina Fruin, managing director GTR, Roust Group: “Our strategy is to drive Zubrówka performance further by introducing Zubrówka Biala, which has been proved to be an absolute success story in its homeland Poland. We are confident that Zubrówka Biala will be very well perceived by vodka consumers, and will have a strong footprint in the total brand growth across the travelretail market.”

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 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 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:

Analysis:

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 "heatmaps" 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 the category, across world regions and their 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

Data:

World view dashboard containing:

  • 2012-2016 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

2017 to 2021 forecast ranking tables for the top 20 vodka markets and the top 20 largest growing markets, over the period.

Ranking table showing top 20 brands' (and their owners) 2012 to 2016 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 vodka, '12-'16, plus 2012 and 2016 shares
  • Top companies' retail values and total country values, '12-'16, plus '12 and '16 shares
  • 2012 and 2016 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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