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

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

Published: August 2018
Publisher: just-drinks / IWSR Insights
Product ref: 296779
Pages: 163
Format: PDF
Delivery: Immediate download

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Vodka past its peak?

This is the second in our latest series of global category reports, published in partnership with The IWSR. Containing newly released 2017 actual market data and new forecasts to 2022, this offers the very latest global category insights for the vodka sector.

The 2017 IWSR data release confirms vodka overall shed nearly 28m cases to 434m cases in 2017. Globally, vodka consumption peaked in 2008 and has been in decline ever since. The losses are coming from the standard-and-below segments, while growth continues in the higher price bands overall.

Premiumisation trend: This is in line with the continuing long-term trend towards premiumisation and comes as no surprise. However, things are not exactly plain sailing in the world of high-end vodka either.

No demise: Sales in the Americas climbed by 1.8% to 96m cases in 2017. Reports of the demise of vodka in the US may be slightly overstated, as the category grew by 1.4%, adding 1m cases to total 75.7m cases.

Slowing growth: While this uplift is welcome, it is below both its recent historic growth rates and the current rate of expansion for whisky. Part of vodka’s slowing growth in the US is undoubtedly attributable to the dynamism of brown spirits, particularly US and Irish whiskies.

Strategy take-away: Vodka brand owners face some key battles against rival categories in many markets around the world: brown spirits in the US and India, and gin almost universally, and especially in western Europe.

This edition contains latest 2017 full-year data and fully revised forecasts

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:

Caley Shoemaker, head distiller, Hangar 1: "Someone who identifies as a gin drinker may have a favourite gin, but they like to taste different gins and compare, and I think that vodka drinkers tend to choose a brand and stick with it."

Laurence Hinton, brand manager, Echo Falls: "We have driven the fruit-infused wine market from GBP20,000 a year to more than GBP72m annually in three years, and we are confident that we will succeed in replicating this success in the flavoured vodka 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 markets' 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:

  • 2013-2017 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

Newly revised 2018 to 2022 forecast ranking tables for the top vodka markets and the largest growing markets, over the period.

Ranking table showing top 20 brands' (and their owners) 2013 to 2017 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, '13-'17, plus 2013 and 2017 shares
  • Top companies' retail values and total country values, '13-'17, plus '13 and '17 shares
  • 2013 and 2017 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 $2793.00

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Related research categories

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

By market: Global


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