Showing posts with label Alcoholic Drinks. Show all posts
Showing posts with label Alcoholic Drinks. Show all posts

ReportsandReports - Innovations in Healthier Alcoholic Drinks: Healthy positioning strategies, case studies and future opportunities



Health concerns are having an impact on the market for alcoholic drinks. The consumption of alcohol per head in Europe is falling having peaked in about 1975 and this trend is allied to increasing health awareness on the part of consumers. Consumption per head is falling in France, Germany, Italy, the Netherlands, Spain, the UK, as well as Japan and many other countries, and this trend is expected to continue over at least the next five years.

There is also a shift taking place in the types of alcohol consumed. The consumption of beer/cider/FABs is declining in most western countries whereas wine is generally perceived as a healthier alcoholic drink and so consumption in many countries is rising. In western countries consumption of spirits has not been as harmed by health concerns as spirits are often perceived by consumers to be healthier than beer because of their lower calorie content.

Health issues have already had a fundamental effect on food and non-alcoholic drinks markets and are now going to shape beer, wine and spirits. We have already seen the emergence of significant low/no alcohol and low/no calorie segments. Expect to see growth in organic/natural, low/no carbohydrate and functional segments, as well as more responsible drinking campaigns and a marketing focus on quality over quantity.

Key features of this report
  • Analysis of almost 1,600 launches of healthier alcoholic that took place globally between 2005 and the start of 2010.
  • Trends in the share of alcoholic drinks launches accounted for by organic, natural, dietary, low/no alcohol and functional products.
  • Identification of the key recent trends shaping the market, as well as an evaluation of the next trends likely to become apparent over the coming five years.
  • Descriptions and photos of the most important healthier alcoholic drinks launched over the last five years.
Scope of this report
  • Understand how the myriad of products launched in this market actually fit together and relate to each other. Don’t miss any opportunities!
  • Compare your portfolio and NPD pipeline against the healthier drinking benchmarks set out in the report.
  • Prompt your marketing and NPD teams with product ideas from around the world.
  • Set goals and objectives for your company’s new product development pipeline.
Key Market Issues
  • In a climate of increasing government, media and to some extent consumer pressure, the largest drinks companies are rolling out international responsible drinking campaigns.
  • The ageing population of developed countries – particularly the baby boomers of the US – present an attractive market for alcoholic drinks with functional health benefits such as higher levels of antioxidants.
  • There is a question as to whether the current natural and organic craft products on the market can make the transition to super-brand status.
Key findings from this report
  • New products with at least one healthier attribute made up 12% of new product launches in 2009.
  • The largest proportion was registered in the beer market where 20% of launches were healthier in some way. This was almost double the proportion in the spirits market (11%), which in turn was higher than that in the wine market (8%).
  • The most common health claim on new alcoholic drinks – present in 8% of launches in 2009 – was that the product lacks at least some artificial ingredients.
  • The key trends in the low/no calorie segment are the emergence of super low calorie beers, the targeting of women and dieters, the adding to product ranges of more flavors and greater sophistication and the growth of sales outside the US.
Key questions answered
  • What alternative to the standard responsible drinking campaign has Whyte & Mackay adopted?
  • Why have organic spirits been slower in their growth than organic wines and beers?
  • How have different consumption occasions prompted new product development in the realm of healthier alcoholic drinks?
  • What will the increasing economic power of women and their greater health consciousness mean for the future of alcoholic drinks?
About Us

ReportsandReports comprises an online library of 10,000 reports, in-depth market research studies of over 5000 micro markets, and 25 industry specific websites. Our client list boasts almost all well-known publishers of such reports across the globe. We as a third-party reseller of market research reports employ a number of marketing tools, such as press releases, email-marketing and effective search-engine optimization techniques to drive revenues for our clients. We also provide 24/7 online and offline support service to our customers.

Contact:
Ms. Sunita
7557 Rambler road,
Suite 727, Dallas, TX 75231
Tel: +1-888-989-8004

Read More
Posted by Unknown on
categories: , , , , , , , |

ReportsandReports - Premiumization Strategies in Alcoholic Drinks: Innovating to drive value through brand and product enhancement



Due to rising affluence and increasing levels of health consciousness, growth in alcohol consumption has slowed in Western markets in recent years, while the sales of brands perceived as ‘premium quality’ have risen. Meanwhile in the developing world, wealthier consumers are following the same trends, whilst lower-income consumers are increasing their consumption of beer and other branded alcoholic drinks as they are increasingly able to afford them. Consumption occasions have has also changed. In markets that traditionally have a strong on-trade focus such as the UK, people are drinking more at home than in bars, restaurants and clubs – a trend that was established by the time of the 2007-2010 global financial crisis, but that was also exacerbated by its impact on incomes.

This report will evaluate the growth and importance of premium alcoholic drinks across beer, cider, flavored alcoholic beverages (FABs), spirits and wine. It will provide insight into effective premiumization strategies and make recommendations on how premium brands can succeed in an economically challenging and competitive market.

Key findings…
  • Over the next 10 years, 1.2bn people in Asia- Pacific will be born into or move into the global middle class, representing the largest single expansion in consumer spending power ever recorded.
  • Using unique flavors and ingredients has become a focus area for differentiating products and adding perceived value, as they can enhance a drink’s positioning of authenticity, heritage, quality, or exclusivity.
  • Consumers increasingly want to know the story behind a brand, as part of the discovery that sets them apart from others and giving them ‘insider’ status into a perceived exclusive world.
  • As consumers seek out masstige products due to the challenging economic environments, manufacturers and retailers are looking beyond price to image, packaging, and marketing to deliver an affordable premium experience.
  • Dos Equis premium beer has grown in the US based on a positioning as ‘interesting’, meeting consumers’ self-expression needs. Heineken and Samuel Adams have struggled in the same market, as competition has eroded their uniqueness and points of difference.
Use this report to…
  • Understand the underlying economic, social, and psychological consumer drivers of premiumization and how they have evolved.
  • Review case studies highlighting strategies that manufacturers are using to drive consumers to their premium brands, reclaiming premium status and defending against masstige brands.
  • Learn how product attributes (e.g. sensory features) and brand attributes (e.g. ego gratification) can be used to drive up the price of alcoholic drinks.
  • Identify the fastest growing alcoholic drinks segments and sales channels and learn the long term impact of the recession on consumer behavior.
  • Compare the opportunities for premiumization by market and assess the future challenges and opportunities for developing high-end products in the future.
  • Gain insight into the intelligence on changing economic and market forces and how they are influencing premiumization strategies.
Key issues…
  • Premiumization involves persuading consumers to pay more for the same volume of alcohol, by providing them with product and brand attributes that fit with their desire to improve their lives, or their perception of their lives.
  • The key consumer-level factors that drive premiumization are the desire to improve social status, the desire to improve taste experience, and the desire to have a better understanding of the products they consume.
  • The global financial crisis has slowed the trend towards greater going-out spend in total, while continuing to hit on-trade drinking behaviors. This has reduced the opportunity for premium drinks launches, which have tended to start in the on-trade.
  • Due to the recession and low consumer confidence, going-out spending has fallen in developed markets and there is evidence of consumers switching to cheaper brands of alcohol. However, growth remains strong in the developing world.
  • The concept of ‘masstige’ and democratized luxury has affected consumers across all income groups. Going forward, consumers will continue to expect to pay bargain prices for high-quality products, and retailers will force manufacturers to oblige.
Your questions answered…
  • How has the recession impacted consumer behavior with regards to purchasing premium alcoholic drinks and how will this influence future consumer trends?
  • What obstacles do marketers face selling Western-style premium alcoholic drinks in China and India, and how can they be overcome?
  • What challenges will premium brands face in the future and how can they maintain or enhance their premium positioning?
  • What are the key consumer drivers of premiumization in alcoholic drinks and how have they changed over time?
  • How have specific brands used premiumization strategies to drive sales?
  • How big of a threat are private label and masstige brands to premiumization?
  • How can marketers deal with declining onpremise sales and what new opportunities for premium brands exist in this channel?
About Us

ReportsandReports comprises an online library of 10,000 reports, in-depth market research studies of over 5000 micro markets, and 25 industry specific websites. Our client list boasts almost all well-known publishers of such reports across the globe. We as a third-party reseller of market research reports employ a number of marketing tools, such as press releases, email-marketing and effective search-engine optimization techniques to drive revenues for our clients. We also provide 24/7 online and offline support service to our customers.

(Due to the length of these URLs, it may be necessary to copy and paste the hyperlinks into your Internet browser’s URL address field. Remove the space if one exists.)

Contact:
Ms. Sunita
7557 Rambler road,
Suite 727, Dallas, TX 75231
Tel: +1-888-989-8004

Read More
Posted by Unknown on
categories: , , , , , , , |

ReportsandReports - Consumer Targeting in Alcoholic Drinks: Effective marketing and innovation strategies by gender, age, price and occasion



If the alcoholic drinks market had to be summarised with a single threat and a single opportunity it would arguably be these: declining consumption in developed markets; and increasing consumption among the expanding middle classes of emerging markets. Tackling both can be helped with smart consumer segmentations. Alcoholic drinks companies are using these to improve the targeting and take-up of their products, as well as to find the common ground between segments that permit the creation of truly mass global (or at least continental) markets.

In order to counter/benefit from these trends, marketers are appealing to ever more specific consumer segments, as well as boosting the value of sales through premiumization strategies. But in each segmentation covered by this report, there are trends towards homogeneity and trends towards specificity. For instance, to pursue: male and female products versus unisex marketing; youth and senior products versus ageless marketing; Hispanic marketing versus appealing to Mexican immigrants and Caribbean culture separately.

This report provides data on the percentage of consumption accounted for by different demographic groups (by gender, age and income band). It demonstrates how product development targeted towards these different groups is being pursued. And it draws out the key trends that are shaping the future of consumer segmentation in this market.

Key features of this report
  • Breakdown of beer, wine and spirits consumption by the most important demographic and income groups.
  • Analysis of almost 3,000 launches of targeted alcoholic drinks that took place globally between 2005 and the start of 2010.
  • Chapter-by-chapter evaluation of alcoholic drinks launches targeted at different gender, age, ethnic and interest groups.
  • Identification of trends in the economy, premium, super-premium, ultra-premium segments – in beer, wine and spirits and across both developed and emerging markets.
  • Identification of the key recent trends shaping the market, as well as an evaluation of the next trends likely to become apparent over the coming five years.
  • Descriptions and photos of the most noteworthy targeted alcoholic drinks launched over the last five years.
Key benefits from reading this report
  • Understand how the myriad of products launched in this market fit together and relate to each other.
  • Compare your portfolio and NPD pipeline against the healthier drinking benchmarks set out in the report.
  • Prompt your marketing and NPD teams with product ideas from around the world.
  • Set goals and objectives for your company’s new product development pipeline.
  • Understand the absolute and relative size of each potential consumer segment.
  • Prioritise the product and geographical markets best suited to your brand portfolio.
Key findings of this report

Men account for 64% of alcoholic drinks consumption; women for 36%. Within this total men account for 71% of beer consumption and 64% of spirits consumption, while women consume just a shade over half of the world’s wine.

The most significant degree of under-consumption in alcoholic drinks is of wine by young adults. This is starting to change as wine companies target this market, just as spirits companies rather successfully started to do 15 years ago.

Young adults receive the most marketing attention, but those aged 25-34 account for 23% of overall consumption, as do those aged 35-44. People in the 45-54 age group drink 17% while those aged 55+ drink 22%.

The US Hispanic population is the ethnic group most targeted by alcoholic drinks companies. But even within this group there are subtle sub-segments, such as Mexican immigrants, that respond to even more targeted marketing.

Across all alcoholic drinks markets in the world, the top fifth of income earners accounts for 28% of consumption and the bottom fifth for 13%. Therefore, on average, the richest consume twice as much as the poorest.

Over the last thirty years the proportion of alcoholic drink product launches that are premium and above has doubled from around one in 10 to around one in five. There are cycles of activity with annual highs of between 35% and 40%.

Key questions answered by this report
  • How will marketers seek to develop economies of scale over the next decade?
  • What is the future for demographic marketing in alcoholic drinks?
  • Why have sales of premium products been growing, even during a recession?
  • What happens when buoyant economic growth returns?
  • Which price segment is forecast to grow most over the next few years?
About Us

ReportsandReports comprises an online library of 10,000 reports, in-depth market research studies of over 5000 micro markets, and 25 industry specific websites. Our client list boasts almost all well-known publishers of such reports across the globe. We as a third-party reseller of market research reports employ a number of marketing tools, such as press releases, email-marketing and effective search-engine optimization techniques to drive revenues for our clients. We also provide 24/7 online and offline support service to our customers.

(Due to the length of these URLs, it may be necessary to copy and paste the hyperlinks into your Internet browser’s URL address field. Remove the space if one exists.)

Contact:
Ms. Sunita
7557 Rambler road,
Suite 727, Dallas, TX 75231
Tel: +1-888-989-8004

Read More
Posted by Unknown on
categories: , , , , , , , |