ROCKVILLE, MD — (Marketwire) — 10/02/12 — MarketResearch.com has announced the addition of “Global Consumer Trends and Key Consumer Targets in Alcoholic Beverages,” to their collection of Beverages market reports.
Consumers who have historically been frequent Beer drinkers are broadening their drinks repertoires. It is increasingly socially acceptable for men to drink Wine even without a meal, while Spirits and mixers are also gaining share. Just as Beer heightens its position in non-traditional markets, it is losing its position in traditional homelands.
Trends driving Spirits consumption evolve with age: younger consumers are particularly motivated by Fun & Enjoyment, using Spirits as a going-out drink for special occasions, whereas older consumers are much more likely to be motivated by Indulgence, consuming an aperitif before dinner or a Whiskey as an evening drink. Interestingly, there is little difference in the leading consumer trends influencing Spirits consumption between the BRIC and Non-BRIC regions.
When considering the importance of the Better Value for Money consumer trend, it is generally the case that the cheapest beverages available in developing countries are local Specialty Spirits. However, it is also important to bear in mind that not all Specialty Spirits are cheap: drinks companies are beginning to produce premium Specialty Spirits designed for both consumption in local markets and for export.
Growth in Whiskey, Brandy and Rum is being driven by the rising consumption of these categories in the Indian market, including both domestic brands (at all price points) and high-end foreign imports.
As well as being an overwhelmingly western drink, Wine is also overwhelmingly an older person-s drink. Fortified Wine, however, is growing in popularity among younger consumers: favorable tax regimes mean that Fortified Wine is one of the cheapest ways for drinkers with limited financial resources to acquire alcohol.
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Cindy Frei
MarketResearch.com
240.747.3014
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