Global ready-to-drink (RTD) and ready-to-serve (RTS) market review published by just-drinks.com in July, 2010. This report consists of 74 Pages and the price starts from US $ 1190.
Abstract
The history of the ready-to-drink (RTD) sector is one of resilience and
evolutionary mutation. Now the category is again showing signs of further
reinvention with the move by the major spirits companies and independent
labels into the pre-mixed or ready-to-serve (RTS) cocktail arena.
The great strength of the RTD and RTS sectors is that there is a broad
spectrum of participants from the wine, brewing and spirits industries. This
ensures a tremendous critical mass of investment around the category. Diageo
remains the global RTD leader with around a 16% share of the market, down from
18% in 2005.
Many of the world' s top markets have been hit by the downturn, but are set to
return to growth. The Australian RTD market was slammed in the middle of 2008
by a steep hike in the excise duty on RTDs. That led consumers to revert to
bottled spirits in the second-half of 2008. The total Australian market
unexpectedly came back to growth in 2009, up by 2.3% to reach 35.3m cases, and
is forecast by The IWSR to rise by an additional 6.2% in volume terms in 2010.
What' s encouraging is the vast potential for RTDs in such emerging markets as
Brazil, China, South Africa or India.
This latest report from IWSR/just-drinks provides a global review and analysis
of the RTDs & RTS categories. With a complete data overview, interviews with
the leading players and unique textual analysis explaining the reasons behind
the numbers, this report is essential reading to anyone involved or affected
by these innovative categories.
Beginning with an executive summary in Chapter 1, Chapter 2
Introduction sets the scene with an overview of the categories' history up to
the present day.
Chapter 3 Scope of the market
This chapter overviews the global market, providing consumption volumes for
the top 10 markets, and the largest growing (and declining) markets.
Chapter 4 Industry structure
This chapter summarises the main players' market share and latest (2009)
consumption volumes.
Chapter 5 Development of the ready-to-serve (RTS) market
In the last year there has been a big increase in the amount of innovation
around the RTS area. This has been marked by the arrival of new flavours and
new packaging concepts. For instance, there are a couple of entries that are
Bag-in-Box (BIB) format and Malibu has even launched an RTD in a pouch.
Bacardi Flavoured Rums brand director Gordon Chisholm says: "We are seeing a
lot more activity and innovation going on within the RTS category, but it is a
sizeable category and the view going forward is that it will continue to grow
as people choose to introduce and add new innovations."
Chapter 6 Impact on the parent brand
In the early days of RTDs marketers were concerned that they might cannibalise
sales of the full-strength parent brand. There was also the related question
about the impact of RTDs on the brand equity of the parent brand. Yet the
evidence today is that well-executed RTDs can enhance both the sales and image
of the parent brand.
This chapter provides insight from the brand players and sales comparison data
trending brands' parent sales and RTD sales from 2005 to 2009.
Chapter 7 Greater segmentation
Halewood International marketing director Graham Oak believes that four
sub-sectors have emerged within the RTD market - ' crisp refreshment' with
brands such as Moscow Mule and Smirnoff Ice; fruit refreshment with Bacardi
Breezer and Reef as examples; prepared cocktails and pre-mixed cans. He says:
"Over the next 12 months we will see dramatic changes within the RTD category
in terms of margin/value delivery, recruitment of new consumers driven by new
formats and product innovation."
Chapter 8 Markets
This chapter provides sales of main brands from 2005-2009 for all major world
markets. Together with the data, the report analyses the findings and provides
additional viewpoints from the leading brands. Regional volumes are also
provided.
Table of Contents
Chapter 1 Executive summary
- Recent market performance
- Marketing developments
Chapter 2 Introduction
Chapter 3 Scope of the market
Chapter 4 Industry structure
Chapter 5 Development of the ready-to-serve (RTS) market
Chapter 6 Impact on the parent brand
Chapter 7 Greater segmentation
- RTSs and established cocktail cultures
Chapter 8 Markets
- Asia and Australasia
- Australia
- Japan
- India
- Thailand
- China
- Americas
- US
- Mexico
- Brazil
- Europe
- UK
- Italy
- France
- Netherlands
- Germany
- Estonia
- Lithuania
- Russia
- Ukraine
- Rest of the world
- South Africa
Appendix: From the archive
- GERMANY: RTD tax hike pushes adolescents to other drinks - research
- EUR: MEPs back clearer labelling on RTDs
- UK: Halewood International gives Sidekick long option
- AUS: Senate passes RTD drinks tax hike
- AUS: RTD sector in high spirits - figures
- UK: Global Brands launches low alcohol VK Kick
- US: Public in favour of warning labels on ' alcopops' - survey
- JAPAN: Diageo signs JV deal with Kirin
- In the spotlight - Australia' s RTD tax
- UK: RTD tax rise proposal trashed
- US: Diageo trashes California FMB reclassification plan
- SWEDEN: RTD tax proposal criticised by health minister - report
- US: Diageo expands ' progressive adult' portfolio
- ANALYSIS: Is India ready to drink Ready-to-Drinks?
- INDIA: UB shelves plans for RTDs in India - report
- US: California set to tax RTDs as spirits
- US: Diageo offers new flavoured malts in North America
- UK: RTD slump forces Bacardi to end production
- UK: Smirnoff Ice and WKD fall foul of ASA
List of tables
- Table 1: Top ten markets, 2005-2009 (000' s nine-litre cases, % share and
change)
- Table 2: Top ten largest growth markets based on volume growth 2008 to
2009 (000' s nine-litre cases)
- Table 3: Top ten largest declining markets based on volume growth 2008 to
2009 (000' s nine-litre cases)
- Table 4: Australia - sales of main brands, 2005-2009 (000' s nine-litre
cases, % share and change)
- Table 5: Japan - sales of main brands, 2005-2009 (000' s nine-litre cases,
% share and change)
- Table 6: India - sales of main brands, 2005-2009 (000' s nine-litre cases,
% share and change)
- Table 7: Thailand - sales of main brands, 2005-2009 (000' s nine-litre
cases, % share and change)
- Table 8: US - sales of main brands, 2005-2009 (000' s nine-litre cases, %
share and change)
- Table 9: Mexico - sales of main brands, 2005-2009 (000' s nine-litre cases,
% share and change)
- Table 10: Brazil - sales of main brands, 2005-2009 (000' s nine-litre
cases, % share and change)
- Table 11: United Kingdom - sales of main brands, 2005-2009 (000' s
nine-litre cases, % share and change)
- Table 12: France - sales of main brands, 2005-2009 (000' s nine-litre
cases, % share and change)
- Table 13: Netherlands - sales of main brands, 2005-2009 (000' s nine-litre
cases, % share and change)
- Table 14: Germany - sales of main brands, 2005-2009 (000' s nine-litre
cases, % share and change)
- Table 15: Russia - sales of main brands, 2005-2009 (000' s nine-litre
cases, % share and change)
- Table 16: Ukraine - sales of main brands, 2005-2009 (000' s nine-litre
cases, % share and change)
- Table 17: South Africa - sales of main brands, 2005-2009 (000' s nine-litre
cases, % share and change)
List of figures
- Figures 1 & 2: Sales by region, 2005, 2009 (000' s nine-litre cases)
- Figure 3: Sales of Smirnoff Vodka vs Smirnoff RTDs, 2000-2009 (000' s
nine-litre cases)
- Figure 4: Sales of Jack Daniel' s Whiskey vs Jack Daniel' s RTDs, 2000-2009
(000' s nine-litre cases)
- Figure 5: Sales of Jim Beam Whiskey vs Jim Beam RTDs, 2000-2009 (000' s
nine-litre cases)
- Figure 6: Asia Pacific - sales by sub-region, 2005-2009 (000' s nine-litre
cases)
- Figure 7: Americas - sales by sub-region, 2005-2009 (000' s nine-litre
cases)
- Figure 8: Europe - sales by sub-region, 2005-2009 (000' s nine-litre cases)
