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

Consumer Targeting in Alcoholic Drinks: Effective marketing and innovation strategies by gender, age, price and occasion published by Business Insights in August, 2010. This report consists of Pages: 90 and the price starts from US $ 3835.

Introduction

Abstract

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.

Table of Contents

Gavin Humphries

• Disclaimer

Executive summary

• Introduction
• Targeting by gender
• Targeting by age
• Ethnic & niche segments
• Targeting occasions
• Targeting by price
• Future trends

Chapter 1 - Introduction

• Summary
• Introduction
• Consumption of alcohol
• Marketing implications

Chapter 2 - Targeting by gender

• Summary
• Introduction
• Market overview
• Women
• Female branding
• Beyond branding
• Lower alcohol products
• Low calorie products
• Case study: super low calorie beers
• Case study: female friendly beer in the UK
• Functional and healthier products for women
• Case study: targeting women in Japan
• Men
• Functional and healthier products for men
• Conclusions

Chapter 3 - Targeting by age

• Summary
• Introduction
• Market overview
• Young adults
• Young adults and wine
• Beyond young adults
• Mid-lifers
• Seniors
• Conclusions

Chapter 4 - Ethic and Niche Segments

• Summary
• Introduction
• Targeting ethnic groups
• The Hispanic market
• The African-American market
• Targeting immigrants
• Targeting religious groups
• Niche segments

Chapter 5 - Targeting occasions

• On-trade trends
• At-home trends
• Replicating the on-trade
• Linking with food
• Third places
• Outdoor occasions
• On-the-move consumption
• Products by time of day
• Conclusions

Chapter 6 - Targeting by price

• Summary
• Introduction
• Market overview
• Premium products

• Developed market trends
• Cheaper premium products
• Premium beer
• Premium spirits
• Premium wine

• Super- and ultra-premium products

• Super- and ultra-premium spirits
• Super-premium whiskey
• Super-premium vodka
• Super-premium tequila
• Other spirits

• Super-premium beer
• Super-premium wine
• Economy products
• Developed market trends
• Emerging market trends
• Conclusions

Chapter 7 - Future trends

• Summary
• Introduction
• Market polarization
• Functional polarization
• Market unification
• Geographical unification
• Personalization

Appendix

Table of figures

• Figure 1: Beer sales in developed and emerging markets, 2000-2014
• Figure 2: Spirits sales in developed and emerging markets, 2000-2014
• Figure 3: Wine sales in developed and emerging markets, 2000-2014
• Figure 4: Alcohol consumption by product market and gender, 2009
• Figure 5: Alcohol consumption by country and gender, 2009
• Figure 6: New female branded wines
• Figure 7: New female branded beer
• Figure 8: New female branded FABs
• Figure 9: New female branded spirits
• Figure 10: New reduced strength wines
• Figure 11: Super low calorie beers
• Figure 12: New functional and healthier products for women
• Figure 13: New products for men
• Figure 14: Alcoholic energy beers
• Figure 15: Alcoholic energy cocktails
• Figure 16: Alcoholic sports drinks
• Figure 17: Low alcohol cocktails
• Figure 18: Alcohol consumption by product market and age group, 2009
• Figure 19: Alcohol consumption by country and age group, 2009
• Figure 20: Alcohol consumption by young adults by country, 2009
• Figure 21: Wines for the young adult market
• Figure 22: Alcohol consumption by mid lifers by country, 2009
• Figure 23: Products for the mid-lifers market
• Figure 24: Alcohol consumption by seniors by country, 2009
• Figure 25: Products for the seniors market
• Figure 26: Products for the Hispanic market
• Figure 27: Products with charity links
• Figure 28: Products for niche segments
• Figure 29: Alcohol consumption in the on-trade by country, 2005-09
• Figure 30: Draft kegs
• Figure 31: Products for the at-home market
• Figure 32: Products designed as food accompaniments
• Figure 33: Products for the barbecue occasion
• Figure 34: Share of food-related alcoholic drinks launches, 1985-2010
• Figure 35: Products for outdoor occasions
• Figure 36: Wines for on-the-move consumption
• Figure 37: Spirits for on-the-move consumption
• Figure 38: Alcohol consumption by product market and income group, 2009
• Figure 39: Share of premium alcoholic drinks launches, 1980-2010
• Figure 40: Share of premium and above launches by market, 2005-2010
• Figure 41: Share of premium beer by developed market, 2000-2010
• Figure 42: Cheaper premium spirits products
• Figure 43: Share of premium beer by emerging market, 2000-2010
• Figure 44: Super- and ultra-premium whiskies
• Figure 45: Super- and ultra-premium vodkas
• Figure 46: Super- and ultra-premium tequila
• Figure 47: Other super- and ultra-premium spirits
• Figure 48: Super-premium beer and cider
• Figure 49: Economy alcoholic drinks

Table of tables

• Table 1: Alcohol consumption in the on-trade by country, 2005-09
• Table 2: Alcohol consumption by product market and income group, 2009
• Table 3: Premium beer penetration by country, 2000-2010

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