The French Spirits Market: What Consumers Drink and Why?




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Product Synopsis

This report provides the results for the Spirits market in France from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Spirits market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Spirits market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Spirits are not considered essential items and therefore consumption patterns have been negatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease

What are the key drivers behind recent market changes?

Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modelling for the following specific categories: Brandy, Whiskey, Rum, Gin and Genever, Vodka, Tequila and Mezcal, Specialty Spirits, andLiqueurs.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
  • Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • Tequila and Mezcal consumption is very low in France in terms of both value and volume, followed by Brandy and Gin and Genever which are also consumed infrequently. Speciality Spirits and Whiskey form the two largest segments in the overall spirits market. 
  • While Liqueur consumption declines between Early Young Adults and Pre-Mid-Lifers, the number of Heavy consumers increases. This shows that as consumers get older, Liqueur producers are successfully transitioning them from Medium to Heavy consumers. Liqueur producers need to continue this pattern as consumers' transition into older age groups.
  • Private label penetration is highest in the Tequila and Mezcal category, where it is significantly higher than other Spirits categories. Private label penetration is low compared with other CPG categories, highlighting consumers' doubts of retailers being able to produce quality Spirits products.

Key Highlights

  • Consumers in the Better Off wealth group account for the largest share in the French spirits market by value. Furthermore, the Better Off and Highly Affluent wealth groups comprise more than half of the Spirits market in France, highlighting the strong potential for premium products. 
  • Older Consumers account for the largest share of the French Spirits market by value, while Early Young Adults the smallest. This is partly driven by different preferences for quality and volume among younger and older consumers, which producers need to be aware of in order to successfully target their products.
  • Consumers that are categorized as Time Poor and No Time constitute the majority of the Spirits market, while Time Rich consumers are the smallest segment. This suggests products able to provide an escape from hectic schedules will resonate well with consumers.