Consumer and Innovation Trends in Spirits




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Spirits are falling behind other categories with respect to addressing some key consumer needs. For example, FABs have been more effective in delivering convenience and simplicity; wine's inherent health credentials make it a more natural choice for those seeking better-for-you offerings; and the beer category has arguably overshadowed spirits in social media efforts.

Each section is introduced with a concise SWOT analysis that outlines how each TrendSights mega-trend can be applied to the spirits category.

Consumer insight analysis covering 18 countries globally highlights the key attitudes and behaviors that drive the choices of spirit consumers.

Draw inspiration from numerous case studies and product examples throughout the brief that showcase best-in-class innovations in spirits.

How do Canadean's mega-trends apply specifically to spirits?

Where is innovation occurring in spirits and what does it look like?

Spirit drinkers are a diverse group. What implications does this have?

Consumer needs often differ by market. How should players react?

Key Highlights
Vodka is traditionally considered to be the best "canvas" for experimenting with other ingredients, but among people aged 25 to 34, whiskey drinkers are more likely to enjoy experimenting with different flavors. This inclination to challenge traditional whiskey conventions has shaped innovation in flavored dark spirits.

The proportion of consumers who are highly influenced by claims of "authentic," "home-made," or "real" has grown from 22% in 2009 to 42% in 2011. Indeed, the thriving craft beer movement is testament to consumers' pursuit of authentic products and artisanal methods, which is similarly driving interest in small-scale and craft distilling.

Data provided in easy-to-use tables in Excel