Table of Contents
- Issues in the Market
- Key themes
- Definition
- Abbreviations
- Market in Brief
- FABs in freefall
- Pre-mixed are the new generation of RTDs
- Internal Market Environment
- Key points
- Decline in on-trade means a decline in drinking
- Figure 1: Drinking trends for the adult population, and proportion who
drink in-home and out-of-home, 2005-09
- Younger consumers becoming less valuable
- Figure 2: Volume Index Importance* of alcohol drinkers, by age, 2005-09
- Figure 3: Agreement that the point of drinking is to get drunk, by age
group, 2005-09
- However, cider is challenging FABs on in-store price
- Figure 4: Supermarket price point of RTDs versus flavored cider and
lager, 2009
- More need to capitalise on a convenience culture
- Figure 5: Statements about convenience, 2009
- Naturalness versus energetic
- The attraction of low calories
- Figure 6: Calories contained in typical serves of different alcohol
types, 2009
- Broader Market Environment
- Key points
- A political football
- Taxed to the limit
- Figure 7: Rates of excise duty on RTDs*, 2002-09
- Economic outlook still uncertain
- Figure 8: Consumer confidence index over 12 months Aug 2008-Aug 2009
- Figure 9: Trends in PDI and consumer expenditure, 2004-14
- Legislation increases off-trade influence
- Figure 10: UK premises with 24-hour licences, 2008
- Double-digit growth among 25-34s
- Figure 11: Structure of the UK 18+ population, by age, 2004-14
- Increasingly middle class
- Figure 12: Structure of the UK population, by socio-economic group,
2004-14
- Competitive Context
- Key points
- Wine, cider and champagne see the most success
- Figure 13: UK value sales of alcoholic drinks, by type, 1998-2008
- Figure 14: Trends in consumer base, by type of drink, 2005-09
- Increased range of sweet-tasting competitors
- Population going soft
- Figure 15: A comparison of UK value sales for alcoholic and
non-alcoholic drinks, 1998-2008
- Figure 16: Value sales of the non alcohol drinks market, 2004-08
- Strengths and Weaknesses
- Strengths
- Weaknesses
- Market Size and Segmentation
- Key points
- Market in freefall
- Figure 18: UK volume and value sales of RTDs, 2004-14
- Amidst the gloom, a silver lining
- Strong growth of pre-mixed drinks will help the RTD category to recover
- Figure 19: UK value sales of RTDs at current prices, by sector, 2004-14
- Figure 20: UK value sales of RTDs at real prices, by sector, 2004-14
- Figure 21: UK volume sales of RTDs, by sector, 2004-14
- Figure 22: Share of UK volume sales of RTDs, by drink type , 2004-14
- FABs continue to decline but will still appeal to a core
- Factors used in the forecast
- Market Share
- Key points
- Diminishing FABs market dominated by big brands
- Smaller companies helping to pioneer pre-mixed category
- Companies and Products
- Key points
- Anglo Drinks
- Bacardi-Martini Ltd
- Beverage Brands
- Diageo
- G&J Greenall
- Global Brands
- Halewood International
- Manchester Drinks
- West Eleven Cocktails
- Other
- Own-label
- Brand Communication and Promotion
- Key points
- FABS pull the plug on above-the-line support
- Figure 23: Main monitored media advertising spend on FABs, compared to
market value sales, 2005-09
- Bacardi Mojito single-handedly driving spend on pre-mixed cocktails
- Figure 24: Main monitored media advertising spend on Bacardi Mojito,
2005-09
- WKD is the last FAB standing
- Figure 25: Main monitored media advertising expenditure on RTDs, by top
10 brands, 2005-09
- A seasonal targeting strategy
- Figure 26: Seasonal average adspend and new product launching for RTDs,
2006-08
- Channels to Market
- Key points
- Despite a decline in share, on-trade dominates market value
- Figure 27: UK volume and value sales of RTDs, in the on- and off-trade,
2007-09
- Figure 28: UK volume sales of RTDs, in the off-trade, 2007-09
- A hard time for pubs and clubs
- Figure 29: UK volume sales of RTDs in the on-trade, by outlet type,
2007-09
- Consumer Usage
- Key points
- Three in ten are drinkers
- Figure 30: Consumption of RTDs in the past 12 months, July 2008
- Figure 31: Consumption of RTD types amongst RTD users in the past 12
months, July 2008
- An increasingly narrow focus
- Figure 32: VII (volume Importance Index) of pre-mixed spirits and
alcoholic carbonates, gender, age and socioeconomic group, 2005-09
- Figure 33: Usage of pre-mixed spirits and alcoholic carbonates, July 2009
- Pre-mixed spirits/cocktails seen as more mature option
- Appendix -- Internal Market Environment
- Figure 38: Drinking trends by volume, for the total population, in-home
and out-of-home drinkers, 2005-09
- Appendix -- Brand Communication
- Figure 39: Top spending above-the-line advertisers in the FAB category,
2005-09
- Figure 40: Above-the-line advertising spend in the FAB category, by
media type, 2006-08
- Appendix -- Consumer Usage
- Figure 41: Overall consumption of pre-mixed spirits and alcoholic
carbonates, gender, age and socio-economic group, 2005-09
- Figure 42: Heavy consumption of pre-mixed spirits and alcoholic
carbonates, by gender, age and socio-economic group, 2005-09
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