The Indian Beer, Cider and Pre-mixed Spirits Market: What Consumers Drink and Why?

Published: October 2013
No. of Pages: 50
  

Synopsis

This report provides the results for the Beer, Cider and Pre-mixed Spirits market in India 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 Beer, Cider and Pre-mixed 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 Beer, Cider and Pre-mixed 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. Beer andAle, Flavoured Alcoholic Beverages, Lager, and Low Alcohol Beer and Lager 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 modeling for the following specific categories: Beer and Ale, Flavoured Alcoholic Beverages, Lager, and Low Alcohol Beer and Lager.
  • 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.

Key Market Issues

  • Consumer segmentation by gender group reveals females account for significantly less Beer and Pre-Mixed Spirits consumption than men. Tradition is a significant factor in this, with alcohol consumption among Indian women a taboo until recently.
  • India's Better Off wealth group account for nearly half the total consumption of Beer and Pre-Mixed Spirits in value terms. Notably, the Hard Pressed and Moderate Income groups constitute the second and third largest cohort groups.

Key Highlights

  • Market value analysis reveals that Lager alone accounts for more than 82% of the Beer and Pre-Mixed Spirits market in India in value terms. Flavoured Alcoholic Beverages is the second largest segment.
  • Brand analysis reveals that private label's penetration in Flavored Alcoholic Beverages is higher compared to other categories in market. However, both remaining categories have a minimal penetration of2-5% of the overall market, limiting retailers' revenues in these categories.
  • India's young population and increasing urbanization, which tends to lead Indian consumers to increasingly delay settling down, marriage, and childbirth, are key trends that will shape the Indian Beer and Pre-Mixed Spirits market.

The Indian Beer, Cider and Pre-mixed Spirits Market: What Consumers Drink and Why?

Table Of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)

2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data

3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Beer, Cider and Pre-mixed Spirits Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Beer and Ale
3.2.2 Flavoured Alcoholic Beverages
3.2.3 Lager
3.3 Behavioral Trends and Market Value
3.3.1 Beer and Ale
3.3.2 Flavoured Alcoholic Beverages
3.3.3 Lager

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Beer and Ale
4.1.2 Flavoured Alcoholic Beverages
4.1.3 Lager
4.2 Consumer Profiles by Product Category
4.2.1 Beer and Ale
4.2.2 Flavoured Alcoholic Beverages
4.2.3 Lager

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Beer, Cider and Pre-mixed Spirits Brand Choice and Private Label Consumer Penetration
5.2.1 Beer and Ale
5.2.2 Flavoured Alcoholic Beverages
5.2.3 Lager

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Beer, Cider and Pre-mixed Spirits
6.1.2 Beer and Ale
6.1.3 Flavoured Alcoholic Beverages
6.1.4 Lager

7 Consumption Impact: Market Valuation
7.1 Beer, Cider and Pre-mixed Spirits Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Beer, Cider and Pre-mixed Spirits Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Beer, Cider and Pre-mixed Spirits Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category

8 Appendix
8.1 About Canadean
8.2 Disclaimer

List Of Tables

Table 1: Volume Units for the Beer, Cider and Pre-mixed Spirits Market
Table 2: Foreign Exchange Rate - INR vs. USD
Table 3: India Survey Respondent profile (weighted), 2012
Table 4: India Beer, Cider and Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Table 5: India Beer, Cider and Pre-mixed Spirits Value Share (%), by Gender, 2012
Table 6: India Beer, Cider and Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: India Beer, Cider and Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: India Beer, Cider and Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Table 9: India Beer, Cider and Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: India Beer and Ale Consumer Group Share (% market value), 2012
Table 11: India Flavoured Alcoholic Beverages Consumer Group Share (% market value), 2012
Table 12: India Lager Consumer Group Share (% market value), 2012
Table 13: India Total Beer and Ale Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: India Total Flavoured Alcoholic Beverages Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: India Total Lager Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: India Beer and Ale Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: India Beer and Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: India Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: India Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: India Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: India Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: India Beer and Ale Consumer Profiles (% consumers by sub-group), 2012
Table 23: India Flavoured Alcoholic Beverages Consumer Profiles (% consumers by sub-group), 2012
Table 24: India Lager Consumer Profiles (% consumers by sub-group), 2012
Table 25: India Beer, Cider and Pre-mixed Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: India Beer and Ale Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: India Flavoured Alcoholic Beverages Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: India Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: India Beer, Cider and Pre-mixed Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: India Beer and Ale: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: India Flavoured Alcoholic Beverages: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: India Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: India Beer Cider and Pre-mixed Spirits Market Value (Indian Rupee million), by Category, 2012
Table 34: India Beer Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 35: India Beer Cider and Pre-mixed Spirits Market Volume (Ltrs m), by Category, 2012
Table 36: India Beer Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 37: India Beer Cider and Pre-mixed Spirits Expenditure Per Capita (Indian Rupee), by Category, 2012
Table 38: India Beer Cider and Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Table 39: India Beer Cider and Pre-mixed Spirits Expenditure Per Household (Indian Rupee), by Category
Table 40: India Beer, Cider and Pre-mixed Spirits Expenditure Per Household (US$), by Category
Table 41: India Beer Cider and Pre-mixed Spirits Market Volume by Category, 2012
Table 42: India Beer, Cider and Pre-mixed Spirits Consumption Per Capita by Category, 2012
Table 43: India Beer, Cider and Pre-mixed Spirits Consumption Per Household by Category, 2012

List Of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: India Beer, Cider and Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Figure 3: India Beer, Cider and Pre-mixed Spirits Value Share (%), by Gender, 2012
Figure 4: India Beer, Cider and Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: India Beer, Cider and Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: India Beer, Cider and Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: India Beer, Cider and Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: India Beer and Ale Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: India Beer and Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: India Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: India Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: India Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: India Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: India Beer Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Figure 15: India Beer Cider and Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 16: India Beer, Cider and Pre-mixed Spirits Expenditure Per Household (US$), by Category

Published By: Canadean
Product Code: Canadean10434


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