Alcoholic Drinks in South Korea
Euromonitor International's Alcoholic Drinks in South Korea market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.
Tables: 148 | Publication date: Feb 2010
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/Perry; RTDs/High-Strength Premixes; Spirits; Wine
Executive summary
Healthy growth despite the economic downturn
Whisk(e)y and grape wine saw negative volume growth from the fourth quarter of 2008 when the global economic recession forced South Korean consumers to spend less on alcoholic drinks and trade down to lower-priced options such as beer and soju. The healthy volume growth of beer and soju drove the positive performance of the overall alcoholic drinks market in 2009. Younger generations and female consumers in urban areas continued to drive the consumption of alcoholic drinks in South Korea during 2009.
Polarisation in consumer behaviour
In 2009, premium and economy products showed positive growth while standard products posted a decline. Consumers in the middle-income segment were affected by the economic recession and increasing prices, caused by an unfavourable exchange rate and rising raw material prices. These consumers traded down to lower-priced products, while higher-income consumers stuck with premium products or even moved into the super-premium space. Single malt Scotch whisky and soju, a lower-priced but high alcohol content local alcoholic drink, posted healthy volume growth in 2009. Within blended Scotch whisky, super-premium and economy products gained share while standard products posted a decline. Takju, a traditional rice wine with the lowest average unit price of any alcoholic drink in the country, saw healthy growth, while Japanese rice wine sake, which is a premium product in terms of average unit price, saw even stronger growth in volume terms.
Increasing competition across the market
Sake gained in popularity among young consumers in 2009 to the detriment of grape wine. Even domestic soju manufacturers launched premium soju products to imitate sake. RTDs competed against beer as beer makers introduced low-alcohol beer with flavours to target female consumers. Cheongju, which has a lower ABV than soju, lost share to soju as low-alcohol soju variants targeted young consumers. As the main target audiences of alcoholic drinks, younger generation and female consumers sought out low-alcoholic drinks with a mild and sweet taste as well as new experiences, and alcoholic drinks manufacturers made efforts to develop new products to meet the needs of these consumers. This led to increasing competition across the market.
Faster growth of off-trade sales
Healthy growth expected over the forecast period
Volume sales of alcoholic drinks are predicted to see positive growth over the forecast period. However, the market is forecast to see slightly stronger growth in constant value terms as South Korean consumers are likely to seek premium products and manufacturers are expected to focus on the premium segment once the economy recovers. A wide range of new products are expected to emerge and manufacturers are expected to focus the majority of their marketing efforts on targeting the younger generations of alcoholic drinks consumers.
Table of contents
ALCOHOLIC DRINKS IN SOUTH KOREA : MARKET INSIGHT
EXECUTIVE SUMMARY
Healthy growth despite the economic downturn
Polarisation in consumer behaviour
Increasing competition across the market
Faster growth of off-trade sales
Healthy growth expected over the forecast period
KEY TRENDS AND DEVELOPMENTS
Economic slowdown changes drinking patterns
Young and female consumers drive alcohol consumption
Consumers attached to well-known brands
Cocooning trend spreads
Specialist Retailers
Summary 1 Leading Specialist Retailers 2009
Market Merger and Acquisition Activity
Summary 2 Merger and Acquisition Activity 2008-2009
LEGISLATION
Table 1 Number of On-trade Establishments by Type 2004-2008
TAXATION AND DUTY LEVIES
Table 2 Taxation and Duty Levies on Alcoholic Drinks 2009
Table 3 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2009
Table 4 Selling Margin of a Typical Domestically Produced Beer Brand 2009
Table 5 Selling Margin of a Typical Domestically Produced Wine Brand 2009
Table 6 Selling Margin of a Typical Imported Wine Brand 2009
Table 7 Selling Margin of a Typical Domestically Produced Spirits Brand 2009
Table 8 Selling Margin of a Typical Imported Spirits Brand 2009
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 9 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
MARKET DATA
Table 10 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
Table 11 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
Table 12 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2004-2009
Table 13 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2004-2009
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2009
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2009
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2009
Table 17 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2009
Table 18 Company Shares of Alcoholic Drinks by Global Brand Owner 2005-2009
Table 19 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2009
Table 20 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2009
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2009-2014
DEFINITIONS
Summary 3 Research Sources
Published data comparisons
LOCAL COMPANY PROFILES - SOUTH KOREA
BOHAE BREWERY CO LTD - ALCOHOLIC DRINKS - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Bohae Brewery Co Ltd: Key Facts
Summary 5 Bohae Brewery Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Bohae Brewery Co Ltd: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 7 Bohae Brewery Co Ltd: Competitive Position 2009
HITE BREWERY CO LTD - ALCOHOLIC DRINKS - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Hite Brewery Co Ltd: Key Facts
Summary 9 Hite Brewery Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Hite Brewery Co Ltd: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 11 Hite Brewery Co Ltd: Competitive Position 2009
JINRO CO LTD - ALCOHOLIC DRINKS - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Jinro Co Ltd: Key Facts
Summary 13 Jinro Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Jinro Co Ltd: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 15 Jinro Co Ltd: Competitive Position 2009
LOTTE CHILSUNG BEVERAGE CO LTD - ALCOHOLIC DRINKS - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Lotte Chilsung Beverage Co Ltd: Key Facts
Summary 17 Lotte Chilsung Beverage Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Lotte Chilsung Beverage Co Ltd: Production Statistics 2008
Summary 19 Doosan Corp Ltd: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 20 Lotte Chilsung Beverage Co Ltd: Competitive Position 2009
BEER IN SOUTH KOREA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 21 Lager by Price Band 2009
Table 22 Number of Breweries 2004-2008
SECTOR DATA
Table 23 Sales of Beer by Subsector: Total Volume 2004-2009
Table 24 Sales of Beer by Subsector: Total Value 2004-2009
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
Table 26 Sales of Beer by Subsector: % Total Value Growth 2004-2009
Table 27 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
Table 28 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 31 Beer: Production, Imports and Exports: Total Volume 2003-2008
Table 32 Beer Exports by Country of Destination: Total Volume 2003-2008
Table 33 Beer Exports by Country of Destination: Total Value 2003-2008
Table 34 Beer Imports by Country of Origin: Total Volume 2003-2008
Table 35 Beer Imports by Country of Origin: Total Value 2003-2008
Table 36 Company Shares of Beer by National Brand Owner 2005-2009
Table 37 Company Shares of Beer by Global Brand Owner 2005-2009
Table 38 Brand Shares of Beer 2006-2009
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
Table 40 Forecast Sales of Beer by Subsector: Total Value 2009-2014
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2009-2014
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2009-2014
RTDS/HIGH-STRENGTH PREMIXES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2004-2009
Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2004-2009
Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2004-2009
Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2004-2009
Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2004-2009
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2004-2009
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2004-2009
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2004-2009
Table 51 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2005-2009
Table 52 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2005-2009
Table 53 Brand Shares of RTDS/High-strength Premixes 2006-2009
Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2009-2014
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2009-2014
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2009-2014
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2009-2014
WINE IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Wine by Subsector: Total Volume 2004-2009
Table 59 Sales of Wine by Subsector: Total Value 2004-2009
Table 60 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
Table 61 Sales of Wine by Subsector: % Total Value Growth 2004-2009
Table 62 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
Table 63 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
Table 64 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 65 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 66 Volume Sales of Still Red Wine by Price Segment 2004-2009
Table 67 Volume Sales of Still White Wine by Price Segment 2004-2009
Table 68 Volume Sales of Still Rosé Wine by Price Segment 2004-2009
Table 69 Volume Sales of Other Sparkling Wine by Price Segment 2004-2009
Table 70 Sales of Still Red Wine by Grape/Varietal Type 2004-2009
Table 71 Sales of Still White Wine by Grape/Varietal Type 2004-2009
Table 72 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2009
Table 73 Sales of Still Red Wine by Quality Classification 2004-2009
Table 74 Sales of Still White Wine by Quality Classification 2004-2009
Table 75 Sales of Still Rosé Wine by Quality Classification 2004-2009
Table 76 Wine Production, Imports and Exports: Total Volume 2003-2008
Table 77 Wine Exports by Country of Destination: Total Volume 2003-2008
Table 78 Wine Exports by Country of Destination: Total Value 2003-2008
Table 79 Wine Imports by Country of Origin: Total Volume 2003-2008
Table 80 Wine Imports by Country of Origin: Total Value 2003-2008
Table 81 Company Shares of Still Light Grape Wine by National Brand Owner 2005-2009
Table 82 Company Shares of Still Light Grape Wine by Global Brand Owner 2005-2009
Table 83 Brand Shares of Still Light Grape Wine 2006-2009
Table 84 Company Shares of Champagne by National Brand Owner 2005-2009
Table 85 Company Shares of Champagne by Global Brand Owner 2005-2009
Table 86 Brand Shares of Champagne 2006-2009
Table 87 Company Shares of Other Sparkling Wine by National Brand Owner 2005-2009
Table 88 Company Shares of Other Sparkling Wine by Global Brand Owner 2005-2009
Table 89 Brand Shares of Other Sparkling Wine 2006-2009
Table 90 Company Shares of Non-grape Wine by National Brand Owner 2005-2009
Table 91 Company Shares of Non-grape Wine by Global Brand Owner 2005-2009
Table 92 Brand Shares of Non-grape Wine 2006-2009
Table 93 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
Table 94 Forecast Sales of Wine by Subsector: Total Value 2009-2014
Table 95 Forecast Sales of Wine by Subsector: % Total Volume Growth 2009-2014
Table 96 Forecast Sales of Wine by Subsector: % Total Value Growth 2009-2014
SPIRITS IN SOUTH KOREA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisk(e)y price band methodology
SECTOR DATA
Table 97 Sales of Spirits by Subsector: Total Volume 2004-2009
Table 98 Sales of Spirits by Subsector: Total Value 2004-2009
Table 99 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
Table 100 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
Table 101 Sales of Spirits by On-trade vs Off-trade Split: Volume 2004-2009
Table 102 Sales of Spirits by On-trade vs Off-trade Split: Value 2004-2009
Table 103 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 104 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 105 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2004-2009
Table 106 Sales of Gin by Premium/Super-premium Split 2004-2009
Table 107 Sales of Vodka by Premium/Super-premium Split 2004-2009
Table 108 Sales of Flavoured vs Non-flavoured Vodka 2004-2009
Table 109 Spirits Production, Imports and Exports: Total Volume 2003-2008
Table 110 Spirits Exports by Country of Destination: Total Volume 2003-2008
Table 111 Spirits Exports by Country of Destination: Total Value 2003-2008
Table 112 Spirits Imports by Country of Origin: Total Volume 2003-2008
Table 113 Spirits Imports by Country of Origin: Total Value 2003-2008
Table 114 Whisk(e)y Production, Imports and Exports: Total Volume 2003-2008
Table 115 Brandy & Cognac Production, Imports and Exports: Total Volume 2003-2008
Table 116 Vodka Production, Imports and Exports: Total Volume 2003-2008
Table 117 Gin Production, Imports and Exports: Total Volume 2003-2008
Table 118 Rum Production, Imports and Exports: Total Volume 2003-2008
Table 119 Tequila Production, Imports and Exports: Total Volume 2003-2008
Table 120 Liqueurs Production: Total Volume 2003-2008
Table 121 Company Shares of Spirits by National Brand Owner 2005-2009
Table 122 Company Shares of Spirits by Global Brand Owner 2005-2009
Table 123 Brand Shares of Spirits 2006-2009
Table 124 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
Table 125 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
Table 126 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2009-2014
Table 127 Forecast Sales of Spirits by Subsector: % Total Value Growth 2009-2014