Smaller categories showcase promising growth
Alcoholic drinks witnessed flat volume growth whilst value sales grew in 2013, thanks to the ongoing premiumisation trend across major categories, especially beer. Consumer trends continue to favour unique, diverse and upgraded offerings in liquor, similar to what they have come to expect in other food and drink categories. Growing off smaller bases, cider/perry and RTDs/high-strength premixes witnessed tremendous growth rates during the review period. Flavour innovation, convenience and differentiated products drove growth in these smaller categories.
Premiumisation continues to evolve across categories
Premiumisation continues to be a key theme amongst new product launches, mergers & acquisitions and new product developments, most noticeably in large-volume categories including spirits, beer and wine. Wine companies continue to acquire premium wine brands as consumer trends increasingly favour premium domestic wines. In spirits, some categories like Irish whiskey focus on value growth after having witnessed impressive volume gains in the last several years of the 2008-2013 review period. Marketers are introducing premium products to new target groups where there is a need or gap to fill. Premiumisation also takes on new forms based on varied needs of new target audiences.
Anheuser-Busch remains leader in alcoholic drinks
Whilst the market leader continued to be the largest beer manufacturer in the US, real growth for Anheuser-Busch is coming from other categories such as cider/perry and malt-based RTDs, with its diversification strategy paying off. Anheuser-Busch showed tremendous volume growth in cider/perry with its Michelob Ultra Light cider brand, a low-calorie drink, and in 2013 expanded its cider portfolio with the launch of premium-positioned Stella Artois Cidre. The company’s malt-based RTD brand Bud Light Lime-a-Rita was a star performer in RTDs/high-strength premixes. The brand offers a variety of flavours and a differentiated product from a well-known brand.
Parapharmacies/drugstores channel grows stronger for wine, whilst spirits shows fastest growth through warehouse clubs
Parapharmacies/drugstores witnessed the fastest volume growth for wine, amongst other channels in 2013. As drugstores expand their offerings to increase customer basket size and project themselves as a one-stop shop, these stores are also expanding their range of alcoholic drinks like wine and RTDs. In spirits, warehouse clubs showed strongest volume gains in 2013. Whilst Costco has an average inventory of less than 200 alcoholic beverage items, it utilises several in-store strategies to promote its liquor sales effectively.
Millennials to drive significant trends in the coming years
Millennials are considered the largest demographic group in the US after the baby boomers. The group will continue to have a significant impact on the alcoholic drinks landscape since this generation has a varied palate, approach and attitude towards consuming alcoholic beverages when compared to the baby boomers. Liquor marketers will continue to ardently pursue marketing strategies that appeal to millennials’ sense of individuality and personal identity through unique and differentiated products.
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The Alcoholic Drinks in USA market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Production, imports by origin, exports by destination
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Alcoholic Drinks in USA?
- What are the major brands in USA?
- Have there been any alcoholic drinks legislative changes over the past 12 months?
- How is the alcoholic drinks industry affected by the recession?
- What is consumed more; beer, wine or spirits?
- What have been the key trends seen in new product developments?
- Do alcoholic drinks consumers want value for money or added value?
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This industry report originates from Passport, our Alcoholic Drinks market research database.