RTDs and High Strength Premixes: A Growing and Increasingly Sophisticated Category

Introduction

Scope

Objectives of global briefing

Key findings

Momentum

Timeline

RTDs record highest category growth in 2011

All categories moving up

Continuing momentum

Japan: RTD manufacturer heaven

Volume vs value analysis

Key Trends

Lack of geographic homogeneity

RTDs: A local affair

Polarisation driven by increasing income inequality

Polarisation: Defining mature markets

Expanding customer base

Extending drinking occasions

Social responsibility a key growth driver

Environment

Advance of the big retailers: Could be a threat to the category?

Case study: Impulse buying outlets fail to be used in Greece

Lack of a presence in impulse buying outlets in Greece

The Marketing Mix

A marketing mix influenced by novelty

Product

Price

Place

Is the on-trade the future of RTDs?

A marketing mix influenced by novelty (Promotion)

The ubiquitous social media

New applications changing the world as we know it

Strategic Role

Why RTDs are beneficial to the companies (and will keep growing)

The new wave of brand extensions into RTDs

Case study: Aperol – creating a new category

Aperol : Creating a new category

The Importance of Packaging

Glass packaging traditionally strongest in RTDs

Core consumer drivers behind 2011 new pack launches

Functionality stimulated by on-trade

Polarisation in packaging

Sustainability in packaging to address growing eco-awareness

Top Markets

Abv polarisation in Japan

Malt-based RTDs losing their appeal in Germany

The US: Obesity concerns drive low-calorie launches

Gender-specific focus in the US

Are RTDs becoming a functional drink?

…Or a beauty supplement?

Health supplements offering a recession-proof formula for growth

Strong growth for botanicals as “nature” drives markets

Most dynamic countries by forecast volume growth 2011-2016

Top 10 growth markets 2011-2016

Australia: Sales recovering after 2008 declines

RTDs: Answering the pain in Spain

Recommendations

Innovations , growing consumer base and ethical consumerism

Possible routes for growth

Report Definitions

Definitions and terminology

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