The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreSep 2013
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The prospects for spirits globally are on the upward curve, with the category increasing its share of throat and spend in the alcoholic drinks sphere over the 2007-2017 period. The briefing looks at why this is happening, and examines the key dynamics globally and the opportunities for growth in both mature and emerging markets.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Between 2007-2017, spirits? share of alcoholic drinks consumption measured in Litres of Pure Alcohol will increase by 1.5 percentage points to nearly 39% of all alcoholic drinks consumed globally, and share of spend by 2 percentage points. This continuous shift is driven primarily by mature markets, as consumers move away from traditional alcohol products, particularly beer.
Across the globe, consumers are trading up to more premium products, which in emerging markets includes a shift from domestic products to more premium international spirits brands. However, in Western Europe, due to the economic difficulties in some markets, trading down is also apparent.
Emerging markets, led by Asia Pacific, are the key growth drivers in many categories. This includes local spirits such as baijiu, as well as locally produced products in categories such as rum and whiskies.
Following Diageo?s acquisition spree to rebalance its geographic presence, further consolidation is likely to be on a smaller scale, as international companies all wait for the breaking up of Beam. Acquisition activity is likely to be led by Pernod Ricard, although its debt level prevents action before 2015.
There are huge opportunities for expansion for international companies in emerging markets, as growing wealth in these markets makes their products more affordable. There are also opportunities in mature markets in untapped markets or new niches, such as super-premium gin.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.