Consumer Trends in the Spirits Market in Germany, 2011

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Consumer Trends in the Spirits Market in Germany, 2011
Published on January 2012

Report Summary

Synopsis
This report provides the results for the Spirits market in Germany from Canadean's unique, highly detailed and proprietary 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 behaviours, the extent to which consumer trends influence their consumption
and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this
information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product
category level.

Summary
Marketers in the Spirits market in Germany face a major challenge. Understanding market size and segmentation is valuable, but the
keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of
consumer trends.

This report provides integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer
groups, how much of the Spirits market in Germany they account for and which consumer trends drive their behaviour, and as such
allows the marketers to develop strong growth strategies.

Scope
' Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets ' and as such
the companies need to know what these trends are and be able to quantify their influence in the market.

' This report provides highly detailed insight into exactly who the consumer is and how the latest consumer trends are changing the
market by examining over 20 consumer trends and the share of sales across over 30 consumer groups.

Reasons To Buy
The data provided allows the marketers to track consumer behaviour through to its actual value impact on a product market. Unique
in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be
updated in line with the very latest consumer behaviours.

Key Highlights
' Detailed category coverage is provided, covering Brandy market, Gin & Genever market, Liqueurs market, Rum market, Specialty
Spirits market, Tequila & Mezcal market, Vodka market, and Whiskey market.
' Detailed consumer segmentation data covering over 30 consumer groups, 20 consumer trends and consumption frequency for each
product category covered.
' Detailed brand and private label category shares for 2011 for each product category
' Unique retailer choice and switching data at the product category level for 2011

Consumer Trends in the Spirits Market in Germany, 2011 (From Slideshare) Page 1/10


Table of Content

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)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children's behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Spirits Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Brandy
2.2.2 Gin & Genever
2.2.3 Liqueurs
2.2.4 Rum
2.2.5 Specialty Spirits
2.2.6 Tequila & Mezcal
2.2.7 Vodka
2.2.8 Whiskey
2.3 Behavioral Trends and Market Value
2.3.1 Brandy
2.3.2 Gin & Genever
2.3.3 Liqueurs
2.3.4 Rum
2.3.7 Vodka
2.3.8 Whiskey
3 Consumption Analysis



3.1 Consumption Frequencies by Age and Gender
3.1.1 Brandy
3.1.2 Gin & Genever
3.1.3 Liqueurs
3.1.4 Rum
3.1.7 Vodka
3.1.8 Whiskey
3.2 Consumer Profiles by Product Category
3.2.1 Brandy
3.2.2 Gin & Genever
3.2.3 Liqueurs
3.2.4 Rum
3.2.7 Vodka
3.2.8 Whiskey
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Spirits Brand Choice and Private Label Shares
4.2.1 Brandy
4.2.2 Gin & Genever
4.2.3 Liqueurs
4.2.4 Rum
4.2.7 Vodka
4.2.8 Whiskey
5 The Share of Consumers influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Spirits
5.1.2 Brandy
5.1.3 Gin & Genever
5.1.4 Liqueurs
5.1.5 Rum
5.1.8 Vodka
5.1.9 Whiskey
6 Consumption Impact: Market Valuation
6.1 Spirits Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Spirits Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category



6.2.3 Expenditure per Household by Category
6.3 Spirits Volume Impact of Consumer Behavior Trends
6.3.1 Share Growth by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption Per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Spirits
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Brandy
7.2.2 Retail Share by Volume - Gin & Genever
7.2.3 Retail Share by Volume - Liqueurs
7.2.4 Retail Share by Volume - Rum
7.2.5 Retail Share by Volume - Specialty Spirits
7.2.6 Retail Share by Volume - Tequila & Mezcal
7.2.7 Retail Share by Volume - Vodka
7.2.8 Retail Share by Volume - Whiskey
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Aldi Switching analysis
7.3.3 Anton Schlecker Switching analysis
7.3.4 Bartels-Langness Switching analysis
7.3.5 Coop (DE) Switching analysis
7.3.6 Dirk Rossmann Gmbh Switching analysis
7.3.7 dm-Drogeriemarkt Gmbh + Co.KG Switching analysis
7.3.8 Edeka Switching analysis
7.3.9 Globus Switching analysis
7.3.10 Lekkerland Gmbh & Co. KG Switching analysis
7.3.11 Metro Group Switching analysis
7.3.12 Norma Switching analysis
7.3.13 Rewe Group Switching analysis
7.3.14 Schwarz Group Switching analysis
7.3.15 Tengelmann Switching analysis
7.3.16 Other Switching analysis
7.4 Profiles of End-Consumers of Spirits, by Retailer Used
7.4.1 Aldi
7.4.2 Anton Schlecker
7.4.3 Bartels-Langness
7.4.4 Coop (DE)
7.4.5 Dirk Rossmann Gmbh
7.4.6 dm-Drogeriemarkt Gmbh + Co.KG
7.4.7 Edeka
7.4.8 Globus
7.4.9 Lekkerland Gmbh & Co. KG
7.4.10 Metro Group
7.4.11 Norma
7.4.12 Rewe Group
7.4.13 Schwarz Group



7.4.14 Tengelmann
7.4.15 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables
Table 1: Volume Units for the Spirits Market
Table 2: Foreign Exchange Rate - Euro Vs. US$, 2011
Table 3: Population Profiles
Table 4: Germany Spirits Value Share (%), by Age Groups, 2011
Table 5: Germany Spirits Value Share (%), by Gender, 2011
Table 6: Germany Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Spirits Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Spirits Value Share (%) by Wealth Groups, 2011
Table 9: Germany Spirits Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Brandy Consumer Group Share (% market value), 2011
Table 11: Germany Gin & Genever Consumer Group Share (% market value), 2011
Table 12: Germany Liqueurs Consumer Group Share (% market value), 2011
Table 13: Germany Rum Consumer Group Share (% market value), 2011
Table 14: Germany Specialty Spirits Consumer Group Share (% market value), 2011
Table 15: Germany Tequila & Mezcal Consumer Group Share (% market value), 2011
Table 16: Germany Vodka Consumer Group Share (% market value), 2011
Table 17: Germany Whiskey Consumer Group Share (% market value), 2011
Table 18: Germany Total Brandy Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Germany Total Gin & Genever Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Germany Total Liqueurs Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Germany Total Rum Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Germany Total Specialty Spirits Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: Germany Total Tequila & Mezcal Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 24: Germany Total Vodka Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 25: Germany Total Whiskey Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 26: Germany Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Germany Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Germany Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Germany Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Germany Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Germany Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Germany Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Germany Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Germany Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 35: Germany Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 36: Germany Tequila & Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 37: Germany Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 38: Germany Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 39: Germany Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 40: Germany Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011



Table 41: Germany Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 42: Germany Brandy Consumer Profiles (% consumers by sub-group), 2011
Table 43: Germany Gin & Genever Consumer Profiles (% consumers by sub-group), 2011
Table 44: Germany Liqueurs Consumer Profiles (% consumers by sub-group), 2011
Table 45: Germany Rum Consumer Profiles (% consumers by sub-group), 2011
Table 46: Germany Specialty Spirits Consumer Profiles (% consumers by sub-group), 2011
Table 47: Germany Tequila & Mezcal Consumer Profiles (% consumers by sub-group), 2011
Table 48: Germany Vodka Consumer Profiles (% consumers by sub-group), 2011
Table 49: Germany Whiskey Consumer Profiles (% consumers by sub-group), 2011
Table 50: Germany Spirits Private Label Penetration (% Vol), by Category, 2011
Table 51: Germany Brandy Brand Share by Volume (% Vol), 2011
Table 52: Germany Gin & Genever Brand Share by Volume (% Vol), 2011
Table 53: Germany Liqueurs Brand Share by Volume (% Vol), 2011
Table 54: Germany Rum Brand Share by Volume (% Vol), 2011
Table 55: Germany Specialty Spirits Brand Share by Volume (% Vol), 2011
Table 56: Germany Tequila & Mezcal Brand Share by Volume (% Vol), 2011
Table 57: Germany Vodka Brand Share by Volume (% Vol), 2011
Table 58: Germany Whiskey Brand Share by Volume (% Vol), 2011
Table 59: Germany, Overall Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 60: Germany, Brandy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 61: Germany, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 62: Germany, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 63: Germany, Rum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 64: Germany, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 65: Germany, Tequila & Mezcal: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 66: Germany, Vodka: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 67: Germany, Whiskey: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 68: Germany Spirits Market Value (Euro million), by Category, 2011
Table 69: Germany Spirits Market Value (US$ million), by Category, 2011
Table 70: Germany Spirits Market Volume (Ltrs m), by Category, 2011
Table 71: Germany Spirits Market Share (US$ million), by Category, 2011
Table 72: Germany Spirits Expenditure Per Capita (Euro), by Category, 2011
Table 73: Germany Spirits Expenditure Per Capita (US$), by Category, 2011
Table 74: Germany Spirits Expenditure Per Household (Euro), by Category
Table 75: Germany Spirits Expenditure Per Household (US$), by Category
Table 76: Germany Spirits Market Volume Share (Ltrs m), by Category, 2011
Table 77: Germany Spirits Consumption Per Capita (Kilograms per head), by Category, 2011
Table 78: Germany Spirits Consumption Per Household (Kilograms per household), by Category, 2011
Table 79: Germany Spirits Retailer Share by Volume (Ltrs m), 2011
Table 80: Germany Brandy Retailer Share by Volume (Ltrs m), 2011
Table 81: Germany Gin & Genever Retailer Share by Volume (Ltrs m), 2011
Table 82: Germany Liqueurs Retailer Share by Volume (Ltrs m), 2011
Table 83: Germany Rum Retailer Share by Volume (Ltrs m), 2011
Table 84: Germany Specialty Spirits Retailer Share by Volume (Ltrs m), 2011
Table 85: Germany Tequila & Mezcal Retailer Share by Volume (Ltrs m), 2011
Table 86: Germany Vodka Retailer Share by Volume (Ltrs m), 2011
Table 87: Germany Whiskey Retailer Share by Volume (Ltrs m), 2011
Table 88: Germany: Switchers to Aldi for Their Spirits Purchases in the Last Six Months (Thousands), 2011



Table 89: Germany: Switchers From Aldi for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 90: Germany: Switchers to Anton Schlecker for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 91: Germany: Switchers From Anton Schlecker for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 92: Germany: Switchers to Bartels-Langness for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 93: Germany: Switchers to Coop (DE) for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 94: Germany: Switchers From Coop (DE) for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 95: Germany: Switchers to Dirk Rossmann Gmbh for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 96: Germany: Switchers From Dirk Rossmann Gmbh for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 97: Germany: Switchers to dm-Drogeriemarkt Gmbh + Co.KG for Their Spirits Purchases in the Last Six Months (Thousands),
2011
Table 98: Germany: Switchers From dm-Drogeriemarkt Gmbh + Co.KG for Their Spirits Purchases in the Last Six Months
(Thousands), 2011
Table 99: Germany: Switchers to Edeka for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 100: Germany: Switchers From Edeka for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 101: Germany: Switchers to Globus for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 102: Germany: Switchers From Globus for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 103: Germany: Switchers to Lekkerland Gmbh & Co. KG for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 104: Germany: Switchers to Metro Group for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 105: Germany: Switchers From Metro Group for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 106: Germany: Switchers to Norma for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 107: Germany: Switchers to Rewe Group for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 108: Germany: Switchers From Rewe Group for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 109: Germany: Switchers to Schwarz Group for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 110: Germany: Switchers From Schwarz Group for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 111: Germany: Switchers to Tengelmann for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 112: Germany: Switchers From Tengelmann for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 113: Germany: Switchers to Other for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 114: Germany: Switchers From Other for Their Spirits Purchases in the Last Six Months (Thousands), 2011
Table 115: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Aldi (% by Subgroup), 2011
Table 116: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Anton Schlecker (% by Subgroup), 2011
Table 117: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Bartels-Langness (% by Subgroup), 2011
Table 118: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Coop (DE) (% by Subgroup), 2011
Table 119: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Dirk Rossmann Gmbh (% by Subgroup), 2011
Table 120: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by
Subgroup), 2011
Table 121: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Edeka (% by Subgroup), 2011
Table 122: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Globus (% by Subgroup), 2011
Table 123: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Lekkerland Gmbh & Co. KG (% by Subgroup),
2011
Table 124: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup), 2011
Table 125: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Norma (% by Subgroup), 2011
Table 126: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup), 2011
Table 127: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup), 2011
Table 128: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup), 2011
Table 129: Germany: Profile of Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011

List of Figures



Figure 1: Consumer Panel Report Methodology
Figure 2: Germany Spirits Value Share (%), by Age Groups, 2011
Figure 3: Germany Spirits Value Share (%), by Gender, 2011
Figure 4: Germany Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Spirits Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Spirits Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Spirits Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Germany Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Germany Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Germany Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Germany Tequila & Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Germany Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Germany Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: Germany Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: Germany Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 23: Germany Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 24: Germany Spirits Private Label Penetration (% Vol), by Category, 2011
Figure 25: Germany Spirits Market Share (US$ million), by Category, 2011
Figure 26: Germany Spirits Expenditure Per Capita (US$), by Category, 2011
Figure 27: Germany Spirits Expenditure Per Household (US$), by Category
Figure 28: Germany Spirits Retailer Share by Volume (Ltrs m), 2011
Figure 29: Germany Brandy Retailer Share by Volume (Ltrs m), 2011
Figure 30: Germany Gin & Genever Retailer Share by Volume (Ltrs m), 2011
Figure 31: Germany Liqueurs Retailer Share by Volume (Ltrs m), 2011
Figure 32: Germany Rum Retailer Share by Volume (Ltrs m), 2011
Figure 33: Germany Specialty Spirits Retailer Share by Volume (Ltrs m), 2011
Figure 34: Germany Tequila & Mezcal Retailer Share by Volume (Ltrs m), 2011
Figure 35: Germany Vodka Retailer Share by Volume (Ltrs m), 2011
Figure 36: Germany Whiskey Retailer Share by Volume (Ltrs m), 2011
Figure 37: Germany: People Who Have Switched Retailer for Their Spirits Purchases in the Last Six Months (Thousands), 2011


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