Table of Contents
Issues in the Market
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- Main report themes
- Definitions
Insights and Opportunities
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- Take two
- Pure progress
- Indulge in new tastes
- Fit for food?
Market in Brief
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- FABs in freefall
- Under pressure
- Turning off
- Girls’ world
- Natural demand
- A FAB future?
Fast Forward Trends
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- Trend 1: Consumer Protest
- What we've seen
- Market implications
- Trend 2: Style Returns
- What does it mean?
- Market touchpoints/implications
Internal Market Environment
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- Key points
- Alcohol consumption downturn
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- Figure 1: Consumption of alcoholic drinks in the last 12 months, 2003-07
- On-trade vs. off-trade
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- Figure 2: Consumption of alcoholic drinks in the last 12 months, by location, 2003-07
- Staying in/going out
- Food and drink
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- Figure 3: Frequency of visiting pubs/bars for a drink only – day and evening, 2003-07
- Night night – Nightclub
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- Figure 4: Frequency of visiting nightclubs, 2003-07
- Cutting down and shaping up
- Pushing the limit
- Recipe for success
Broader Market Environment
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- Key points
- Rates of excise duty
- Downward shift in ABV
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- Figure 5: UK excise duty rates on a typical spirit-based FAB, 2000-07
- Figure 6: UK rates of excise, March 2007
- Has the move down damaged the market?
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- Figure 7: Top FAB brands’ ABV changes, 2002-07
- Government campaigns
- What’s in a unit?
- The impact of the smoking ban
- A tough climate
Competitive Context
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- Key points
- Cider makes a comeback
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- Figure 8: Consumption of alcoholic drinks in the last 12 months, by type, 2003-07
- Flavoured lager
- Cocktail extravagance
- The soft option
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- Figure 9: UK volume sales of soft drinks, 2001-06
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Range extensions
- Exotic flavours
- Low-calorie
- Natural development
- Limited editions
- Milking it
- Functional progress
- Packaging developments
Market Value and Forecast
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- Key points
- Tainted market
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- Figure 10: UK retail sales of FABs, by volume and value, 2002-07
- The future
- Forecast
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- Figure 11: Forecast of the UK flavoured alcoholic beverages market, at current and constant prices, 2007-12
- Factors used in the forecast
Segment Performance
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- Key points
- Alcoholic carbonates make a comeback
- Volume decline
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- Figure 12: UK retail sales of FABs, by type, by volume and value, 2002-07
- Vodka-based FABs’ dominance
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- Figure 13: Estimated volume share of FABs, by spirit base, 2002-07
Market Share
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- Key points
- Market consolidation
- Brand share
- FABs that failed
Companies and Products
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- Key points
- Bacardi-Martini Limited
- Beverage Brands
- Diageo
- Global Brands Ltd
- Halewood International
- Other companies include
- Own-label
Brand Elements
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- Brand map
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- Figure 14: Attitudes and usage of flavoured alcoholic beverage brands, October 2007
- Bacardi Breezer
- Brand background
- Brand performance
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- Figure 15: Attitudes towards the Bacardi Breezer brand, October 2007
- Smirnoff Ice
- Brand background
- Brand performance
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- Figure 16: Attitudes towards the Smirnoff Ice brand, October 2007
- WKD
- Brand background
- Brand performance
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- Figure 17: Attitudes towards the WKD brand, October 2007
- Reef
- Brand background
- Brand performance
- Performance indicators
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- Figure 18: Attitudes towards the Reef brand, October 2007
- Archers Aqua
- Brand background
- Brand performance
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- Figure 19: Attitudes towards the Archers Aqua brand, October 2007
- Red Square
- Brand background
- Brand performance
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- Figure 20: Attitudes towards the Red Square brand, October 2007
- Caribbean Twist
- Brand background
- Brand performance
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- Figure 21: Attitudes towards the Caribbean Twist brand, October 2007
- VK
- Brand background
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- Figure 22: Attitudes towards the VK brand, October 2007
- Brand qualities of flavoured alcoholic beverage brands
- Smirnoff Ice is more authentic, stylish and vibrant than the rest
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- Figure 23: Consumer perception of various flavoured alcoholic beverage brands, October 2007
- Experience of FAB brands
- A third have never heard of VK and Caribbean Twist
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- Figure 24: Consumer usage of various flavoured alcoholic beverage brands, October 2007
- Brand consideration for FAB brands
- Reef and VK have a little potential to increase their user base
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- Figure 25: Retention and consideration of various flavoured alcoholic beverage brands, October 2007
- Brand satisfaction for FAB brands
- Smirnoff and Bacardi liked by many, disliked by few
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- Figure 26: Satisfaction of various flavoured alcoholic beverage brands, October 2007
- Brand commitment to flavoured alcoholic beverage brands
- Low levels of commitment and loyalty across the board
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- Figure 27: Commitment to various flavoured alcoholic beverage brands, October 2007
- Round-up
Brand Communication and Promotion
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- Key points
- Strict advertising rules
- Advertising cutbacks
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- Figure 28: Main monitored media advertising expenditure on FABs, 2002-06
- Figure 29: Main monitored media advertising expenditure on FABs, by advertiser, 2002-06
- Beverage Brands
- Diageo
- Bacardi-Martini
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- Figure 30: Main monitored media advertising expenditure on FABs, by advertiser and product, 2002-06
Channels to Market
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- Key points
- Off-trade shift
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- Figure 31: UK retail sales of FABs, on- and off-trade, by volume and value, 2004 and 2006
- Going to the pub
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- Figure 32: UK retail sales of FABs, on-trade, by volume and value, 2004 and 2006
- Supermarkets take hold
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- Figure 33: UK retail sales of FABs, off-trade, by volume and value, 2004 and 2006
The Consumer – Consumption
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- Key points
- Fewer consumers, drinking less
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- Figure 34: Consumption of pre-mixed spirits and alcoholic carbonates in the last 12 months, 2003-07
- Socially active, young female
- Lads and men
- Converting the dabblers
- Poor perception
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- Figure 35: Consumer FAB-drinking habits, July 2007
- The drinkers
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- Figure 36: Who drinks FABs, July 2007
- Non-FAB Drinkers
- Sweetness is the weakness
- Regular/Occasional Drinkers
- Waning Drinkers
- Perceptions by FAB consumer types
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- Figure 37: Levels of FAB usage, by adjectives attributed to FABs, July 2007
The Consumer – Attitudes and Habits
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- Key points
- FABs take a back seat
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- Figure 38: Consumer attitudes towards FABs and drinking habits, July 2007
- Limited occasions call for innovations
- Seasonal appeal
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- Figure 39: Levels of FAB usage, by behaviour regarding drinking FABs (col %), July 2007
The Consumer – Perceptions
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- Key points
- Young consumers, old news
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- Figure 40: Consumer perceptions of FABs, July 2007
- Refresh, renew, revive
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- Figure 41: Words consumers associate with FABs, lager and cider, 2006 and 2007
- Weak communication
- Further Analysis – Perception correlation
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- Figure 42: Correlation of FAB drinking status, by perception, July 2007
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- Figure 43: Correlation of FAB drinking status, by perception, July 2007
- FAB berries
Appendix
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- Advertising data
- Abbreviations
- Internal market factors – Detail
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- Figure 44: How consumers would go about losing weight, 2005 and 2006
- Figure 45: Agreement with selected lifestyle statements, 2003-07
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- Figure 46: Agreement with selected lifestyle statements, 2003-07
- Consumption – TGI detailed consumer demographics
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- Figure 47: Consumption of pre-mixed spirits and alcoholic carbonates in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car usage, 2007
- Figure 48: Consumption of pre-mixed spirits and alcoholic carbonates in home in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car usage, 2007
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- Figure 49: Consumption of pre-mixed spirits and alcoholic carbonates elsewhere in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car usage, 2007
- Consumption – Detailed consumer demographics
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- Figure 50: Levels of FAB usage, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, supermarket usage and household size, July 2007
- Figure 51: Levels of FAB usage, by behaviour regarding FABs, July 2007
- Attitudes and habits – Detailed consumer demographics
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- Figure 52: Consumer attitudes towards FABs and FAB drinking habits, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, supermarket usage, household size and car usage, July 2007
- Figure 53: Consumer attitudes towards FABs and FAB drinking habits, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, supermarket usage, household size and car usage, July 2007
- Perceptions – Detailed consumer demographics
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- Figure 54: Consumer associations with FABs, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, supermarket usage, household size and car usage, July 2007
- Figure 55: Consumer associations with FABs, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, supermarket usage, household size and car usage, July 2007
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- Figure 56: Consumer associations with FABs, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, supermarket usage, household size and car usage, July 2007
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