Table of Contents
Executive Summary
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- Flavored malt beverages will grow through 2018
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- Figure 1: Total US sales and fan chart forecast of flavored malt beverages, at current prices, 2009-18
- Younger consumers more likely to drink RTD alcoholic beverages
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- Figure 2: Frequency of consuming RTD alcoholic beverages, by generations, September 2014
- Other alcoholic beverage types vie for Millennial attention
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- Figure 3: Alcoholic beverage purchases, by generations – Any consumption, February 2014
- Consumers more interested in flavor than brands of RTD alcoholic beverages
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- Figure 4: Attributes of RTD alcoholic beverages, by generations, September 2014
- Consumers turn to RTD alcoholic beverages to test untried flavors or cocktails
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- Figure 5: Attributes of RTD alcoholic beverages, by race/Hispanic origin, September 2014
- Taste compels most usage of RTD alcoholic beverages
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- Figure 6: Why consumers choose RTD alcoholic beverages, by presence of children in household, September 2014
- Consumers seeking savory flavors in RTD alcoholic beverages
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- Figure 7: Flavors/brands of RTD alcoholic beverages – Any agree, by generations, September 2014
- RTD alcoholic beverages are not solely the drink of the youth
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- Figure 8: Perceptions of RTD alcoholic beverages – Any agree, by generations, September 2014
- Consumer interest in organic/natural RTD alcoholic beverages
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- Figure 9: Flavors/brands of RTD alcoholic beverages – Any agree, by gender, September 2014
- What we think
Issues and Insights
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- The RTD alcoholic beverage category should draw inspiration from mixologists and popular cocktails
- Issues
- Insights
- Flavor drives Millennial consumers
- Issues
- Insights
- RTDs should promote their convenience and premium qualities
- Issues
- Insights
Trend Applications
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- Trend: Fauxthenticity
- Trend: Green and Lean
- Trend: The Big Issue
Market/Segment Size and Forecast
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- Key points
- Flavored malt beverages set the pace for the RTD alcoholic beverage category
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- Figure 10: US volume sales of flavored malt beverages, 2009-18
- Prepared spirits-based cocktail sales to drop
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- Figure 11: US volume sales of prepared spirits-based cocktails, 2009-18
- Wine cooler sales can not afford to cool much more
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- Figure 12: US volume sales of wine coolers, 2009-18
- Flavored malt beverages will grow through 2018
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- Figure 13: Total US sales and fan chart forecast of flavored malt beverages, at current prices, 2009-18
- Prepared spirits-based cocktail sales to fall
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- Figure 14: Total US sales and fan chart forecast of prepared spirits-based cocktails, at current prices, 2009-18
- Wine coolers show no sign of warming
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- Figure 15: Total US sales and fan chart forecast of wine coolers, at current prices, 2009-18
- Forecast methodology
Market Drivers
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- Hispanic population growth could lead to category growth
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- Figure 16: US population by race and Hispanic origin, 2009-19
- Millennials most likely to consume RTD alcoholic beverages
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- Figure 17: US population, by generation share, 2014
Competitive Context
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- Key points
- Millennials lead in alcoholic beverage consumption, versatility
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- Figure 18: Alcoholic beverage purchases, by generations – Any consumption, February 2014
Leading Companies and Marketing Strategies
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- Key points
- Flavor innovation drives RTD segment
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- Figure 19: Adult volume consumption of flavored alcoholic beverages – Noncoolers (ready to drink) – By brands, by age, April 2013-June 2014
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- Figure 20: Smirnoff Ice, “Playoff Preparada,” TV Commercial, September 2014
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- Figure 21: Malibu, “Best Summer Ever,” TV Commercial, May 2014
- Figure 22: Budweiser, “Fiesta Forever,” TV Commercial, July 2014
Innovations and Innovators
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- Most RTD introductions in bottles, with pouches and cans vying for a distant second
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- Figure 23: RTD alcoholic beverage introductions, by package type, 2010-14
- Flavors fuel RTD alcoholic beverage launches
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- Figure 24: Most popular flavors (including flavor blends) in US RTD alcoholic beverage introductions, 2009-13*
- Familiar libations add to RTD introductions
- Variety packs provide opportunity to sample RTDs
- International launches draw inspiration from traditional mixed drinks
The Consumer – Frequency of Consumption
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- Key points
- Just over a third of consumers consumed RTD alcoholic beverages in the past three months
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- Figure 25: Frequency of consuming RTD alcoholic beverages, by gender, September 2014
- RTD alcohol consumption skews younger
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- Figure 26: Frequency of consuming RTD alcoholic beverages, by generations, September 2014
- Higher-income households more likely to consume RTD alcoholic beverages
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- Figure 27: Frequency of consuming RTD alcoholic beverages, by household income, September 2014
- Households with children more likely to consume
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- Figure 28: Frequency of consuming RTD alcoholic beverages, by presence of children in household, September 2014
- Majority of urban households had an RTD alcoholic beverage in the past three months, far more than those from the suburbs or rural locations
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- Figure 29: Frequency of consuming RTD alcoholic beverages, by area, September 2014
- Premade cocktail consumption surges in past year
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- Figure 30: Adult volume consumption of prepared cocktail mixes with liquor, April 2009-June 2014
- Interest in RTDs among non-RTD drinkers
- Few non-RTD drinkers express an interest in trying the beverages
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- Figure 31: Interest in RTDs among non-RTD drinkers, by gender, September 2014
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- Figure 32: Interest in RTDs among non-RTD drinkers, by generations, September 2014
The Consumer – Learning about RTD Alcoholic Beverages
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- Key points
- Word of mouth sells RTD alcoholic beverages, with internet ads notably effective among men
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- Figure 33: Learning about RTD alcoholic beverages, by gender, September 2014
- Half of all consumers rely on word of mouth to learn about RTD alcoholic beverages
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- Figure 34: Learning about RTD alcoholic beverages, by age, September 2014
- Social, new media inform Millennials’ awareness of RTD alcoholic beverages
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- Figure 35: Learning about RTD alcoholic beverages, by generations, September 2014
- Store sampling strongly influences rural consumers, while social media impacts urban consumers much more so
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- Figure 36: Learning about RTD alcoholic beverages, by area, September 2014
The Consumer and RTD Branding
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- Key points
- Flavor plays a key role in RTD purchase decisions
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- Figure 37: Attributes of RTD alcoholic beverages, by gender, September 2014
- Almost a quarter of Millennials and Baby Boomers look to RTDs to try a cocktail they have never had
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- Figure 38: Attributes of RTD alcoholic beverages, by generations, September 2014
- Brands resonate most strongly with lower-income households
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- Figure 39: Attributes of RTD alcoholic beverages, by household income, September 2014
The Consumer – Flavors and RTD Alcoholic Beverages
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- Key points
- Savory flavor options of significant interest to RTD drinkers
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- Figure 40: Flavors of RTD alcoholic beverages, September 2014
- Younger consumers interested in spicy-flavored RTD alcoholic beverages
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- Figure 41: Flavors/brands of RTD alcoholic beverages – Any agree, by generations, September 2014
- Younger consumers regard RTDs as a means of trying new-to-them cocktails/mixed drinks
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- Figure 42: Flavors/brands of RTD alcoholic beverages – Any agree, by age, September 2014
- All generations open to trying RTDs from unfamiliar brands
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- Figure 43: Flavors/brands of RTD alcoholic beverages – Any agree, by generations, September 2014
- Almost six in 10 of households with children note RTDs help them control calories when drinking
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- Figure 44: Flavors/brands of RTD alcoholic beverages – Any agree, by presence of children in household, September 2014
The Consumer – Factors Impacting RTD Alcohol Purchase
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- Key points
- Taste compels more than half of consumers to purchase RTD alcoholic beverages
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- Figure 45: Why consumers choose RTD alcoholic beverages, by gender, September 2014
- Baby Boomers appreciate the convenience of RTDs
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- Figure 46: Why consumers choose RTD alcoholic beverages, by generations, September 2014
- Variety resonates most strongly among households with children
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- Figure 47: Why consumers choose RTD alcoholic beverages, by presence of children in household, September 2014
Race and Hispanic Origin
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- Key points
- Flavor, brand inform most Hispanic RTD alcohol purchases
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- Figure 48: Attributes of RTD alcoholic beverages, by race/Hispanic origin, September 2014
- Friends/family/co-workers impact Hispanic purchases of RTD alcoholic beverages
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- Figure 49: Learning about RTD alcoholic beverages, by race/Hispanic origin, September 2014
- RTD variety resonates particularly with Hispanic consumers
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- Figure 50: Why consumers choose RTD alcoholic beverages, by race/Hispanic origin, September 2014
- Nearly two thirds of Hispanics would like savory RTDs
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- Figure 51: Flavors/brands of RTD alcoholic beverages – Any agree, by race/Hispanic origin, September 2014
- Hispanics most likely interested in a can form of Long Island Iced Tea
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- Figure 52: Formats for cocktails, by race/Hispanic origin, September 2014
- Bottled Sangria resonates most strongly with Hispanic consumers
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- Figure 53: Formats for cocktails, by race/Hispanic origin, September 2014
Appendix – Other Useful Consumer Tables
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- Frequency of consuming RTD alcoholic beverages
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- Figure 54: Frequency of consuming RTD alcoholic beverages, by census regions – Divisions, September 2014
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- Figure 55: Frequency of consuming RTD alcoholic beverages, by census regions – Divisions, September 2014
- Attitudes of non-RTD drinkers
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- Figure 56: Interest in RTDs among non-RTD drinkers, by age, September 2014
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- Figure 57: Interest in RTDs among non-RTD drinkers, by household income, September 2014
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- Figure 58: Interest in RTDs among non-RTD drinkers, by census regions – Divisions, September 2014
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- Figure 59: Interest in RTDs among non-RTD drinkers, by census regions – Divisions, September 2014
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- Figure 60: Interest in RTDs among non-RTD drinkers, by area, September 2014
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- Figure 61: Learning about RTD alcoholic beverages, by household income, September 2014
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- Figure 62: Learning about RTD alcoholic beverages, by presence of children in household, September 2014
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- Figure 63: Learning about RTD alcoholic beverages, by census regions – Divisions, September 2014
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- Figure 64: Learning about RTD alcoholic beverages, by census regions – Divisions, September 2014
- RTD alcoholic beverage brand and flavor preferences
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- Figure 65: Attributes of RTD alcoholic beverages, by presence of children in household, September 2014
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- Figure 66: Attributes of RTD alcoholic beverages, by census regions – Divisions, September 2014
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- Figure 67: Attributes of RTD alcoholic beverages, by census regions – Divisions, September 2014
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- Figure 68: Attributes of RTD alcoholic beverages, by area, September 2014
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- Figure 69: Attributes of RTD alcoholic beverages, by gender, September 2014
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- Figure 70: Attributes of RTD alcoholic beverages, by age, September 2014
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- Figure 71: Attributes of RTD alcoholic beverages, by generations, September 2014
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- Figure 72: Attributes of RTD alcoholic beverages, by household income, September 2014
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- Figure 73: Attributes of RTD alcoholic beverages, by presence of children in household, September 2014
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- Figure 74: Attributes of RTD alcoholic beverages, by census regions – Divisions, September 2014
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- Figure 75: Attributes of RTD alcoholic beverages, by census regions – Divisions, September 2014
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- Figure 76: Why consumers choose RTD alcoholic beverages, by age, September 2014
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- Figure 77: Why consumers choose RTD alcoholic beverages, by household income, September 2014
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- Figure 78: Why consumers choose RTD alcoholic beverages, by census regions – Divisions, September 2014
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- Figure 79: Why consumers choose RTD alcoholic beverages, by census regions – Divisions, September 2014
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- Figure 80: Attributes of RTD alcoholic beverages, by gender, September 2014
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- Figure 81: Attributes of RTD alcoholic beverages, by age, September 2014
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- Figure 82: Attributes of RTD alcoholic beverages, by generations, September 2014
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- Figure 83: Attributes of RTD alcoholic beverages, by household income, September 2014
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- Figure 84: Attributes of RTD alcoholic beverages, by presence of children in household, September 2014
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- Figure 85: Attributes of RTD alcoholic beverages, by census regions – Divisions, September 2014
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- Figure 86: Attributes of RTD alcoholic beverages, by census regions – Divisions, September 2014
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- Figure 87: Attributes of RTD alcoholic beverages, by area, September 2014
- Flavors/brands of RTD alcoholic beverages
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- Figure 88: Flavors of RTD alcoholic beverages – Any agree, by household income, September 2014
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- Figure 89: Flavors of RTD alcoholic beverages – Any agree, by presence of children in household, September 2014
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- Figure 90: Perceptions of RTD alcoholic beverages, September 2014
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- Figure 91: Perceptions of RTD alcoholic beverages – Any agree, by gender, September 2014
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- Figure 92: Perceptions of RTD alcoholic beverages – Any agree, by generations, September 2014
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- Figure 93: Perceptions of RTD alcoholic beverages – Any agree, by age, September 2014
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- Figure 94: Perceptions of RTD alcoholic beverages – Any agree, by household income, September 2014
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- Figure 95: Perceptions of RTD alcoholic beverages – Any agree, by presence of children in household, September 2014
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- Figure 96: Flavors/brands of RTD alcoholic beverages – Any agree, by census regions – Divisions, September 2014
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- Figure 97: Flavors/brands of RTD alcoholic beverages, September 2014
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- Figure 98: Flavors/brands of RTD alcoholic beverages – Any agree, by gender, September 2014
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- Figure 99: Flavors/brands of RTD alcoholic beverages – Any agree, by gender, September 2014
- Formats for cocktails
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- Figure 100: Formats for cocktails, September 2014
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- Figure 101: Formats for cocktails, by gender, September 2014
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- Figure 102: Formats for cocktails, by age, September 2014
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- Figure 103: Formats for cocktails, by generations, September 2014
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- Figure 104: Formats for cocktails, by household income, September 2014
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- Figure 105: Formats for cocktails, by presence of children in household, September 2014
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- Figure 106: Formats for cocktails, by area, September 2014
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- Figure 107: Formats for cocktails, by census regions – Divisions, September 2014
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- Figure 108: Formats for cocktails, by race/Hispanic origin, September 2014
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- Figure 109: Formats for cocktails, by census regions – Divisions, September 2014
- Race/Hispanic Origin
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- Figure 110: Interest in RTDs among non-RTD drinkers, by race/Hispanic origin, September 2014
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- Figure 111: Attributes of RTD alcoholic beverages, by race/Hispanic origin, September 2014
Appendix – Trade Associations
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