Table of Contents
Overview
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- What you need to know
- Products/themes covered in this Report
Executive Summary
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- The market
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- Figure 1: Western spirits retail market by value in China, 2011-21
- Figure 2: Western spirits retail market by volume in China, 2011-21
- Key players
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- Figure 3: Western spirits market share, by value, China, 2015
- Figure 4: Western spirits market share, by volume, China, 2015
- The consumer
- Women drink liqueur and rum more than men
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- Figure 5: Drinking behaviour, by gender, February 2016
- Business occasions and special events stand out for high earners
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- Figure 6: Drinking occasions, by monthly personal and household incomes, February 2016
- Retail channels dominate off-trade sales
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- Figure 7: Purchase channels, February 2016
- Word-of-mouth is important among older Western spirits consumers
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- Figure 8: Consumer attitudes in the last 12 months, by age groups, February 2016
- What we think
Issues and Insights
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- How to position Western spirits under anti-extravagance
- The facts
- The implications
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- Figure 9: Jägermeister Liker (Herbal Liqueur), Ukraine, August 2016
- How to target women drinkers creatively
- The facts
- The implications
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- Figure 10: Sohana Diet Vodka, India, August 2016
- How to effectively use online channels to promote Western spirits
- The facts
- The implications
The Market – What You Need to Know
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- A reduced current market and a gradually recovering future market
- Anti-extravagance has negative impact on premium consumption
- Increased consumer expenditure encourages volume consumption
- Rising overseas travels diminish domestic demand
- Booming e-commerce as a key growth engine
Market Size and Forecast
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- Premiumisation is key
- A slow current market with growth on the horizon
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- Figure 11: Western spirits retail market by value in China, 2011-21
- Figure 12: Western spirits retail market by volume in China, 2011-21
- Figure 13: The Western spirits retail market in China, by value and volume, 2011-21
Market Drivers
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- The aftershock of anti-extravagance pressures premium consumption
- Rising consumer expenditure would help volume growth
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- Figure 14: Spirits/RTD, global market performance
- A prosperous outbound travel market threatens domestic spending
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- Figure 15: Outbound tourism from China, 2010-15
- Increased purchases via online channel
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- Figure 16: Purchase channels of Western spirits drinks, February 2016 vs. June 2015
- Chinese lifestyles influenced by Western culture and entertainments
Key Players – What You Need to Know
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- Market share recovery by leading players
- Flavour is a main theme of Western spirit innovation
Market Share
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- The top players show overall market share rebound
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- Figure 17: Value and volume share of China’s Western spirits retail market, 2013-15
- Share of sales by online format
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- Figure 18: Market share of China’s online retail B2C market, by trading volume, Q4 2015
- Figure 19: Sales revenue of key shopping websites specialising in alcoholic drinks, 2013-15
Who’s Innovating?
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- Figure 20: Product claim trends of Western spirits in China, 2014-16
- Cream liqueur – A cross-category with coffee
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- Figure 21: Selected cream liqueurs, China, 2016
- Figure 22: Selected coffee flavoured Western spirits, China, 2015-16
- Fruit flavoured spirits
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- Figure 23: Selected fruit flavoured Western spirits, China, 2016
- Figure 24: Selected Mad Head range, China, 2015
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The Consumer – What You Need to Know
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- Whisky/bourbon is most consumed; gin the least
- Top drinking barrier is the lacking of Western spirits knowledge
- Gender plays a key role on perceptions of different Western spirits
- Product knowledge and Western culture influence are significant
Drinking Behaviour
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- Whisky/bourbon is the most popular – gin consumption is lacking
- Liqueur and rum are preferred by women
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- Figure 25: Drinking behaviour, February 2016
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- Figure 26: Drinking behaviour, by gender, February 2016
- Figure 27: Eros Apricot Liqueur, Australia, June 2016
- Figure 28: RumChata Go Chatas Horchata with Rum Cream Liquor, US, July 2016
Usage Barriers
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- Lack of Western spirits knowledge is the essential usage barrier
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- Figure 29: Usage barriers, February 2016
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- Figure 30: Johnnie Walker Black Label 12 Nian Tiao Pei Xing Su Ge Lan Wei Shi Ji (Blended Scotch Whisky 12 Years), China, January 2016
Perceptions towards Types of Western Spirits
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- Gender as a perception differentiator on various Western spirits types
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- Figure 31: Correspondence analysis – Perceptions towards different types of Western spirits, February 2016
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- Figure 32: Correspondence analysis – Perceptions towards different types of Western spirits, by gender, February 2016
- Figure 33: Verpoorten Original Eierlikör (Original Egg Liqueur), Austria, June 2016
Drinking Occasions
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- Business occasions top the ranking
- Socialising and special events posing consumption opportunities
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- Figure 34: Drinking occasions, February 2016
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- Figure 35: Drinking occasions, by monthly personal and household incomes, February 2016
Purchase Channels
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- Brand speciality boutiques have the highest penetration
- High earners favour duty free shops
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- Figure 36: Purchase channels, February 2016
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- Figure 37: Purchase channels, by monthly personal and household incomes, February 2016
Consumer Attitudes
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- Product knowledge and culture influence are key factors
- Word-of-mouth is critical for Western spirits especially among seniors
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- Figure 38: Consumer attitudes in the last 12 months, February 2016
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- Figure 39: Consumer attitudes in the last 12 months, by age groups, February 2016
Mintropolitans
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- Who are they?
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- Figure 40: Demographic profile of Mintropolitans versus non-Mintropolitans, Western spirits, by gender, age, and marital status, February 2016
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- Figure 41: Demographic profile of Mintropolitans versus non-Mintropolitans, Western spirits, by monthly personal income, monthly household income, and city tier, February 2016
- Online channels and on-trade occasions are more appealing to MinT
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- Figure 42: Purchase channels, by Mintropolitans versus non-Mintropolitans, February 2016
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- Figure 43: Drinking occasions, by Mintropolitans versus non-Mintropolitans, February 2016
Appendix – Methodology and Definitions
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- Methodology
- Fan chart forecast
- Mintropolitans – Definition
- Abbreviations
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