Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Aging population can adversely impact category growth
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- Figure 1: Percentage of Canadians who drank a spirit in the last three months, by age, October 2016
- ‘Small batch’ offerings low on list of purchase influences
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- Figure 2: Top factors that influence purchase of spirits, October 2016
- The opportunities
- Nearly three quarters of Canadians drink spirits
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- Figure 3: Percentage of Canadians who drank a spirit in the last three months, by gender and age, October 2016
- Flavour an important selection driver for women
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- Figure 4: Select factors that influence purchase decisions of spirits, by gender, October 2016
- Younger Canadians show higher interest in experimentation
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- Figure 5: Percentage of consumers who agree with select statements, 20-24s vs overall, October 2016
- Popularity of spirits among Chinese Canadians signals path for growth
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- Figure 6: Any spirit consumption over the past three months, Chinese Canadians vs overall population, October 2016
- What it means
Market Size and Forecast
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- Sales growth forecast for spirits
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- Figure 7: Retail Canadian value sales and fan chart forecast of market, at current prices, 2011-21
- Figure 8: Retail Canadian volume sales and fan chart forecast of retail market, 2011-21
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- Figure 9: Retail Canadian value sales and forecast of retail market, at current prices, 2011-21
- Figure 10: Share of Canadian retail value sales, by spirit category (m Can), 2011-15
Market Factors
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- Canada’s aging population likely to influence spirit consumption habits
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- Figure 11: Population over 65 in Canada, historical and projected (% of total), 1971-2061
- Immigration fuelling Canada’s population growth
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- Figure 12: Foreign-born share of population by G8 country and Australia
- New tax ‘stirring up’ the artisanal spirit industry in Ontario
Key Players – What You Need to Know
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- Whisky is the top seller in Canada
- Opportunity to “gin up” growth
- Investing in artisan distilleries a way for larger brands to capitalize on thinking small with minimal investment
What’s Hot?
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- Whisky is the top seller in Canada
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- Figure 13: Jack Daniel’s Watermelon Punch Whiskey Beverage, August 2015 (US)
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- Figure 14: Fireball Cinnamon and Whisky Liqueur, November 2016 (Spain)
- Figure 15: Crown Royal Vanilla Flavoured Whisky Beverage, November 2016 (Canada)
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- Figure 16: Whisky usage in the last three months, October 2016
What’s Next?
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- Opportunity to “gin up” growth
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- Figure 17: Gin-based beverage value sales, 2011-15
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- Figure 18: TWC Berrypickers Strawberry Premium Gin, August 2016 (Spain)
- Figure 19: Rooibos Red Gin, August 2016 (South Africa) & Jinzu Gin, September 2016 (UK)
- Figure 20: Four Pillars Rare Dry Gin, July 2016 (UK)
- Looking beyond “booze” to stand out
- Investing in artisan distilleries a way for larger brands to capitalize on thinking small with minimal investment
The Consumer – What You Need to Know
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- Three quarters of Canadians claim to drink spirits
- Flavour trumps all other considerations when choosing spirits
- Artisanal spirits hold limited appeal for Canadian consumers
- Health claims on spirits met with skepticism
Usage of Spirits
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- Three quarters of Canadians claim to drink spirits
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- Figure 21: Any spirit consumption over the past three months, by gender and age, October 2016
- Vodka, rum and whisky are the spirits of choice for Canadians
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- Figure 22: Types of spirit consumed over the past three months, October 2016
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- Figure 23: Types of spirits consumed over the past three months, frequent vs moderate drinkers, October 2016
- Gender and age impact where Canadians drink spirits
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- Figure 24: Occasions when spirits are typically consumed, October 2016
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- Figure 25: Share of spirits consumers who typically drink spirits on vacation, by age, October 2016
What Matters When Selecting Spirits
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- Flavour trumps all other considerations when choosing spirits
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- Figure 26: Top factors that influence purchase of spirits, October 2016
- Brand equity matters to consumers of spirits
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- Figure 27: Importance of “brand” when selecting spirits, by age, October 2016
- Education a means to drive consumer engagement
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- Figure 28: Recommendation as a factor that influences spirits purchase, by age, October 2016
Attitudes and Opportunities Related to Spirits
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- “Mixing it up” for the consumer
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- Figure 29: Attitudes towards spirits (% agree), October 2016
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- Figure 30: How consumers normally drink their spirits, October 2016
- Canadian consumers cite limited appeal of artisanal spirits
- Health claims on spirits met with skepticism
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- Figure 31: Gluten free premium vodka, May 2016 & June 2016 (US)
- Did Mad Men make men mad for spirits?
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- Figure 32: Percentage of consumers who agree drinking spirits makes them feel more sophisticated, by gender and age, October 2016
Consumer Groups
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- Popularity of spirits among Chinese Canadians represents growth opportunity in Canada
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- Figure 33: Spirit consumption over the past three months (any frequency), Chinese Canadians vs overall population, October 2016
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- Figure 34: Spirit consumption locations and occasions, Chinese Canadians vs overall population, October 2016
- Flavour is an important driver in supporting frequency among women
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- Figure 35: Frequent vs moderate spirit drinkers, share, by gender, October 2016
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- Figure 36: Female consumption of spirits (any frequency), October 2016
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- Figure 37: How consumers drink spirits, by gender, October 2016
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- Figure 38: Agreement with statements about spirits, by gender, October 2016
- Despite higher overall usage among Americans, consumers in both countries make similar spirit selections
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- Figure 39: Retail market volume consumption per capita of spirits in 2015, Canada vs US
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- Figure 40: Usage of select spirits – US vs Canada, June 2015, September 2015 and October 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations
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