Consumer Trends in the Beer, Cider & Pre-mixed Spirits Market in the UK, 2011

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Consumer Trends in the Beer, Cider & Pre-mixed Spirits Market in
the UK, 2011
Published on March 2012

Report Summary

Synopsis
' This report provides the results for the Beer, Cider & Pre-mixed Spirits market in the UK, from Canadean's unique, highly detailed
and proprietary online survey 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 Beer, Cider & Pre-mixed Spirits market in UK 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 solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market
data which show exactly the size of consumer groups, how much of the Beer, Cider & Pre-mixed Spirits market in UK they account for
and which consumer trends drive their behaviour.

Scope
' Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets ' making
knowing what these trends are and the extent of their influence crucial.

' The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of
sales across 26 consumer groups ' providing through the data a detailed insight into exactly who the consumer is and just how much
impact the latest consumer trends are having.

Reasons To Buy
' The data provided allows 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.

' Consumer survey data for the following specific categories: Lager, Beer and Ale, Flavoured Alcoholic Beverages, Cider, and Low
Alcohol Beer & Lager.

' Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption
frequency for each product category.

Consumer Trends in the Beer, Cider & Pre-mixed Spirits Market in the UK, 2011 (From Slideshare) Page 1/10


' Brand and private label penetration among consumers in 2011 as tracked by the survey.

' Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011

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 Beer, Cider & Pre-mixed 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 Beer & Ale
2.2.2 Cider
2.2.3 Flavoured Alcoholic Beverages
2.2.4 Lager
2.2.5 Low Alcohol Beer & Lager
2.3 Behavioral Trends and Market Value
2.3.1 Beer & Ale
2.3.2 Cider
2.3.4 Lager
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Beer & Ale



3.1.2 Cider
3.1.4 Lager
3.2 Consumer Profiles by Product Category
3.2.1 Beer & Ale
3.2.2 Cider
3.2.4 Lager
4 Brand vs. Private Label Uptake
4.1 Brand vs. Private Label Consumer Penetration
4.1.1 By Category
4.2 Beer, Cider & Pre-mixed Spirits Brand Choice and Private Label Consumer Penetration
4.2.1 Beer & Ale
4.2.2 Cider
4.2.4 Lager
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Beer, Cider & Pre-mixed Spirits
5.1.2 Beer & Ale
5.1.3 Cider
5.1.5 Lager
6 Consumption Impact: Market Valuation
6.1 Beer, Cider & Pre-mixed Spirits Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Beer, Cider & Pre-mixed 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 Beer, Cider & Pre-mixed Spirits Volume Impact of Consumer Behavior Trends
6.3.1 Share 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 Survey-tracked Retailer Shares by Volume
7.1.1 United Kingdom Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Shares by Volume
7.2 Survey-tracked Retailer Shares by Volume
7.2.1 United Kingdom Beer & Ale Survey-tracked Retailer Shares by Volume
7.2.2 United Kingdom Cider Survey-tracked Retailer Shares by Volume
7.2.3 United Kingdom Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume
7.2.4 United Kingdom Lager Survey-tracked Retailer Shares by Volume
7.2.5 United Kingdom Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume



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 Asda Switching Analysis
7.3.4 Bargain Booze Switching Analysis
7.3.5 Co-Op/Somerfield Switching Analysis
7.3.6 Iceland Switching Analysis
7.3.7 Lidl Switching Analysis
7.3.8 Morrisons Switching Analysis
7.3.9 Sainsbury's Switching Analysis
7.3.10 Tesco Switching Analysis
7.3.11 Other Switching Analysis
7.4 Profiles of End-Consumers of Beer, Cider & Pre-mixed Spirits, by Retailer Used
7.4.1 Aldi
7.4.2 Asda
7.4.3 Bargain Booze
7.4.4 Co-Op/Somerfield
7.4.5 Iceland
7.4.6 Lidl
7.4.7 M&S
7.4.8 Morrisons
7.4.9 Oddbins
7.4.10 Sainsbury's
7.4.11 Tesco
7.4.12 Waitrose
7.4.13 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables
Table 1: Volume Units for the Beer, Cider & Pre-Mixed Spirits Market
Table 2: Foreign Exchange Rate ' GBP Vs. US$, 2011
Table 3: United Kingdom Survey Respondent Profile (weighted), 2011
Table 4: United Kingdom Beer, Cider & Pre-mixed Spirits Value Share (%), by Age Groups, 2011
Table 5: United Kingdom Beer, Cider & Pre-mixed Spirits Value Share (%), by Gender, 2011
Table 6: United Kingdom Beer, Cider & Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: United Kingdom Beer, Cider & Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2011
Table 8: United Kingdom Beer, Cider & Pre-mixed Spirits Value Share (%) by Wealth Groups, 2011
Table 9: United Kingdom Beer, Cider & Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2011
Table 10: United Kingdom Beer & Ale Consumer Group Share (% market value), 2011
Table 11: United Kingdom Cider Consumer Group Share (% market value), 2011
Table 12: United Kingdom Flavoured Alcoholic Beverages Consumer Group Share (% market value), 2011
Table 13: United Kingdom Lager Consumer Group Share (% market value), 2011
Table 14: United Kingdom Low Alcohol Beer & Lager Consumer Group Share (% market value), 2011
Table 15: United Kingdom Total Beer & Ale Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: United Kingdom Total Cider Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011



Table 17: United Kingdom Total Flavoured Alcoholic Beverages Value (Pound Sterling millions) and Value Share Influenced by
Behavioral Trends, 2011
Table 18: United Kingdom Total Lager Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: United Kingdom Total Low Alcohol Beer & Lager Value (Pound Sterling millions) and Value Share Influenced by Behavioral
Trends, 2011
Table 20: United Kingdom Beer & Ale Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: United Kingdom Beer & Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: United Kingdom Cider Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: United Kingdom Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: United Kingdom Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group, by Consumption
Group), 2011
Table 25: United Kingdom Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group),
2011
Table 26: United Kingdom Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: United Kingdom Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: United Kingdom Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group),
2011
Table 29: United Kingdom Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: United Kingdom Beer & Ale Consumer Profiles (% consumers by sub-group), 2011
Table 31: United Kingdom Cider Consumer Profiles (% consumers by sub-group), 2011
Table 32: United Kingdom Flavoured Alcoholic Beverages Consumer Profiles (% consumers by sub-group), 2011
Table 33: United Kingdom Lager Consumer Profiles (% consumers by sub-group), 2011
Table 34: United Kingdom Low Alcohol Beer & Lager Consumer Profiles (% consumers by sub-group), 2011
Table 35: United Kingdom Beer, Cider & Pre-mixed Spirits Private Label Consumer Penetration (% Consumers Using), by Category,
2011
Table 36: United Kingdom Beer & Ale Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 37: United Kingdom Cider Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 38: United Kingdom Flavoured Alcoholic Beverages Consumer Penetration by Brands and Private Label (% Consumers Using),
2011
Table 39: United Kingdom Lager Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 40: United Kingdom Low Alcohol Beer & Lager Consumer Penetration by Brands and Private Label (% Consumers Using),
2011
Table 41: United Kingdom, Overall Beer, Cider & Pre-mixed Spirits: Percentage of Consumers Stating that Specific Trends Influence
their Consumption, 2011
Table 42: United Kingdom, Beer & Ale: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: United Kingdom, Cider: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: United Kingdom, Flavoured Alcoholic Beverages: Percentage of Consumers Stating that Specific Trends Influence their
Consumption, 2011
Table 45: United Kingdom, Lager: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: United Kingdom, Low Alcohol Beer & Lager: Percentage of Consumers Stating that Specific Trends Influence their
Consumption, 2011
Table 47: United Kingdom Beer, Cider & Pre-mixed Spirits Market Value (Pound Sterling million), by Category, 2011
Table 48: United Kingdom Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2011
Table 49: United Kingdom Beer, Cider & Pre-mixed Spirits Market Volume (Ltrs m), by Category, 2011
Table 50: United Kingdom Beer, Cider & Pre-mixed Spirits Market Share (US$ million), by Category, 2011
Table 51: United Kingdom Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (Pound Sterling), by Category, 2011
Table 52: United Kingdom Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2011
Table 53: United Kingdom Beer, Cider & Pre-mixed Spirits Expenditure Per Household (Pound Sterling), by Category



Table 54: United Kingdom Beer, Cider & Pre-mixed Spirits Expenditure Per Household (US$), by Category
Table 55: United Kingdom Beer, Cider & Pre-mixed Spirits Market Volume Share (Ltrs m), by Category, 2011
Table 56: United Kingdom Beer, Cider & Pre-mixed Spirits Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 57: United Kingdom Beer, Cider & Pre-mixed Spirits Consumption Per Household (Ltrs m / Households m), by Category, 2011
Table 58: United Kingdom Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Table 59: United Kingdom Beer & Ale Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 60: United Kingdom Cider Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 61: United Kingdom Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 62: United Kingdom Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 63: United Kingdom Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 64: United Kingdom: Switchers to Aldi for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled
Survey Results in Thousands), 2011
Table 65: United Kingdom: Switchers From Aldi for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled
Table 66: United Kingdom: Switchers to Asda for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled
Table 67: United Kingdom: Switchers From Asda for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled
Table 68: United Kingdom: Switchers to Bargain Booze for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months
(Scaled Survey Results in Thousands), 2011
Table 69: United Kingdom: Switchers From Bargain Booze for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months
Table 70: United Kingdom: Switchers to Co-Op/Somerfield for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months
Table 71: United Kingdom: Switchers From Co-Op/Somerfield for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six
Months (Scaled Survey Results in Thousands), 2011
Table 72: United Kingdom: Switchers to Iceland for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled
Table 73: United Kingdom: Switchers From Iceland for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled
Table 74: United Kingdom: Switchers to Lidl for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled
Table 75: United Kingdom: Switchers From Lidl for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled
Table 76: United Kingdom: Switchers to Morrisons for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled
Table 77: United Kingdom: Switchers From Morrisons for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months
Table 78: United Kingdom: Switchers to Sainsbury's for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months
Table 79: United Kingdom: Switchers From Sainsbury's for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months
Table 80: United Kingdom: Switchers to Tesco for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled
Table 81: United Kingdom: Switchers From Tesco for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled
Table 82: United Kingdom: Switchers to Other for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled



Table 83: United Kingdom: Switchers From Other for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled
Table 84: United Kingdom: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Aldi (% by
Subgroup, as tracked by the Survey), 2011
Table 85: United Kingdom: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Asda (% by
Table 86: United Kingdom: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Bargain Booze
(% by Subgroup, as tracked by the Survey), 2011
Table 87: United Kingdom: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From
Co-Op/Somerfield (% by Subgroup, as tracked by the Survey), 2011
Table 88: United Kingdom: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Iceland (% by
Table 89: United Kingdom: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Lidl (% by
Table 90: United Kingdom: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From M&S (% by
Table 91: United Kingdom: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Morrisons (% by
Table 92: United Kingdom: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Oddbins (% by
Table 93: United Kingdom: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Sainsbury's (% by
Table 94: United Kingdom: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Tesco (% by
Table 95: United Kingdom: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Waitrose (% by
Table 96: United Kingdom: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Other (% by

List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: United Kingdom Beer, Cider & Pre-mixed Spirits Value Share (%), by Age Groups, 2011
Figure 3: United Kingdom Beer, Cider & Pre-mixed Spirits Value Share (%), by Gender, 2011
Figure 4: United Kingdom Beer, Cider & Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: United Kingdom Beer, Cider & Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: United Kingdom Beer, Cider & Pre-mixed Spirits Value Share (%) by Wealth Groups, 2011
Figure 7: United Kingdom Beer, Cider & Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2011
Figure 8: United Kingdom Beer & Ale Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: United Kingdom Beer & Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: United Kingdom Cider Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: United Kingdom Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: United Kingdom Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group by Consumption
Group), 2011
Figure 13: United Kingdom Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group),
2011
Figure 14: United Kingdom Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: United Kingdom Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2011



Figure 16: United Kingdom Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Age Group by Consumption Group),
2011
Figure 17: United Kingdom Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: United Kingdom Beer, Cider & Pre-mixed Spirits Market Share (US$ million), by Category, 2011
Figure 19: United Kingdom Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2011
Figure 20: United Kingdom Beer, Cider & Pre-mixed Spirits Expenditure Per Household (US$), by Category
Figure 21: United Kingdom Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Figure 22: United Kingdom Beer & Ale Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 23: United Kingdom Cider Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 24: United Kingdom Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 25: United Kingdom Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 26: United Kingdom Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 27: United Kingdom: People Who Have Switched Retailer for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six
Months (Scaled Survey Results in Thousands), 2011


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