Marketers in the Spirits market in China 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 Spirits market in China 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.
Key Highlights
Consumer survey data for the following specific categories: Brandy, Whiskey, Rum, Gin and Genever, Vodka, Tequila and Mezcal, Specialty Spirits, and Liqueurs.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales 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 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
7.3.6 New Cooperation Joint-stock trade chain CO., Ltd. Switching Analysis
7.3.7 Tesco China Switching Analysis
7.3.8 Trust Mart Switching Analysis
7.3.9 Wal-Mart Super center, China Switching Analysis
7.3.10 Wuhan Zhongbai Group Co., Ltd. Switching Analysis
7.3.11 Wumart Stores. Group Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Spirits, by Retailer Used
7.4.1 A-Best Supermarket Co., Ltd
7.4.2 Carrefour China
7.4.3 Dashang Group
7.4.4 Metro Cash & Carry
7.4.5 New Cooperation Joint-stock trade chain CO., Ltd.
7.4.6 Tesco China
7.4.7 Trust Mart
7.4.8 Wal-Mart Super center, China
7.4.9 Wuhan Zhongbai Group Co., Ltd.
7.4.10 Wumart Stores. Group
7.4.11 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List of Tables
Table 1: Volume Units for the Spirits Market
Table 2: Foreign Exchange Rate - CNY Vs. US$, 2011
Table 3: China Survey Respondent Profile (weighted), 2011
Table 4: China Spirits Value Share (%), by Age Groups, 2011
Table 5: China Spirits Value Share (%), by Gender, 2011
Table 6: China Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: China Spirits Value Share (%) by Education Level Achieved Groups, 2011
Table 8: China Spirits Value Share (%) by Wealth Groups, 2011
Table 9: China Spirits Value Share (%) by Busy Lives Groups, 2011
Table 10: China Brandy Consumer Group Share (% market value), 2011
Table 11: China Gin & Genever Consumer Group Share (% market value), 2011
Table 12: China Liqueurs Consumer Group Share (% market value), 2011
Table 13: China Rum Consumer Group Share (% market value), 2011
Table 14: China Specialty Spirits Consumer Group Share (% market value), 2011
Table 15: China Tequila & Mezcal Consumer Group Share (% market value), 2011
Table 16: China Vodka Consumer Group Share (% market value), 2011
Table 17: China Whiskey Consumer Group Share (% market value), 2011
Table 18: China Total Brandy Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: China Total Gin & Genever Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: China Total Liqueurs Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: China Total Rum Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: China Total Specialty Spirits Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: China Total Tequila & Mezcal Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 24: China Total Vodka Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 25: China Total Whiskey Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 26: China Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: China Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: China Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: China Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: China Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: China Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: China Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: China Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: China Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 35: China Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 36: China Tequila & Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 37: China Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 38: China Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 39: China Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 40: China Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 41: China Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 42: China Brandy Consumer Profiles (% consumers by sub-group), 2011
Table 43: China Gin & Genever Consumer Profiles (% consumers by sub-group), 2011
Table 44: China Liqueurs Consumer Profiles (% consumers by sub-group), 2011
Table 45: China Rum Consumer Profiles (% consumers by sub-group), 2011
Table 46: China Specialty Spirits Consumer Profiles (% consumers by sub-group), 2011
Table 47: China Tequila & Mezcal Consumer Profiles (% consumers by sub-group), 2011
Table 48: China Vodka Consumer Profiles (% consumers by sub-group), 2011
Table 49: China Whiskey Consumer Profiles (% consumers by sub-group), 2011
Table 50: China Spirits Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 51: China Brandy Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 52: China Gin & Genever Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 53: China Liqueurs Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 54: China Rum Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 55: China Specialty Spirits Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 56: China Tequila & Mezcal Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 57: China Vodka Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 58: China Whiskey Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 59: China, Overall Spirits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 60: China, Brandy: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 61: China, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 62: China, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 63: China, Rum: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 64: China, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 65: China, Tequila & Mezcal: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 66: China, Vodka: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 67: China, Whiskey: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 68: China Spirits Market Value (Yuan Renminbi million), by Category, 2011
Table 69: China Spirits Market Value (US$ million), by Category, 2011
Table 70: China Spirits Market Volume (Ltrs m), by Category, 2011
Table 71: China Spirits Market Share (US$ million), by Category, 2011
Table 72: China Spirits Expenditure Per Capita (Yuan Renminbi), by Category, 2011
Table 73: China Spirits Expenditure Per Capita (US$), by Category, 2011
Table 74: China Spirits Expenditure Per Household (Yuan Renminbi), by Category
Table 75: China Spirits Expenditure Per Household (US$), by Category
Table 76: China Spirits Market Volume Share (Ltrs m), by Category, 2011
Table 77: China Spirits Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 78: China Spirits Consumption Per Household (Ltrs m / Households m), by Category, 2011
Table 79: China Spirits Survey-tracked Retailer Shares by Volume of Organized Retail (% of Ltrs m), 2011
Table 80: China Brandy Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 81: China Gin & Genever Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 82: China Liqueurs Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 83: China Rum Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 84: China Specialty Spirits Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 85: China Tequila & Mezcal Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 86: China Vodka Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 87: China Whiskey Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 88: China: Switchers to A-Best Supermarket Co., Ltd for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: China: Switchers From A-Best Supermarket Co., Ltd for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: China: Switchers to Carrefour China for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: China: Switchers From Carrefour China for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: China: Switchers to Dashang Group for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 93: China: Switchers From Dashang Group for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 94: China: Switchers to Metro Cash & Carry for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 95: China: Switchers From Metro Cash & Carry for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 96: China: Switchers to New Cooperation Joint-stock trade chain CO., Ltd. for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 97: China: Switchers From New Cooperation Joint-stock trade chain CO., Ltd. for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 98: China: Switchers to Tesco China for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 99: China: Switchers From Tesco China for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 100: China: Switchers to Trust Mart for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 101: China: Switchers From Trust Mart for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 102: China: Switchers to Wal-Mart Super center, China for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 103: China: Switchers From Wal-Mart Super center, China for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 104: China: Switchers to Wuhan Zhongbai Group Co., Ltd. for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 105: China: Switchers From Wuhan Zhongbai Group Co., Ltd. for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 106: China: Switchers to Wumart Stores. Group for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 107: China: Switchers From Wumart Stores. Group for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 108: China: Switchers to Other for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 109: China: Switchers From Other for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 110: China: Profile of Spirits Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2011
Table 111: China: Profile of Spirits Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2011
Table 112: China: Profile of Spirits Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2011
Table 113: China: Profile of Spirits Consumers Whose Goods Mainly Come From Metro Cash & Carry (% by Subgroup, as tracked by the Survey), 2011
Table 114: China: Profile of Spirits Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup, as tracked by the Survey), 2011
Table 115: China: Profile of Spirits Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2011
Table 116: China: Profile of Spirits Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2011
Table 117: China: Profile of Spirits Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2011
Table 118: China: Profile of Spirits Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2011
Table 119: China: Profile of Spirits Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2011
Table 120: China: Profile of Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: China Spirits Value Share (%), by Age Groups, 2011
Figure 3: China Spirits Value Share (%), by Gender, 2011
Figure 4: China Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: China Spirits Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: China Spirits Value Share (%) by Wealth Groups, 2011
Figure 7: China Spirits Value Share (%) by Busy Lives Groups, 2011
Figure 8: China Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: China Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: China Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: China Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: China Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: China Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: China Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: China Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: China Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: China Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: China Tequila & Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: China Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: China Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: China Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: China Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 23: China Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 24: China Spirits Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 25: China Spirits Market Share (US$ million), by Category, 2011
Figure 26: China Spirits Expenditure Per Capita (US$), by Category, 2011
Figure 27: China Spirits Expenditure Per Household (US$), by Category
Figure 28: China Spirits Survey-tracked Retailer Shares by Volume of Organized Retail (% of Ltrs m), 2011
Figure 29: China Brandy Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 30: China Gin & Genever Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 31: China Liqueurs Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 32: China Rum Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 33: China Specialty Spirits Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 34: China Tequila & Mezcal Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 35: China Vodka Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 36: China Whiskey Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 37: China: People Who Have Switched Retailer for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
