Summary

Global Consumer Trends and Key Consumer Targets in Alcoholic Beverages helps companies to develop competitive advantages across the whole of the supply chain by boosting their understanding of consumer motivations. This means that they can align their products and marketing campaigns with the most pertinent consumer need states across a wide variety of diverse markets.

Canadeans comprehensive trend framework is a toolkit companies can use to identify the most important consumer behaviors currently driving their market, and decrease the risk of aligning products with need states that are not influential on actual behavior.

Canadeans trend framework covers nine mega-trends and 20 trends, with consumer data analyzing the influence of these trends across 10 key countries, and identifies the key age, gender, wealth, and leisure time groups for each trend.

Key Findings

• Irrespective of industry, size of brand, heritage, or market share, it is crucial that all brands keep ahead of consumer trends.In recent years there have been a number of publicized failed launches from the biggest brands because they did not recognize evolving consumer need states.
• The needs of consumers in developed economies will continue to be shaped by indulgence and experience. Manufacturers must also respond to the increasing desire for smaller-scale production, driven by the popularity of the craft movement, with an emphasis on quality and transparency.
• Emerging economies present the most attractive opportunities for growth in terms of value, and meeting the differing needs of consumers in emerging economies is vital in regards to increasing sales.
• Due to rapidly aging populations, developing economies will witness a rise in demand for healthier and better for you options- particularlyacross the wine market, as consumers become more concerned in regards to alcohol consumption and negative health associations as they age.

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Synopsis

Global Consumer Trends and Key Consumer Targets in Alcoholic Beverages is a toolkit companies can use to identify the most important consumer behaviors currently
driving their market, and decrease the risk of aligning products with need states that are not influential on buying behavior. This toolkit provides:

• A framework of nine mega-trends and twenty trends that capture the key need states driving consumer markets
• Quantification of how important each trend is in 10 key countries
• Identification of key consumer groups for each trend, including key age groups, gender and wealth group
• An evaluation of the consumer behaviors driving each trend, providing a unique level of granularity to the trend framework
• Best practice product examples for each trend
• Analysis of how the trend will develop in future, for both developed and developing economies
• Recommended actions on how to best target each consumers across the major categories and sectors, by aligning products to evolving consumer trends

Reasons to Buy

Canadeans comprehensive trend framework is a toolkit companies can use to align their products and marketing campaigns with the most pertinent consumer need states, and decrease the risk of aligning products with need states that are not influential on actual behavior.

Irrespective of industry, size of brand, heritage, or market share, it is crucial that all brands, irrespective of position, keep ahead of consumer trends. This report marries theory with practice, providing both a comprehensive conceptual understanding of consumer behaviors, and recommended actions and product examples to show how these trends should be targeted.

Table of Contents

Introduction and Overview
Market Context - Market Volume
Market Context - Market Value
Consumer Demographics
Consumer Analysis - Beer and Cider
Consumer Analysis - Wine
Consumer Analysis - Spirits
Health in Alcoholic Beverages
Defending Share of Throat - Lessons for the On-Trade and Off-Trade
Recommended Actions
Appendix

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