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Outlook for Continued Growth of Flavored Spirits Is Quite Strong, New Study Shows

Consumers of flavored spirits appear highly likely to continue drinking them, especially vodka and rum, according to a new survey of alcohol consumers by Consumer Edge Insight.

PRLog - Feb. 13, 2013 - STAMFORD, Conn. -- A recent survey  of alcohol consumer behaviors in the United States among people who consume any type of alcoholic beverage at least once a week showed that flavored spirits offerings are likely to continue to show strong growth, especially in the rum and vodka categories.  The survey asked consumers about their behaviors and preferences for flavored offerings in the rum, vodka, whiskey, and tequila categories.

Over 70% of vodka drinkers drink flavored brands at least some of the time, and flavored vodkas appear likely to continue their strong growth. Among flavored vodka drinkers, 42% say they are likely to drink them more often in the future while only 14% say they are getting tired of drinking them.  

Over 70% of rum drinkers drink flavored brands at least some of the time, and flavored rum brands also appear very likely to continue to grow.  Among flavored rum drinkers, 41% of them plan to drink them more often in the future and only 16% say they are getting tired of drinking them.

Nearly 45% of whiskey drinkers drink flavored brands at least some of the time. Flavored whiskeys appear likely to continue to grow, although there is a greater degree of fatigue than in other categories. Among flavored whiskey drinkers, 42% of them say they are likely to drink them more often in the future while 24% say they are getting tired of drinking them.  Flavored whiskey drinkers are among the most likely among the different flavored spirits categories to say they don’t like the taste of the plain/unflavored version, 27%.

About half of tequila drinkers drink flavored brands at least some of the time. Flavored tequilas appear likely to continue to grow, although there is a greater degree of fatigue than in other categories. Among flavored tequila drinkers, 46% of them say they are likely to drink them more often in the future while 28% say they are getting tired of drinking them.  Flavored tequila drinkers are the most likely among different flavored spirits categories to say they don’t like the taste of the plain/unflavored version, 32%.  

“Flavor innovation has been a key source of growth for most spirits categories and the outlook for flavored spirits looks very strong, particularly in vodka and rum,” said David Decker, President of Consumer Edge Insight.  “While there are higher signs of fatigue among flavored whiskey and flavored tequila drinkers, we are earlier in the lifespan of flavored brands in those categories and we anticipate that more new product offerings will continue to grow the flavored segment in each of those categories.  We will be watching closely as the profile and preferences of flavored spirits drinkers evolve.”

ABOUT ALCOHOLIC BEVERAGE DEMANDTRACKER

Alcoholic Beverage DemandTracker provides an in-depth analysis of the key economic and attitudinal factors impacting alcoholic beverage demand. Data for this wave of Alcoholic Beverage DemandTracker was collected in September via an online survey of over 2,000 US consumers, age 21 and over, designed and weighted to be representative of the US adult alcohol-drinking population.  Some of the topics addressed include drivers of change in alcohol category consumption, the impact of economic factors and secular trends on overall alcohol consumption and by category, channel behaviors, ways to increase category consumption, and numerous brand metrics.  The research covers the beer, spirits, wine, cider, and flavored-malt beverage categories including the largest brands in each category.

To learn more, call David Decker at (203) 504-7558 or send an email to ddecker@consumeredgeinsight.com

ABOUT CONSUMER EDGE INSIGHT

Consumer Edge Insight LLC is a market research and consulting firm that helps investors and companies that want to have deeper insight into how consumer behavior is changing around the world and how to profit from those changes. We help companies monitor key trends and develop strategies to enhance shareholder value. We help investors understand key trends and identify which companies are most likely to succeed.  For further information, contact David Decker, ddecker@consumeredgeinsight.com, or visit www.consumeredgeinsight.com

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Source:Consumer Edge Insight
Phone:203-504-8122
Zip:06901
City/Town:Stamford - Connecticut - United States
Industry:Marketing, Research, Consumer
Tags:alcohol, vodka, rum, whiskey, tequila, consumer, Research, Marketing
Shortcut:prlog.org/12079158
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