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MarkeTalk™ Consumer Survey MarkeTalk™ Consumer Survey

MarkeTalk™ Consumer Survey - PowerPoint Presentation

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MarkeTalk™ Consumer Survey - PPT Presentation

MarkeTalk Consumer Survey Information 631 National responses Must have had an alcoholicadult beverage in a fullservice casual or upscalecasual restaurant in the past 60 days AND done at least one of the following in the past year ID: 249264

millennial consumer adult insights consumer millennial insights adult beer wine millennials price premise consumers spirits premium beverage comparison frequently

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Slide1
Slide2

MarkeTalk™ Consumer SurveySlide3

MarkeTalk™ Consumer Survey

Information

631 National responses

Must have had an alcoholic/adult beverage in a full-service casual or upscale-casual restaurant in the past 60 days

AND done at least one of the following in the past year:

Stayed overnight in a full-service hotel

Taken a cruise

Visited a casino

Visited a theme park

Flown out of a major

airport

99% Confidence Level

+/- 5% Margin of ErrorSlide4

DemographicsSlide5
Slide6
Slide7
Slide8
Slide9
Slide10

Beverage TrendsSlide11
Slide12
Slide13
Slide14
Slide15
Slide16

SpiritsSlide17

Spirits

Top Line Spirits Results

Spirits Volume +3.5%

Fastest-growing Categories

Irish Whiskey

Vodka

TequilaSlide18

Spirits

Flavored Vodka Trending Sweet

Raspberry and citrus lead, but whipped cream, coconut and peach gained share; strawberry and blueberry fell offSlide19

Spirits

Shift to Premium

Super-premium, high-end premium and premium price tiers grew

Vodka

Rum

Tequila

Gin

Cordials & Liqueurs

Brandy & Cognac

Straight American Whiskey

Canadian Whisky

Scotch

Irish Whiskey Slide20
Slide21
Slide22
Slide23
Slide24

(bottled)

(fresh)Slide25

WineSlide26

Wine

Top Line Wine Results

Wine Volume +4.6%

Table Wine

Sparkling Wine

Domestic WineSlide27

Wine

Price Tier Trends

Table & Sparkling Wine

Value price tier growth

Super-premium tier ($15+)

Table Wine +16%

Sparkling Wine +6%Slide28

Wine

Varietal Shifts

Chardonnay and Cabernet Sauvignon reign but….

Pinot

Grigio

, Pinot Noir, Red Zinfandel, Red Blend/

Meritage

and

Moscato

gained shareSlide29
Slide30
Slide31
Slide32

= Overall Client Average Wine Price

-Slide33

BeerSlide34

Beer

Top Line Beer Results

Beer Volume -1.3%

Mainstream domestics lagging

Domestic light decline

Growth

Craft +11.2%

Imports +2.3%

FMBs +3.3%

Cider +31.3%Slide35

Beer

Price Tier Trends

Mainstream Domestics

Super-premium +11.8%

Premium -4.9%

Value -3.6%

Domestic Light

Premium -1.3%

Value -6.7%Slide36
Slide37
Slide38
Slide39
Slide40
Slide41

Comparison

: Beer Glasses – Favorite vs. OfferedSlide42
Slide43

Comparison

: Beer Delivery – Preference vs. SalesSlide44
Slide45

= Overall Client Average Beer Price

-Slide46

Zero Proof™Slide47
Slide48
Slide49
Slide50
Slide51

Happy HoursSlide52
Slide53
Slide54

Comparison

: Happy Hour Specials – Desired vs. OfferedSlide55
Slide56

Modern MarketingSlide57

Comparison

: Smartphone Ownership – Consumers vs. Clients/SuppliersSlide58

Comparison

:

Social Media Websites/Apps Utilization –

Consumers vs. Clients/SuppliersSlide59

“Modern Marketing

"

Technology Usage StatusSlide60

Comparison

:

“Modern

Marketing” Utilization – Consumers vs. Clients/SuppliersSlide61

Millennial Consumers

Powerful Demographic

Diverse

Educated

Economically challenged

Frequent Adult Beverage

consumersSlide62

Millennial Consumer Insights

Millennial Consumer Profile

By 2018 100% of Millennials will be of Legal Drinking Age

Source: U.S. Census Bureau

2013

2018

Legal Drinking Age

68,857,262

88.9%

Legal Drinking Age

79,047,143

100.0%Slide63

Millennial Consumer Insights

Key Findings

Millennials are

frequent consumers of adult beverage

Spread the consumption occasions across weekdays and weekends and on- and off-premise locations

Beer is most frequently consumed adult beverage

Highest incidence of trying new adult beverages

Cost is a factor

Consumer Insights—On-premise & Off-premise

Proprietary survey of 2000 adult

consumers

.Slide64

Millennial Consumer Insights

Most Recent Alcohol Purchase

53% in an on-premise

location

Bar

Casual-dining

restaurant

Nightclub

Base: Total

Millennials

(1,064)

Have you ordered any of the following outside of the home (e.g. restaurant/bar other commercial establishment) or purchased the below beverages for at-home consumption (e.g., supermarket, liquor store) in the past 30 days?Slide65

Millennial Consumer Insights

The Deliverables…

Beer—all styles

Light beer: 51%

Cider: 26%

Wine

Merlot, Cabernet Sauvignon, Pinot Noir

Pinot

Grigio

/Gris, Chardonnay

Red Blend, Merlot

Spirits

Vodka, Rum, Tequila

Alcohol Purchases Away from Home

Source: Special TAB Report: Millennial Consumer Insights, TechnomicSlide66

Millennial Consumer Insights

Spending on Adult BeveragesSlide67

Millennial Consumer Insights

The Deliverables…

Cost is a Factor

More Younger

Millennials

than Older

Millennials

agree

“Price is more important than quality” when buying adult beverages on-premise

For Younger

Millennials

“Cost is important” when considering trial of a new adult beverage on-premise

Price (53%) and variety (54%) are very important for all Millennials.Slide68

Millennial Consumer Insights

The Deliverables…

Trying New Beverages

Millennials

are the most likely demographic to try a new adult beverage in both on- and off-premise

locations.

Spirits is the most frequently sampled

new

beverage

Wine is sampled off-premise more

frequently

than on-premise

Domestic light beer is most frequently

sampled

on-premise

Domestic regular and imports most

frequently

sampled

off-premiseSlide69

Millennial Consumer Insights

Influencing the Decision to Try a New Adult

Beverage*

On-Premise

Suggestion of someone in their

party

(81%)

Suggestion of the bartender (78%)

Off-Premise

Cost (81%)

Suggestion of a friend/family

member

(76

%)

*”Very important” or “somewhat important” responseSlide70

Millennial Consumer Insights

The Deliverables…

Looking Ahead…

Millennials

are adventurous, curious, demanding

Driving Several Trends

Flavor

Complex

Global

From sweet to

spicy

New

production

methods—

microdistilling

,

unoaked

wines,

organic/sustainable

Calorie- and health-conscious

Source: Special TAB Report: Millennial Consumer Insights, Technomic Slide71

Millennial Consumer Insights

Great Opportunity, but be wary

Nomadic

Want to

connect—

authenticity

, a “story”Slide72

Complete survey results will be included

on the

Symposium

Microsite:

www.beverageexecutivesymposium.com

For questions or comments:

(949) 830-6101

or

dave@marketeaminc.com