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Beer58.6%
Wine41.4%
Share of Spending inDallas/Ft Worth - FOOD
Beer is The Largest Alcohol Category in Supermarkets
Beer Is The Largest Alcohol Beverage
Source: IRI Total US Food, 52 Weeks Ending 5/21/2006
3
$217
$188
$125
$121
$111
$103
$94
$86
$83
$66
+1.5
+1.0
+10.1
-1.1
-2.4
-0.8
+0.9
-0.3
+28.7
-1.5
CARBONATED BEVERAGES
MILK
BEER
SALTY SNACKS
FRESH BREAD & ROLLS
NATURAL CHEESE
FZ DINNERS/ENTREES
COLD CEREAL
WINE
LUNCHEON MEATS
Category Dollar Sales
Source: IRI Supermarket Data; 52 Weeks Ending Dec 25, 2005
% Change
#1
#10
#2
#3
#4
#5
#6
#7
#8
#9
Rank
Beer Is An Important Category
Dallas/Ft Worth - FOODTop 10 Edible Grocery Categories ($ Million)
Beer is the 3rd Largest Category in Supermarkets
4
Alcohol BeveragesShare Of Stomach And Associated Occasions
FAB5%
Liquor25%
Wine23%
Beer47%
Occasions Where Beer is Considered Highly Appropriate
Backyard grill or BBQWatching sports on TV at home
Fishing or campingBeach or outdoor pool party
Large house partyHanging out with friends
Guys’ night outDrinking with men and women
Occasions Where Liquor is Considered Highly Appropriate
Wedding or other formal partyDrinking with men and women
Large house partyFeel like getting a little rowdy
Occasions Where FABs Are Considered Highly Appropriate
Girls’ night outBeach or outdoor pool party
Drinking with men and womenBackyard grill or BBQ
Occasions Where Wine is Considered Highly Appropriate
Holiday family mealHaving couples over for dinner
Having meaningful conversationRelax or unwind after work
Drinking with men and women
Source: A-B Alcohol Beverage Tracking Research, September 2005
Alcohol Beverage Share of Stomach
(Average volume of consumption per alcohol
beverage drinker)
Source: IRI Consumer Network Panel, Total US All Outlets, 52 Weeks ending 6/12/05
18.1%Beer Only
18.6%Beer & Wine
4.2%Wine & Liquor
13.4%Beer & Liquor
0.8%Liquor Only
2.3%Wine Only
42.7%BWL Overlap
Beer, Wine and LiquorVolume Overlap of Alcohol Buyers
• 92.8% Of Beer, Wine And Liquor Volume Comes From Consumers Who Buy Beer• 18.1% Of Total Alcohol Volume Comes From Exclusive Beer Drinkers
Percent of BWL Volume
Liquor 61.1% of BWL Volume
Comes from Liquor Buyers
Wine 67.8% of BWL
Volume Comes from Wine Buyers
Beer 92.8% of BWL
Volume Comes from Beer Buyers
Beer, Wine and LiquorBuyer Overlap of Alcohol Buyers
• 11.5% Of U.S. Households Purchase Beer, Wine And Liquor• 12.8% Of Households Are Exclusive Beer Consumers, While Only 8% For Wine And 4% Liquor
Source: IRI Consumer Network Panel, Total US All Outlets, 52 Weeks ending 6/12/05
12.8%Beer Only
9.3%Beer & Wine
4.0%Wine & Liquor
5.1%Beer & Liquor
3.7%Liquor Only
8.4%Wine Only
11.5%BWL Overlap
Percent of HH (Buying Alcohol*) Penetration
Liquor Total Penetration
24.4%
Beer Total Penetration
38.8%
Wine Total Penetration
33.3%
7
Beer Buyers Make More Repeat Trips!
# of Trips Per Year (REPEAT Buyers)
13.3 13.4
20.5
0
5
10
15
20
25
Beer Wine Liquor
Source: IRI Consumer Network Panel, Total U.S. Grocery, 52 Weeks Ending 4/2/06
Repeat BuyersNote: “Repeat Buyer” buys 2 or more times in a given time period
8
7.0
5.5
2.8
0
2
4
6
8
BEER WINE LIQUOR
Source: IRI Total U.S. Grocery, 2005 Account Traffic Builder (Syndicated) 52 weeks ending December 25, 2005NOTE: Calculation = # of Trips x Average Market BasketAll Other Category Dollars = (# of Trips x Average Market Basket) – (# of Trips x Dollars per Purchase Occasion)
Beer Buyers Make More Trips and Spend More Annually Per Buyer!
Source: IRI Consumer Network Panel, Total U.S. Grocery, 52 Weeks Ending 12/25/05 All Buyers
Source: IRI Consumer Network Panel, Grocery, 52 Weeks Ending 12/25/05
Total Annual Market Basket
With and Without the Category
# of Trips Per Year(All buyers)
$56.20
$60.14$59.13
54
56
58
60
62
BEER WINE LIQUOR
Average in Market Basket(Including Alcohol)
Dallas/Ft Worth - FOOD
BEER WINE LIQUOR
$393$332
$168
$314 $271
$106
$-
$100
$200
$300
$400
9
Consumers Drink More Beer
Spending by Consumer Per Month
$40.26
$10.70$17.31
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
Beer Wine Liquor
Number of Servings Per Month
12.27.3
33.3
0.0
10.0
20.0
30.0
40.0
Beer Wine Liquor
• Number of Servings Is Much Greater for Beer
2.7 X Wine
4.6 X Liquor
• Avg. Revenue Per Consumer Is Much Greater for Beer
2.3 X Wine
3.8 X Liquor
Calculation: Servings / # Consumers = Number of Daily Servings; Servings x Dollar per Serving = RevenueNOTE: Beer, wine and liquor volumes are shown converted into an approximation of servings, based on 12 oz. for beer; 5 oz. for wine, and 1.5 oz. for liquor. In practice, serving sizes and alcohol concentration are highly variable -- especially for mixed liquor drinks.Source: 2005 Adams Advanced Handbook (2004 Gallons and Dollars); MRI 2005 (Average Number of Servings)
Consumers Have More Servings and Spend More on Beer Than Wine or Liquor
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