Spirits - US - August 2009
The recession is driving some subtle, and not so subtle, changes in consumer behavior. Indeed, in virtually every category of consumer packaged goods, evidence of lifestyle change and adaptive behavior can be observed. The category of spirits is no exception. Not only has the amount of alcohol being consumed on an annual basis changed considerably during the recession, it is also evident that consumers are increasingly consuming at home rather than in bars and restaurants. Given that a significant change has occurred and is under way, it is important to closely examine trends in consumer lifestyles and spirits usage in order to optimize marketing and product development efforts.
This report provides a comprehensive analysis of the off-premise/at home distilled spirits market in the US. More specifically, the report addresses the following questions:
- How has the use of distilled spirits changed in recent years?
- How do current usage trends compare to past recessions, and what does this mean for the future?
- How have sales of distilled spirits fluctuated in recent years, and how are they expected to change between 2009 and 2014?
- What are the most popular types of spirits?
- What segments of the population consume the most alcohol, and what type of products do these segments prefer?
- What product and brand attributes have high appeal during recession?
- How do consumers prefer to drink spirits?
- How do concerns about health and wellness impact drinking behavior?
- What type of spirits do Americans prefer to consume at home versus at a restaurant or party?
- What motivates consumers to try new types of spirits or brands?
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