2022
8
Canada RTD Alcoholic Beverages Market Report 2022
2022-11-04T03:05:16+00:00
OX1100423
3695
157214
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Report
en_GB
“COVID-19 was a catalyst for the growth of RTD alcoholic beverages. As the world emerges from the pandemic, will the momentum continue? The outlook is broadly positive based on the…

Canada RTD Alcoholic Beverages Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“COVID-19 was a catalyst for the growth of RTD alcoholic beverages. As the world emerges from the pandemic, will the momentum continue? The outlook is broadly positive based on the variety and convenience RTD alcoholic beverages offer. RTD alcoholic beverages are reflective of a changing alcoholic beverage landscape where consumers are looking for a wider array of options, and there is little doubt that the category will continue to deliver on this front.”
Joel Gregoire, Associate Director for Food & Drink

This Report looks at the following areas:

  • The impact of the pandemic on alcoholic beverage consumption and how this might be shifting.
  • Inflation’s impact on the alcoholic beverage space from the consumer’s point of view.
  • Reasons why consumers drink and do not drink RTD alcoholic beverages.
  • General attitudes toward health and drinking and what considerations matter most.

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
        • Executive Summary

            • Top takeaways
              • Market overview
                • Figure 1: Category outlook for RTD alcoholic beverages, 2022-27
              • Key consumer insights
                • RTD alcoholic beverages’ growth exceeds other alcoholic beverages
                  • RTD alcoholic beverages have shifted how consumers drink alcohol more broadly
                    • Many have been drinking more since the start of the pandemic, but even more consumers are looking to cut back
                      • The right drink for the right occasion matters
                        • Sugar is the top concern when it comes to health
                          • Novelty may be key for RTD alcoholic beverages, but familiarity also holds appeal
                          • Market Factors

                            • There’s a good chance the fight against inflation will lead to recession
                              • Figure 2: Annualized Canadian inflation rate by month, 2019-22
                              • Figure 3: Annualized Canadian inflation rate of alcoholic beverages by month, 2019-22
                            • Canada’s two biggest cohorts are driving up the country’s average age
                              • Figure 4: Distribution of Canadian population by age, 2017 vs 2021
                              • Figure 5: Overall planned permanent resident admissions, 2021-23
                            • As the pandemic’s impact wanes, bars have come back to life
                              • Figure 6: Monthly sales at foodservice drinking places (alcoholic beverages), 2019-22
                              • Figure 7: Monthly sales at beer, wine and liquor stores, 2019-22
                            • The alcoholic beverage landscape continues to shift
                              • Figure 8: Share of per capita alcoholic beverage value sales by category at liquor authorities and other retail outlets, 2004-21
                              • Figure 9: Per capita value sales of alcoholic beverages at liquor authorities and other retail outlets, 2004-21
                            • New health advice may be a headwind for the alcoholic beverage industry
                            • Competitive Strategies and Market Opportunities

                              • There’s ample opportunity to infuse a wide range of flavours and formats
                                • Figure 10: BuzzBallz Pineapple Colada Chiller (US), July 2021
                                • Figure 11: Myx Fusions Moscato & Coconut Wine (US), 2021
                                • Figure 12: Twelve5’s Rebel Hard Coffee Bourbon Caramel Hard Latte (US), 2021
                                • Figure 13: Shottys Watermelon Gelatin Shots (US), 2021
                                • Figure 14: Daily’s Poptails Variety Pack (US), 2021
                              • Established brands are flexing their muscle in the RTD alcoholic beverage space
                                • Figure 15: Corona Hard Seltzer Seltzeria Hard Seltzer with Natural Flavors and a Splash of Real Juice (US), 2022
                                • Figure 16: Crown Royal Washington Apple Whisky (US), 2021
                                • Figure 17: Jose Cuervo Sparkling Margarita (US), 2022
                                • Figure 18: Malibu Pina Colada Cocktail (US) 2022
                              • Promote the occasion as well as the drink
                                • Figure 19: Bud Light Seltzer Hour Variety Pack (US, 2022)
                                • Figure 20: Alixr Pride White Wine Spritz (US), 2022
                                • Figure 21: Smirnoff Red, White + Merry Holiday Punch Flavor Seltzer (US), 2021
                                • Figure 22: Twelve’s 5 Rebel Hard Coffee Pumpkin Spice Hard Latte (US), 2021
                                • Figure 23: Bakko Nitecap Carbonated Alcoholic Mixed Drink (Brazil), 2021
                              • Keeping ingredient decks ‘clean’ is a way to convey wellbeing
                                • Figure 24: Smirnoff Zero Sugar Seasonal Variety (US), 2021
                                • Figure 25: Line 39 Rosé Spritzer (US), 2021
                                • Figure 26: Dairy Distillery Vodcow Cream Liquor (Canada), 2021
                              • Heritage leverages consumers’ desire for familiarity
                                • Figure 27: Plain Spoke Cocktail Co. Brandy Old Fashioned Cocktails (US), 2021
                                • Figure 28: New Holland Spirits Holland Mule (US), 2021
                                • Figure 29: Walter Caesar Instagram post, 2022
                            • The RTD Alcoholic Beverage Consumer – Fast Facts

                              • Alcoholic Beverage Consumption

                                • Beer and wine remain the most popular alcoholic beverages in Canada
                                  • Figure 30: Alcoholic beverage typically drunk, 2022
                                  • Figure 31: Percent of consumers who often drink RTD alcoholic beverages, by category, 2022
                                • Drinking habits vary across different demographics
                                  • Figure 32: Alcoholic beverage typically drunk, men vs women, 2022
                                  • Figure 33: Alcoholic beverage typically drunk, by age, 2022
                              • RTD Alcoholic Beverage Consumption by Type

                                • Pre-mixed cocktails prove most popular with consumers
                                  • Figure 34: Types of RTD alcoholic beverages drunk in the past year, 2022
                                • RTD alcoholic beverages’ popularity wanes with age across all types
                                  • Figure 35: Types of RTD alcoholic beverages drunk in the past year, by age, 2022
                                  • Figure 36: Pre-mixed wine-based drinks and alcoholic soda drunk in the past year, men vs women, 2022
                                  • Figure 37: Types of RTD alcoholic beverages drunk in the past year, by parental status, 2022
                                  • Figure 38: Alcoholic seltzers and sodas drunk in the past year, Chinese Canadians vs South Asians vs overall population, 2022
                              • Reasons for Drinking RTD Alcoholic Beverages

                                • Convenience and trial rank as top reasons for drinking RTD alcoholic beverages
                                  • Figure 39: Reasons for drinking RTD alcoholic beverages in the past year, 2022
                                • Age, parental status and other demographic breaks influence reasons for drinking alcoholic beverages
                                  • Figure 40: Reasons for drinking RTD alcoholic beverages in the past year, by age, 2022
                                  • Figure 41: Reasons for drinking RTD alcoholic beverages in the past year, by parental status, 2022
                                  • Figure 42: Reasons for drinking RTD alcoholic beverages in the past year, by household income, 2022
                                  • Figure 43: Reasons for drinking RTD alcoholic beverages in the past year, Quebec vs overall, 2022
                                  • Figure 44: Reasons for drinking RTD alcoholic beverages in the past year, by work location, 2022
                              • Reasons for Not Drinking RTD Alcoholic Beverages

                                • Preference for ‘other’ alcoholic beverages is the biggest impediment to RTD alcoholic beverages’ growth
                                  • Figure 45: Reasons for not drinking RTD alcoholic beverages in the past year, 2022
                                  • Figure 46: Reasons for not drinking RTD alcoholic beverages in the past year, by age, 2022
                              • Change in RTD Alcoholic Beverage Usage

                                • Twice as many consumers indicate they are drinking more RTD alcoholic beverages than less
                                  • Figure 47: Change in RTD alcoholic beverage consumption compared to before the pandemic, 2022
                                  • Figure 48: Change in alcoholic beverage consumption compared to before the pandemic, by category, 2020
                                • The drinking behaviour of younger adults is more volatile
                                  • Figure 49: Change in RTD alcoholic beverage consumption compared to before the pandemic, by age, 2022
                                  • Figure 50: Finally, Tito’s in a Can*, 2021
                                  • Figure 51: Change in RTD alcoholic beverage consumption compared to before the pandemic, fathers vs mothers vs overall, 2022
                                  • Figure 52: Change in RTD alcoholic beverage consumption compared to before the pandemic, by work location, 2022
                              • Important Considerations When Choosing RTDs

                                • In a category where novelty’s importance is intensified, familiarity still matters more
                                    • Figure 53: What appeals to Canadians in RTD alcoholic beverages, 2022
                                    • Figure 54: Slow Cow Instagram post, 2020
                                  • Women are more likely to find more options appealing
                                    • Figure 55: What appeals to Canadians in RTD alcoholic beverages, men vs women, 2022
                                    • Figure 56: What appeals to Canadians in RTD alcoholic beverages, by age, 2022
                                    • Figure 57: What appeals to Canadians in RTD alcoholic beverages, by work location, 2022
                                • Associations with RTD Alcoholic Beverages

                                  • Canadians are most likely to associate RTD alcoholic beverages with refreshment and socializing
                                    • Figure 58: Associations made with RTD alcoholic beverages (NET), 2022
                                    • Figure 59: Select associations made with RTD alcoholic beverages, 2022
                                  • Women are more likely to make multiple associations with RTD alcoholic beverages
                                    • Figure 60: Select associations made with RTD alcoholic beverages (NET), men vs women, 2022
                                    • Figure 61: Select associations made with RTD alcoholic beverages (NET), by age, 2022
                                    • Figure 62: Select associations made with RTD alcoholic beverages (NET), by work location, 2022
                                • Attitudes Toward Alcoholic Beverages and RTDs

                                  • The pandemic has impacted Canadians’ drinking habits
                                    • Figure 63: Attitudes related to COVID-19’s impact on drinking habits, 2022
                                    • Figure 64: Attitudes related to COVID-19’s impact on drinking habits (% agree), by age, 2022
                                    • Figure 65: Attitudes related to COVID-19’s impact on drinking habits (% agree), fathers vs mothers, 2022
                                    • Figure 66: Jack Daniels Instagram post, 2020
                                    • Figure 67: Attitudes related to COVID-19’s impact on drinking habits (% agree), by work location, 2022
                                  • Most consumers perceive some alcoholic beverages to be healthier than others
                                    • Figure 68: Dry January Canada Instagram post, 2022
                                    • Figure 69: Attitudes around alcohol, health and moderation, 2022
                                    • Figure 70: Attitudes around alcohol, health and moderation, by age, 2022
                                    • Figure 71: Attitudes around alcohol, health and moderation, students vs non-students, 2022
                                    • Figure 72: Attitudes around alcohol, health and moderation, South Asians vs Chinese Canadians vs overall population, 2022
                                    • Figure 73: Attitudes towards cutting back and price (% agree), by current financial situation, 2022
                                  • Many Canadians are switching from beer/wine to RTD alcoholic beverages
                                    • Figure 74: RTD alcoholic beverages as an alternative beer and wine and openness to cannabis-infused beverages, 2022
                                    • Figure 75: Alcoholic beverage choices (% agree), men vs women, 2022
                                    • Figure 76: Alcoholic beverage choices (% agree), by age, 2022
                                • Appendix – Data Sources and Abbreviations

                                  • Data sources
                                    • Consumer survey data
                                      • Consumer qualitative research
                                        • Abbreviations and terms
                                          • Abbreviations

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