2021
9
UK White Spirits and RTDs Market Report 2021
2021-04-07T04:09:17+01:00
OX989898
2195
136293
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Report
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“The COVID-19 outbreak boosted retail sales of white spirits and RTDs in 2020 but is likely to erode sales longer term by accelerating the alcohol moderation trend. Further NPD in…

UK White Spirits and RTDs Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK White Spirits and RTDs market, including the behaviours, preferences and habits of the consumer.

There has been an increasing awareness of representation within the beauty industry over the past few years, with the 2020 BLM movement creating major ripple effects throughout the sector. 46% of BPC buyers are more likely to buy from a brand or retailer who takes a stance on minority group issues, with a failure to take a stance creating a risk of losing customers.

The COVID-19 pandemic has played a major part in exacerbating societal divides, especially when it comes to economics. BAME groups have been disproportionally effected by COVID infections and are also more likely to have lost their job through the closure of non-essential businesses.

The call for more representation of different ethnicities, disabilities, and other minority groups may create opportunities for brand innovation. The most common issue faced when purchasing BPC products is finding the right product for skin-tones, both due to varying ethnicities and other differences in skin-tone. With an increased online presence of many BPC brands, there have also been steps to creating more inclusive shopping experiences, with filters for different abilities to help people with specific needs find the right products.

Brands will need to work to share their diversity efforts with customers, demonstrating that they are working towards permanent change and that their efforts are not just to tick boxes. Connecting with social issues, especially amongst younger customers, is the key to improving perceptions of the BPC industry and help its recovery from the pandemic.

Read on to discover more details or take a look at all of our UK Drinks market research.

Quickly understand

  • The impact of COVID-19 on the white spirits and RTDs category and the outlook for the category.
  • Launch activity in 2020 and future product development opportunities.
  • Changes in purchase patterns and channels.
  • Consumer views of white spirits’ health credentials and qualities, including associations with particular occasions.

Covered in this report

Brands: Alterna, Indeed Laboratories, @pullupforchange, Guide Beauty, L’Oreal Paris, Dove, NIVEA, The Body Shop, Womanology, Faace, Arbonne, SUQQU, Freya + Bailey, 4.5.6, Volition Beauty, THG Company, MyBeautyBrand, Glossybox, Prime Beauty Cosmetics, Rimmel, L’Occitane, VictoriaLand Beauty, EleVen, Credo Beauty, Sunscreen Company.

Expert analysis from a specialist in the field

Written by Alice Baker, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The COVID-19 outbreak boosted retail sales of white spirits and RTDs in 2020 but is likely to erode sales longer term by accelerating the alcohol moderation trend. Further NPD in lower calorie, low/non- alcoholic spirits alternatives would help companies to better appeal to the health-conscious. Products with experiential aspects would also help to create a more exciting image around low/non-alcoholic variants, which should encourage buying.

Alice Baker
Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this report
    • COVID-19: Market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on white spirits and RTDs
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on white spirits and RTDs, 11 March 2021
    • The market
    • Fall in value sales in 2020 nearly wipes out strong growth over 2015-19
    • Declining volume sales coupled with inflation expected for 2020-25
      • Figure 2: Total value sales of white spirits and RTDs, 2015-25
    • Gin sees the fastest growth over 2015-20, but white rum and RTDs are the star performers in 2020
      • Figure 3: Value sales of white spirits and RTDs, by segment, 2015 and 2020
    • On-trade closures send market value plummeting in 2020
    • No rise in spirits duties in 2021, but increased administration post-Brexit raises costs for operators
    • Ageing UK population will hamper category growth
    • Companies and brands
    • Leading spirits brands face increased competition
    • Premium launches continue in both white spirits and RTDs in 2020
    • Brands respond to the pandemic in their 2020 advertising
    • Gordon’s is the most trusted brand, while Malibu is seen as the most fun
      • Figure 4: Attitudes towards and usage of selected brands, December 2020
    • The consumer
    • Usage of white spirits falls in 2020 despite retail sales growth
      • Figure 5: Usage of white spirits, by type, October 2020
    • COVID-19 outbreak alters usage occasions for white spirits and RTDs
      • Figure 6: Behaviours relating to white spirits and RTDs, October 2020
    • Spirits with historical recipes and cocktail-making kits can help companies to tap into the home cocktail making trend
      • Figure 7: Interest in innovation in white spirits and RTDs, October 2020
    • Premium products have the chance to shine
      • Figure 8: Attitudes towards white spirits and RTDs, October 2020
    • A stronger health focus is needed in the category
    • Focus on at-home occasions will help to drive sales in 2021
      • Figure 9: Qualities associated with selected types of white spirits and RTDs, October 2020
  3. Issues and Insights

    • Innovate with healthier variants to tap into consumers’ increased health consciousness since COVID-19
    • Home cocktail-making trend offers good opportunities for the category
    • Target outdoor social occasions more strongly when marketing RTDs
  4. The Market – Key Takeaways

    • Fall in value sales in 2020 nearly wipes out strong growth over 2015-19
    • Declining volume sales coupled with inflation expected for 2020-25
    • Gin sees the fastest growth over 2015-20, but white rum and RTDs are the star performers in 2020
    • On-trade closures send market value plummeting in 2020
    • No rise in spirits duties in 2021, but increased administration post-Brexit raises costs for operators
    • Ageing UK population will hamper category growth
  5. Market Size and Forecast

    • COVID-19 outbreak hit the total value of the market, but sales should bounce back with the re-opening of the leisure sector
      • Figure 10: Short-, medium- and long-term impact of COVID-19 on white spirits and RTDs, 11 March 2021
    • Fall in value sales in 2020 nearly wipes out strong growth over 2015-19
    • Volume sales remain in growth in 2020 due to strong retail sales performance
      • Figure 11: Total sales of white spirits and RTDs, by value and volume, 2015-25
    • Declining volume sales coupled with inflation expected for 2020-25
    • Ongoing restrictions and income squeeze to slow on-trade recovery in 2021
    • Income squeeze to dent off-trade sales in 2021
    • On-trade to regain ground in 2022, but tempered by alcohol moderation trend and continued homeworking
    • Ageing population to hinder volume sales for 2020-25
    • Inflation expected in the category over 2020-25
      • Figure 12: Total value sales of white spirits and RTDs, 2015-25
      • Figure 13: Total volume sales of white spirits and RTDs, 2015-25
    • Market drivers and assumptions
      • Figure 14: Key drivers affecting Mintel’s market forecast, 2015-2025 (prepared on 3 March 2021)
    • Learnings from the last recession
      • Figure 15: Growth in total value and volume sales of white spirits and RTDs, 2007-12
    • Forecast methodology
  6. Market Segmentation

    • Gin’s meteoric rise over 2015-20 boosted the entire category
      • Figure 16: Total value and volume sales of white spirits and RTDs, by segment, 2015-20
    • White rum gains from the at-home cocktail making trend and the hot summer
  7. Channels to Market

    • On-trade closures send market value plunging in 2020
      • Figure 17: UK value and volume sales of white spirits and RTDs in the on- and off-trade, by type, 2018-20
    • Strong retail sales performance allows total volume sales to rise despite on-trade losses
    • Long hot summer of 2020 boosts RTDs through retail
  8. Market Drivers

    • Multiple factors affect white spirits prices
    • Spirits duty rise called off in 2020, but alcohol duties are under review
    • Government cancels planned rise in alcohol duties in 2021
    • Increased administration costs post-Brexit and exchange rates are crucial for the white spirits category
    • Decline in exports could drive down domestic prices
    • Success of Minimum Unit Pricing in Scotland prompts calls for England to follow suit
    • Sales decline expected in 2021 amid pressure on household incomes
    • Ageing population offers little support for either white spirits or RTDs
      • Figure 18: Usage of white spirits and RTDs, by age group, October 2020
    • UK government consults on nutritional labelling for alcoholic drinks
    • COVID-19 restrictions hit the hospitality sector hard in 2020
    • Growth in UK distilleries continues despite pandemic
  9. Companies and Brands – Key Takeaways

    • Leading spirits brands face increased competition
    • Premium launches continue in both white spirits and RTDs in 2020
    • Brands respond to the pandemic in their 2020 advertising
    • Gordon’s is the most trusted brand, while Malibu is seen as the most fun
  10. Market Share

    • Smirnoff sees sales slip as competition heats up in the vodka category
      • Figure 19: Leading brands’ sales and shares in the UK retail vodka market, by value and volume, 2017/18-2019/20
    • Flavour innovation drives JJ Whitley’s meteoric rise in 2020
    • Own-label benefits from shoppers trading down
    • Gordon’s grows sales comfortably but faces increased competition
      • Figure 20: Leading brands’ sales and shares in the UK retail gin market, by value and volume, 2017/18-2019/20
    • Bacardi reaps the rewards of white rum’s revival in 2020
      • Figure 21: Leading brands’ sales and shares in the UK retail white rum market, by value and volume, 2017/18-2019/20
    • Malibu benefits from the hot summer of 2020
    • Sierra benefits from growth in Tequila/mezcal, but faces increased competition
      • Figure 22: Leading brands’ sales and shares in the UK retail Tequila/mezcal market, by value and volume, 2017/18-2019/20
    • Gordon’s RTDs do not see the same success as its gins
      • Figure 23: Leading brands’ sales and shares in the UK retail RTD alcoholic drinks market, by value and volume, 2017/18-2019/20
    • WKD outperforms the wider RTDs category
  11. Launch Activity and Innovation: White Spirits

    • Premium spirits are well-placed to succeed
    • Premium spirits launches highlight their British provenance and unique ingredients
      • Figure 24: Examples of premium white spirits launches highlighting provenance and unique ingredients, 2020
    • Spirits brands innovate with environmentally-friendly packaging options
    • Absolut explores part-recycled and paper bottles
    • Bullards launches refill scheme for spirits
      • Figure 25: Bullards Coastal Gin – Bottle and refill pouch, 2020
    • Sustainable claims are rare in white spirits
    • Cooper King goes carbon negative
    • Nordic Spirits claims world first with vodka made from regeneratively farmed grain
    • New English vodka brand invites people to share in its tree-planting initiative
      • Figure 26: Examples of white spirits launches highlighting their environmental conservation efforts, 2020-21
    • Retail spirits launches support the hospitality sector
      • Figure 27: Examples of white spirits launches pledging support for the hospitality sector, 2020
    • One Gin expands its range
    • New flavoured spirits appear in an array of colours
    • More pink gins appear …
    • … and are joined by pink rums
      • Figure 28: Examples of pink gins and rums, 2020
    • Leading brands release citrus flavours
      • Figure 29: Gordon’s Sicilian Lemon Distilled Gin, 2020
    • Shimmering gin adds visual flair
      • Figure 30: Asda Extra Special Cola Cube Gin, 2020
    • Seasonal launches continue
    • JJ Whitley launches watermelon flavour for summer
    • Lone Wolf marks Cinco de Mayo 2020 with Cactus & Lime Gin
      • Figure 31: Lone Wolf Cactus & Lime Gin
    • Winter flavours can help to encourage more year-round usage of white spirits
      • Figure 32: International examples of white spirits launches with winter flavours, 2020
      • Figure 33: One Gin Sage & Apple Premium London Dry Gin, 2020
    • Lower-ABV ‘gin’ highlights its low calorie status
      • Figure 34: Loca-Lab Minus 33 spirit drinks range
    • Anno Spirits launches “world’s strongest gin”
    • McQueen uses AR bottle labels to engage consumers amid COVID-19 restrictions
  12. Launch Activity and Innovation: RTDs

    • Further NPD activity in premium RTDs in 2020
    • Leading and niche brands look to recreate the bar experience with RTD cocktails
      • Figure 35: Examples of premium RTDs promoted as allowing users to recreate the bar experience at home, 2020
    • All Shook Up highlights juice content and innovates with bag-in-box format
    • Aldi launch should appeal to those with a less sweet tooth
      • Figure 36: Examples of premium RTDs launches with an emphasis on ingredients, 2020
    • WKD offers “grown-up flavours” and “cocktail perfection” with new MIXD range
    • Spirits brands launch RTD versions
      • Figure 37: Examples of new RTD launches by white spirits brands, 2020
    • RTDs could do more to target the winter months
      • Figure 38: Examples of RTDs launches with winter flavours, 2020
    • Leading alcoholic drinks brands release hard seltzers
      • Figure 39: Examples of hard seltzers launches, 2020
    • White Claw expands its range
    • Opportunities for more hard seltzers with a craft positioning
    • Manchester Drinks puts a particular focus on health
    • Served looks to appeal on both health and ethical grounds
      • Figure 40: Further examples of hard seltzers launches, 2020-21
    • Lidl launch marks a rare example of an own-label hard seltzer
      • Figure 41: Lidl Nordic Wolf Cherry & Cranberry Hard Seltzer, 2020
  13. Launch Activity and Innovation: Low and No Alcohol

    • Non-alcoholic spirits alternatives enter the mainstream
    • Gordon’s launches zero-alcohol variant
    • Pink variants aim for a craft positioning
      • Figure 42: Examples of pink non-alcoholic spirits alternatives, 2020
    • Smaller British brands highlight their ethical sourcing
      • Figure 43: Examples of non-alcoholic spirits alternatives with a strong emphasis on ethical sourcing, 2020
    • Newcomer brand claims to be “both premium and accessible in terms of price point”
    • Non-alcoholic RTDs look to build a sophisticated image
    • Agua de Madre brings kefir trend into the RTDs sphere
      • Figure 44: Examples of low-/non-alcoholic RTDs, 2020
  14. Advertising and Marketing Activity

    • Advertising spend falls in 2020
    • Diageo leads on spending
      • Figure 45: Total above-the line, online display and direct mail advertising expenditure on white spirits^ and RTDs, 2019-20 (sorted by 2020)
    • Gordon’s looks to associate its Lemon variant with glamorous Italian lifestyles
      • Figure 46: Instagram post by Gordon’s promoting its Sicilian Lemon variant, September 2020
    • Interactive social media campaign for Gordon’s 0.0% looks to tap into the power of user recommendations
    • Whitley Neill focuses on expertise and provenance in Christmas campaign …
    • … and partners with Michelin-starred chef on food pairings
    • Influencers give details of their ‘gin rituals’
    • Bacardi highlights how fun is possible even under stay-at-home orders
    • Craft Gin Club pushes the excitement and anticipation of monthly gin deliveries
    • Absolut focuses on creativity and anticipates post-pandemic reunions
    • WKD branches out with cocktail recipes and meal pairing suggestions
    • Targeting students on Freshers’ Week
    • Selected responses to the COVID-19 restrictions
    • Gordon’s runs virtual pub quizzes in partnership with YouTube.
    • Bombay Sapphire focuses on creativity in Christmas campaign
      • Figure 47: Facebook post by Bombay Sapphire as part of its ‘12 Days of Creativity’ campaign, December 2020
    • Grey Goose provides cocktail delivery service
    • Hendrick’s makes a tongue-in-cheek response to the home exercise trend
    • Nielsen Ad Intel coverage
  15. Brand Research

      • Figure 48: Attitudes towards and usage of selected brands, December 2020
    • Key brand metrics
      • Figure 49: Key metrics for selected brands, December 2020
    • Brand attitudes: Gordon’s is the most trusted brand
      • Figure 50: Attitudes, by brand, December 2020
    • Brand personality: Malibu scores highest on the fun factor
      • Figure 51: Brand personality – macro image, December 2020
    • Gordon’s has the strongest image as traditional
      • Figure 52: Brand personality – micro image, December 2020
    • Brand analysis
    • Hendrick’s has a sophisticated and stylish image
      • Figure 53: User profile of Hendrick’s, December 2020
    • Gordon’s traditional image helps it to be the most trusted brand
      • Figure 54: User profile of Gordon’s, December 2020
    • Smirnoff is seen as accessible and high quality
      • Figure 55: User profile of Smirnoff, December 2020
    • Absolut enjoys high user satisfaction, and is seen as (somewhat) pure
      • Figure 56: User profile of Absolut, December 2020
    • Bacardi scores well on accessibility and fun
      • Figure 57: User profile of Bacardi, December 2020
    • Malibu’s focus on beach holidays boosts its reputation for fun
      • Figure 58: User profile of Malibu, December 2020
    • WKD is especially favoured by under-35s
      • Figure 59: User profile of WKD, December 2020
  16. The Consumer – Key Takeaways

    • Usage of white spirits falls in 2020 despite retail sales growth
    • COVID-19 outbreak alters usage occasions for white spirits and RTDs
    • Spirits with historical recipes and cocktail-making kits can help companies to tap into the home cocktail-making trend
    • Premium products have the chance to shine
    • A stronger health focus is needed in the category
    • Focus on at-home occasions to drive sales in 2021
  17. Impact of COVID-19 on Consumer Behaviour

    • First lockdown boosts at-home drinking …
    • … but sales decline is likely in 2021 as people cut back on discretionary spending
    • Under-35s feel the pandemic’s economic impact most keenly
      • Figure 60: Those reporting that they or someone else in their household had lost their job or been furloughed as a result of the COVID-19 outbreak, by age group, surveyed 10-19 November 2020
    • Consumer wariness of bars/restaurants will slow on-trade recovery
    • Consumers’ renewed health focus will boost the alcohol moderation trend
    • Good opportunities for healthier variants
    • Shoppers’ efforts to minimise time spent in-store gives the advantage to familiar brands
    • Growth in online retail offers multiple opportunities
    • Four in 10 users are more interested in supporting small British brands since the outbreak
    • Shops should promote local brands to tap into the localism trend
      • Figure 61: Outdoor advertisement by London Borough of Wandsworth encouraging people to shop locally in order to support their community, 2020
    • Focus on sustainability to capitalise on consumers’ increased environmental awareness
  18. Usage of White Spirits and RTDs

    • Usage of white spirits falls in 2020
      • Figure 62: Usage of white spirits, by type, October 2020
    • Ageing UK population offers little support to white spirits
    • Drinking with a single mixer leads for all types of white spirits apart from Tequila/mezcal
      • Figure 63: Drinking of different serves of white spirits, by type, October 2020
    • Usage of flavoured white spirits also falls in 2020
      • Figure 64: Usage of flavoured white spirits, by type, October 2020
    • A third of adults drink RTD alcoholic drinks
      • Figure 65: Usage of RTDs, by type, October 2020
  19. Interest in Innovation in White Spirits and RTDs

    • White spirits and RTDs with historical recipes spark interest
      • Figure 66: Interest in innovation in white spirits and RTDs, October 2020
    • Scope for expansion in white spirits with a strong historical focus
      • Figure 67: Examples of white spirits with on-pack references to history, 2018-21
    • History offers a rich seam of inspiration for RTDs
      • Figure 68: International inspiration: Pampelonne Sparkling Wine Cocktails French 75, 2019
    • Potential for link-ups between spirits and premium soft drinks brands on retro RTDs
    • Offer recipe suggestions to tap into the homemade cocktails trend
    • Link up with TV/film streaming services to create immersive experiences
    • Cocktail-making kits appeal particularly to under-25s
    • Good opportunities for own-label
    • Cocktail kit delivery services would harness the growth in online retail …
    • … and could help the on-trade to recoup some of its lost sales
    • Alcoholic iced coffee RTDs are an untapped opportunity
      • Figure 70: International examples of drinks blending coffee with alcohol, 2017-20
  20. Behaviours Relating to White Spirits and RTDs

    • Outdoor socialising was a major purchase driver for RTDs in 2020
      • Figure 71: Behaviours relating to white spirits and RTDs, October 2020
    • Brands use social media and on-pack serving suggestions to encourage use at picnics
      • Figure 72: Instagram post by Gordon’s promoting its RTDs as being good for picnics, August 2020
      • Figure 73: Examples of RTDs promoted on-pack as being good for picnics, 2020
    • Opportunities for RTDS to continue to benefit from the picnic trend in 2021
    • ‘Picnic meal deals’ and in-store positioning can help to drive sales
    • Promote low/no-alcohol RTDs as a better-for-you option
    • Home cocktail-making trend offers opportunities for white spirits
      • Figure 74: Those reporting new or changed cocktail making habits since the COVID-19 outbreak, by age group, October 2020
    • Offer recipe suggestions in-store and through online retail to drive purchase
      • Figure 75: La Fée absinthe bottle with fold-out recipe booklet, 2020
    • Vary recipes by season to maintain consumer engagement
    • Group cocktail components together in-store as a further incentive
    • Harness the power of social media to drive consumer excitement
    • Money concerns serve to limit experimentation within the category
    • Promote different serves as a low-cost way to experiment
    • Craft brands must push the message that value is more than just price
    • Miniature bottles can appeal both on value and health grounds
    • Call out the number of servings per bottle to boost value-for-money image
      • Figure 76: Inspiration from other categories: Nescafé Gold Blend outlines the number of servings per pack, 2020
  21. Attitudes towards White Spirits and RTDs

    • Premium spirits and RTDs have the chance to shine
      • Figure 77: Attitudes towards white spirits and RTDs, October 2020
    • London bars offer cocktail delivery services during the lockdowns
      • Figure 78: Instagram post by Nightjar promoting its Speakeasy at Home service, November 2020
    • Opportunities for cocktail delivery services remain even once venues re-open
    • Need to educate consumers on white spirits’ zero-sugar status
    • A quarter of adults see non-alcoholic versions of white spirits as more interesting than standard soft drinks
    • Focus on celebrating everyday achievements to drive usage frequency
    • Use in-store promotions to boost non-alcoholic spirits
      • Figure 79: Display at Sainsbury’s Fulham Wharf promoting its range of alcohol alternatives, 2021
  22. Qualities Associated with Selected Types of White Spirits and RTDs

    • Gin is the most widely seen as relaxing
      • Figure 80: Qualities associated with selected types of white spirits and RTDs, October 2020
    • Promote tea-based cocktails to strengthen emotional associations
    • Focus on small-scale at-home celebrations to drive sales in 2021
    • Few see any type of white spirit or RTDs as versatile
    • Highlight the variety of possible serves to boost versatile image
    • Meal pairing suggestions would help to drive usage
  23. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  24. Appendix – Market Share

      • Figure 81: Leading brand owners’ sales and shares in the UK retail vodka market, by value and volume, 2017/18-2019/20
      • Figure 82: Leading brand owners’ sales and shares in the UK retail gin market, by value and volume, 2017/18-2019/20
      • Figure 83: Leading brand owners’ sales and shares in the UK retail white rum market, by value and volume, 2017/18-2019/20
      • Figure 84: Leading brand owners’ sales and shares in the UK retail tequila/mezcal market, by value and volume, 2017/18-2019/20
      • Figure 85: Leading brand owners’ sales and shares in the UK retail RTD alcoholic drinks market, by value and volume, 2017/18-2019/20
  25. Appendix – Launch Activity and Innovation

      • Figure 86: New product launches in the UK retail white spirits and RTDs market, by top 20 claims, 2016-20 (sorted by 2020)
  26. Appendix – Advertising and Marketing Activity

      • Figure 87: Total above-the line, online display and direct mail advertising expenditure on white spirits^ and RTDs, 2019-20, by top five advertisers
  27. Appendix – Usage of White Spirits and RTDs

      • Figure 88: Usage of flavoured white spirits (any), by age group, October 2020

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