Consumer
Consumer Panel Report
Consumer Trends in the Beer,
Cider & Pre-mixed Spirits Market in
Germany, 2011
Reference code: CS0117IS
Published: February 2012
www.canadean.com
TABLE OF CONTENTS
TABLE OF CONTENTS
1 Introduction ......................................................................................................................... 10
1.1 What is this Report About? ..............................................................................................................10
1.2 Definitions .......................................................................................................................................10
1.2.1 Consumer Trends ..................................................................................................................................... 10
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage) ..................... 13
1.2.3 End Consumers ........................................................................................................................................ 14
1.2.4 Volume Units and Aggregations ............................................................................................................... 15
1.2.5 Exchange Rates ....................................................................................................................................... 15
1.2.6 Population Profiles (for interpretation of tables and charts) ..................................................................... 16
1.3 Methodology ...................................................................................................................................17
1.3.1 Introduction ............................................................................................................................................... 17
1.3.2 Large scale, international, program of online consumer surveys ............................................................. 17
1.3.3 Nationally Representative results (age, gender) ...................................................................................... 17
1.3.4 Parents answered on their children’s behalf............................................................................................. 17
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories ................................................................. 17
1.3.6 Integrated with industry calling and secondary research ......................................................................... 18
2 Consumer Segmentation, Group Value and Trend Influence .......................................... 19
2.1 Cohort Groups and Beer, Cider & Pre-mixed Spirits Market Value ..................................................19
2.1.1 Age Groups ............................................................................................................................................... 19
2.1.2 Gender Groups ......................................................................................................................................... 20
2.1.3 Location Groups ....................................................................................................................................... 21
2.1.4 Education Achieved Groups ..................................................................................................................... 22
2.1.5 Wealth Groups .......................................................................................................................................... 23
2.1.6 Busy Lives Groups .................................................................................................................................... 24
2.2 Cohort Groups and Market Value by Category ................................................................................25
2.2.1 Beer & Ale ................................................................................................................................................. 25
2.2.2 Cider ......................................................................................................................................................... 26
2.2.3 Flavored Alcoholic Beverages .................................................................................................................. 27
2.2.4 Lager ......................................................................................................................................................... 28
2.2.5 Low Alcohol Beer & Lager ........................................................................................................................ 29
2.3 Behavioral Trends and Market Value ..............................................................................................30
2.3.1 Beer & Ale ................................................................................................................................................. 30
2.3.2 Cider ......................................................................................................................................................... 31
2.3.3 Flavored Alcoholic Beverages .................................................................................................................. 32
2.3.4 Lager ........................................................................................................................................................