Consumer Trends in the Spirits Market in China, 2011 by Canadean

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									                             Consumer
                           Consumer Panel Report




Consumer Trends in the Spirits
Market in China, 2011
Reference code: CS0207IS

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 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     Brandy....................................................................................................................................................... 25
        2.2.2     Gin & Genever .......................................................................................................................................... 26
        2.2.3     Liqueurs .................................................................................................................................................... 27
        2.2.4     Rum .......................................................................................................................................................... 28
        2.2.5     Specialty Spirits ........................................................................................................................................ 29
        2.2.6     Tequila & Mezcal ...................................................................................................................................... 30
        2.2.7     Vodka ........................................................................................................................................................ 31
        2.2.8     Whiskey ...................................................................................................................
								
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