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Global Market Review of Vodka – Forecasts to 2015
just-drinks, May 2011, Pages: 72
The global vodka market had been growing strongly between 2004 and 2008, adding about 30m cases. However, the global recession hit the category hard and sales declined sharply in 2009. Preliminary indications are that the market recovered in most markets in 2010, particularly the large Russian market.
The US remains the paramount market for premium white spirits despite the country’s protracted economic downturn over the past two years. Russia has a super-premium segment estimated to be in the region of 250,000 cases.
Despite repeated claims, there is little evidence that vodka is showing any signs of imminent decline. Its neutral taste and mixability make it an ideal drink in the current US market.
With over 40 data tables providing total consumption volume for all major markets and brands, this latest edition of our popular global market review of vodka provides an excellent overview of the historic, present and future market for the sector. This edition includes five-year historic, actual-year and five-year forecast estimates of volume for each major market plus volumes for the top ten brands and top five companies within each market.
Providing analysis of the latest trends...
The first half of the report looks at the big trends for the sector, firstly explaining the market split of imports versus local products. It then takes a fresh look at premiumisation, suggesting whether there is fatigue in the sector:
Glazer’s Distributors CEO and president Sheldon Stein believes that vodka is maintaining momentum. “We are certainly seeing vodka and Tequila being more and more what consumers are ordering. We are seeing a lot of buyers trying to find the next new exciting product, so there is a tremendous amount of ‘new product entry’ every day.”
This section then goes on to explain how flavours remain a driving force behind the category’s growth, and it concludes with a review of the main companies' recent performance and strategies.
Consistent, in-depth coverage of all major world markets...
In the US, the vodka market is attracting numerous so-called craft distillers. Many of these are small producers. The development mirrors the onset of the micro-beer phenomenon in the US nearly two decades ago, which served to transform the US beer landscape.
In Brazil, there has been some substitution from cachaça into vodka. Cachaça producers have followed by producing their own vodka offerings. Some of these are now selling sizable volumes.
Vodka’s growth in India has led to some of the big national whisky and rum producers, such as the giant UB Group, to focus upon vodka to a greater extent.
This half of the report profiles nearly 30 of the world's largest and most important vodka markets, providing full year-on-year brand- and company-specific volumes for each. The data is complimented by our analysts' thinking behind the data (all of whom have gathered insight locally from each market), giving you an informed opinion on all of the important areas of the industry.
Use this report to:
- Understand the size and scope of the market
- Identify market and trend hotspots
- Know what's driving the trends within the sector
- Hear what the leading brands' latest thinking is
- See where the future lies for the sector
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