CEI has created a syndicated study to track factors affecting alcoholic beverage demand and performance of major brands. This Alcoholic Beverage DemandTracker tells managers how key factors affect their business and what they can do to respond.
Key Factors Affecting Alcoholic Beverage Demand
We cover a wide variety of different macro factors that impact alcoholic beverage consumers’ behaviors such as how frequently people drink alcohol, what categories of alcohol they choose, what brands they choose, their willingness to trade up to premium brands, how frequently people visit bars and restaurants, and where people shop for alcohol and what they’re looking for.
|Cyclical Factors||High unemploymentLow job securityWeak income growthRising prices of gas, foodEtc|
|Secular Factors||Health trendsDesire to trade upExplosion of new brands and flavors to choose from in spirits, wine, craft beerChanging demographic profileEtc.|
Key Questions Regarding Alcoholic Beverages
- How long is each of these macro factors likely to last?
- What changes to behavior is the macro factor causing?
- How well-positioned are my brands relative to competitors?
- What can I do to drive sales growth given the current environment?
Consumer Edge Insight’s Alcoholic Beverage DemandTracker
Clients will gain a powerful tool for understanding the drivers of both category and brand performance.
|Research Plan||Quarterly survey of 2,000 consumers who are representative of the US adult alcohol-drinking population in terms of age, gender, income, region, and ethnicityIn-depth questionnaire to understand behaviors, drivers of changing behaviors, and perceptions at a category (e.g., beer vs. spirits), segment (e.g., premium light vs. craft beer), and brand level (e.g., Bud Light vs. Coors Light)|
|Categories Covered||Beer (including top 70-75 mainstream domestic, import, and craft brands) covered every 6 monthsCider and FMB (including top 10-15 brands) covered every 6 monthsSpirits (including top 60-75 brands) covered every 6 monthsWine (including top 15-20 brands) covered every 6 months|
|Deliverables||Full report each quarter of the results for the alcoholic beverage industry and overall conclusions for each categoryIn-depth report every six months on each category to get segment- and brand-level conclusions|