understanding the beer, wine & spirits shopper in today's economy
DESCRIPTION
IRI is currently fielding a new study entitled “Understanding the Beer, Wine & Spirits Shopper - Spring 2009”. In this study, we will examine the effects of the economy on the beer, wine and spirits consumers and highlight strategies retailers and manufacturers can use to drive success in the wake of consumers’ changing perspectives.For more information contact Anne [email protected]TRANSCRIPT
IRI Thought Leadership Report:
Understanding the Beer, Wine & Spirits Shopper in Today’s Economy
Presented by Anne CarlsonPartner, IRI Consulting & Innovation
February 27, 2009
2 Copyright © Information Resources, Inc., 2009. Confidential and Proprietary.
IRI Thought Leadership Portfolio
Strategic Value…
» Challenging status quo with provocative thinking on critical business issues
» Leveraging IRI’s data and custom research
» Identifying specific opportunities and risks
» Defining action plans to capitalize on market potential
» Delivering ROI
Our thought leadership studies provide actionable, leading-edge thinking on opportunity-focused topics
Economy Baby BoomersPrivate Label II
Global Retailer Lower Income Affordability
2008 IRI Thought Leadership Reports
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Reflections On The Impact Of Change
As consumers react to the recession, there are changes in shopper behavior across the board. Channel shopping is shifting; rituals are changing; and private label is growing.
The challenges of the alcohol beverage industry present their own unique questions.
» Are shoppers trading down and buying less to save money, or trading up and increasing consumption at home in lieu of cutbacks to on-premise consumption?
» Will purchases be reduced or eliminated, or do consumers consider alcohol an “affordable indulgence” on which they are willing to splurge?
» What will be the new preferred store for alcohol purchases—the one with the cheapest price, best co-promotions, or the most accessible location that doesn’t require a long, gas-guzzling drive?
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Understanding the Beer, Wine and Spirits Shopper in Today’s Economy
BWS Consumers’ BWS Consumers’ Attitudes & BehaviorsAttitudes & Behaviors
BWS Consumers’ BWS Consumers’ Attitudes & BehaviorsAttitudes & Behaviors
BWS Consumers’ BWS Consumers’ Shopping BehaviorsShopping BehaviorsBWS Consumers’ BWS Consumers’
Shopping BehaviorsShopping Behaviors Retailer’s ViewRetailer’s ViewRetailer’s ViewRetailer’s View
Lifestyle ChangesLifestyle Changes
Downturn DietDownturn Diet
Consumption Model Consumption Model ChangesChanges
AffordabilityAffordability
Premium vs EconomyPremium vs Economy
Private LabelPrivate Label
Lifestyle ChangesLifestyle Changes
Downturn DietDownturn Diet
Consumption Model Consumption Model ChangesChanges
AffordabilityAffordability
Premium vs EconomyPremium vs Economy
Private LabelPrivate Label
The decision to buyThe decision to buy
Perspectives on Perspectives on Product MarketingProduct Marketing
Channel ShiftChannel Shift
On-Premise On-Premise ImplicationsImplications
The decision to buyThe decision to buy
Perspectives on Perspectives on Product MarketingProduct Marketing
Channel ShiftChannel Shift
On-Premise On-Premise ImplicationsImplications
What changes are What changes are retailers seeing in BWS retailers seeing in BWS shopping behavior?shopping behavior?
How are they adapting to How are they adapting to these changes?these changes?
What do they need to What do they need to know about the new know about the new BWS consumer?BWS consumer?
What are the top three What are the top three things that they want things that they want from their suppliers to from their suppliers to win in these changing win in these changing times?times?
What changes are What changes are retailers seeing in BWS retailers seeing in BWS shopping behavior?shopping behavior?
How are they adapting to How are they adapting to these changes?these changes?
What do they need to What do they need to know about the new know about the new BWS consumer?BWS consumer?
What are the top three What are the top three things that they want things that they want from their suppliers to from their suppliers to win in these changing win in these changing times?times?
In this study, we examine the effects of the economy on the beer, wine and spirits consumers and highlight strategies retailers and manufacturers can use to drive success in the wake of consumers’ changing perspectives.
5 Copyright © Information Resources, Inc., 2009. Confidential and Proprietary.
Deliverable includes: – Background– Objectives / Scope and Approach– Executive Summary – Beer, Wine and Spirits Consumer
Attitudes Lifestyle Affordability Premium vs Economy Private Label
– BWS Shopping Behavior Consumption Behaviors Decision to buy Channel Shifting On-Premise Implications
– Retailer Needs– Retailer Implications and Action Plan– Manufacturer Implications & Roadmap– Appendix: Data Tables from Research
Customized workshops, retail consulting &
analytics services available to meet your needs
Understanding the Beer, Wine and Spirits Shopper in Today’s Economy – Available March 31st, 2009
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Delivering Action Plans and ROI
» Develop new and innovative products and packaging to meet the lifestyle and affordability needs of the BWS consumer
» Shift marketing spend to the right products and packages that work for BWS consumers now
» Identify price opportunities / risk based on consumer’s views on affordability
» Determine level of Private Label risk and identify action plan in this area
» Reposition messaging, marketing and merchandising programs to reach and influence the new BWS consumer
» Understand opportunities for lifestyle based messaging that works at zero decision point
» Shift marketing spend to the right channels that work for BWS consumers now
» Collaborate with retailers to deliver insights, new products and best-in-class marketing that delivers results with consumers
BWS Consumer Attitudes & Behaviors Lifestyle Affordability Premium vs Economy Private Label
BWS Consumer Shopping Behavior Consumption Behaviors Decision to buy Channel Shifting On-Premise Implications
Retailer View
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For More Information
For more information about IRI’s Consulting & Innovation products or services, please contact:
Anne Carlson Partner, IRI Consulting & Innovation
Beer, Wine and Spirits [email protected]
(415) 939-6314