Posts Tagged ‘Market Data’
Q2 Nielsen Reports Ready For Download
One of the perks of combining our buying power as an association is that we can share valuable insights from Nielsen with you, our members.
You can now download our custom Q2 reports. In this data packet you will be able to access:
- Off-Premise Micro-Reports broken down for packaging type, flavor, and region–14 states and 6 regional outlooks. Available in both a 12-week and a 52-week outlook.
- Off-Premise Macro-Reports for Beer, FMBs and Cider. Available in both a 12-week and a 52-week outlook.
- On-Premise Reports for 6 metro markets.
- Nielsen PPT slide decks with charts, data visualization and insights on the cider category’s recent performance in both On- and Off-Premise.
- Bonus this quarter: Hard Seltzer off-premise report.
Here is an excerpt from a recent Nielsen survey about current overall consumer sentiment:
CONSUMER SENTIMENT REPORT SUMMARY BY NIELSEN
“Here are some high-level findings from a Nielsen survey of 18K+ consumers, fielded July 1-8, 2020.
- Since June, we have started to see some consistent trends not only for off premise alcohol, but also across many consumer good categories. That comes to life in consumer sentiment as well. 60% of households expect their routines to remain altered for at least the next 4 months
- Nielsen has shared insights in the past in several forms about how premiumization within off premise alcohol isn’t slowing down, and has in fact accelerated during COVID weeks. However, when it comes to total consumer goods, we are starting to see more cautious consumer sentiment in relation to spending. Approximately 4 in 10 (42%) of households say they are watching what they spend as a result of COVID.
- The homebody economy continues. When asked what % of time households eat meals or snacks at home versus outside of home, 39% of households said they ate 100% of their meals and snacks at home. An equal amount (39%) said they ate outside of their home only 10% of the time. As a comparison, when asked what their habits were prior to COVID, only 12% said they ate all of their meals at home.
- When asked what their plans are for the coming months, close to 1 in 3 households (28%) said they plan to eat all of their meals at home. That of course was lower for younger consumers age 21-34, and much higher for consumers age 65+.
- What about consumer plans if economic conditions get worse (recession and/or inflation)? When asked about things they would do to save money when shopping for beer or wine, 39% said they won’t change how they shop for it. However, nearly ¼ said they would buy less. That’s a slightly different story for households with lower income (<$30K), which said they would be more likely to stop buying it all together.”
The Cider Rebound: Now, Let’s Keep It Going!
A recap of Nielsen’s keynote presentation at CiderCon 2019 in Chicago.
For the last three years we’ve been honored to have our partners at Nielsen present on the state of the cider industry during CiderCon’s opening session. They offer many of our members individual services, but we work with Nielsen to bring our members broad analysis that can help you with business pursuits and decisions. We are grateful for our partnership with Nielsen, and we hope that you will make sure you’ve sent them your labels and UPCs to enhance the value of this partnership.
We wanted to give you a quick recap of the points they delivered a week ago today. You can download their slides here: Nielsen Pres’n at CiderCon 2019_2-7-2019.
- Total off-premise (aka retail) sales were up 8.4% for the cider category in 2018.
- The category did over $500 million in off-premise sales last year.
- Cider retail sales dollars are 10x bigger today than 10 years ago.
- 40% of cider drinkers are between the ages of 21 and 29.
- Cider is the most gender balanced alcohol category, with 51% of drinkers being male and 49% of drinkers being female.
- Cider grew faster than beer, wine or spirits last year. Cider was edged out by Flavored Malt Beverage (FMB) growth, however.
- Cider is growing, but is still less that 1% of alcoholic beverage market share.
- The National Beer Wholesaler Association’s “Beer Purchasing Index” survey shows cider is an expanding segment with respect to distributor purchasing orders.
- Cider conversations online grew 11%–more than craft beer and alcoholic beverage category as a whole.
- Cider’s growth was led by nationally distributed rosé ciders (chiefly Angry Orchard and Crispin) and by regional/local brands.
- All 5 of American Cider Association’s geographical regions experienced positive growth in cider sales for 2018 (off-premise).
- Regional and local cider retail sales increased 23% in 2018 (local craft beer increased 9.3% in 2018).
- 23 brands exceed the $1MM retail sales mark AND had double digit gains in 2018.
- Regional/local cider is now 1/3 of cider retail sales.
- Off the top 25 cider brands, 17 of them are regional or local brands.
- Cider’s total sales rely more heavily on on-premise sales that the other sectors, which are all about 50/50 on/off-premise.
- On-Premise retail sales were down across the board for cider: draft/packaged, national/regional.
- Some growth was seen for citrus, stone fruit and fruit-combo flavored ciders.
- Cider sales are 4.5X larger than FMB sales in on-premise
- Cider drinkers visit on-premise establishments more often than beer drinkers, and cider drinkers spend more money.
- Nearly a quarter of cocktail drinkers age 21-34 report drinking cider cocktails.
- Cider share of Beer/FMB/Cider today (Off plus On Premise) is 1.6%today (dollars)
Nielsen closed with this challenge: What If Cider’s Share of Beer in U.S. increases by 1 point? U.S. Cider sales would increase +65%, (over $800MM more than today).
Contact speaker Danny Brager (danny.brager@nielsen.com) with your questions or to submit your labels for their database.
As a American Cider Association membership benefit, detailed Q1-Q3 on- and off-premise reports are available for just $50 per quarter. Contact Ellen@ciderassociation.org if you’d like to purchase any of these today. Q4 will be available shortly, to be followed by our annual report on the cider market.