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TNS: WHITE SPIRITS
While total spirits perform well, white spirits are down in both volume and value
NOT ALL WHITE
being the only other sector to see a
negative change in the latest period. WHITE SPIRITS: GROWTH OF CATEGORY
The exceptions within white spirits
Value Volume Shoppers Price
are flavoured vodka and rum, both
growth (%) growth (%) growth (%) growth (%)
of which have seen a good
Total alcohol 5 4 2 1
performance. The former, in
Total spirits 4 4 4 0
particular, has shown very strong White spirits -4 -5 -1 1
value growth and shopper gains. Beer & lager 4 5 0 -1
White spirits are purchased
Cider 24 19 14 5
primarily by the older, post family
FABs -11 -14 -10 3
TOTAL SPIRITS are the third best demographic group. Almost half of
Fortified wine -3 -5 15
performing sector showing growth at all spend comes from two member
Sparkling wine 3 -5 19
+4% in both value and volume. The households, and a third of white
largest contributor has been an spirits value comes from the 65+ DEMOGRAPHICS: SHARE OF CATEGORY
increase in households purchasing age bracket – the only other alcohol
into spirits, with penetration having sector to over index in this age
Class E
grown ahead of the total alcohol bracket is fortified wine.
market. White spirits over trade in Asda,
Class D
White spirits, however, have seen a Somerfield and the hard discounters.
decline of -4% and -5% in value and Gordon’s Gin is the number one
Class C2
volume respectively. This has been white spirit brand, and has shown
Class C1
driven largely by a decline in strong growth. PL Gin also makes it
frequency of purchase, with shoppers into the top 10, though is either static
Class AB
purchasing white spirits less or in decline. Schnapps and Malibu
B
s
n
e
frequently than last year. Penetration are the only other white spirits in
Cider FA Wi
has seen a decline too, with FABs growth apart from Gordon’s. T
otal alcohol White spirits
Beer & lager
F
ortified wine
Sparkling wine
RETAILER: SHARE OF CATEGORY (%)
TOP 10: WHITE SPIRITS (by penetration)
This yr Last yr
1 ▲ Gordon’s Gin
2 ▼ Bacardi White Rum
3 ▲ Malibu
4 ➤ Tesco Gin
5 ▼ Bomba Sapphire
Co-op
6 ▲ Archer’s Peach Schnapps
7 ▼ Sainsbury’s Gin
Hard discounters
8 ▼ Tesco White Rum
Waitrose
9 ▼ Asda Gin
10 ➤ Tesco Value Gin
Somerfield
The rapid shifting in repertoires among this experimental group
Morrisons
means there is a great deal of turnover in the top 10
Sainsbury’s
TNS is a leading global provider of market information providing
Asda research, advice and insight on market segmentation, advertising and
communications, new product development and brand performance.
Te s c o
The TNS data is based on a continuous panel of 25,000 households.
TNS tracks the alcohol purchases across all major grocery multiples and
B
s
T
otal
Cider FA
n
e
co-ops. For further information, please contact David Buckley, business
Wi
alcohol
T
otal spirits
White spirits
T
otal beer director for TNS Worldpanel on 020 8967 1513
F
ortified wine
Sparkling wine
67
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