As the world enters a period of growing economic fragility, those with financial stability – typically consumers with lower levels of debt and secure employment – will provide increasing opportunities for premium-and-above spirits and wine brand owners.
This is a notable shift from the situation during the Covid-19 pandemic, when Millennials led the particular global consumption bounce-back in 2021 in key markets such as the US, the UK, France, Germany and Brazil.
This phenomenon was driven by their higher amounts of disposable income and embracing of more sophisticated home usage occasions – but this trend is now likely to be reversed by economic instability, leaving younger consumers associated with legal drinking age with less-secure finances and employment prospects in the years ahead.
In China, for example, IWSR consumer data shows that there has been a shift in the alcohol consuming population, along with fewer 18−24s, possibly connected to 20% unemployment among graduates.
2. China’s risk profile grows
The ALL OF US spirits market is forecast to add the particular most value of any individual market over the next five years, led by the continued boom in premium tequila, bringing it almost level with China.
A proposed government cut-down on conspicuous drinking, falling intake rates amongst younger demographics and reduce GDP expectations could dampen China’s mood market. However , China has not yet experienced a proper post-Covid boom. When it does take place, it could help balance sales in the short term.
India, meanwhile, is poised to make strong spirits gains thanks to its booming economy with rising consumer incomes, market recovery and growth post-pandemic plus strong customer confidence.
3. Pockets of development for beer
The most promising growth opportunities for ale in the particular coming years will be inside India, Latin America, and Africa. According to the data, IWSR expects global volumes to rise at a CAGR of 1% between 2021 plus 2026, powered by Brazilian, Mexico, South Africa, Colombia and India. Beer is also well-positioned to grow in the number associated with Southeast Asian markets.
In Brazil, growth has been driven simply by investments within the on-trade and ecommerce. In line with this particular trend, Brazil’s on-trade will contribute the highest volumes to the beer category across the top 20 beverage alcohol volume marketplaces by 2026.
4. Sparkling wines shine
The total wines category is in volume decline, in line with historical trends. However, prosecco and champagne continue to grow.
The backlog of celebrations following the Covid-19 pandemic has helped in order to accelerate development of sparkling wine in many markets. A change of attitude is also a key driver, with the drink moving away from just special occasions to ones that can be enjoyed in more relaxed settings and more frequently.
5. Premiumisation carries RTDs
IWSR data shows that global RTD value may rise at a CAGR associated with 7% among 2022 and 2026, and the shift in order to premium products ends a period of dramatic volume growth for the particular category, particularly hard seltzers in the US.