Ken Research announced its latest publication on, “Flavored Alcoholic Beverages Consumption Volume and Growth Forecast to 2021-West Europe”; offer insights on the changing trends and key issues within the West European Flavored Alcoholic Beverages market. The publication includes an insightful analysis of volume (M liters) and growth (Y-o-Y) trends, consumer behavior, packaging trends, leading players and distribution trends within West European flavored alcoholic beverages market. The analysis of the a fore mentioned trends has been done across sixteen individual countries in West Europe: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Italy, Netherlands, Norway, Portugal, Republic of Ireland, Spain, Sweden, Switzerland, and United Kingdom.
Brief Overview of the Flavored Alcoholic Beverages Market in West Europe
A further segmentation of the alcoholic drinks category provides for a newly innovated, popular sub-category of alcoholic drinks i.e. Flavored Alcoholic Beverages (FAB). These are mixtures of low-alcohol spirit. Vodka and Rum are often considered under this category. However they may also be made with neutral alcohol. Sometimes they are also called 'alcopops'; these are fruit based drinks, pre-mixed versions of classic cocktails, wine coolers, Japanese Chu-Hi products and alcoholic ginger beer.
Over the years, Flavored Alcoholic Beverages has emerged as one of the most popular and highly demanded drink in the world. The rise of FABs has been mostly concentrated in regions with traditional choice of beer which includes Western Europe, apart from US and Australia. In the face of challenge presented by non-alcoholic drinks in Western Europe, FABs are providing some solace by driving volume growth in the alcoholic drinks market, through its increased sales on account of its low-alcohol content and its trendy nature that is appealing the consumers especially the young ones, helped by the strategic marketing techniques for its sales.
Presently, in the light of its special features, the market for FABs is posting positive growth rates mainly on account of positive volume CAGR during 2010-2015, when majority of the alcoholic drinks are posting negative growth rates due to declines in sales volume. Looking at the competitive landscape, the market is characterized by fierce competition due to the presence of various international and domestic producers, with increasing influx of international brands. However, domestic brands are dominating the market in most of the cases. Also, off-trade sales channels have been performing better than on-trade channel. Hypermarkets and supermarkets, grocery retailers are dominating the distribution channels.
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