Country Profile: Spirits Sector in Canada

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Published: August 31, 2017 Report Code: CS4722MF-ST

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GlobalData’s "Country Profile: Spirits Sector in Canada", provides insights on high growth markets to target, trends in the usage of packaging materials, category level distribution channel data and market share of brands.

Canada accounted for a volume share of 9.5% in the North American Spirits sector. The Canadian Spirits sector is led by the Whiskey market in both value and volume terms. However, Specialty Spirits is expected to register the fastest growth in value terms during 2016-2021. Food & Drinks Specialists account for a leading share in the distribution of Spirits products in the country. Glass is the most commonly used package material and is also expected to register the fastest growth during 2016-2021. Diageo PLC, UK and Bacardi Limited are the leading market players in the sector.

What else is contained?
– Market data: Overall market value and volume data with growth analysis for 2011-2021. The overall market value and volume included in the report is split on the basis of On-trade and Off-trade
– Category coverage: Value and growth analysis for Brandy, Gin & Genever, Liqueurs, Rum, Specialty Spirits, Tequila & Mezcal, Vodka, and Whiskey with inputs on individual category share within each market and the change in their market share forecast for 2016-2021
– Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016
– Distribution data: Percentage of sales within each market through distribution channels such as On-trade, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others
– Packaging data: consumption breakdown for package materials and pack types in each market, in terms of percentage share of number of units sold. Package material data for Glass, Flexible Packaging, Rigid Metal and others; pack type data for: Bottle and Stand Up Pouch.

Scope

– The per capita consumption of Spirits is higher in Canada compared to the global and regional levels

– Per capita consumption of Whiskey is the highest in the Canadian Spirits sector

– Food & Drinks Specialists accounted for the leading share in the distribution of Spirits in Canada

– Smirnoff accounts for the leading share in the Canadian Spirits sector

– Glass is the most commonly used package material in the Canadian Spirits sector.

Reasons to Buy

– Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

– Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

– Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

– Access the key and most influential consumer trends driving Spirits consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target

– Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion

– The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector

– Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.

Diageo PLC UK
Bacardi Limited
Constellation Brands Inc.
Pernod Ricard SA
SUNTORY HOLDINGS LIMITED.
Corby Distilleries ltd
Tanduay Distillers Inc.
William Grant & Sons Ltd.
Iceberg Vodka Corporation
Bacardi Limited
Davide Campari-Milano S.p.A

Table of Contents

Table of Contents

1. Report Scope 1

2. Executive summary 2

3. Canada in the global and regional context 3

3.1. Canada’s share in the Global and North American Spirits sector 3

3.2. Canada compared to other leading countries in North America 4

4. Market size analysis – Spirits sector 5

4.1. Value and volume analysis – Spirits sector in Canada 5

4.2. Per capita consumption – Canada compared to North America and globally 6

4.3. Extent to which consumers are trading up/down 7

4.4. Value and volume analysis of markets in the Spirits sector 8

4.5. Growth analysis by markets 9

5. Market and category analysis 10

5.1. Per capita consumption analysis by markets 10

5.2. Market analysis: Brandy 11

5.3. Market analysis: Gin & Genever 13

5.4. Market analysis: Liqueurs 14

5.5. Market analysis: Rum 16

5.6. Market analysis: Specialty Spirits 18

5.7. Market analysis: Tequila & Mezcal 20

5.8. Market analysis: Vodka 21

5.9. Market analysis: Whiskey 23

6. Distribution analysis 26

6.1. Distribution channel share analysis: Spirits 26

6.2. Distribution channel share analysis: Brandy 27

6.3. Distribution channel share analysis: Gin & Genever 28

6.4. Distribution channel share analysis: Liqueurs 29

6.5. Distribution channel share analysis: Rum 30

6.6. Distribution channel share analysis: Specialty Spirits 31

6.7. Distribution channel share analysis: Tequila & Mezcal 32

6.8. Distribution channel share analysis: Vodka 33

6.9. Distribution channel share analysis: Whiskey 34

7. Competitive landscape 35

7.1. Brand share analysis by sector 35

7.2. Brand share analysis by markets 39

7.3. Brand share analysis by category 50

7.3.1. Brandy 50

7.3.2. Liqueurs 51

7.3.3. Rum 53

7.3.4. Specialty Spirits 54

7.3.5. Vodka 55

7.3.6. Whiskey 56

8. Packaging analysis 58

8.1. Packaging share and growth analysis by package material 58

8.2. Packaging share analysis by package material 59

8.3. Packaging share and growth analysis by pack type 60

8.4. Packaging share analysis by pack type 61

8.5. Packaging share and growth analysis by closure type 62

8.6. Packaging share analysis by closure type 63

8.7. Packaging share and growth analysis by primary outer type 64

8.8. Packaging share analysis by primary outer type 65

9. Macroeconomic analysis 66

9.1. GDP per Capita 69

9.2. Population and population growth 70

9.3. Consumer Price Index 71

9.4. Population breakdown by age 72

10. Consumergraphics 73

10.1. Consumption by Gender 73

10.2. Consumption by Age 74

10.3. Consumption by Education 75

10.4. Consumption by Degree of Urbanization 76

11. Methodology 77

12. Appendix 78

13. Definitions 91

14. About GlobalData 95

15. Disclaimer 96

16. Contact Us 97

Table

List of Tables

Table 1: Volume share of Canada in the global and North America Spirits sector, 2011-2021 3

Table 2: Growth analysis by markets, 2016-2021 9

Table 3: Value analysis by of Brandy market categories, 2011-2021 12

Table 4: Volume analysis of Brandy market by categories, 2011-2021 12

Table 5: Value analysis of Liqueurs market by categories, 2011-2021 15

Table 6: Volume analysis of Liqueurs market by categories, 2011-2021 15

Table 7: Value analysis by of Rum market categories, 2011-2021 17

Table 8: Volume analysis of Rum market by categories, 2011-2021 17

Table 9: Value analysis of Specialty Spirits market by categories, 2011-2021 19

Table 10: Volume analysis of Specialty Spirits market by categories, 2011-2021 19

Table 11: Value analysis by of Vodka market categories, 2011-2021 22

Table 12: Volume analysis of Vodka market by categories, 2011-2021 22

Table 13: Value analysis of Whiskey market by categories, 2011-2021 24

Table 14: Volume analysis of Whiskey market by categories, 2011-2021 25

Table 15: Brand Volume – Spirits sector, 2016 36

Table 16: Brand Volume – Brandy market, 2016 39

Table 17: Brand Volume – Gin & Genever market, 2016 40

Table 18: Brand Volume – Liqueurs market, 2016 42

Table 19: Brand Volume – Rum market, 2016 43

Table 20: Brand Volume – Specialty Spirits market, 2016 44

Table 21: Brand Volume – Tequila & Mezcal market, 2016 45

Table 22: Brand Volume – Vodka market, 2016 47

Table 23: Brand Volume – Whiskey market, 2016 49

Table 24: Brand Volume – Cognac category 50

Table 25: Brand Volume – Fruit Brandy category 50

Table 26: Brand Volume – Other Grape Brandy category, 2016 50

Table 27: Brand Volume – Bitters category, 2016 51

Table 28: Brand Volume – Cream Liqueurs category, 2016 51

Table 29: Brand Volume – Fruit Liqueurs category, 2016 52

Table 30: Brand Volume – Other Liqueurs category, 2016 52

Table 31: Brand Volume – Dark Rum category, 2016 53

Table 32: Brand Volume – Light Rum category, 2016 53

Table 33: Brand Volume – Other Specialty Spirits category, 2016 54

Table 34: Brand Volume – Flavored Vodka category, 2016 55

Table 35: Brand Volume – Unflavored Vodka category, 2016 55

Table 36: Brand Volume – American Whiskey category, 2016 56

Table 37: Brand Volume – Canadian Whiskey category, 2016 56

Table 38: Brand Volume – Irish Whiskey category, 2016 56

Table 39: Brand Volume – Scotch Whisky category, 2016 57

Table 40: Consumption of Spirits by gender and markets (Million Liters, 2016) 73

Table 41: Consumption of Spirits by age and markets (Million Liters, 2016) 74

Table 42: Consumption of Spirits by education and markets (Million Liters, 2016) 75

Table 43: Consumption of Spirits by urbanization and markets (Million Liters, 2016) 76

Table 44: Market Value for Brandy – by category (C$ Million) 2011-2021 78

Table 45: Market Value for Brandy – by category (US$ Million) 2011-2021 78

Table 46: Market Volume for Brandy – by category (Million Liters) 2011-2021 79

Table 47: Market Value for Liqueurs – by category (C$ Million) 2011-2021 79

Table 48: Market Value for Liqueurs – by category (US$ Million) 2011-2021 80

Table 49: Market Volume for Liqueurs – by category (Million Liters) 2011-2021 80

Table 50: Market Value for Rum – by category (C$ Million) 2011-2021 81

Table 51: Market Value for Rum – by category (US$ Million) 2011-2021 81

Table 52: Market Volume for Rum – by category (Million Liters) 2011-2021 81

Table 53: Market Value for Specialty Spirits – by category (C$ Million) 2011-2021 82

Table 54: Market Value for Specialty Spirits – by category (US$ Million) 2011-2021 82

Table 55: Market Volume for Specialty Spirits – by category (Million Liters) 2011-2021 83

Table 56: Market Value for Vodka – by category (C$ Million) 2011-2021 83

Table 57: Market Value for Vodka – by category (US$ Million) 2011-2021 84

Table 58: Market Volume for Vodka – by category (Million Liters) 2011-2021 84

Table 59: Market Value for Whiskey – by category (C$ Million) 2011-2021 85

Table 60: Market Value for Whiskey – by category (US$ Million) 2011-2021 85

Table 61: Market Volume for Whiskey – by category (Million Liters) 2011-2021 86

Table 62: Components of change- by Market 86

Table 63: Spirits Sales Distribution in Canada – by Markets (Million Liters), 2016 87

Table 64: Package Material (in Million pack units) 87

Table 65: Pack Type (in Million pack units) 88

Table 66: Closure Type (in Million pack units) 88

Table 67: Primary Outer Type (in Million pack units) 88

Table 68: Exchange Rates: (US$-C$), 2011-2021 89

Table 69: GDP Per Capita (C$) 89

Table 70: Population 89

Table 71: Consumer Price Index 89

Table 72: Age Profile (Millions of Persons) 90

Table 73: Market Definitions 91

Table 74: Category Definitions 92

Table 75: Channel Definitions 94

Figures

List of Figures

Figure 1: Canada compared to other two countries in North America – market size, growth, and competitive landscape 4

Figure 2: Market size analysis by value and volume, Spirits sector, 2011-2021 5

Figure 3: Per capita consumption* in Canada compared to global and North American average, 2011-2021 6

Figure 4: Degree of trading up/down in the Canadian Spirits sector, 2015-2016 7

Figure 5: Value and volume growth analysis by markets, 2016-2021 8

Figure 6: Per capita consumption* (by markets) in Canada compared to global and North American average, 2016 10

Figure 7: Value and volume growth analysis, Brandy market, 2011-2021 11

Figure 8: Value and volume growth analysis, Gin & Genever market, 2011-2021 13

Figure 9: Value and volume growth analysis, Liqueurs market, 2011-2021 14

Figure 10: Value and volume growth analysis, Rum market, 2011-2021 16

Figure 11: Value and volume growth analysis, Specialty Spirits market, 2011-2021 18

Figure 12: Value and volume growth analysis, Tequila & Mezcal market, 2011-2021 20

Figure 13: Value and volume growth analysis, Vodka market, 2011-2021 21

Figure 14: Value and volume growth analysis, Whiskey market, 2011-2021 23

Figure 15: Distribution channel share (Volume), Spirits, 2011-2016 26

Figure 16: Distribution channel share (Volume), Brandy market, 2011-2016 27

Figure 17: Distribution channel share (Volume), Gin & Genever market, 2011-2016 28

Figure 18: Distribution channel share (Volume), Liqueurs market, 2011-2016 29

Figure 19: Distribution channel share (Volume), Rum market, 2011-2016 30

Figure 20: Distribution channel share (Volume), Specialty Spirits market, 2011-2016 31

Figure 21: Distribution channel share (Volume), Tequila & Mezcal market, 2011-2016 32

Figure 22: Distribution channel share (Volume), Vodka market, 2011-2016 33

Figure 23: Distribution channel share (Volume), Whiskey market, 2011-2016 34

Figure 24: Leading brands in the Canadian Spirits sector, volume share, 2016 35

Figure 25: Leading brands in the Brandy market, volume share, 2016 39

Figure 26: Leading brands in the Gin & Genever market, volume share, 2016 40

Figure 27: Leading brands in the Liqueurs market, volume share, 2016 41

Figure 28: Leading brands in the Rum market, volume share, 2016 43

Figure 29: Leading brands in the Specialty Spirits market, volume share, 2016 44

Figure 30: Leading brands in the Tequila & Mezcal market, volume share, 2016 45

Figure 31: Leading brands in the Vodka market, volume share, 2016 46

Figure 32: Leading brands in the Whiskey market, volume share, 2016 48

Figure 33: Packaging share and growth analysis by package material, 2011-2021 58

Figure 34: Use of package material by markets (in pack units), 2016 59

Figure 35: Packaging share and growth analysis by pack type, 2011-2021 60

Figure 36: Use of pack type by markets (in pack units), 2016 61

Figure 37: Packaging share and growth analysis by closure type, 2011-2021 62

Figure 38: Use of closure type by markets (in pack units), 2016 63

Figure 39: Packaging share and growth analysis by primary outer type, 2011-2021 64

Figure 40: Use of primary outer type by markets (in pack units), 2016 65

Figure 41: Relative comparison of countries based on PEST analysis 66

Figure 42: Canada’s GDP per capita, 2011-2016 69

Figure 43: Population growth in Canada, 2011-2016 70

Figure 44: Consumer Price Index, Canada, 2010-2016 71

Figure 45: Age Profile, Canada, 2016 72

Figure 46: Consumption of Spirits by gender, Canada, 2016 73

Figure 47: Consumption of Spirits by age, Canada, 2016 74

Figure 48: Consumption of Spirits by education, Canada, 2016 75

Figure 49: Consumption of Spirits by Degree of urbanization, Canada, 2016 76

Figure 50: About GlobalData 95

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