WHITE SPIRITS: INTRODUCTION
surveyed by m1nd-set said that the ‘clear price advantage vs local market/online’ was their driver to purchase.
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Value for money was the second most popular driver to purchase (39%). It therefore makes sense that
WHITE SPIRITS VOLUME SALES BY CATEGORY Category
Baijiu Baijiu Baijiu
Vodka Vodka Vodka
Gin Gin Gin
Tequila Tequila Tequila
Sambuca Sambuca Sambuca
Tax Status
Domestic Duty Free
Volume 2017*
1,219,005.7 1,218,976.3 29.5
Domestic Duty Free
433,973.3 430,072.3 3,901.0
Domestic Duty Free
61,304.4 59,858.8 1,445.7
Domestic Duty Free
31,180.5 30,829.8 350.7
Domestic Duty Free
* Millions of nine-litre cases. Barriers to purchase
What is perhaps most illuminating about m1nd-set’s research is the reasons why browsers do not end of purchasing products in DF&TR stores. Whilst a high number of shoppers said
they liked to purchase because of a price advantage or perceived value for money,
WHITE SPIRITS Shoppers in TR
39% This content is for subscribers only.
66% of ‘alcohol browsers’ said they did not buy anything because of ‘high prices’ or the lack of promotions. Another pressing concern for these travellers was their uncertainty surrounding allowance, or their ability to carry the items. Allowance and weight restrictions
Average Spend Purpose of Purchase
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$105
Noticed Touch Points 91% Online
84% plan the purchase in 54% compare prices
advance
32% In the store Purchase decision
44% Self 34% Gift
38% puchase on promotion 30% puchase unique DF products
42% Key drivers of purchase
Price advantage
www.trbusiness.com/subscriptions 39% Good value for money 24% Had enough time to choose 52% Before leaving for the airport
48% interact with sales staff 39% Influenced by sales staff
Source: m1nd-set’s Business 1ntelligence Service
Illuminating research from Swiss data & analysis firm, m1nd-set, highlights the reasons why browsers do not end of purchasing products in DF&TR stores.
SEPTEMBER 2018
have long posed problems for alcohol retailers, but this pressure appears to be mounting, following various initiatives to curb excessive alcohol consumption on flights. As reported back in June, Ryanair
confirmed to TRBusiness that it was calling for airports to introduce measures to curb ‘excessive drinking’ by passengers about to board flights, as it reminded its own customers who were flying from the UK to Ibiza that they would not be permitted to bring duty free alcohol onboard the aircraft, but would instead have to place in the hold or leave behind. In a statement obtained by TRBusiness
from Ryanair, the airline sayid: “Customers flying from the UK to Ibiza are not permitted to bring duty free alcohol on board our aircraft. “Those who have purchased duty free
alcohol will be asked to either place their purchases in their cabin baggage and into the hold at the boarding gate, or leave their purchases behind.”
TRBUSINESS 41
1,968.1 1,920.3 47.8
CAGR Volume 2012 to 2017
0.9% 0.9%
-4.9%
-2.3% -2.3% 1.5%
2.6% 2.5% 7.0%
4.1% 4.1%
-0.2%
-2.7% -2.7% 0.4%
Chg Volumes 2016 to 2017
0.6% 0.6%
-16.3%
-6.0% -6.1% 1.8%
4.9% 4.8% 9.7%
5.0% 5.0% 5.5%
-2.0% -2.1% 2.3%
Source: The IWSR 2018
over half of these shoppers (54%) would compare prices with other retail channels. Moving on to the in-store
shopping experience, less than half of white spirits shoppers claimed they interacted with any sales staff and even less said they were influenced by any advice offered by them (39%). M1nd-set also revealed that 52% of
white spirits shoppers tend to make a decision on whether or not they will make a purchase on their trip, before leaving for the airport, while 32% make this decision in the store. However, when you look at
the statistics more holistically, a staggering 84% of buyers plan their purchases; an important fact which retailers and brands should take full advantage of. «
Ryanair reminded its own customers who were flying from the UK to Ibiza that they would not be permitted to bring duty free alcohol onboard the aircraft, but would instead have to place in the hold or leave behind.
TRBusiness
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