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Dallas/Ft Worth The Beer Consumer Anheuser-Busch, Inc. Retail Business Solutions May 2006 Beer is The Largest Alcohol Category in Supermarkets Share of Spending in Dallas/Ft Worth - FOOD Beer Is The Largest Alcohol Beverage Source: IRI Total US Food, 52 Weeks Ending 5/21/2006

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dallas ft worth

Dallas/Ft Worth

The Beer Consumer

Anheuser-Busch, Inc.

Retail Business Solutions

May 2006

slide2

Beer is The Largest Alcohol Category in Supermarkets

Share of Spending in

Dallas/Ft Worth - FOOD

Beer Is The Largest Alcohol Beverage

Source: IRI Total US Food, 52 Weeks Ending 5/21/2006

slide3

Beer Is An Important Category

Dallas/Ft Worth - FOOD

Top 10 Edible Grocery Categories ($ Million)

Rank

% Change

#1

#2

#3

#4

#5

#6

#7

#8

#9

#10

Beer is the 3rd Largest Category in Supermarkets

Category Dollar Sales

Source: IRI Supermarket Data; 52 Weeks Ending Dec 25, 2005

alcohol beverages share of stomach and associated occasions

Occasions Where Wine is Considered Highly Appropriate

Holiday family meal

Having couples over for dinner

Having meaningful conversation

Relax or unwind after work

Drinking with men and women

Alcohol BeveragesShare Of Stomach And Associated Occasions

Occasions Where FABs Are Considered Highly Appropriate

Girls’ night out

Beach or outdoor pool party

Drinking with men and women

Backyard grill or BBQ

Alcohol Beverage Share of Stomach

(Average volume of consumption per alcohol beverage drinker)

Occasions Where Beer is Considered Highly Appropriate

Backyard grill or BBQ

Watching sports on TV at home

Fishing or camping

Beach or outdoor pool party

Large house party

Hanging out with friends

Guys’ night out

Drinking with men and women

Occasions Where Liquor is Considered Highly Appropriate

Wedding or other formal party

Drinking with men and women

Large house party

Feel like getting a little rowdy

Source: A-B Alcohol Beverage Tracking Research, September 2005

slide5

Beer, Wine and Liquor

Volume Overlap of Alcohol Buyers

Percent of BWL Volume

Beer

92.8% of BWL

Volume Comes

from Beer Buyers

Wine

67.8% of BWL Volume Comes from Wine Buyers

18.1%

Beer Only

2.3%

Wine Only

18.6%

Beer & Wine

42.7%

BWL Overlap

13.4%

Beer & Liquor

4.2%

Wine & Liquor

0.8%

Liquor Only

Liquor

61.1% of BWL Volume Comes from Liquor Buyers

92.8% Of Beer, Wine And Liquor Volume Comes From Consumers Who Buy Beer

18.1% Of Total Alcohol Volume Comes From Exclusive Beer Drinkers

Source: IRI Consumer Network Panel, Total US All Outlets, 52 Weeks ending 6/12/05

slide6

Beer, Wine and Liquor

Buyer Overlap of Alcohol Buyers

Percent of HH (Buying Alcohol*) Penetration

Beer

Total Penetration

38.8%

Wine

Total Penetration

33.3%

8.4%

Wine Only

12.8%

Beer Only

9.3%

Beer & Wine

11.5%

BWL Overlap

5.1%

Beer & Liquor

4.0%

Wine & Liquor

3.7%

Liquor Only

Liquor

Total Penetration

24.4%

11.5% Of U.S. Households Purchase Beer, Wine And Liquor

12.8% Of Households Are Exclusive Beer Consumers, While Only 8% For Wine And 4% Liquor

Source: IRI Consumer Network Panel, Total US All Outlets, 52 Weeks ending 6/12/05

beer buyers make more repeat trips
Beer Buyers Make More Repeat Trips!

Note: “Repeat Buyer” buys 2 or more times in a given time period

Source: IRI Consumer Network Panel, Total U.S. Grocery, 52 Weeks Ending 4/2/06

Repeat Buyers

beer buyers make more trips and spend more annually per buyer
Beer Buyers Make More Trips and Spend More Annually Per Buyer!

Dallas/Ft Worth - FOOD

# of Trips Per Year

(All buyers)

Average in Market Basket

(Including Alcohol)

Source: IRI Consumer Network Panel, Grocery, 52 Weeks Ending 12/25/05

Source: IRI Consumer Network Panel, Total U.S. Grocery, 52 Weeks Ending 12/25/05 All Buyers

Total Annual Market Basket

With and Without the Category

Source: IRI Total U.S. Grocery, 2005 Account Traffic Builder (Syndicated)

52 weeks ending December 25, 2005

NOTE: Calculation = # of Trips x Average Market Basket

All Other Category Dollars = (# of Trips x Average Market Basket) – (# of Trips x Dollars per Purchase Occasion)

consumers drink more beer
Consumers Drink More Beer
  • Avg. Revenue Per Consumer Is Much Greater for Beer
    • 2.3 X Wine
    • 3.8 X Liquor
  • Number of Servings Is Much Greater for Beer
    • 2.7 X Wine
    • 4.6 X Liquor

Consumers Have More Servings and Spend More on Beer Than Wine or Liquor

Calculation: Servings / # Consumers = Number of Daily Servings; Servings x Dollar per Serving = Revenue

NOTE: Beer, wine and liquor volumes are shown converted into an approximation of servings, based on 12 oz. for beer; 5 oz. for wine, and 1.5 oz. for liquor. In practice, serving sizes and alcohol concentration are highly variable -- especially for mixed liquor drinks.

Source: 2005 Adams Advanced Handbook (2004 Gallons and Dollars); MRI 2005 (Average Number of Servings)