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LONDON, February 4, 2014 /PRNewswire/ --
A new report from just-drinks has suggested that the dynamism and growth of the flavoured vodka category, for so long one of the key engines behind the vodka sector, is in decline.
According to 'just-drinks on-trend: vodka flavours review', which has been published this week, while the flavoured sector has provided the growth within a becalmed overall vodka category in recent years, the growth in the flavoured market has been slowing down. The flavoured vodka market increased in 2012 by 5.6% to 23.3m cases, but this represented a slowdown from the 7.8% achieved in 2011 and the 9% growth registered in 2010.
While the growth in flavoured vodka is declining, the number of new flavoured product launches per year has continued to rise, according to the just-drinks Launchpad database, although the pace of new product development is also slowing.
Some 21 new flavoured products hit the market in 2011, with more than double the following year (44). While 2013 saw 50 new flavoured launches, the just-drinks report points out that this represents only a 14% increase from 2012, versus the 110% change seen between 2011 and 2012.
"This suggests that brand owners are reacting but are behind the consumption trend curve," the report warns.
For further details on this research, click here.
Established in 1999, just-drinks is a leading online resource for the global beverage industry, publishing around 20 news articles, analysis features and insights every working day. Under the direction of managing editor Olly Wehring, its experienced team of journalists, consultants and analysts provide a unique and comprehensive blend of reports and interpretation of the beverage industry, including key events, trends, interviews and research that are delivered to over 92,000 business executives per month.
Through its web site, webinars and in-depth management briefings just-drinks offers insight into soft drinks, wine, beer, spirits and bottled water industry developments and supply-chain trends, brand and corporate strategies, CONSULT research platform, enterprise technologies such as PLM and ERP.
Furthermore, just-drinks supplies news on manufacturing developments and how the drinks industry is performing around the world.
For details of how just-drinks is helping decision makers make decisions, visit http://www.just-drinks.com
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