Boston, MA -- (SBWIRE) -- 11/17/2014 -- The most significant development during 2013 was the success of the ?cocktailisation? trend characterised by the advent of a diversity of ready-to-drink products as extensions of traditional spirits and wine brands. In the aftermath of the Fillon tax back in 2012, industry players from other categories entered RTDs/high-strength premixes for three main reasons: As a way of compensating for impeded sales in their traditional markets, as part of their diversification plan and/or for tax optimisation. Resulting in a new generation of RTDs/premixes ? such as Saint James Mojito, Passoa and Pisang Ambon cocktails, Martini Royale ? which has been effective in mitigating the category?s decline in 2013; promotions in support of those novelties had helped to generate interest. Besides, demand in 2013 was less restrained by tax-driven price hikes considering that consumers had become accustomed to the higher post-Fillon tax price tag.

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Competitive Landscape

Mo?t-Hennessy UDV France (MH-UDV) captured 18% of total sales volume in 2013 and led the category. The company?s leadership was driven by sales of spirit-based RTD Smirnoff Ice. Even though this leading product has been losing ground in the marketplace, it is still the most popular RTD product; it leverages on its strong brand recognition and has a wide presence both in on-trade and off-trade channels throughout the country. In addition, the price positioning of Smirnoff Ice is about 50% lower than the average price of spirit-based RTDs, making it an economical yet qualitative choice for the lower income groups. Bardinet SAS was the second leading company in 2013 with almost 17% of sales volume; the company?s position was sustained by its established brands Old Nick and Dillon within high-strength premixes.

Industry Prospects

Over the forecast period, sales of RTDs/high-strength premixes are set to see a slight positive volume CAGR. In reaction to the 2012 Fillon tax on strong ABV alcoholic drinks, industry players have been entering the different categories in order to counter the sales decline in the most impeded categories, while also attempting to optimise the tax burden with lower-ABV RTDs. Except for malt-based RTDs, innovative products ? often supported by price-related incentives and in-store promotions - have been emerging from the different categories over the last three years of the review period, and are likely to contribute to revamping the entire category over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in France with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the RTDs/High-Strength Premixes industry in France, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTDs/High-Strength Premixes in France market research report includes:

- Analysis of key supply-side and demand trends

- Detailed segmentation of international and local products

- Historic volumes and values, company and brand market volume shares

- Five year forecasts of market trends and market growth

- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of RTDs/High-Strength Premixes in France?

- What are the major brands in France?

- Has the trend towards at-home entertaining had a positive impact on RTDs as consumers want to replicate the bar experience at home?

- How have RTDs performed in comparisons to High-strength premixes?

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