Boston, MA -- (SBWIRE) -- 10/13/2014 -- As the popularity of wine, craft beer, high-end spirits and cider continues to increase, RTD/high-strength premixes are being passed by. The RTD/high-strength premix market attracts a younger demographic, including millennials and 18-24 year-olds, who are actively seeking something different from what used to be popular. In many cases, the RTD fad was before the time of this younger consumer group, who are more interested in trying the spirits seen on "Mad Men", or spiced rum from Captain Morgan. Although the ready-to-drink alcoholic beverage category has its appeal to many consumers, overall demand continues to drop as customers switch products.

Competitive Landscape

In 2013, Diageo continued to lead sales, recording a volume share of 21%. The Smirnoff, Jose Cuervo and Captain Morgan brands make up the majority of the company's presence in the market. Diageo is most active in spirit-based RTDs and high-strength premixes, with no products in the malt-based category. While the company was the leading producer in 2013, the share held by Diageo declined slightly as rum cocktails from Bacardi & company and RTDs from Mark Anthony Brands Ltd gained share.

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Industry Prospects

RTDs/high-strength premixes is expected to decline by an annual average of 3% in both volume and constant value terms between 2013 and 2018, to C$2 billion at constant 2013 prices. The RTD category is highly sensitive to trends in other categories of the wider alcoholic beverages market, with demand expected to continue to fall as consumers switch to other beverage choices. Rising demand for spirits and wine will capture share from RTD/high-strength premixes, while the growing popularity of cider and craft beer as summer drinks will further erode demand for RTDs 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 Canada with research from Euromonitor's team of in-country analysts.

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

The RTDs/High-Strength Premixes in Canada 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 Canada?
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- 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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