OPM’s expert analysis of spirits’ trends in pubs, bars, restaurants and other licensed venues shows vodka’s total sales down by 6.8%—notably more than the figure of 3.8% for the spirits category as a whole. However, price increases meant sales by value fell only 0.5% year-on-year.
Despite the downward trend, vodka retains a 21.5% share of the total spirits market. However, it lost 0.7 percentage points of share year-on-year, at the expense of whiskey, which gained 0.2 percentage points to reach 17.6%; and tequila, which added 0.5 percentage points to reach 15.0% of the market.
CGA by NIQ’s breakdown of vodka sales indicates significant variations in trends by type. With a 6.4% drop in sales, non-flavored vodka has proved slightly more resilient than flavored alternatives, where revenue fell 9.6%.
Analysis of sales by region meanwhile highlights contrasts in fortunes for venues and suppliers. On Premise vodka volumes dropped by double-digits year-on-year in Alberta (-11.3%), Ontario (-11.5%) and Toronto (-10.0%), but there were minimal losses in Montreal (-1.0%) and modest growth in Quebec (+1.8%).
Mitch Stefani, CGA by NIQ’s client solutions director – Americas, said: “Amid pressure on consumers’ spending and competition from other categories, the On Premise spirits market has been challenging in 2024, and vodka has been significantly impacted. Nevertheless, there remain sizeable opportunities for sales and share growth, especially for brands that can optimize their visibility in outlets. Compelling activations, smart ranging and pricing and localized strategies are all needed for success in this tough category.”
Mitch Stefani, CGA by NIQ’s client solutions director – Americas, said: “Amid pressure on consumers’ spending and competition from other categories, the On Premise spirits market has been challenging in 2024, and vodka has been significantly impacted. Nevertheless, there remain sizeable opportunities for sales and share growth, especially for brands that can optimize their visibility in outlets. Compelling activations, smart ranging and pricing and localized strategies are all needed for success in this tough category.”To discover more about CGA by NIQ’s OPM solution, contact Mitch Stefani at mitch.stefani@nielseniq.com or visit https://cgastrategy.com/unlock-the-potential-of-opm.
