The Nielsen Sports and Entertainment ‘s inaugural Australian esport report is here! Esports refers to competitive video gaming, primarily in the form of professional or sponsored events (league competitions, tournaments, championships or battle/match) and typically between professional and sponsored gamers or teams (although amateur events also exist).
Sport really is Australia’s favourite past time and with the introduction of more channels, platforms, leagues and codes, our hours spent watching sport in Australia has gone up by 8% since 2014. With more eyeballs on TVs and screens, and fan bases growing, the opportunities to reach and resonate with the captive Australian sports fan are massive.
While sales of fast-moving consumer goods in some traditionally successful markets like the U.S. saw signs of softness in early 2017, opportunities for growth are still readily available if you know where to look.
Five years ago, mainstream alcohol segments drove the majority of the alcohol sales growth in New Zealand. More recently, niche products have emerged, and Kiwis are increasingly opting for more premium and unique beverage offerings.
Millennials (aged 18 to 34) are less likely to drink than their elders. As such, Millennials pose a challenge to alcohol marketers because of the range of factors that influence their drinking choices.
Innovations in the U.S. liquor market are creating new avenues for growth; and there are a number of key trends that New Zealand can learn from to boost local liquor sales. Danny Brager, Senior Vice President of Nielsen’s Beverage and Alcohol Practice presents the latest Beer, Wine, Cider and Spirits trends.
Where growth is being driven (or declining) from can vary considerably by retailer and understanding the differences can help improve your category’s performance. Taking the craft beer boom as an example, we see how different market dynamics can be between banners.
The Australian liquor market is in longer-term volume decline – research shows we simply drink less than we used to. So brands need to create appeal. Recent Nielsen innovation research shows that to obtain real breakthrough, products need to grow the category, provide new occasions and allow consumers to trade-up to a more premium offer.
If you’re a retailer, chances are that nine in 10 (89%) of your consumers purchased a product online last year. Six in 10 online Australians now use a combination of both online and traditional retail stores as part of their product research or purchase process. These ‘new retail’ behaviours are emerging as digital and physical retail stores converge.
While 2013 may have appeared to be the year of cider, it was also the year packaged beer quietly returned to value growth for the first time since 2009. The campaign push by the industry to “drink less, drink better” has certainly appeared to work – Aussies are now consuming less beer, but spending more on the category.
The growth of packaged cider in recent years has been impressive to say the least. Cider has grown from having little presence in the Australian market just five years ago, to a popular trend that is suited to almost any drinking occasion today.
The concept of creating an authentic beer experience at home has been on the innovation hit-list for liquor manufacturers and retailers for some time. Tap King is the newest keg system to hit the market launching to coincide with Father’s Day in September, and enabling retailers to start the spring beer season early with the hope of repeat purchase in Christmas.
In a market where volume consumption per capita has steadily trended downwards since 2008 (see chart 1), new products have been critical in driving up spend levels and overall dollar growth for the wider beverage sector.
While total sparkling wine sales remains rather flat in the Australian off-premise market, sales for the Champagne segment has recorded double-digit growth over the past year in both value and volume terms.