Industry

Spirits: Nielsen Data Analysis: Four Weeks Ended June 25, 2011

July 11, 2011
Nielsen

Tracked-Channel Dollar Sales - Overall dollar sales increased 6.6% YoY for the Spirits categories in the four weeks ended June 25, 2011, above the 4.7% increase seen in the prior four-week period.

Price and Mix - Volumes rose 6.3% YoY for the Spirits categories, above the 3.8% increase seen in the prior four-week period. The combined impact of price and mix boosted dollar sales growth by 0.3 pts for the Spirits categories in the period, which represents a sequential decline relative to the 0.9 pt contribution seen in the prior four-week period. That said, this nonetheless marks the sixth consecutive month of positive price/mix, after the category saw negative price/mix for the 19 consecutive months prior. Average EQ (equivalized) unit pricing increased 0.3% for the four-week period (though we note that average EQ unit pricing includes the impact of certain promotional activities, like coupons).

Promotional Spending - The percentage of products sold on promotion for the Spirits categories decreased 1.7 pts YoY, to 40.5%, which compares to the 2.2 pt decrease seen in the prior four-week period, when the percentage of products sold on promotion fell to 40.7%.