Beverage News

Beverages forecasted to grow this holiday season

Alcohol beverages to increase 3 percent, Nielsen Holiday Spending Forecast states

November 11, 2013

Nearly one-quarter of U.S. consumers say that they have already begun their holiday shopping, according to Nielsen’s 2013 Holiday Spending Forecast. With consumer confidence higher than it has been in the last five years, the New York-based market research firm found that 60 percent plan to spend the same amount this holiday season as last year.

The annual Nielsen Holiday Spending Forecast surveyed more than 22,000 demographically representative households throughout the United States in September. Its sales forecast was driven from an analysis of 92 categories covering food, beverages, alcohol, health and beauty aids, and homecare.  

Overall, Nielsen projects that dollar sales for the categories will increase 1.9 percent, but unit sales will decrease 0.4 percent. Alcohol beverages, however, will increase 4.6 and 3 percent in dollar and unit sales, respectively, it predicts. Beer, wine and liquor all are expected to drive between $60 and $70 million growth. Because of pricing, wine is projected to increase 3.5 percent in dollar sales but remain flat in unit sales. Nielsen expects wine coolers to experience the strongest unit growth within the category with a 25.8 percent increase in dollar sales and a 41.7 percent increase in unit sales. Alcohol beverages will be the No. 10 most-purchased holiday gift this year, Nielsen predicts.

Because of price increases, non-alcohol beverages are projected to increase 0.4 percent in dollar sales but fall 0.9 percent in unit sales. Coffee, in particular, is expected to increase 5.2 percent and 6.7 percent in dollar and unit sales, respectively. Healthy options also are projected to perform well this holiday season. Nielsen predicts a 5.4 and 2.3 percent increase in dollar and unit sales, respectively, for bottled water and a 2.2 percent rise in dollar sales and 1.7 percent decrease in unit sales for juices and juice drinks. In comparison, it expects carbonated beverages to decrease 2.6 and 2.5 percent in dollar and unit sales, respectively, and shelf-stable juices to decrease 2.4 and 1.7 percent in dollar and unit sales, respectively.

When it comes to where consumers will shop, Nielsen’s Holiday Spending Forecast notes that online retailers should garner more business than they did last year, and mass merchandisers and dollar stores also will rank as popular spending channels.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

International Pineapple Day at Bahama Breeze

In celebration of International Pineapple Day on April 2, Bahama Breeze locations across the country invited the media and consumers to celebrate with cocktails that feature the tropical flavor of the pineapple. (Photos by Liz Parker and Jennifer Haderspeck)

10/10/13 2:00 pm EDT

Ditch the weighting agents: A cost effective solution for delivering flavors and actives

Available On Demand Learn how to reduce costs and energy use by enabling high oil load emulsions, eliminating the need for weighting agents like brominated vegetable oil (BVO).


Beverage Industry Magazine

BI April 2014 cover

2014 April

The April 2014 Beverage Industry includes a cover story on moonshine, as well as articles about CSD brands, whiskey, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Spirits Segments

Which spirits segment will perform the best in 2014?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!


facebook40 twitter    youtubelinked