END-CONSUMER PROFILE – SYSTEMBOLAGET
Below is a description of the customer segmentation perferomed by Systembolaget. All information is written by Systembolaget. Direct link to the information you will find below.
Systembolaget’s customer segmentation comprises eight different groups. By reading the analysis below you will get a better understanding about the different consumers in the Swedish market.
GROUP 1.
Cautious traditionalists (17%)
The cautious traditionalists have a dutiful and traditional character. They seldom drink, and when they do, it is mainly on special occasions, such as public holidays and celebrations.
This segment comprises both men and women, with those over 60 and with a below-average income over-represented.
The cautious traditionalists are not particularly inte res ted in alcoholic drinks and do not like trying new products. They have an above-average interest in arts and crafts, books, crossword puzzles and music.
They shop at Systembolaget every other month, or less frequently. When they consume alcohol, they prefer to drink wine or beer, but in comparison with other customers segments, are low consumers of cider & mixed drinks.
Consumption index: 42
GROUP 2.
Blokes who yearn to learn (8%)
Levels of commitment to alcoholic drinks are high in this customer segment. It mainly comprises men aged between 30 and 60, and is over-represented in big cities. They work full time and have an above-average income. They live with a partner, with or without children, and are interested in motor sports, hunting & fi shing, gaming and TV.
Beer is a major hobby, and whilst they have their favourites, they like trying new products. They usually consume alcohol during “boys’ nights out”, when they mainly drink beer and whisky. They consume twice as much beer as other customer segments, almost the same amount of spirits, and their consumption of wine and of cider & mixed drinks is more or less on a par with that of other customer segments. Their main reasons for consuming alcohol are to treat themselves or to wind down.
They shop at Systembolaget every other week or more. They buy new products every time they visit the store, and the main reasons for trying new products,in comparison with the other customer segments, is a desire to try some thing new, or they’ve tasted it in a bar, or it was on the “New Products” shelf.
Consumption index: 153
GROUP 3.
Sophisticated connoisseurs (13%)
The sophisticated connoisseurs have an extensive interest in alcohol and are curious about new products and the latest trends in wine. They are sociable and like organised parties. They are keen to show off/demonstrate their knowledge to others around them, and it’s important to them that the wine goes with the food.
This customer segment comprises both men and women and is over-represented in the 50+ age group. Many have further or university education and they have a high income. Their likes include travelling, reading books and cooking.
They consume at dinners with friends more often than the other segments, when they primarily consume wine. The consume more or less the same amount of spirits as the other customer segments, slightly less beer, and half as much cider & mixed drinks. Their main reasons for consu ming alcohol are to create a romantic atmosphere and because it goes with the situation/is traditional.
The sophisticated connoisseurs shop once a month or more at Systembolaget. They buy new products every time they visit the store, and the main reasons for trying new products in comparison with other customer segments is that they have read a review, received a recommendation from a friend, and read about the product on the shelf-edge label.
Consumption index: 115
GROUP 4.
Multifaceted connoisseurs (1.4%)
The multifaceted connoisseurs are a very small group that we have distinguished from the larger group of Sophisticated Connoisseurs. They differ from that group in that for this group, wine, beer and whisky are a hobby, their main interest. People ask the multifaceted connoisseur for advice, and they have considerable infl uence over those in their social circle when it comes to alcoholic drinks.
The multifaceted connoisseurs are expert allTHE WORLD IN WHICH WE OPERATE Launch plan 2012 • 6 rounders. They are creative, deep, interested in brand names, and are always interested in learning more. This mainly comprise men over the age of 50 who live in builtup areas/medium-sized towns. They live with a partner, with or without children still at home, and are educated to college/university level. Their main interests are cooking, travel, clubs and societies, sailing/golf, and culture.
They mainly consume wine – twice as much as the other customer segments. They drink (slightly more than average) spirits but much less beer, cider & mixed drinks. Their main reasons for consuming alcohol are to create a romantic atmosphere and to learn more. They usually consume at weekday dinners, when there is no special occasion.
The multifaceted connoisseurs shop once a month or more at Systembolaget. They buy new products each time they visit the store and the main reasons for trying new products, in comparison with the other customer segments, is that they have read a review, that they want to try some thing new, and that the store staff have recommended it.
Consumption index: 140
GROUP 5.
Unpretentious bon vivants (13%)
Bon vivants want to indulge themselves and to enjoy life. Their level of knowledge when it comes to alcoholic drinks is not very high, but they are keen to learn more. They see alcohol as a large part of everyday life and are happy to plan to ensure that the drink goes well with the food. They enjoy taking a glass while cooking – it’s part of it.
This segment comprises both men and women aged 40+. They live with a partner, with children, and have college or university level education. They work full time and have a high income. Their main interests are sailing/playing golf, cooking and travel.
They consume in the great outdoors (on picnics) or by themselves more often than the other customer segments and usually consume wine. They consume less cider & mixed drinks than other customer segments, but are otherwise high consumers of the other product groups. The main reasons for consuming alcohol are that it feels slightly luxurious and sophisticated to them and that they think it might be good for their health.
The unpretentious bon vivants shop once a month or more at Systembolaget. They buy new products on one visit in three, and their main reasons for trying new products in comparison with other segments is that they have received a recommendation from a friend, have read a review, and have read about the product on the shelf-edge label.
Consumption index: 140
GROUP 6.
Social experience seekers (10%)
Young, curious and a life that includes challenges. These are the features that characterise the social experience seekers. For them, it’s important to stand out from the crowd and they seek out brand names that refl ect the things they like and who they are. Alcohol has a social context for this group, and they often fi nd it hard to refrain from consumption in that context.
This segment comprises both men and women and is strongly over-represented in the 18-30 age group. They are single or in relationships with no children, and are students with low incomes. Their biggest interests are music, fashion, partying, TV/computer games and restaurant visits.
They consume more often than other segments at pre-par ties and in the great outdoors (picnics, festivals, etc.), when they primarily consume beer. They drink almost twice as much cider & mixed drinks as other customer segments and consume more than the average of all product groups. The main reasons for consuming alcohol are to feel more relaxed/exhilarated, to get drunk, or to escape everyday life for a little while.
The social experience seekers shop every other week or more at Systembolaget. They buy new products on one visit in three, and their main reasons for trying new products in comparison with other segments is that they have received a recommendation from a friend, that they want to try something new, and that the bottle looked interesting.
Consumption index: 123
GROUP 7.
Healthy security seekers (13%)
The healthy security seekers mainly comprise women aged between 20 and 39, they are over-represented in sparsely populated areas and many are full-time workers or students. Appearance is important to this group, who want to continue to look young and keep up with fashion. Fashion, exercise, interior design and partying are their main interests. Their levels of alcoholic drinks are not particularly high but they are keen to try something new.
They consume more often than the average at preparties and celebrations, when they mainly consume cider & mixed drinks. They consume less than the average of the other product groups. Their main reasons for consuming alcohol are that it makes them feel more relaxed/exhilarated, to relax the atmosphere, and to indulge themselves.
The healthy security seekers shop once a month or less at Systembolaget. They buy new products on every visit to the store, and their main reasons for trying new products in comparison with other segments are that the bottle looked interesting, that they read about the product on the shelf-edge label and that they wanted to try something new.
Consumption index: 74
GROUP 8.
Folksy bargain hunters (13%)
The folksy bargain hunters are traditional and do not stand out much from the average. They are distinguished by thinking that there is too much snobbery associated with wine and that the price is important.
They are happy to drink the same drink, whatever the situation and/or season, and they are also keen to buy alcohol to keep “in stock” at home.
This segment comprises both men and women, and the majority are aged 50+. They are married or cohabit and have children, but the children do not live at home. Their education level is elementary or compulsory school, or upper secondary school, and they have an average income. Their main interests are watching sport, listening to music, clubs and societies, and travel.
They consume more often than the average when they are not working (at the summer cottage, on the boat, on holiday), when they primarily consume wine and beer. They do, however, drink more spirits than the average. Their main reasons for consuming alcohol are that it goes with the situation/is traditional.
The folksy bargain hunters shop once a month or less at Systembolaget. They very seldom buy new products, but if they do, the main reason is that they have received a recommendation from a friend.
Consumption index: 89
Source: » Systembolaget. 2011
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