Rum in Middle East and Africa to 2014 (Spirits)

Introduction

This databook provides key data and information on the Rum in Middle East and Africa (Spirits). This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods.

Scope

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2003-2008) and forecast (2009-2013) data
*Category level company and brand share as well as distribution share information for 2007 and 2008

Highlights

*The rum category was valued at $242.1m in 2009, representing a CAGR of 3.2% since 2004.
*By the end of 2014, the rum category will be worth $300.4m, with an expected CAGR of 4.4% between 2009 and 2014.
*The rum market volume totaled 15.3 million liters in 2009, representing a CAGR of 3.4% since 2004.
*By the end of 2014, the rum market will total 18.4 million liters, with an expected CAGR of 3.7% between 2009 and 2014.
*The rum market was led by dark rum (representing 65.6% of the total value), with light rum accounting for the remaining 34.4% share.
*Diageo plc is the market leader with a 13.8% share of the market.
Rum in Middle East and Africa (Spirits)

*Design effective marketing and sales strategies by identifying key market categories and segments

*Identify key players within the market to plan lucrative M&A, partnerships and agreements

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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary category level: rum 2
Chapter 2 Definition 3
Chapter 3 Category Analysis: Rum 8
Value analysis (US Dollar), 2004?09 8
Value analysis (US Dollar), 2009?14 9
Volume analysis, 2004?09 11
Volume analysis, 2009?14 12
Company share analysis 14
Distribution analysis 16
Expenditure and consumption per capita 18
Chapter 4 Research Methodology 20
Methodology overview 20
Secondary research 21
Market modeling 22
Creating an initial data model 22
Revising the initial data model 22
Creating a final estimate 23
Creating demographic value splits 23
Primary research 23
Data finalization 24
Ongoing research 24

LIST OF FIGURES
Figure 1: Rum, Middle East and Africa, value by segment ($m), 2004?14 10
Figure 2: Rum, Middle East and Africa, category growth comparison, by value, 2004?14 10
Figure 3: Rum, Middle East and Africa, volume by segment (liters, million), 2004?14 13
Figure 4: Rum, Middle East and Africa, category growth comparison, by volume, 2004?14 13
Figure 5: Rum, Middle East and Africa, company share by volume (%), 2008?09 15
Figure 6: Rum, Middle East and Africa, distribution channels by volume (%), 2008?09 17
Figure 7: Annual data review process 21

LIST OF TABLES
Table 1: Rum category definitions 3
Table 2: Rum distribution channels 4
Table 3: Rum, Middle East and Africa, value by segment ($m), 2004?09 8
Table 4: Rum, Middle East and Africa, value forecast by segment ($m), 2009?14 9
Table 5: Rum, Middle East and Africa, volume by segment (liters, million), 2004?09 11
Table 6: Rum, Middle East and Africa, volume forecast by segment (liters, million), 2009?14 12
Table 7: Rum, Middle East and Africa, company share by volume (%), 2008?09 14
Table 8: Rum, Middle East and Africa, volume by company (liters, million), 2008?09 14
Table 9: Rum, Middle East and Africa, distribution channels by volume (%), 2008?09 16
Table 10: Rum, Middle East and Africa, volume by distribution channel (liters, million), 2008?09 16
Table 11: Rum, Middle East and Africa, expenditure per capita ($), 2004?09 18
Table 12: Rum, Middle East and Africa, forecast expenditure per capita ($), 2009?14 18
Table 13: Rum, Middle East and Africa, consumption per capita (liters), 2004?09 19
Table 14: Rum, Middle East and Africa, forecast consumption per capita (liters), 2009?14 19



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