Target Market Research on Cooler Consumption

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Cooler consumption in Southern Florida

Our search found very limited information on either the cooler-type beverage market, or beverage consumer behaviour in Southern Florida — no information that covers both these areas was found to be available online. While there is no preexisting information to fully answer your question, we've used the available data to pull together some key findings: (1) statistics on consumption of beer and alcoholic beverages in Florida, (2) average household expenditures on beverages in Miami, and (3) statistics on the consumption of mixers that may be used in cooler-type beverages and wine by women in the US. Although these are more general alcoholic beverage consumption trends, they may offer some insight into the trends that influence cooler-type beverage consumption of women in Southern Florida.

Below you'll find an outline of our research methodology to better understand why the information you've requested is publicly unavailable, as well as a deep dive into our findings.

METHODOLOGY

To complete your request, I focused on cooler-type beverage/wine cooler consumption trends. I searched for market reports, industry insights, official resources and trusted media articles. First, I looked for South Florida consumer surveys around cooler-type beverage consumption habits. I did not find any survey specific to this topic so I expanded my research to beverage consumption in general as well as to Florida itself. I also did not find any resources offering consumer surveys, habits or statistics around beverage consumption trends in South Florida or Florida. Finally, I found no market reports for the consumption coolers market or major players in Florida. In general, market reports found for the US alcoholic drinks market did not specifically refer to cooler-type beverages and were located behind a paywall, due to the valuable nature of such market research and insight. There appears to be very limited information on either the cooler-type beverage market and consumer behaviour in Southern Florida in relation to beverages available online, and no information that covers both.

Though I did not find any specific information around daily or occasional consumption habits of cooler-type beverages, I found other information for beverage consumption trends in the area that I believe may be helpful for your request. Please continue below to see the results of my research.

FLORIDA

BevSpot reported the following breakdown of alcoholic beverage orders in Florida in 2017:

• Spirit - 52%
• Wine - 23%
• Beer - 21%
• Other - 4%

Brewers Association also gave the following craft beer sales in Florida for 2016:

• Florida has 195 craft breweries, translating to 1.3 breweries per 100,000 adults aged 21 and above.
• There are 2.5 gallons of craft beer produced per adult in Florida.
• Florida produces over 1.2 million barrels of craft beer every year.

America's Health Rankings reported the following data for Florida regarding excessive drinking:

Percent of adults in Florida who reported binge drinking or chronic drinking: 17.5%
Percentage of females who reported excessive drinking: Florida 13.4% vs US 13%

Finally, Miami New Times reported that the beer industry contributed $21.6 billion to Florida's economy in 2016.

SOUTH FLORIDA

The Bureau of Labor Statistics published the following consumer expenditures data (2010-14) for Miami in 2016 (the latest version available):

• Annual average household expenditure on nonalcoholic beverages, 2013-14: $274
• Annual average household expenditure on alcoholic beverages, 2013-14: $375
• Consumers in Miami spent less on carbonated and sports drinks compared to the rest of the US.

USA

I also included statistics on cooler-type beverages and wine consumption for the target market across the US in general.

CS News reported that in 2016, consumers aged 25 to 34 were the largest consumer group for energy and sports drinks in the US. Also, women ages 50 and above consumed more energy drinks than men in the same age bracket. Finally, parents with one or more children in their house were more likely to consume energy and sports drinks for themselves.

Fortune reported in 2016 that Coca Cola was more popular than Pepsi among consumers aged 35 to 44.

In 2016, UpRoxx reported that women accounted for 57% of wine consumption in the US. While 66% of wine purchases were planned, 44% of purchases were unplanned. Also, the article reported that female wine drinkers were most likely to be Millennials.

Munchies echoed these findings in 2016, reporting in an article that 30% of Millennials said they consumed wine several times a week. Millennial women represent half of this group of 'high-frequency' wine drinkers.

CONCLUSION

To wrap it up, despite lack of publicly available information around the daily and occasional cooler-type beverage consumption habits of women aged 30-44 years old in South Florida, we've used the available data to pull together key findings: (1) statistics on consumption of beer and alcoholic beverages in Florida, (2) household expenditures on beverages in Miami, and (3) statistics on cooler-type beverage mixer and wine consumption by women in the US. Note that the request to compile a list of the largest cooler suppliers/distributors in Southern Florida was outside the scope of this request, which was focused on consumer market research, but may be submit in another request.
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