Consumer Trends in the Wine Market in China

Synopsis
• Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.

• The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

Summary
• Marketers in the Wine market in China face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

• This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Wine market in China they account for and which consumer trends drive their behaviour.

Scope
• Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.

• The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

Reasons To Buy
• The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights
• Consumer survey data for the following specific categories: Fortified Wine, Sparkling Wine, and Still Wine.

• Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

• Volume shares in 2011 for brands and private label sales tracked by the survey.

• Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Wine Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Sparkling Wine
2.2.2 Still Wine
2.3 Behavioural Trends and Market Value
2.3.1 Sparkling Wine
2.3.2 Still Wine
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Fortified Wine
3.1.2 Sparkling Wine
3.1.3 Still Wine
3.2 Consumer Profiles by Product Category
3.2.1 Sparkling Wine
3.2.2 Still Wine
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Wine Brand Choice and Private Label Shares
4.2.1 Sparkling Wine
4.2.2 Still Wine
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Wine
5.1.2 Fortified Wine
5.1.3 Sparkling Wine
5.1.4 Still Wine
6 Consumption Impact: Market Valuation
6.1 Wine Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Wine Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Wine Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share of Organized Retail
7.1 Survey-tracked Retailer Shares by Volume of Organized Retail
7.1.1 China Wine Survey-tracked Retailer Shares by Volume of Organized Retail
7.2 Survey-tracked Retailer Shares by Volume by Category of Organized Retail
7.2.1 China Sparkling Wine Survey-tracked Retailer Shares by Volume of Organized Retail
7.2.2 China Still Wine Survey-tracked Retailer Shares by Volume of Organized Retail
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 A-Best Supermarket Co., Ltd Switching Analysis
7.3.3 Carrefour China Switching Analysis
7.3.4 Dashang Group Switching Analysis
7.3.5 Metro Cash & Carry Switching Analysis
7.3.6 New Cooperation Joint-stock trade chain CO., Ltd. Switching Analysis
7.3.7 Tesco China Switching Analysis
7.3.8 Trust Mart Switching Analysis
7.3.9 Wal-Mart Super center, China Switching Analysis
7.3.10 Wuhan Zhongbai Group Co., Ltd. Switching Analysis
7.3.11 Wumart Stores. Group Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Wine, by Retailer Used
7.4.1 A-Best Supermarket Co., Ltd
7.4.2 Carrefour China
7.4.3 Dashang Group
7.4.4 Metro Cash & Carry
7.4.5 New Cooperation Joint-stock trade chain CO., Ltd.
7.4.6 Tesco China
7.4.7 Trust Mart
7.4.8 Wal-Mart Super center, China
7.4.9 Wuhan Zhongbai Group Co., Ltd.
7.4.10 Wumart Stores. Group
7.4.11 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables
Table 1: Volume Units for the Wine Market
Table 2: Foreign Exchange Rate – CNY Vs. US$, 2011
Table 3: China Survey Respondent Profile (weighted), 2011
Table 4: China Wine Value Share (%), by Age Groups, 2011
Table 5: China Wine Value Share (%), by Gender, 2011
Table 6: China Wine Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: China Wine Value Share (%) by Education Level Achieved Groups, 2011
Table 8: China Wine Value Share (%) by Wealth Groups, 2011
Table 9: China Wine Value Share (%) by Busy Lives Groups, 2011
Table 10: China Sparkling Wine Consumer Group Share (% market value), 2011
Table 11: China Still Wine Consumer Group Share (% market value), 2011
Table 12: China Total Sparkling Wine Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 13: China Total Still Wine Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: China Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 15: China Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 16: China Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: China Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: China Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: China Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: China Sparkling Wine Consumer Profiles (% consumers by sub-group), 2011
Table 21: China Still Wine Consumer Profiles (% consumers by sub-group), 2011
Table 22: China Wine Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 23: China Sparkling Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 24: China Still Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 25: China, Overall Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 26: China, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 27: China, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 28: China, Still Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 29: China Wine Market Value (Yuan Renminbi million), by Category, 2011
Table 30: China Wine Market Value (US$ million), by Category, 2011
Table 31: China Wine Market Volume (Ltrs m), by Category, 2011
Table 32: China Wine Market Share (US$ million), by Category, 2011
Table 33: China Wine Expenditure Per Capita (Yuan Renminbi), by Category, 2011
Table 34: China Wine Expenditure Per Capita (US$), by Category, 2011
Table 35: China Wine Expenditure Per Household (Yuan Renminbi), by Category
Table 36: China Wine Expenditure Per Household (US$), by Category
Table 37: China Wine Market Volume Share (Ltrs m), by Category, 2011
Table 38: China Wine Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 39: China Wine Consumption Per Household (Ltrs m / Households m),.by Category, 2011
Table 40: China Wine Survey-tracked Retailer Shares by Volume of Organized Retail (% of Ltrs m), 2011
Table 41: China Sparkling Wine Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 42: China Still Wine Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 43: China: Switchers to A-Best Supermarket Co., Ltd for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 44: China: Switchers From A-Best Supermarket Co., Ltd for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 45: China: Switchers to Carrefour China for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 46: China: Switchers From Carrefour China for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 47: China: Switchers to Dashang Group for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 48: China: Switchers From Dashang Group for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: China: Switchers to Metro Cash & Carry for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: China: Switchers From Metro Cash & Carry for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: China: Switchers to New Cooperation Joint-stock trade chain CO., Ltd. for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: China: Switchers From New Cooperation Joint-stock trade chain CO., Ltd. for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: China: Switchers to Tesco China for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: China: Switchers From Tesco China for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: China: Switchers to Trust Mart for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: China: Switchers From Trust Mart for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: China: Switchers to Wal-Mart Super center, China for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: China: Switchers From Wal-Mart Super center, China for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: China: Switchers to Wuhan Zhongbai Group Co., Ltd. for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: China: Switchers From Wuhan Zhongbai Group Co., Ltd. for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: China: Switchers to Wumart Stores. Group for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: China: Switchers From Wumart Stores. Group for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: China: Switchers to Other for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: China: Switchers From Other for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: China: Profile of Wine Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2011
Table 66: China: Profile of Wine Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2011
Table 67: China: Profile of Wine Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2011
Table 68: China: Profile of Wine Consumers Whose Goods Mainly Come From Metro Cash & Carry (% by Subgroup, as tracked by the Survey), 2011
Table 69: China: Profile of Wine Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup, as tracked by the Survey), 2011
Table 70: China: Profile of Wine Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2011
Table 71: China: Profile of Wine Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2011
Table 72: China: Profile of Wine Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2011
Table 73: China: Profile of Wine Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2011
Table 74: China: Profile of Wine Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2011
Table 75: China: Profile of Wine Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: China Wine Value Share (%), by Age Groups, 2011
Figure 3: China Wine Value Share (%), by Gender, 2011
Figure 4: China Wine Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: China Wine Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: China Wine Value Share (%) by Wealth Groups, 2011
Figure 7: China Wine Value Share (%) by Busy Lives Groups, 2011
Figure 8: China Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: China Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: China Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: China Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: China Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: China Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: China Wine Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: China Wine Market Share (US$ million), by Category, 2011
Figure 16: China Wine Expenditure Per Capita (US$), by Category, 2011
Figure 17: China Wine Expenditure Per Household (US$), by Category
Figure 18: China Wine Survey-tracked Retailer Shares by Volume of Organized Retail (% of Ltrs m), 2011
Figure 19: China Sparkling Wine Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 20: China Still Wine Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 21: China: People Who Have Switched Retailer for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Related research categories

By sector: Trends, Consumer (in Trends), Wine (in Wine & Champagne)

By market: China (in Asia), China (in BRICM)