Consumer Trends in the Wine Market in Italy

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 Italy 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 Italy 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 Fortified Wine
2.2.2 Sparkling Wine
2.2.3 Still Wine
2.3 Behavioral Trends and Market Value
2.3.1 Fortified Wine
2.3.2 Sparkling Wine
2.3.3 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 Fortified Wine
3.2.2 Sparkling Wine
3.2.3 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 Fortified Wine
4.2.2 Sparkling Wine
4.2.3 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
7.1 Survey-tracked Retailer Shares by Volume
7.1.1 Italy Wine Survey-tracked Retailer Shares by Volume
7.2 Survey-tracked Retailer Shares by Volume by Category
7.2.1 Italy Fortified Wine Survey-tracked Retailer Shares by Volume
7.2.2 Italy Sparkling Wine Survey-tracked Retailer Shares by Volume
7.2.3 Italy Still Wine Survey-tracked Retailer Shares by Volume
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 Auchan Switching Analysis
7.3.3 Carrefour Switching Analysis
7.3.4 Conad Switching Analysis
7.3.5 Coop Italia Switching Analysis
7.3.6 Esselunga Switching Analysis
7.3.7 Eurospin Switching Analysis
7.3.8 Finiper Switching Analysis
7.3.9 Interdis Switching Analysis
7.3.10 Rewe Group Switching Analysis
7.3.11 Selex Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Wine, by Retailer Used
7.4.1 Auchan
7.4.2 Bennet SpA
7.4.3 Carrefour
7.4.4 Conad
7.4.5 Coop Italia
7.4.6 Despar Servizi
7.4.7 Esselunga
7.4.8 Eurospin
7.4.9 Finiper
7.4.10 Interdis
7.4.11 PAM
7.4.12 Rewe Group
7.4.13 Selex
7.4.14 Sisa
7.4.15 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 – Euro Vs. US$, 2011
Table 3: Italy Survey Respondent Profile (weighted), 2011
Table 4: Italy Wine Value Share (%), by Age Groups, 2011
Table 5: Italy Wine Value Share (%), by Gender, 2011
Table 6: Italy Wine Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Italy Wine Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Italy Wine Value Share (%) by Wealth Groups, 2011
Table 9: Italy Wine Value Share (%) by Busy Lives Groups, 2011
Table 10: Italy Fortified Wine Consumer Group Share (% market value), 2011
Table 11: Italy Sparkling Wine Consumer Group Share (% market value), 2011
Table 12: Italy Still Wine Consumer Group Share (% market value), 2011
Table 13: Italy Total Fortified Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Italy Total Sparkling Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Italy Total Still Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Italy Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Italy Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Italy Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Italy Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Italy Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Italy Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Italy Fortified Wine Consumer Profiles (% consumers by sub-group), 2011
Table 23: Italy Sparkling Wine Consumer Profiles (% consumers by sub-group), 2011
Table 24: Italy Still Wine Consumer Profiles (% consumers by sub-group), 2011
Table 25: Italy Wine Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Italy Fortified Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Italy Sparkling Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Italy Still Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: Italy, Overall Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: Italy, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: Italy, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: Italy, Still Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: Italy Wine Market Value (Euro million), by Category, 2011
Table 34: Italy Wine Market Value (US$ million), by Category, 2011
Table 35: Italy Wine Market Volume (Ltrs m), by Category, 2011
Table 36: Italy Wine Market Share (US$ million), by Category, 2011
Table 37: Italy Wine Expenditure Per Capita (Euro), by Category, 2011
Table 38: Italy Wine Expenditure Per Capita (US$), by Category, 2011
Table 39: Italy Wine Expenditure Per Household (Euro), by Category
Table 40: Italy Wine Expenditure Per Household (US$), by Category
Table 41: Italy Wine Market Volume Share (Ltrs m), by Category, 2011
Table 42: Italy Wine Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 43: Italy Wine Consumption Per Household (Ltrs m / Households m), by Category, 2011
Table 44: Italy Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Table 45: Italy Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 46: Italy Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 47: Italy Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 48: Italy: Switchers to Auchan for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Italy: Switchers From Auchan for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Italy: Switchers to Carrefour for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Italy: Switchers From Carrefour for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Italy: Switchers to Conad for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: Italy: Switchers From Conad for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: Italy: Switchers to Coop Italia for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Italy: Switchers From Coop Italia for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Italy: Switchers to Esselunga for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Italy: Switchers From Esselunga for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Italy: Switchers to Eurospin for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Italy: Switchers From Eurospin for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Italy: Switchers to Finiper for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Italy: Switchers to Interdis for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Italy: Switchers From Interdis for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: Italy: Switchers to Rewe Group for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Italy: Switchers to Selex for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Italy: Switchers From Selex for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Italy: Switchers to Other for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Italy: Switchers From Other for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 69: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2011
Table 70: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 71: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2011
Table 72: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2011
Table 73: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2011
Table 74: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2011
Table 75: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2011
Table 76: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Finiper (% by Subgroup, as tracked by the Survey), 2011
Table 77: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Interdis (% by Subgroup, as tracked by the Survey), 2011
Table 78: Italy: Profile of Wine Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2011
Table 79: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 80: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2011
Table 81: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2011
Table 82: Italy: 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: Italy Wine Value Share (%), by Age Groups, 2011
Figure 3: Italy Wine Value Share (%), by Gender, 2011
Figure 4: Italy Wine Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Italy Wine Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Italy Wine Value Share (%) by Wealth Groups, 2011
Figure 7: Italy Wine Value Share (%) by Busy Lives Groups, 2011
Figure 8: Italy Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Italy Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Italy Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Italy Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Italy Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Italy Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Italy Wine Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Italy Wine Market Share (US$ million), by Category, 2011
Figure 16: Italy Wine Expenditure Per Capita (US$), by Category, 2011
Figure 17: Italy Wine Expenditure Per Household (US$), by Category
Figure 18: Italy Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Figure 19: Italy Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 20: Italy Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 21: Italy Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 22: Italy: 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: Italy (in Europe)