Consumer Trends in the Wine Market in the UK

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 UK 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 UK 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 United Kingdom Wine Survey-tracked Retailer Shares by Volume
7.2 Survey-tracked Retailer Shares by Volume
7.2.1 United Kingdom Fortified Wine Survey-tracked Retailer Shares by Volume
7.2.2 United Kingdom Sparkling Wine Survey-tracked Retailer Shares by Volume
7.2.3 United Kingdom 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 Aldi Switching Analysis
7.3.3 Asda Switching Analysis
7.3.4 Bargain Booze Switching Analysis
7.3.5 Co-Op/Somerfield Switching Analysis
7.3.6 Iceland Switching Analysis
7.3.7 M&S Switching Analysis
7.3.8 Morrisons Switching Analysis
7.3.9 Sainsbury's Switching Analysis
7.3.10 Tesco Switching Analysis
7.3.11 Waitrose Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Wine, by Retailer Used
7.4.1 Aldi
7.4.2 Asda
7.4.3 Bargain Booze
7.4.4 Co-Op/Somerfield
7.4.5 Iceland
7.4.6 Lidl
7.4.7 M&S
7.4.8 Morrisons
7.4.9 Oddbins
7.4.10 Sainsbury's
7.4.11 Tesco
7.4.12 Waitrose
7.4.13 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 – GBP Vs. US$, 2011
Table 3: United Kingdom Survey Respondent Profile (weighted), 2011
Table 4: United Kingdom Wine Value Share (%), by Age Groups, 2011
Table 5: United Kingdom Wine Value Share (%), by Gender, 2011
Table 6: United Kingdom Wine Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: United Kingdom Wine Value Share (%) by Education Level Achieved Groups, 2011
Table 8: United Kingdom Wine Value Share (%) by Wealth Groups, 2011
Table 9: United Kingdom Wine Value Share (%) by Busy Lives Groups, 2011
Table 10: United Kingdom Fortified Wine Consumer Group Share (% market value), 2011
Table 11: United Kingdom Sparkling Wine Consumer Group Share (% market value), 2011
Table 12: United Kingdom Still Wine Consumer Group Share (% market value), 2011
Table 13: United Kingdom Total Fortified Wine Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: United Kingdom Total Sparkling Wine Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: United Kingdom Total Still Wine Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: United Kingdom Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: United Kingdom Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: United Kingdom Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: United Kingdom Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: United Kingdom Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: United Kingdom Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: United Kingdom Fortified Wine Consumer Profiles (% consumers by sub-group), 2011
Table 23: United Kingdom Sparkling Wine Consumer Profiles (% consumers by sub-group), 2011
Table 24: United Kingdom Still Wine Consumer Profiles (% consumers by sub-group), 2011
Table 25: United Kingdom Wine Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: United Kingdom Fortified Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: United Kingdom Sparkling Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: United Kingdom Still Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: United Kingdom, Overall Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: United Kingdom, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: United Kingdom, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: United Kingdom, Still Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: United Kingdom Wine Market Value (Pound Sterling million), by Category, 2011
Table 34: United Kingdom Wine Market Value (US$ million), by Category, 2011
Table 35: United Kingdom Wine Market Volume (Ltrs m), by Category, 2011
Table 36: United Kingdom Wine Market Share (US$ million), by Category, 2011
Table 37: United Kingdom Wine Expenditure Per Capita (Pound Sterling), by Category, 2011
Table 38: United Kingdom Wine Expenditure Per Capita (US$), by Category, 2011
Table 39: United Kingdom Wine Expenditure Per Household (Pound Sterling), by Category
Table 40: United Kingdom Wine Expenditure Per Household (US$), by Category
Table 41: United Kingdom Wine Market Volume Share (Ltrs m), by Category, 2011
Table 42: United Kingdom Wine Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 43: United Kingdom Wine Consumption Per Household (Ltrs m / Households m), by Category, 2011
Table 44: United Kingdom Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Table 45: United Kingdom Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 46: United Kingdom Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 47: United Kingdom Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 48: United Kingdom: Switchers to Aldi for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: United Kingdom: Switchers From Aldi for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: United Kingdom: Switchers to Asda for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: United Kingdom: Switchers From Asda for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: United Kingdom: Switchers to Bargain Booze for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: United Kingdom: Switchers From Bargain Booze for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: United Kingdom: Switchers to Co-Op/Somerfield for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: United Kingdom: Switchers From Co-Op/Somerfield for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: United Kingdom: Switchers to Iceland for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: United Kingdom: Switchers From Iceland for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: United Kingdom: Switchers to M&S for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: United Kingdom: Switchers From M&S for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: United Kingdom: Switchers to Morrisons for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: United Kingdom: Switchers From Morrisons for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: United Kingdom: Switchers to Sainsbury's for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: United Kingdom: Switchers From Sainsbury's for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: United Kingdom: Switchers to Tesco for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: United Kingdom: Switchers From Tesco for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: United Kingdom: Switchers to Waitrose for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: United Kingdom: Switchers to Other for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: United Kingdom: Switchers From Other for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: United Kingdom: Profile of Wine Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 70: United Kingdom: Profile of Wine Consumers Whose Goods Mainly Come From Asda (% by Subgroup, as tracked by the Survey), 2011
Table 71: United Kingdom: Profile of Wine Consumers Whose Goods Mainly Come From Bargain Booze (% by Subgroup, as tracked by the Survey), 2011
Table 72: United Kingdom: Profile of Wine Consumers Whose Goods Mainly Come From Co-Op/Somerfield (% by Subgroup, as tracked by the Survey), 2011
Table 73: United Kingdom: Profile of Wine Consumers Whose Goods Mainly Come From Iceland (% by Subgroup, as tracked by the Survey), 2011
Table 74: United Kingdom: Profile of Wine Consumers Whose Goods Mainly Come From Lidl (% by Subgroup, as tracked by the Survey), 2011
Table 75: United Kingdom: Profile of Wine Consumers Whose Goods Mainly Come From M&S (% by Subgroup, as tracked by the Survey), 2011
Table 76: United Kingdom: Profile of Wine Consumers Whose Goods Mainly Come From Morrisons (% by Subgroup, as tracked by the Survey), 2011
Table 77: United Kingdom: Profile of Wine Consumers Whose Goods Mainly Come From Oddbins (% by Subgroup, as tracked by the Survey), 2011
Table 78: United Kingdom: Profile of Wine Consumers Whose Goods Mainly Come From Sainsbury's (% by Subgroup, as tracked by the Survey), 2011
Table 79: United Kingdom: Profile of Wine Consumers Whose Goods Mainly Come From Tesco (% by Subgroup, as tracked by the Survey), 2011
Table 80: United Kingdom: Profile of Wine Consumers Whose Goods Mainly Come From Waitrose (% by Subgroup, as tracked by the Survey), 2011
Table 81: United Kingdom: 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: United Kingdom Wine Value Share (%), by Age Groups, 2011
Figure 3: United Kingdom Wine Value Share (%), by Gender, 2011
Figure 4: United Kingdom Wine Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: United Kingdom Wine Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: United Kingdom Wine Value Share (%) by Wealth Groups, 2011
Figure 7: United Kingdom Wine Value Share (%) by Busy Lives Groups, 2011
Figure 8: United Kingdom Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: United Kingdom Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: United Kingdom Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: United Kingdom Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: United Kingdom Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: United Kingdom Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: United Kingdom Wine Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: United Kingdom Wine Market Share (US$ million), by Category, 2011
Figure 16: United Kingdom Wine Expenditure Per Capita (US$), by Category, 2011
Figure 17: United Kingdom Wine Expenditure Per Household (US$), by Category
Figure 18: United Kingdom Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Figure 19: United Kingdom Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 20: United Kingdom Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 21: United Kingdom Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 22: United Kingdom: 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: United Kingdom (in Europe)