The Brazilian Wine Market: What Consumers Drink and Why?

The Brazilian Wine Market: What Consumers Drink and Why?

Published: October 2013
Publisher: Canadean Ltd
Product ref: 185352
Pages: 73
Format: PDF
Delivery: By product vendor

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Product Synopsis
This report provides the results for the Wines market in Brazil from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape
Why was the report written?
Marketers in the Wines market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Wines market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases with the economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Fortified Wine, Sparkling Wine, and Still Wine are not considered essential items and therefore consumption patterns have been negatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease

What are the key drivers behind recent market changes?
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 consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Fortified Wine, Sparkling Wine, and Still Wine.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
The Affluent economic group in Brazil have the largest value share in the wine market, with this segment contributing almost one-third of the total market size. This group is followed by the Better Off income group, while the Hard Pressed segment contributes the lowest value share. This may be due to the fact that Wine is relatively more expensive than other categories in the Spirits market and has a more affluent brand image. The rising income levels of the middle class and increasing propensity to consume Wine during social occasions is presenting further scope for wineries and marketers to target these segments.

Consumer frequency analysis reveals that consumption of Sparkling Wine is lowest among ‘Early Young Adults’ and is highest among ‘Older Consumers’. While Older Consumers are currently the best age group to target, due to the higher penetration rate and higher consumption frequency, this also highlights that there is potential scope for marketers to target non-consuming Early Young Adults in order to further widen their customer base.

Private label penetration is low in the Brazilian Wines market, with Fortified Wine the most successful private label Wine category followed by Still Wine and Sparking Wine.

Key Highlights
Switching analysis indicates that consumer loyalty is low for Wine consumers in Brazil as the top three organized retailers witnessed a large number of end consumers switching to other retailers in the last six months.

Consumer survey results indicate that Changing age structures, Changing life stages and Indulgence are the leading trends influencing Wine consumption in Brazil. Companies need to consider these behavioural trends in order to effectively reach their target audience.

Still Wine accounts for the largest share in Wine in Brazil, both in value and volume terms. This category is preferred mostly by men, while female consumption is higher for Sparkling Wine. Still Wine is expected to remain the undisputed leader in the Wine market in years to come as middle class consumers are increasingly attracted to wine consumption.

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Related research categories

By sector: Wine (in Wine & Champagne), General drinks


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