The Chinese Wine Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185353

Pages: 58

Format: PDF

Delivery: By product vendor

Email details: Forward this to a colleague

Satisfaction guarantee: Yes - details here

Price guarantee: Yes - details here

Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Wines market in China 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. 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: 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
Women in China consume more Wine and at a higher frequency than men, who are more likely to be attracted by Spirits when choosing to consume a beverage with higher alcoholic content.

Consumer survey analysis reveals that consumers in older age groups account for the majority of the Wine market in China, in value terms. The survey highlights that together with Pre-Mid-Lifers and Mid-Lifers, Older Consumers account for approximately three-quarters of total wine consumption in the country.

Consumer analysis reveals that consumers in urban areas account for a dominant share of Wine consumption by value in China. This may be due to the fact that the Wine culture is relatively new in China and is increasingly consumed by consumers residing in industrialised cities and urban markets. In addition, as Chinese consumers are highly price sensitive, the preference for consumers in rural areas would be for a locally made spirits.

Key Highlights
The Better Off economic group in China accounts for the largest value share in the Wine market, with this segment contributing almost two-fifths of the total market size for Wine. This group is followed by the Hard Pressed income group, while the Highly Affluent wealth group accounts for the lowest value share in the market due to its small size.

The Wine market in China is dominated by branded products; however, private label penetration is sizable. The dominance of branded products may be due to the widespread presence of international and multinational wineries and their strong distribution network in the country. However, given that a Chinese consumer is price sensitive and private label wine is relatively cheaper yet good quality product, private label penetration could increase in the years ahead.

Heavy consumption of Sparkling Wine is most prevalent among younger age groups, who are more open to Western traditions of using it as a celebration drink.

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)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Wine Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Sparkling Wine
3.2.2 Still Wine
3.3 Behavioral Trends and Market Value
3.3.1 Sparkling Wine
3.3.2 Still Wine
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Sparkling Wine
4.1.2 Still Wine
4.2 Consumer Profiles by Product Category
4.2.1 Sparkling Wine
4.2.2 Still Wine
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Wine Brand Choice and Private Label Consumer Penetration
5.2.1 Fortified Wine
5.2.2 Sparkling Wine
5.2.3 Still Wine
6 The Share of Consumers influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Wine
6.1.2 Sparkling Wine
6.1.3 Still Wine
7 Consumption Impact: Market Valuation
7.1 Wine Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Wine Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Wine Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail
8.1.1 Retailer Volume Share of Organized Retail in Wine
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share by Volume of Organized Retail - Sparkling Wine
8.2.2 Retail Share by Volume of Organized Retail - Still Wine
8.3 Profiles of End-Consumers of Wine, by Retailer Used
8.3.1 A-Best Supermarket Co., Ltd
8.3.2 Carrefour China
8.3.3 Dashang Group
8.3.4 Metro Cash & Carry
8.3.5 New Cooperation Joint-stock trade chain CO., Ltd.
8.3.6 Tesco China
8.3.7 Trust Mart
8.3.8 Wal-Mart Super center, China
8.3.9 Wuhan Zhongbai Group Co., Ltd.
8.3.10 Wumart Stores. Group
8.3.11 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Wine Market
Table 2: Foreign Exchange Rate - CNY vs. USD
Table 3: China Survey Respondent profile (weighted), 2012
Table 4: China Wine Value Share (%), by Age Groups, 2012
Table 5: China Wine Value Share (%), by Gender, 2012
Table 6: China Wine Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: China Wine Value Share (%) by Education Level Achieved Groups, 2012
Table 8: China Wine Value Share (%) by Wealth Groups, 2012
Table 9: China Wine Value Share (%) by Busy Lives Groups, 2012
Table 10: China Sparkling Wine Consumer Group Share (% market value), 2012
Table 11: China Still Wine Consumer Group Share (% market value), 2012
Table 12: China Total Sparkling Wine Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 13: China Total Still Wine Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: China Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 15: China Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 16: China Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: China Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: China Sparkling Wine Consumer Profiles (% consumers by sub-group), 2012
Table 19: China Still Wine Consumer Profiles (% consumers by sub-group), 2012
Table 20: China Wine Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 21: China Fortified Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 22: China Sparkling Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 23: China Still Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 24: China, Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 25: China, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 26: China, Still Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 27: China Wine Market Value (Yuan Renminbi million), by Category, 2012
Table 28: China Wine Market Value (US$ million), by Category, 2012
Table 29: China Wine Market Volume (Ltrs m), by Category, 2012
Table 30: China Wine Market Value (US$ million), by Category, 2012
Table 31: China Wine Expenditure Per Capita (Yuan Renminbi), by Category, 2012
Table 32: China Wine Expenditure Per Capita (US$), by Category, 2012
Table 33: China Wine Expenditure Per Household (Yuan Renminbi), by Category
Table 34: China Wine Expenditure Per Household (US$), by Category
Table 35: China Wine Market Volume (Ltrs m), by Category, 2012
Table 36: China Wine Consumption Per Capita (Ltrs ), by Category, 2012
Table 37: China Wine Consumption Per Household (Ltrs ), by Category, 2012
Table 38: China Wine Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Table 39: China Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 40: China Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 41: China: Profile of Wine Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2012
Table 42: China: Profile of Wine Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2012
Table 43: China: Profile of Wine Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2012
Table 44: China: Profile of Wine Consumers Whose Goods Mainly Come From Metro Cash & Carry (% by Subgroup, as tracked by the Survey), 2012
Table 45: 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), 2012
Table 46: China: Profile of Wine Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2012
Table 47: China: Profile of Wine Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2012
Table 48: China: Profile of Wine Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2012
Table 49: China: Profile of Wine Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 50: China: Profile of Wine Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2012
Table 51: China: Profile of Wine Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: China Wine Value Share (%), by Age Groups, 2012
Figure 3: China Wine Value Share (%), by Gender, 2012
Figure 4: China Wine Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: China Wine Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: China Wine Value Share (%) by Wealth Groups, 2012
Figure 7: China Wine Value Share (%) by Busy Lives Groups, 2012
Figure 8: China Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: China Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: China Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: China Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: China Wine Market Value (US$ million), by Category, 2012
Figure 13: China Wine Expenditure Per Capita (US$), by Category, 2012
Figure 14: China Wine Expenditure Per Household (US$), by Category
Figure 15: China Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), of Organized Retail 2012
Figure 16: China Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 17: China Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012

Price: $ 3995.00

Related research categories

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

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