The Chinese Wine Market: What Consumers Drink and Why?

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

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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.

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Related research categories

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

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


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