The French Wine Market: What Consumers Drink and Why?

The French Wine Market: What Consumers Drink and Why?

Published: October 2013
Publisher: Canadean Ltd
Product ref: 185354
Pages: 65
Format: PDF
Delivery: By product vendor

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Product Synopsis
This report provides the results for the Wines market in France 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 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 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, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Consumer survey analysis reveals that consumers in older age groups account for the majority of the Wine market in France, in value terms. The survey highlights Older Consumers account for almost half of the total Wine market by value, clearly the most important age demographic.

Consumer survey analysis indicates that consumers in rural areas in France account for a significant share of the total Wine market, in value terms, in France. This may be due to France’s traditional wine culture and the preference for regionally produced Wine and highlights that local wineries have a greater market penetration among rural consumers than international and national wineries.

The Better Off income group accounts for the largest value share in the Wine market, with this segment contributing to almost half of the total Wine market in France. This group is followed by the Moderate income group, while the Highly Affluent wealth group accounts for the lowest value share in the market due to its small size.

Key Highlights
Consumer survey results indicate that Indulgence and Changing age structures are the leading trends influencing Wine consumption in France. France’s population is aging, with relatively low numbers of younger consumers. This bodes well for Wine producers since Older Consumers record the heaviest consumption.

Brand analysis indicates that private label penetration by volume is highest for Still Wines among all Wine categories in France. While relatively high, private label penetration for Still Wine isn’t as high as in other CPG categories, indicating the potential for retailers to increase their share of the market.

Switching analysis indicates that consumer loyalty is low in the Wine distribution market in France as the top three retailers witnessed a large number of end consumers switching to other retailers in the last six months.

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Related research categories

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

By market: France (in Europe)


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