The German Wine Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185305

Pages: 65

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Wines market in Germany 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 proportionally to 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. Wines 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
The Better Off and Moderate Income wealth groups are the largest in the German Wine markets, indicating strong potential for mass market products.

Still Wine has a significant market share, 70%, in the overall Wine market in Germany in terms of both value and volume.

Urban consumers account for the majority of the German population and Wine consumption. As such, producers should take into account urban trends when marketing their products.

Key Highlights
Still Wine is the largest Wine category in the German market, comprising over half of the total value and volume. This is due to Still Wine’s more habitual consumption, with Sparkling Wine and Fortified Wine traditionally reserved for special occasions.

Few Germans consume Fortified Wine, with consumption frequency particularly low among Early Young Adults and at similar levels across all other age groups.

The German Wine market is characterized by women accounting for a higher market share in terms of both value and volume. This is because men tend to have a wider range of alcoholic beverages targeted at them, such as beer, lager, and whiskey.

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 Fortified Wine
3.2.2 Sparkling Wine
3.2.3 Still Wine
3.3 Behavioral Trends and Market Value
3.3.1 Fortified Wine
3.3.2 Sparkling Wine
3.3.3 Still Wine
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Fortified Wine
4.1.2 Sparkling Wine
4.1.3 Still Wine
4.2 Consumer Profiles by Product Category
4.2.1 Fortified Wine
4.2.2 Sparkling Wine
4.2.3 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 Fortified Wine
6.1.3 Sparkling Wine
6.1.4 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
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Wine
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Fortified Wine
8.2.2 Retail Share by Volume - Sparkling Wine
8.2.3 Retail Share by Volume - Still Wine
8.3 Profiles of End-Consumers of Wine, by Retailer Used
8.3.1 Aldi
8.3.2 Edeka
8.3.3 Globus
8.3.4 Metro Group
8.3.5 Norma
8.3.6 Rewe Group
8.3.7 Schwarz Group
8.3.8 Tengelmann
8.3.9 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 - EUR vs. USD
Table 3: Germany Survey Respondent profile (weighted), 2012
Table 4: Germany Wine Value Share (%), by Age Groups, 2012
Table 5: Germany Wine Value Share (%), by Gender, 2012
Table 6: Germany Wine Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Germany Wine Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Germany Wine Value Share (%) by Wealth Groups, 2012
Table 9: Germany Wine Value Share (%) by Busy Lives Groups, 2012
Table 10: Germany Fortified Wine Consumer Group Share (% market value), 2012
Table 11: Germany Sparkling Wine Consumer Group Share (% market value), 2012
Table 12: Germany Still Wine Consumer Group Share (% market value), 2012
Table 13: Germany Total Fortified Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Germany Total Sparkling Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Germany Total Still Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Germany Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Germany Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Germany Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Germany Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Germany Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Germany Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Germany Fortified Wine Consumer Profiles (% consumers by sub-group), 2012
Table 23: Germany Sparkling Wine Consumer Profiles (% consumers by sub-group), 2012
Table 24: Germany Still Wine Consumer Profiles (% consumers by sub-group), 2012
Table 25: Germany Wine Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Germany Fortified Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Germany Sparkling Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Germany Still Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Germany, Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Germany, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Germany, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Germany, Still Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Germany Wine Market Value (Euro million), by Category, 2012
Table 34: Germany Wine Market Value (US$ million), by Category, 2012
Table 35: Germany Wine Market Volume (Ltrs m), by Category, 2012
Table 36: Germany Wine Market Value (US$ million), by Category, 2012
Table 37: Germany Wine Expenditure Per Capita (Euro), by Category, 2012
Table 38: Germany Wine Expenditure Per Capita (US$), by Category, 2012
Table 39: Germany Wine Expenditure Per Household (Euro), by Category
Table 40: Germany Wine Expenditure Per Household (US$), by Category
Table 41: Germany Wine Market Volume (Ltrs m), by Category, 2012
Table 42: Germany Wine Consumption Per Capita (Ltrs ), by Category, 2012
Table 43: Germany Wine Consumption Per Household (Ltrs ), by Category, 2012
Table 44: Germany Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 45: Germany Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 46: Germany Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 47: Germany Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 48: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2012
Table 49: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2012
Table 50: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2012
Table 51: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 52: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2012
Table 53: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2012
Table 54: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2012
Table 55: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2012
Table 56: Germany: 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: Germany Wine Value Share (%), by Age Groups, 2012
Figure 3: Germany Wine Value Share (%), by Gender, 2012
Figure 4: Germany Wine Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Germany Wine Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Germany Wine Value Share (%) by Wealth Groups, 2012
Figure 7: Germany Wine Value Share (%) by Busy Lives Groups, 2012
Figure 8: Germany Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Germany Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Germany Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Germany Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Germany Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Germany Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Germany Wine Market Value (US$ million), by Category, 2012
Figure 15: Germany Wine Expenditure Per Capita (US$), by Category, 2012
Figure 16: Germany Wine Expenditure Per Household (US$), by Category
Figure 17: Germany Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 18: Germany Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 19: Germany Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 20: Germany Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

Price: $ 3995.00

Related research categories

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

By market: Germany (in Europe)