The Italian Wine Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185356

Pages: 68

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Wines market in Italy 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. 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
Fortified Wine consumption in Italy is low, with the highest consumption in the Mid-Lifers age group. While overall consumption is low, the consumption frequency of users is high, with large numbers of Heavy users.

Consumer segmentation by wealth group reveals that the Better Off wealth group accounts for 46% of the Wine market by value. The Moderate Income and Hard Pressed groups are the next largest, suggesting a large consumer base for mass market products.

While similar levels of men and women consume Still Wine, there are significantly more male Heavy consumers. Approximately half of the men in Italy are Heavy consumers, compared to approximately one-third of women.

Key Highlights
Market valuation reveals Still Wine accounts for approximately86% of the Italian Wine market by value. Sparkling Wine is the second largest Wine segment, while Fortified Wine has less than a2% share.

Brand analysis reveals that private labels have less than 6% penetration in the Sparkling Wine and Fortified Wines categories. While its share in the Still Wine market is higher, private label Wine still accounts for less than a tenth of the market in terms of volume.

The Italian Wine retail market is fragmented, with the four largest retailers accounting for only 75% of the market.

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 Auchan
8.3.2 Bennet SpA
8.3.3 Carrefour
8.3.4 Conad
8.3.5 Coop Italia
8.3.6 Despar Servizi
8.3.7 Esselunga
8.3.8 Eurospin
8.3.9 PAM
8.3.10 Selex
8.3.11 Sisa
8.3.12 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: Italy Survey Respondent profile (weighted), 2012
Table 4: Italy Wine Value Share (%), by Age Groups, 2012
Table 5: Italy Wine Value Share (%), by Gender, 2012
Table 6: Italy Wine Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Italy Wine Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Italy Wine Value Share (%) by Wealth Groups, 2012
Table 9: Italy Wine Value Share (%) by Busy Lives Groups, 2012
Table 10: Italy Fortified Wine Consumer Group Share (% market value), 2012
Table 11: Italy Sparkling Wine Consumer Group Share (% market value), 2012
Table 12: Italy Still Wine Consumer Group Share (% market value), 2012
Table 13: Italy Total Fortified Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Italy Total Sparkling Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Italy Total Still Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Italy Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Italy Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Italy Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Italy Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Italy Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Italy Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Italy Fortified Wine Consumer Profiles (% consumers by sub-group), 2012
Table 23: Italy Sparkling Wine Consumer Profiles (% consumers by sub-group), 2012
Table 24: Italy Still Wine Consumer Profiles (% consumers by sub-group), 2012
Table 25: Italy Wine Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Italy Fortified Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Italy Sparkling Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Italy Still Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Italy, Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Italy, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Italy, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Italy, Still Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Italy Wine Market Value (Euro million), by Category, 2012
Table 34: Italy Wine Market Value (US$ million), by Category, 2012
Table 35: Italy Wine Market Volume (Ltrs m), by Category, 2012
Table 36: Italy Wine Market Value (US$ million), by Category, 2012
Table 37: Italy Wine Expenditure Per Capita (Euro), by Category, 2012
Table 38: Italy Wine Expenditure Per Capita (US$), by Category, 2012
Table 39: Italy Wine Expenditure Per Household (Euro), by Category
Table 40: Italy Wine Expenditure Per Household (US$), by Category
Table 41: Italy Wine Market Volume (Ltrs m), by Category, 2012
Table 42: Italy Wine Consumption Per Capita (Ltrs )by Category, 2012
Table 43: Italy Wine Consumption Per Household (Ltrs )by Category, 2012
Table 44: Italy Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 45: Italy Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 46: Italy Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 47: Italy Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 48: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 49: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2012
Table 50: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 51: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2012
Table 52: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2012
Table 53: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2012
Table 54: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2012
Table 55: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2012
Table 56: Italy: Profile of Wine Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2012
Table 57: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2012
Table 58: Italy: Profile of Wine Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2012
Table 59: Italy: 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: Italy Wine Value Share (%), by Age Groups, 2012
Figure 3: Italy Wine Value Share (%), by Gender, 2012
Figure 4: Italy Wine Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Italy Wine Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Italy Wine Value Share (%) by Wealth Groups, 2012
Figure 7: Italy Wine Value Share (%) by Busy Lives Groups, 2012
Figure 8: Italy Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Italy Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Italy Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Italy Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Italy Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Italy Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Italy Wine Market Value (US$ million), by Category, 2012
Figure 15: Italy Wine Expenditure Per Capita (US$), by Category, 2012
Figure 16: Italy Wine Expenditure Per Household (US$), by Category
Figure 17: Italy Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 18: Italy Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 19: Italy Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 20: Italy Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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Related research categories

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

By market: Italy (in Europe)