The Italian Wine Market: What Consumers Drink and Why?

The Italian Wine Market: What Consumers Drink and Why?

Published: October 2013
Publisher: Canadean Ltd
Product ref: 185356
Pages: 68
Format: PDF
Delivery: By product vendor

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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.

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Related research categories

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

By market: Italy (in Europe)


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