The Russian Wine Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185357

Pages: 66

Format: PDF

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Price: $ 3995.00

Report description

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

Key Market Issues
Gender group analysis reveals more female consumers drink Still Wine than men. However, the proportion of the population that record Heavy consumption frequency is identical, with women recording significantly more Light users. This indicates that men are more likely to vary their consumption by occasionally consuming other beverages.

Consumer segmentation by wealth group reveals that the Moderate income group accounted for more than 44% of total Wine sales. The Better Off and Hard pressed wealth group are the other significant consumer groups.

While Fortified Wine consumption increases as consumers get older, overall penetration remains low. For example, half of the consumers in the Early Young Adults age group are Non-users.

Key Highlights
Market valuation reveals that Sparkling Wine accounts for 48% of the Russian Wines market, followed by Still Wine with 41%.However,Fortified Wine is struggling to make an impact on consumption.

Brand analysis reveals that private labels have more than 12% penetration in the Fortified Wines category. This is due to the lack of particularly strong Fortified Wine brands in Russia, providing an opportunity for organized retailers to gain a significant market penetration.

Organized retail analysis reveals that the top four retailers in Russia account for approximately50% of total Wine distribution. Similarly, the Other category, which includes specialty stores, also has a sizeable share of Wine distribution by volume, highlighting strong competition between large and small organized retailers.

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 of Organized Retail
8.1 Retailer Volume Share of Organized Retail
8.1.1 Retailer Volume Share of Organized Retail in Wine
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share by Volume of Organized Retail - Fortified Wine
8.2.2 Retail Share by Volume of Organized Retail - Sparkling Wine
8.2.3 Retail Share by Volume of Organized Retail - Still Wine
8.3 Profiles of End-Consumers of Wine, by Retailer Used
8.3.1 Auchan
8.3.2 Dixi
8.3.3 Lenta
8.3.4 Magnit
8.3.5 Metro Group
8.3.6 O'Key
8.3.7 Paterson
8.3.8 Sedmoi Kontinent
8.3.9 X5 Retail Group
8.3.10 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 - RUB vs. USD
Table 3: Russian Federation Survey Respondent profile (weighted), 2012
Table 4: Russian Federation Wine Value Share (%), by Age Groups, 2012
Table 5: Russian Federation Wine Value Share (%), by Gender, 2012
Table 6: Russian Federation Wine Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Russian Federation Wine Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Russian Federation Wine Value Share (%) by Wealth Groups, 2012
Table 9: Russian Federation Wine Value Share (%) by Busy Lives Groups, 2012
Table 10: Russian Federation Fortified Wine Consumer Group Share (% market value), 2012
Table 11: Russian Federation Sparkling Wine Consumer Group Share (% market value), 2012
Table 12: Russian Federation Still Wine Consumer Group Share (% market value), 2012
Table 13: Russian Federation Total Fortified Wine Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Russian Federation Total Sparkling Wine Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Russian Federation Total Still Wine Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Russian Federation Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Russian Federation Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Russian Federation Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Russian Federation Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Russian Federation Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Russian Federation Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Russian Federation Fortified Wine Consumer Profiles (% consumers by sub-group), 2012
Table 23: Russian Federation Sparkling Wine Consumer Profiles (% consumers by sub-group), 2012
Table 24: Russian Federation Still Wine Consumer Profiles (% consumers by sub-group), 2012
Table 25: Russian Federation Wine Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Russian Federation Fortified Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Russian Federation Sparkling Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Russian Federation Still Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Russian Federation, Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Russian Federation, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Russian Federation, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Russian Federation, Still Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Russian Federation Wine Market Value (Russian Ruble million), by Category, 2012
Table 34: Russian Federation Wine Market Value (US$ million), by Category, 2012
Table 35: Russian Federation Wine Market Volume (Ltrs m), by Category, 2012
Table 36: Russian Federation Wine Market Value (US$ million), by Category, 2012
Table 37: Russian Federation Wine Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 38: Russian Federation Wine Expenditure Per Capita (US$), by Category, 2012
Table 39: Russian Federation Wine Expenditure Per Household (Russian Ruble), by Category
Table 40: Russian Federation Wine Expenditure Per Household (US$), by Category
Table 41: Russian Federation Wine Market Volume (Ltrs m), by Category, 2012
Table 42: Russian Federation Wine Consumption Per Capita (Ltrs )by Category, 2012
Table 43: Russian Federation Wine Consumption Per Household (Ltrs) by Category, 2012
Table 44: Russian Federation Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), of Organized Retail 2012
Table 45: Russian Federation Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 46: Russian Federation Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 47: Russian Federation Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 48: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 49: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 50: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 51: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 52: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 53: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2012
Table 54: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2012
Table 55: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2012
Table 56: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 57: Russian Federation: 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: Russian Federation Wine Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Wine Value Share (%), by Gender, 2012
Figure 4: Russian Federation Wine Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Wine Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Wine Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Wine Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Wine Market Value (US$ million), by Category, 2012
Figure 15: Russian Federation Wine Expenditure Per Capita (US$), by Category, 2012
Figure 16: Russian Federation Wine Expenditure Per Household (US$), by Category
Figure 17: Russian Federation Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), of Organized Retail 2012
Figure 18: Russian Federation Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 19: Russian Federation Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 20: Russian Federation Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012

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Related research categories

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