The Spanish Wine Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185358

Pages: 56

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Wines market in Spain 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
Women in Spain consume more Fortified Wine and at a higher frequency than men, who are more likely to be attracted by Spirits when choosing to consume a beverage with higher alcoholic content.

Consumer segmentation by wealth group reveals that Wine sales in Spain are skewed towards the Better Off wealth group, with none of the other wealth groups accounting for a volume share above 12%.

In Fortified Wine, the Older Consumers age group is the only one where the combined number of Light, Medium, and Heavy users is larger than the number of Non-users. Consumption of Fortified Wine increases as consumers get older, making older consumers the most important age group for suppliers.

Key Highlights
Market valuation reveals Spanish Wine expenditure per household is the highest for Still Wines, followed by Sparkling Wines and Fortified Wines.

Private labels have a penetration of less than 17% in the Sparkling Wine category, the highest among all the three wine categories. Its presence is lowest for Still Wine, which is produced across Spain and therefore has brands strongly linked to different geographies.

The ability of products to provide luxury and relaxation were key factors affecting consumers’ choice of Wines, as indicated by the importance of the Indulgence and Personal space and time trends across all Wine categories.

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