The Spanish Wine Market: What Consumers Drink and Why?

The Spanish Wine Market: What Consumers Drink and Why?

Published: October 2013
Publisher: Canadean Ltd
Product ref: 185358
Pages: 56
Format: PDF
Delivery: By product vendor

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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.

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Related research categories

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


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