The US Wine Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185360

Pages: 59

Format: PDF

Delivery: By product vendor

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Wines market in the US 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 with the 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
Consumer segmentation reveals female consumer groups have a higher share of overall Wine consumption in value terms than male consumers. This indicates that marketing planners should design products and campaigns that are more appealing to female consumers.

While Indulgence and Personal space and time are the most important trends affecting US consumers’ choice of Still Wine, Indulgence and Fun and enjoyment are the most important trends in Sparkling Wine. These trends highlight different consumption occasions: Still Wine is linked to relaxing, while Sparkling Wine is more closely linked to celebration.

Consumer segmentation on the basis of wealth grouping reveals that the value share of the Affluent wealth group is highest is the US, followed by the Better off and Moderate income groups.

Key Highlights
Market valuation reveals Still Wine to be the most consumed Wine type, followed by Sparkling Wine and Fortified Wine. Still Wine is consumed habitually, while Sparkling Wine and Fortified Wine tend to be consumed during special occasions.

In the US Wine market private labels have similar, but low penetration levels across all Wine categories. This is closely linked to the low market shares recorded by major retailers, with the majority of Wine distributed through small, independent retailers.

Retail analysis reveals the top five retailers in the US account for less than a quarter of total Wine sales in the country. As such, Spirits producers should adapt their distribution strategies to focus on small, independent 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 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
8.2.4 C&S Wholesale Grocers
8.2.5 Costco
8.2.6 Kroger
8.2.7 Publix
8.2.8 Safeway
8.2.9 Wal-Mart
8.2.10 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Wine Market
Table 2: United States Survey Respondent profile (weighted), 2012
Table 3: United States Wine Value Share (%), by Age Groups, 2012
Table 4: United States Wine Value Share (%), by Gender, 2012
Table 5: United States Wine Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: United States Wine Value Share (%) by Education Level Achieved Groups, 2012
Table 7: United States Wine Value Share (%) by Wealth Groups, 2012
Table 8: United States Wine Value Share (%) by Busy Lives Groups, 2012
Table 9: United States Fortified Wine Consumer Group Share (% market value), 2012
Table 10: United States Sparkling Wine Consumer Group Share (% market value), 2012
Table 11: United States Still Wine Consumer Group Share (% market value), 2012
Table 12: United States Total Fortified Wine Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 13: United States Total Sparkling Wine Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: United States Total Still Wine Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: United States Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 16: United States Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 17: United States Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 18: United States Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 19: United States Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 20: United States Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 21: United States Fortified Wine Consumer Profiles (% consumers by sub-group), 2012
Table 22: United States Sparkling Wine Consumer Profiles (% consumers by sub-group), 2012
Table 23: United States Still Wine Consumer Profiles (% consumers by sub-group), 2012
Table 24: United States Wine Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 25: United States Fortified Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 26: United States Sparkling Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: United States Still Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: United States, Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 29: United States, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: United States, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: United States, Still Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: United States Wine Market Value (US Dollar million), by Category, 2012
Table 33: United States Wine Market Volume (Ltrs m), by Category, 2012
Table 34: United States Wine Market Value (US$ million), by Category, 2012
Table 35: United States Wine Expenditure Per Capita (US Dollar), by Category, 2012
Table 36: United States Wine Expenditure Per Household (US Dollar), by Category
Table 37: United States Wine Market Volume (Ltrs m), by Category, 2012
Table 38: United States Wine Consumption Per Capita (Ltrs) by Category, 2012
Table 39: United States Wine Consumption Per Household (Ltrs ) by Category, 2012
Table 40: United States Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 41: United States Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 42: United States Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 43: United States Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 44: United States: Profile of Wine Consumers Whose Goods Mainly Come From C&S Wholesale Grocers (% by Subgroup, as tracked by the Survey), 2012
Table 45: United States: Profile of Wine Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2012
Table 46: United States: Profile of Wine Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2012
Table 47: United States: Profile of Wine Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2012
Table 48: United States: Profile of Wine Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2012
Table 49: United States: Profile of Wine Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 50: United States: 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: United States Wine Value Share (%), by Age Groups, 2012
Figure 3: United States Wine Value Share (%), by Gender, 2012
Figure 4: United States Wine Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United States Wine Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United States Wine Value Share (%) by Wealth Groups, 2012
Figure 7: United States Wine Value Share (%) by Busy Lives Groups, 2012
Figure 8: United States Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United States Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United States Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United States Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United States Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United States Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United States Wine Market Value (US$ million), by Category, 2012
Figure 15: United States Wine Expenditure Per Capita (US$), by Category, 2012
Figure 16: United States Wine Expenditure Per Household (US$), by Category
Figure 17: United States Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 18: United States Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 19: United States Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 20: United States 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

By market: United States (in North America)