The French Wine Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185354

Pages: 65

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Wines market in France 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 survey analysis reveals that consumers in older age groups account for the majority of the Wine market in France, in value terms. The survey highlights Older Consumers account for almost half of the total Wine market by value, clearly the most important age demographic.

Consumer survey analysis indicates that consumers in rural areas in France account for a significant share of the total Wine market, in value terms, in France. This may be due to France’s traditional wine culture and the preference for regionally produced Wine and highlights that local wineries have a greater market penetration among rural consumers than international and national wineries.

The Better Off income group accounts for the largest value share in the Wine market, with this segment contributing to almost half of the total Wine market in France. This group is followed by the Moderate income group, while the Highly Affluent wealth group accounts for the lowest value share in the market due to its small size.

Key Highlights
Consumer survey results indicate that Indulgence and Changing age structures are the leading trends influencing Wine consumption in France. France’s population is aging, with relatively low numbers of younger consumers. This bodes well for Wine producers since Older Consumers record the heaviest consumption.

Brand analysis indicates that private label penetration by volume is highest for Still Wines among all Wine categories in France. While relatively high, private label penetration for Still Wine isn’t as high as in other CPG categories, indicating the potential for retailers to increase their share of the market.

Switching analysis indicates that consumer loyalty is low in the Wine distribution market in France as the top three retailers witnessed a large number of end consumers switching to other retailers in the last six months.

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 Casino
8.3.4 Cora
8.3.5 ITM (Intermarché)
8.3.6 Leclerc
8.3.7 Metro Group
8.3.8 Monoprix
8.3.9 Système U
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 - EUR vs. USD
Table 3: France Survey Respondent profile (weighted), 2012
Table 4: France Wine Value Share (%), by Age Groups, 2012
Table 5: France Wine Value Share (%), by Gender, 2012
Table 6: France Wine Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: France Wine Value Share (%) by Education Level Achieved Groups, 2012
Table 8: France Wine Value Share (%) by Wealth Groups, 2012
Table 9: France Wine Value Share (%) by Busy Lives Groups, 2012
Table 10: France Fortified Wine Consumer Group Share (% market value), 2012
Table 11: France Sparkling Wine Consumer Group Share (% market value), 2012
Table 12: France Still Wine Consumer Group Share (% market value), 2012
Table 13: France Total Fortified Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: France Total Sparkling Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: France Total Still Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: France Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: France Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: France Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: France Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: France Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: France Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: France Fortified Wine Consumer Profiles (% consumers by sub-group), 2012
Table 23: France Sparkling Wine Consumer Profiles (% consumers by sub-group), 2012
Table 24: France Still Wine Consumer Profiles (% consumers by sub-group), 2012
Table 25: France Wine Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: France Fortified Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: France Sparkling Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: France Still Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: France, Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: France, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: France, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: France, Still Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: France Wine Market Value (Euro million), by Category, 2012
Table 34: France Wine Market Value (US$ million), by Category, 2012
Table 35: France Wine Market Volume (Ltrs m), by Category, 2012
Table 36: France Wine Market Value (US$ million), by Category, 2012
Table 37: France Wine Expenditure Per Capita (Euro), by Category, 2012
Table 38: France Wine Expenditure Per Capita (US$), by Category, 2012
Table 39: France Wine Expenditure Per Household (Euro), by Category
Table 40: France Wine Expenditure Per Household (US$), by Category
Table 41: France Wine Market Volume (Ltrs m), by Category, 2012
Table 42: France Wine Consumption Per Capita (Ltrs )by Category, 2012
Table 43: France Wine Consumption Per Household (Ltrs )by Category, 2012
Table 44: France Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 45: France Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 46: France Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 47: France Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 48: France: Profile of Wine Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 49: France: Profile of Wine Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 50: France: Profile of Wine Consumers Whose Goods Mainly Come From Casino (% by Subgroup, as tracked by the Survey), 2012
Table 51: France: Profile of Wine Consumers Whose Goods Mainly Come From Cora (% by Subgroup, as tracked by the Survey), 2012
Table 52: France: Profile of Wine Consumers Whose Goods Mainly Come From ITM (Intermarché) (% by Subgroup, as tracked by the Survey), 2012
Table 53: France: Profile of Wine Consumers Whose Goods Mainly Come From Leclerc (% by Subgroup, as tracked by the Survey), 2012
Table 54: France: Profile of Wine Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 55: France: Profile of Wine Consumers Whose Goods Mainly Come From Monoprix (% by Subgroup, as tracked by the Survey), 2012
Table 56: France: Profile of Wine Consumers Whose Goods Mainly Come From Système U (% by Subgroup, as tracked by the Survey), 2012
Table 57: France: 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: France Wine Value Share (%), by Age Groups, 2012
Figure 3: France Wine Value Share (%), by Gender, 2012
Figure 4: France Wine Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: France Wine Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: France Wine Value Share (%) by Wealth Groups, 2012
Figure 7: France Wine Value Share (%) by Busy Lives Groups, 2012
Figure 8: France Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: France Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: France Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: France Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: France Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: France Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: France Wine Market Value (US$ million), by Category, 2012
Figure 15: France Wine Expenditure Per Capita (US$), by Category, 2012
Figure 16: France Wine Expenditure Per Household (US$), by Category
Figure 17: France Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 18: France Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 19: France Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 20: France 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: France (in Europe)