The Indian Wine Market: What Consumers Drink and Why?
This report provides the results for the Wines market in India 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 proportionally to 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. Wines 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: Still Wine, Sparkling Wine, and Fortified 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.
Key Market Issues
The Better Off and Hard Pressed income groups account for the majority of the Indian Wine market due to their large sizes. This highlights the market potential to provide an aspirational product and serve as an affordable luxury.
Fortified Wine and Sparkling Wine are not very popular options among Indian Wine consumers. The market share is zero for all age groups. India’s undeveloped Wine market has a lot of scope for these Wine products, which can accumulate enough shares with proper branding of products in the urban population.
Still Wine has a significant market share in the overall Wine market in India in terms of both value and volume. This is the biggest product segment in the Wine market. Consumption frequency analysis reveals that the usage pattern remains largely unchanged across all age groups, where most consumption falls in the Light use category, followed by Medium users.
Changing age structures was identified as the most important trend driving consumers’ choices of Wine. This is evidence that India’s growing young population is of paramount importance as producers compete to gain loyal consumers in these large demographic groups.
Even though the majority of the Indian population resides in the rural areas, almost the entire Wine market comprises consumers in the urban dwellers. This is primarily due to two key factors: the differences in disposable income, and the exposure to western culture.
Private label in Still Wine accounts for a significant penetration of the market, evidence of brands’ underinvestment in India, and the power of the country’s growing organized retail chains.
Table of contents
1.1 What is this Report About?
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)
2.2 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 Still Wine
3.3 Behavioral Trends and Market Value
3.3.1 Still Wine
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Still Wine
4.2 Consumer Profiles by Product Category
4.2.1 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 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 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
8.1 About Canadean
List of Tables
Table 1: Volume Units for the Wine Market
Table 2: Foreign Exchange Rate - INR vs. USD
Table 3: India Survey Respondent profile (weighted), 2012
Table 4: India Wine Value Share (%), by Age Groups, 2012
Table 5: India Wine Value Share (%), by Gender, 2012
Table 6: India Wine Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: India Wine Value Share (%) by Education Level Achieved Groups, 2012
Table 8: India Wine Value Share (%) by Wealth Groups, 2012
Table 9: India Wine Value Share (%) by Busy Lives Groups, 2012
Table 10: India Still Wine Consumer Group Share (% market value), 2012
Table 11: India Total Still Wine Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 12: India Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 13: India Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 14: India Still Wine Consumer Profiles (% consumers by sub-group), 2012
Table 15: India Wine Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 16: India Still Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 17: India, Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 18: India, Still Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 19: India Wine Market Value (Indian Rupee million), by Category, 2012
Table 20: India Wine Market Value (US$ million), by Category, 2012
Table 21: India Wine Market Volume (Ltrs m), by Category, 2012
Table 22: India Wine Market Value (US$ million), by Category, 2012
Table 23: India Wine Expenditure Per Capita (Indian Rupee), by Category, 2012
Table 24: India Wine Expenditure Per Capita (US$), by Category, 2012
Table 25: India Wine Expenditure Per Household (Indian Rupee), by Category
Table 26: India Wine Expenditure Per Household (US$), by Category
Table 27: India Wine Market Volume (Ltrs m), by Category, 2012
Table 28: India Wine Consumption Per Capita (Ltr )by Category, 2012
Table 29: India Wine Consumption Per Household (Ltr ) by Category, 2012
List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: India Wine Value Share (%), by Age Groups, 2012
Figure 3: India Wine Value Share (%), by Gender, 2012
Figure 4: India Wine Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: India Wine Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: India Wine Value Share (%) by Wealth Groups, 2012
Figure 7: India Wine Value Share (%) by Busy Lives Groups, 2012
Figure 8: India Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: India Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
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