The Russian Wine Market: What Consumers Drink and Why?

The Russian Wine Market: What Consumers Drink and Why?

Published: October 2013
Publisher: Canadean Ltd
Product ref: 185357
Pages: 66
Format: PDF
Delivery: By product vendor

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Product Synopsis
This report provides the results for the Wines market in Russia 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 with 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. 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 in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Gender group analysis reveals more female consumers drink Still Wine than men. However, the proportion of the population that record Heavy consumption frequency is identical, with women recording significantly more Light users. This indicates that men are more likely to vary their consumption by occasionally consuming other beverages.

Consumer segmentation by wealth group reveals that the Moderate income group accounted for more than 44% of total Wine sales. The Better Off and Hard pressed wealth group are the other significant consumer groups.

While Fortified Wine consumption increases as consumers get older, overall penetration remains low. For example, half of the consumers in the Early Young Adults age group are Non-users.

Key Highlights
Market valuation reveals that Sparkling Wine accounts for 48% of the Russian Wines market, followed by Still Wine with 41%.However,Fortified Wine is struggling to make an impact on consumption.

Brand analysis reveals that private labels have more than 12% penetration in the Fortified Wines category. This is due to the lack of particularly strong Fortified Wine brands in Russia, providing an opportunity for organized retailers to gain a significant market penetration.

Organized retail analysis reveals that the top four retailers in Russia account for approximately50% of total Wine distribution. Similarly, the Other category, which includes specialty stores, also has a sizeable share of Wine distribution by volume, highlighting strong competition between large and small organized retailers.

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Related research categories

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

By market: Russian Federation (in Asia), Russian Federation (in BRICM)


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