The US Wine Market: What Consumers Drink and Why? By Canadean

532 views

Published on

The US Wine Market: What Consumers Drink and Why? By Canadean

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
532
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The US Wine Market: What Consumers Drink and Why? By Canadean

  1. 1. The US Wine Market: What Consumers Drink and Why? Canadean Report Highlight
  2. 2. 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 surveybased 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.
  3. 3. 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.
  4. 4. About the Publisher Canadean has long held a reputation with FMCG markets for providing specialist business information by conducting detailed industry and consumer research, supported by insightful value-added analysis. Canadean covers the entire spectrum of the consumer value chain from suppliers, brand owners, distribution channels and consumer insight. By researching markets in a holistic way, Canadean’s research methodology enables clients to make informed, strategic decisions that are founded on robust and reliable data and market insights. Canadean specializes in online survey panels, qualitative and quantitative in-country research, industry analysis and consultancy. Canadean’s dedicated in-country researchers and analysts have an industry background in marketing, market research, consulting and advanced statistical expertise. They are well positioned in the industries themselves and therefore, best placed to ask the right questions of the right people. This network of professional researchers stretches across more than 80 countries, enabling Canadean to conduct unique research via our trusted business communities. View This Report View More Reports from this Publisher
  5. 5. About Us MarketResearch.com provides market research solutions to business professionals seeking to enhance their business goals. We provide a number of business intelligence solutions, from individual market research reports from over 700 leading global publishers, to Knowledge Centers where clients can discover deeper business insight products into a topic over time. Or perhaps your business needs a much wider view across multiple industries and topics, if so, our Profound solution allows you to select specific parts (graphs, tables, charts or sections) from different market research reports. Our Account Managers have in-depth knowledge of the publishers and the various types of reports in their respective industries. They give you unbiased and qualitative insights on which reports will best meet your needs. If you are interested in expanding your business or growing your market share, contact us to get a free Consultation to Assess your Market Research Needs. We can help tailor a solution that suits your unique business goals. One of our Account Managers will get right back in touch with you.
  6. 6. For More on this Report and Additional Research Visit MarketResearch.com Or call 1-800-298-5699

×