Flash Report    Wine consumption in Asia 2012                  China, India, SingaporeRossi&Bianchi - Milano – Tel. 02 318...
The ResearchIn 2012 Rossi&Bianchi and Insintesi Ricerca & Comunicazione, in partnership with AIP, aJapanese Institute lead...
The Questionnaire -1-1. How often do you go out to have something to eat or drink?      Never      A few times a year     ...
The Questionnaire - 2 -5. Who do you normally drink wine with?Or, if you never drink wine, who do people you spend your ti...
The Questionnaire - 3-9. Which type or types of wine do you prefer?Or, if you never drink wine, which type or types of win...
The Analysis1. How often do you go out to have something to eat or drink?      Never      A few times a year      About on...
The Analysis2. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch d...
The Analysis3. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch d...
The Analysis4. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch d...
The Analysis5. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch d...
The Analysis6. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch d...
The Analysis7. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch d...
The Analysis8. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch d...
The Analysis9. . How often do you drink wine?       I never drink wine       A few times a year       About once a month  ...
The Analysis10. Where do you normally drink wine?Or, if you never drink wine, where do people you spend your time with usu...
The Analysis11. Who do you normally drink wine with?Or, if you never drink wine, who do people you spend your time with us...
The Analysis 12. What aspects do you mainly take into account when choosing a bottle of wine? Or, if you never drink wine,...
The Analysis13. Where do you buy wine more frequently? (please consider only take away)Or, if you never drink wine, where ...
The Analysis14. Usually, when you drink or you buy some wine, how much money are you willing to spend?Or, if you never dri...
The Analysis15. Which type or types of wine do you prefer?Or, if you never drink wine, which type or types of wine do peop...
The Analysis16. How do you get information about wine?Or, if you never drink wine, how do people you spend your time with ...
The Analysis17. Did you buy any Italian product during the last 12 months? If yes, which ones among these?       Wine     ...
ConclusionFrom the analysis of the answers to the questionnaire on wine consumption emerge afew interesting aspects, both ...
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Wine consumption in Asia 2012

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In 2012 Rossi&Bianchi and INSINTESI Ricerca & Comunicazione, in partnership with AIP, a Japanese Institute leader in online market research, launched a market research project with the objective to collect information on wine consumption in three Asian countries: China, India and Singapore.
The research was based on a questionnaire of about ten questions, which was submitted to the AIP online panel in the three countries during the month of June 2012.
The sample who participated in the research was made of 1000 respondents respectively in China and India and 500 respondents in Singapore, for a total of 2.500 people.
As it is an online panel, the data is representative limited to the population who has Internet access, which was distribuited as follows: (as of June 2012):
China 38,4%
India 10,2%
Singapore 77,2%

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Wine consumption in Asia 2012

  1. 1. Flash Report Wine consumption in Asia 2012 China, India, SingaporeRossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  2. 2. The ResearchIn 2012 Rossi&Bianchi and Insintesi Ricerca & Comunicazione, in partnership with AIP, aJapanese Institute leader in online market research, launched a market research projectwith the objective to collect information on wine consumption in three Asian countries:China, India and Singapore.The research was based on a questionnaire of about ten questions, which was submittedto the AIP online panel in the three countries during the month of June 2012.The sample who participated in the research was made of 1000 respondentsrespectively in China and India and 500 respondents in Singapore, for a total of 2.500people.As it is an online panel, the data is representative limited to the population who hasInternet access, which was distribuited as follows: (as of June 2012):China 38,4%India 10,2%Singapore 77,2% Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  3. 3. The Questionnaire -1-1. How often do you go out to have something to eat or drink? Never A few times a year About once a month About once a week Almost everyday2. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch do you agree with the each of the following statements? Wine has a good taste Wine is healthy Wine is trendy My friends and/or relatives drink wine regularly Wine is expensive Wine is easy to find Drinking wine is not wise3. How often do you drink wine? I never drink wine A few times a year About once a month About once a week Almost everyday4. Where do you normally drink wine?Or, if you never drink wine, where do people you spend your time with usually drink wine?- multiple choice At home Restaurant / hotel Wine bar Café Night club Other Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  4. 4. The Questionnaire - 2 -5. Who do you normally drink wine with?Or, if you never drink wine, who do people you spend your time with usually drink wine with? - multiplechoice Alone With relatives With friends With business acquaintances Other6. What aspects do you mainly take into account when choosing a bottle of wine?Or, if you never drink wine, what aspects do people you spend your time with mainly take into accountwhen choosing a bottle of wine? - multiple choice Price Wine characteristics (colour, age, grape variety, etc.) External features (label, bottle) The country in which the wine is produced Well known Easy to find None of the above7. Where do you buy wine more frequently? (please consider only take away)Or, if you never drink wine, where do people you spend your time with buy wine more frequently? (pleaseconsider only take away) - multiple choice Wine shop Grocery Restaurant / hotel Café /wine bar / night club Supermarket /Hypermarket Other8. Usually, when you drink or you buy some wine, how much money are you willing to spend?Or, if you never drink wine, when do people you spend your time with drink or buy some wine, how muchmoney are they willing to spend? (please consider 4 price ranges) I prefer to pay as low I can I prefer to pay between low and mid price I prefer to pay between mid and high price I prefer to buy the most expensive Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  5. 5. The Questionnaire - 3-9. Which type or types of wine do you prefer?Or, if you never drink wine, which type or types of wine do people you spend your time with prefer? -multiple choice White Rosè Red Sparkling Still Dry Aromatic Semi sweet Sweet Young Aged Other10. How do you get information about wine?Or, if you never drink wine, how do people you spend your time with get information about wine?- multiple choice Word of mouth Press and guides Web and social media Events Retailer’s suggestions Other I do not get information about wine11. Did you buy any Italian product during the last 12 months? If yes, which ones among these? Wine Liquor Cheese Ham or other cured meats Olive oil Confectionery (ice cream, chocolate, panettone) Pasta Other I had dinner at an Italian restaurant I did not buy any Italian products Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  6. 6. The Analysis1. How often do you go out to have something to eat or drink? Never A few times a year About once a month About once a week Almost everyday singapore Never A few times a year india About once a month About once a week Almost everyday china 0% 20% 40% 60% 80% 100%All three samples show a noticeable inclination to go out, especially Singapore, where almost 85% ofrespondents go out at least once a week. Indians like to stay at home more often. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  7. 7. The Analysis2. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch do you agree with the each of the following statements? Wine has a good taste singapore 1I completely disagree 2 india 3 4I completely agree china 0% 20% 40% 60% 80% 100%The national samples show different ways of appreciating wine’s taste: the Chinese are the mostappreciative, as more than 80% like wine’s taste, while Indians are the least wine lovers: only little morethan half of respondents declare they like the taste. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  8. 8. The Analysis3. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch do you agree with the following statement? scala 1-4 Wine is healthy singapore 1I completely disagree 2 india 3 4I completely agree china 0% 20% 40% 60% 80% 100%In this case, too, those who most appreciate the healthiness of wine are the Chinese, who are almost allconvinced of its qualities. Indians are once again the most careful respondents, as only little more than halfof them think that wine is healthy. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  9. 9. The Analysis4. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch do you agree with the each of the following statements? Wine is trendy singapore 1I completely disagree 2 india 3 4I completely agree china 0% 20% 40% 60% 80% 100%About 80% of Chinese respondents think that drinking wine is also a matter of being trendy. Indianrespondents are more cautious, even though only 21% do not agree at all with this statement.Singaporeans are less polarized on this topic, the vast majority of them (78%) are in the middle. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  10. 10. The Analysis5. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch do you agree with the each of the following statements? My friends and/or relatives drink wine regularly singapore 1I completely disagree 2 india 3 4I completely agree china 0% 20% 40% 60% 80% 100%About 75% of Chinese respondents report their friends and family drink wine regularly, while thepercentage of positive responses from Indians and Singaporeans is less than 50%. Wine consumptionseems to be a social phenomenon, especially in China. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  11. 11. The Analysis6. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch do you agree with the each of the following statements? Wine is expensive singapore 1I completely disagree 2 india 3 4I completely agree china 0% 20% 40% 60% 80% 100%In all three countries examined the cost of wine is considered quite high, since more than half ofrespondents agree with that statement. In Singapore, possibly because of a different distribution ofincome, price seems a little less relevant. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  12. 12. The Analysis7. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch do you agree with the each of the following statements? Wine is easy to find singapore 1I completely disagree 2 india 3 4I completely agree china 0% 20% 40% 60% 80% 100%If the Chinese and Singaporeans have no problems to find wine, Indians show more uncertainty on itsavailability. Especially the Chinese declare they have easy access (91%) to wine. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  13. 13. The Analysis8. Using a scale from 1 to 4 where 1 means “I completely disagree” and 4 means “I completely agree”: howmuch do you agree with the each of the following statements? Drinking wine is not wise singapore 1I completely disagree 2 india 3 4I completely agree china 0% 20% 40% 60% 80% 100%In coherence with the data above, the most passionate wine lovers/buyers are the Chinese, who are verymuch convinced that drinking wine is wise. On the other hand, more than one third of Indians think thatdrinking wine is not very wise. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  14. 14. The Analysis9. . How often do you drink wine? I never drink wine A few times a year About once a month About once a week Almost everyday singapore I never drink wine A few times a year india About once a month About once a week Almost everyday china 0% 20% 40% 60% 80% 100%More than half of Chinese respondents drink wine at least once a week, while only 20% of Singaporeansand Indians do the same. Indians are the least frequent wine drinkers, 80% of them drink wine no morethan once a week and more than one third never drink wine. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  15. 15. The Analysis10. Where do you normally drink wine?Or, if you never drink wine, where do people you spend your time with usually drink wine?- multiple choice At home Restaurant / hotel Wine bar Café Night club Other singapore At home Restaurant/hotel Wine bar india Cafe Night club Other china 0% 20% 40% 60% 80% 100%The most popular places for wine consumption in all three countries are at home and at therestaurant/hotel. Also wine bars and night clubs have an interesting market share. The Chinese, who drinkmore wine, are also the ones who drink it more frequently at home and at the restaurant/hotel. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  16. 16. The Analysis11. Who do you normally drink wine with?Or, if you never drink wine, who do people you spend your time with usually drink wine with? - multiplechoice Alone With relatives With friends With business acquaintances Other Alone singapore With relatives india With friends With business acquaintances china Other 0% 20% 40% 60% 80% 100%If all three countries drink wine mainly with family and friends, there is also a quite interesting amount oflonely drinkers. Wine also seems to be a useful business tool. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  17. 17. The Analysis 12. What aspects do you mainly take into account when choosing a bottle of wine? Or, if you never drink wine, what aspects do people you spend your time with mainly take into account when choosing a bottle of wine? - multiple choice Price Wine characteristics (colour, age, grape variety, etc.) External features (label, bottle) The country in which the wine is produced Well known Easy to find None of the above Pricesingapore Wine characteristics (colour, age, grape variety, etc.) External features (label, bottle) The country in which the wine is india produced Well known Easy to find china Other 0% 20% 40% 60% 80% 100% Price and characteristics of wine are certainly the major factors related to the choice of a bottle of wine; brand and country of origin are also important. Availability is not a problem, as already seen, and packaging is also not very relevant in the choice of wine. Indians are less concerned with price and more attracted by brands. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  18. 18. The Analysis13. Where do you buy wine more frequently? (please consider only take away)Or, if you never drink wine, where do people you spend your time with buy wine more frequently? (pleaseconsider only take away) - multiple choice Wine shop Grocery Restaurant / hotel Café /wine bar / night club Supermarket /Hypermarket Other singapore Wine shop Grocery Restaurant/hotel india Cafe/wine bar/night club Supermarket/Hypermarket Other china 0% 20% 40% 60% 80% 100%The main sales channel in China and Singapore is supermarkets/hypermarkets, closely followed by wineshops. In India this relationship is reversed, as wine shops are more used, while in all three countries thereis a quite noticeable take away business in restaurants and similar venues. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  19. 19. The Analysis14. Usually, when you drink or you buy some wine, how much money are you willing to spend?Or, if you never drink wine, when do people you spend your time with drink or buy some wine, how muchmoney are they willing to spend? (please consider 4 price ranges) Usually I prefer to pay as low I can Usually I prefer to pay between low and mid price Usually I prefer to pay between mid and high price Usually I prefer to buy the most expensive singapore I prefer to pay as low I can I prefer to pay between low and mid price india I prefer to pay between mid and high price I prefer to buy most china expensive 0% 20% 40% 60% 80% 100%The consumers in the present sample are mainly looking for medium priced wines. In Singapore lowerpriced wines are more sought after, while Indians show a certain willingness to spend more money forwine. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  20. 20. The Analysis15. Which type or types of wine do you prefer?Or, if you never drink wine, which type or types of wine do people you spend your time with prefer? -multiple choice White – Rosè – Red – Sparkling – Still – Dry – Aromatic - Semi sweet – Sweet – Young – Aged - Other White singapore Rose Red Sparkling Still Dry india Aromatic Semi sweet Sweet Young china Aged Other 0.0 50.0 100.0 150.0 200.0 250.0 300.0All countries love red wine, with reasonable preferences also for white wine. A relevant preference forsparkling wines can be seen in Singapore, but this factor does not seem to be very important for themajority of respondents.As for taste, if the Chinese prefer dry wines, there is a noticeable bent towards aromatic, semi sweet andsweet wines in all three countries. The age of wine does not seem to be a relevant factor, even thoughaged wines are more popular than young ones. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  21. 21. The Analysis16. How do you get information about wine?Or, if you never drink wine, how do people you spend your time with get information about wine?- multiple choice Word of mouth Press and guides Web and social media Events Retailer’s suggestions Other I do not get information about wine Word of mouth singapore Press and guides Web and social media india Events Retailers suggestions Other china I do not get information about wine 0.0 100.0 200.0 300.0Word of mouth is the main information channel in all three countries, together with the Internet and thepress/guides. Among more interactive information tools, events and retailer’s suggestions stand out (whichconfirms the positive role of wine shops and restaurants as places to buy/consume wine). There is also alarge amount of people who do non collect any information about wine (maybe because they don’t drink it). Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  22. 22. The Analysis17. Did you buy any Italian product during the last 12 months? If yes, which ones among these? Wine Liquor Cheese Ham or other cured meats Olive oil Confectionery (ice cream, chocolate, panettone) Pasta Other I had dinner at an Italian restaurant I did not buy any Italian products Wine Liquorsingapore Cheese Ham or other cured meats Olive oil india Confectionery (ice cream, chocolate , panettone etc.) Pasta china Other I had dinner at an Italian restaurant 0.0 50.0 100.0 150.0 200.0 250.0 I did not buy any Italian productsThe replies to this last question reveal a great interest in Italian food and beverage.Though respondents may have referred to products made in Italy or products used in Italian cooking orItalian taste, this is very encouraging for distributors of Made in Italy products as in all three countriesrespondents declare a keen attention to Italy and its oeno-gastronomy. This type of ”extendedinterpretation” could be more significant in understanding how Italian oeno-gastronomy is considered inthese countries. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it
  23. 23. ConclusionFrom the analysis of the answers to the questionnaire on wine consumption emerge afew interesting aspects, both from the whole sample and with reference to singlecountries.In all three countries the online population (and thus presumably the most advancedshare of the total population of a country) shows a clear bent towards social life, in andout of home, in various types of venues, often in the company of a glass of wine.The consumption of Italian products also seems quite popular, and is not limited towine, but many different items.Among the three countries analyzed, the most enthusiastic about wine is certainlyChina, while for the time being India is the farthest from the world of wine. This country ismore cautious or at least indifferent to wine even with reference to large shares of themost advanced population (and it can be easily imagined that this would happen all themore among those who are still offline, about 90% of the total population).Singapore is in the middle, probably also because the population is more diverse from anethnic point of view (mainly of Chinese, Malesian and Indian origin, with a strongpresence of Western inhabitants) and because wine is widely available due to the urbandimension of this city-country. For instance, Singapore shows a strong bent towardsbuying wine in large retail trade, which on the one hand requires access to this type ofsales channel and on the other hand requires more autonomy in the choice of wine thanother venues. The choice of Singapore in comparison with China and India maytherefore suggest a sort of “benchmark” role related to more mature wine consumptionpatterns. Rossi&Bianchi - Milano – Tel. 02 31810072 – www.rossiebianchi.it - info@rossiebianchi.it

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