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Consumer and Market Insights: Wine Market in China

Consumer and Market Insights: Wine Market in China


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Executive Summary

The Chinese Wine market is rapidly growing due to continued consumer demand for high-quality, affordable and complex wines. China is now an important wine producing nation; however, very few brands export wine to other countries. Additionally, both domestic and foreign wine consumption is increasing, driven primarily by young adults, which will aid high growth rates for the forecast period.

Key Findings

- China is the second largest wine consuming nation in the world and one of the top wine producers in terms of volume

- Chinese consumers perceive wine to be a healthy alcoholic drink because it is seen as natural. This is especially true when compared to other alcoholic drinks such as beer, vodka, or Baijiu

- Most wine consumers in China are young adults; this is driven by greater sophistication, increased disposable income, and heightened awareness of foreign cultures. Many young adults want to experience exotic and foreign products, such as wine, while older consumers prefer local and traditional alcoholic beverages

Synopsis

The Consumer and Market Insights: Wine Market in China report identifies the key demographic groups driving consumption, and what motivates their consumption, combined with an in-depth study of the market and category dynamics, to identify key opportunities and how to target them. The report uses a unique method of quantifying consumer trends. It also highlights the degree that influence trends have on consumption and shows whether beliefs over what influences consumer behavior are accurate.

What else does this report offer?

- Figures that showcase the number of times consumers of different age groups and gender consume Wine, as well as identifying whether these demographic groups "over" consume (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)

- A study of market value and volumes from 2009-2019, supplemented with category, brand, and packaging analysis that shows the current state of the market, and how it will develop over the next five years

- The degree of influence that Canadean's 20 key consumer trends have on Wine consumption, with granular analysis on the extent that the degree of influence varies by gender, age, wealth, and leisure

- Analysis of how consumer needs will evolve in the short-to-medium term and recommended actions on how to adapt to these evolving needs

- International and Chinese-specific product innovation examples targeting key consumer needs - compare your products against the top performers

Reasons To Buy

- Develop the best strategies in product formulation, packaging, and consumer targets through Canadean's analysis of product examples and unique, proprietary data. Find out what types of products consumers are purchasing, why they are consuming them, and what they will be looking for in the next few years

- Know who the key consumer groups are for your products thanks to our unique consumer data, which has been developed from extensive consumption surveys and consumer group tracking, giving you an exclusive insight into the Chinese Wine market

- Identify the best way to differentiate your products from the competition. Quantify the influence of 20 consumption motivations in the Wine market for a deeper understanding of what is driving the market and how to alter product offerings accordingly

- Understand how your category is going to change over the next five years. Analysis of category, brand, and packaging dynamics show which opportunities will emerge in future and how to position your product range to take advantage of them

Introduction

Classifications and definitions

Methodology

Market Overview

Macroeconomic indicators - Population and age structure, GDP and Consumer Price Index

Market value and volume for the Chinese Wine market

Historical and projected sales in the Chinese Wine market

Degree of trade up/down-trade in the Chinese Wine market

Comparison of Chinese Wine market compared to other key countries

Volume of Chinese Wine market by category

Historical and project market value of the Chinese Wine by category

Winners and losers in the Chinese Wine market

Segment share of the category and change in market share in the Chinese Wine market

Penetration of private label, by categories, in the Chinese Wine market

Private label performance compare to national brands in the Chinese Wine market

Leading companies in the Chinese Wine market by category

Leading brands in the Chinese Wine market by category

Retailer and packaging

Leading retailers in the Chinese market

Leading distribution channels in the Chinese Wine market

Leading distribution channels by category in the Chinese Wine market

Chinese Wine market by type of packaging

Chinese Wine market by type of packaging closure/outer

Chinese Wine market by type of packaging, forecasted

Demographic cohort consumption patterns

Overall consumption occasions by age and gender in the Chinese Wine market

Private Label consumption occasions by age and gender in the Chinese Wine market

Under/Over-consumption levels in the Chinese Wine market by gender and age

Consumption frequency by type of consumer in the Chinese Wine market by gender and age

Private label consumption by age and gender and comparison to overall consumption levels in the Chinese Wine market

Consumer trend analysis

Degree of influence that consumer trends have on volume consumption in the Chinese Wine market

Market volume of the Chinese Wine market by category and trend

For leading trends in the Chinese Wine market

Degree of influence trend has on volume by consumption by key demographic

How the trend is influencing consumption in the Chinese Wine market

How to target the trend in the Chinese Wine market

How the trend will evolve in the Chinese Wine market

Innovation examples

New product examples launched in the Chinese Wine market

New product examples launched in the global Wine market

Actions and Recommendations

How to successfully target key trends in the Chinese Wine market

Appendix

Explanation of trends

Country context

Sector overview

Category data

Segment data

Packaging data

Category definitions

Segment definitions

Channel definitions

Figure 1: Macro economic analysis: GDP per capita, Population ,CPI (2009-2014), Age Profile (2014)

Figure 2: Market value (CNY) and volume analysis, 2009-2019

Figure 3: Market volume share analysis by categories, 2014

Figure 4: Consumers purchase behavior - Trading up/down, 2014

Figure 5: Growth analysis by category, 2009-2019

Figure 6: Change in market share by category, 2014-2019

Figure 7: Private label penetration by categories, 2014

Figure 8: Private label and brand share growth, 2011-2014

Figure 9: Leading companies by categories with market share, 2014

Figure 10: Leading brands by categories with market share, 2014

Figure 11: Leading distribution channels, overall food, 2010-2013

Figure 12: Leading distribution channels by category, 2014

Figure 13: Packaging analysis - key packaging material, type, closure and outer, 2014

Figure 14: Growth in key packaging material, type, closure and outer, 2014-2019

Figure 15: Consumption occasions by gender and age, 2014

Figure 16: Private label occasions by gender and age, 2014

Figure 17: Heavy, medium, or light consumption by gender, 2014

Figure 18: Heavy, medium, or light consumption by age, 2014

Figure 19: Private label consumption by age group compared to overall market consumption by age, 2014

Figure 20: Influence of a trend on consumption - by gender, age, income group and leisure time

Figure 21: Innovative new product launch - global and country specific

Table1: Market value analysis in CNY and USD, 2009-2019

Table 2:Market volume growth analysis, 2014-2019

Table 3: Inter-country volume and growth analysis, 2009-2019

Table 4: Average prices (CNY) by category, 2014

Table 5: Segment level analysis by category, 2014

Table 6: Leading retailers and store count

Table 7: Over/ under consumption by gender and age, 2014

Table 8: Level of influence of a consumer survey trend on consumption by volume, 2014

Table 9: Level of influence of a consumer survey trend on consumption by category volume , 2014

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Yunnan Shangri-La Winery Co Ltd

JFL Investment Company

Changyu Pioneer Wine Co Inc

China Resources

RT Mart

Lianhua Supermarkets

Wal-Mart China

Carrefour

Yaluobai Grape-Bouquet White Wine

Chateau Lafite Rothschild

Moet Hennessey

Allan Scott Family

Xi'an Restaurants

Lupe Wines

Chateau Morrisette

Grand Reserve Jia Bei Lan

Chianti Classico

Tasya's Reserve Aglianico

Great Aussie Red

Atavico Rosso Piceno Superiore

NAPA CREST

Gallo Spritz

Vino

Zarea Bellini

Bota Brick

Health, quality seeking, better value for money, changing lifestages, changing age structures, wine, packaging, formulation, occasions, recommendations


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