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Consumer Trends in the Wine Market in Germany, 2011

Published By :

Canadean

Published Date : Jan 2012

Category :

Alcoholic Beverages

No. of Pages : 79 Pages


Synopsis

  • This report provides the results for the Wine market in Germany from Canadeans unique, highly detailed and proprietary 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 behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

  • Marketers in the Wine market in Germany face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.
  • This report provides integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Wine market in Germany they account for and which consumer trends drive their behaviour, and as such allows the marketers to develop strong growth strategies.

Scope

  • Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets and as such the companies need to know what these trends are and be able to quantify their influence in the market.
  • This report provides highly detailed insight into exactly who the consumer is and how the latest consumer trends are changing the market by examining over 20 consumer trends and the share of sales across over 30 consumer groups.

ReasonsToBuy

The data provided allows the marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights

  • Detailed category coverage is provided, covering Fortified Wine market, Sparkling Wine market, and Still Wine market.
  • Detailed consumer segmentation data covering over 30 consumer groups, 20 consumer trends and consumption frequency for each product category covered.
  • Detailed brand and private label category shares for 2011 for each product category
  • Unique retailer choice and switching data at the product category level for 2011
Table of Content

1 Introduction
1.1 What is this Report About?
1.2 Definitions
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)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children's behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research

2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Wine Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Fortified Wine
2.2.2 Sparkling Wine
2.2.3 Still Wine
2.3 Behavioural Trends and Market Value
2.3.1 Fortified Wine
2.3.2 Sparkling Wine
2.3.3 Still Wine

3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Fortified Wine
3.1.2 Sparkling Wine
3.1.3 Still Wine
3.2 Consumer Profiles by Product Category
3.2.1 Fortified Wine
3.2.2 Sparkling Wine
3.2.3 Still Wine

4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Wine Brand Choice and Private Label Shares
4.2.1 Fortified Wine
4.2.2 Sparkling Wine
4.2.3 Still Wine

5 The Share of Consumers influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Wine
5.1.2 Fortified Wine
5.1.3 Sparkling Wine
5.1.4 Still Wine

6 Consumption Impact: Market Valuation
6.1 Wine Value Impact of Consumer Consumption Behaviour
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Wine Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Wine Volume Impact of Consumer Behaviour Trends
6.3.1 Share Growth by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category

7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Wine
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Fortified Wine
7.2.2 Retail Share by Volume - Sparkling Wine
7.2.3 Retail Share by Volume - Still Wine
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Aldi Switching analysis
7.3.3 Coop (DE) Switching analysis
7.3.4 dm-Drogeriemarkt Gmbh + Co.KG Switching analysis
7.3.5 Edeka Switching analysis
7.3.6 Globus Switching analysis
7.3.7 Lekkerland Gmbh & Co. KG Switching analysis
7.3.8 Metro Group Switching analysis
7.3.9 Norma Switching analysis
7.3.10 Rewe Group Switching analysis
7.3.11 Schwarz Group Switching analysis
7.3.12 Tengelmann Switching analysis
7.3.13 Other Switching analysis
7.4 Profiles of End-Consumers of Wine, by Retailer Used
7.4.1 Aldi
7.4.2 Anton Schlecker
7.4.3 Bartels-Langness
7.4.4 Coop (DE)
7.4.5 dm-Drogeriemarkt Gmbh + Co.KG
7.4.6 Edeka
7.4.7 Globus
7.4.8 Lekkerland Gmbh & Co. KG
7.4.9 Metro Group
7.4.10 Norma
7.4.11 Rewe Group
7.4.12 Schwarz Group
7.4.13 Tengelmann
7.4.14 Other

8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Table


Table 1: Volume Units for the Wine Market
Table 2: Foreign Exchange Rate - EURO Vs. US$, 2011
Table 3: Population Profiles
Table 4: Germany Wine Value Share (%), by Age Groups, 2011
Table 5: Germany Wine Value Share (%), by Gender, 2011
Table 6: Germany Wine Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Wine Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Wine Value Share (%) by Wealth Groups, 2011
Table 9: Germany Wine Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Fortified Wine Consumer Group Share (% market value), 2011
Table 11: Germany Sparkling Wine Consumer Group Share (% market value), 2011
Table 12: Germany Still Wine Consumer Group Share (% market value), 2011
Table 13: Germany Total Fortified Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Germany Total Sparkling Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Germany Total Still Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Germany Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Germany Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Germany Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Germany Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Germany Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Germany Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Germany Fortified Wine Consumer Profiles (% consumers by sub-group), 2011
Table 23: Germany Sparkling Wine Consumer Profiles (% consumers by sub-group), 2011
Table 24: Germany Still Wine Consumer Profiles (% consumers by sub-group), 2011
Table 25: Germany Wine Private Label Penetration (% Vol), by Category, 2011
Table 26: Germany Fortified Wine Brand Share by Volume (% Vol), 2011
Table 27: Germany Sparkling Wine Brand Share by Volume (% Vol), 2011
Table 28: Germany Still Wine Brand Share by Volume (% Vol), 2011
Table 29: Germany, Overall Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 30: Germany, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 31: Germany, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 32: Germany, Still Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 33: Germany Wine Market Value (Euro million), by Category, 2011
Table 34: Germany Wine Market Value (US$ million), by Category, 2011
Table 35: Germany Wine Market Volume (Ltrs m), by Category, 2011
Table 36: Germany Wine Market Share (US$ million), by Category, 2011
Table 37: Germany Wine Expenditure Per Capita (Euro), by Category, 2011
Table 38: Germany Wine Expenditure Per Capita (US$), by Category, 2011
Table 39: Germany Wine Expenditure Per Household (Euro), by Category
Table 40: Germany Wine Expenditure Per Household (US$), by Category
Table 41: Germany Wine Market Volume Share (Ltrs m), by Category, 2011
Table 42: Germany Wine Consumption Per Capita (Kilograms per head), by Category, 2011
Table 43: Germany Wine Consumption Per Household (Kilograms per household), by Category, 2011
Table 44: Germany Wine Retailer Share by Volume (Ltrs m), 2011
Table 45: Germany Fortified Wine Retailer Share by Volume (Ltrs m), 2011
Table 46: Germany Sparkling Wine Retailer Share by Volume (Ltrs m), 2011
Table 47: Germany Still Wine Retailer Share by Volume (Ltrs m), 2011
Table 48: Germany: Switchers to Aldi for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 49: Germany: Switchers From Aldi for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 50: Germany: Switchers to Coop (DE) for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 51: Germany: Switchers to dm-Drogeriemarkt Gmbh + Co.KG for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 52: Germany: Switchers From dm-Drogeriemarkt Gmbh + Co.KG for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 53: Germany: Switchers to Edeka for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 54: Germany: Switchers From Edeka for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 55: Germany: Switchers From Globus for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 56: Germany: Switchers From Lekkerland Gmbh & Co. KG for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 57: Germany: Switchers to Metro Group for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 58: Germany: Switchers From Metro Group for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 59: Germany: Switchers to Norma for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 60: Germany: Switchers From Norma for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 61: Germany: Switchers to Rewe Group for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 62: Germany: Switchers From Rewe Group for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 63: Germany: Switchers to Schwarz Group for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 64: Germany: Switchers From Schwarz Group for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 65: Germany: Switchers to Tengelmann for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 66: Germany: Switchers From Tengelmann for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 67: Germany: Switchers to Other for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 68: Germany: Switchers From Other for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 69: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Aldi (% by Subgroup), 2011
Table 70: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Anton Schlecker (% by Subgroup), 2011
Table 71: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Bartels-Langness (% by Subgroup), 2011
Table 72: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Coop (DE) (% by Subgroup), 2011
Table 73: Germany: Profile of Wine Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by Subgroup), 2011
Table 74: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Edeka (% by Subgroup), 2011
Table 75: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Globus (% by Subgroup), 2011
Table 76: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Lekkerland Gmbh & Co. KG (% by Subgroup), 2011
Table 77: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup), 2011
Table 78: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Norma (% by Subgroup), 2011
Table 79: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup), 2011
Table 80: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup), 2011
Table 81: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup), 2011
Table 82: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011

List of Chart


Figure 1: Consumer Panel Report Methodology
Figure 2: Germany Wine Value Share (%), by Age Groups, 2011
Figure 3: Germany Wine Value Share (%), by Gender, 2011
Figure 4: Germany Wine Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Wine Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Wine Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Wine Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Wine Private Label Penetration (% Vol), by Category, 2011
Figure 15: Germany Wine Market Share (US$ million), by Category, 2011
Figure 16: Germany Wine Expenditure Per Capita (US$), by Category, 2011
Figure 17: Germany Wine Expenditure Per Household (US$), by Category
Figure 18: Germany Wine Retailer Share by Volume (Ltrs m), 2011
Figure 19: Germany Fortified Wine Retailer Share by Volume (Ltrs m), 2011
Figure 20: Germany Sparkling Wine Retailer Share by Volume (Ltrs m), 2011
Figure 21: Germany Still Wine Retailer Share by Volume (Ltrs m), 2011
Figure 22: Germany: People Who Have Switched Retailer for Their Wine Purchases in the Last Six Months (Thousands), 2011

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