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Consumer Trends in the Wine Market in the US, 2011

Published By :

Canadean

Published Date : Jan 2012

Category :

Alcoholic Beverages

No. of Pages : 72 Pages


Synopsis

  • This report provides the results for the Wine market in the US 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 the US 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 the US 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 C&S Wholesale Grocers Switching analysis
7.3.3 Costco Switching analysis
7.3.4 Delhaize Switching analysis
7.3.5 Kroger Switching analysis
7.3.6 Loblaw Switching analysis
7.3.7 Publix Switching analysis
7.3.8 Safeway Switching analysis
7.3.9 Supervalu Switching analysis
7.3.10 Wal-Mart Switching analysis
7.3.11 Other Switching analysis
7.4 Profiles of End-Consumers of Wine, by Retailer Used
7.4.1 Ahold
7.4.2 C&S Wholesale Grocers
7.4.3 Costco
7.4.4 Delhaize
7.4.5 Kroger
7.4.6 Loblaw
7.4.7 Publix
7.4.8 Safeway
7.4.9 Supervalu
7.4.10 Wal-Mart
7.4.11 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 - US$ Vs. US$, 2011
Table 3: Population Profiles
Table 4: United States Wine Value Share (%), by Age Groups, 2011
Table 5: United States Wine Value Share (%), by Gender, 2011
Table 6: United States Wine Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: United States Wine Value Share (%) by Education Level Achieved Groups, 2011
Table 8: United States Wine Value Share (%) by Wealth Groups, 2011
Table 9: United States Wine Value Share (%) by Busy Lives Groups, 2011
Table 10: United States Fortified Wine Consumer Group Share (% market value), 2011
Table 11: United States Sparkling Wine Consumer Group Share (% market value), 2011
Table 12: United States Still Wine Consumer Group Share (% market value), 2011
Table 13: United States Total Fortified Wine Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: United States Total Sparkling Wine Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: United States Total Still Wine Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: United States Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: United States Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: United States Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: United States Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: United States Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: United States Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: United States Fortified Wine Consumer Profiles (% consumers by sub-group), 2011
Table 23: United States Sparkling Wine Consumer Profiles (% consumers by sub-group), 2011
Table 24: United States Still Wine Consumer Profiles (% consumers by sub-group), 2011
Table 25: United States Wine Private Label Penetration (% Vol), by Category, 2011
Table 26: United States Fortified Wine Brand Share by Volume (% Vol), 2011
Table 27: United States Sparkling Wine Brand Share by Volume (% Vol), 2011
Table 28: United States Still Wine Brand Share by Volume (% Vol), 2011
Table 29: United States, Overall Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 30: United States, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 31: United States, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 32: United States, Still Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 33: United States Wine Market Value (US Dollar million), by Category, 2011
Table 34: United States Wine Market Value (US$ million), by Category, 2011
Table 35: United States Wine Market Volume (Ltrs m), by Category, 2011
Table 36: United States Wine Market Share (US$ million), by Category, 2011
Table 37: United States Wine Expenditure Per Capita (US Dollar), by Category, 2011
Table 38: United States Wine Expenditure Per Capita (US$), by Category, 2011
Table 39: United States Wine Expenditure Per Household (US Dollar), by Category
Table 40: United States Wine Expenditure Per Household (US$), by Category
Table 41: United States Wine Market Volume Share (Ltrs m), by Category, 2011
Table 42: United States Wine Consumption Per Capita (Kilograms per head), by Category, 2011
Table 43: United States Wine Consumption Per Household (Kilograms per household), by Category, 2011
Table 44: United States Wine Retailer Share by Volume (Ltrs m), 2011
Table 45: United States Fortified Wine Retailer Share by Volume (Ltrs m), 2011
Table 46: United States Sparkling Wine Retailer Share by Volume (Ltrs m), 2011
Table 47: United States Still Wine Retailer Share by Volume (Ltrs m), 2011
Table 48: United States: Switchers From C&S Wholesale Grocers for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 49: United States: Switchers to Costco for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 50: United States: Switchers From Delhaize for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 51: United States: Switchers to Kroger for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 52: United States: Switchers From Kroger for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 53: United States: Switchers From Loblaw for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 54: United States: Switchers to Publix for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 55: United States: Switchers From Publix for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 56: United States: Switchers to Safeway for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 57: United States: Switchers From Safeway for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 58: United States: Switchers From Supervalu for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 59: United States: Switchers to Wal-Mart for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 60: United States: Switchers From Wal-Mart for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 61: United States: Switchers to Other for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 62: United States: Switchers From Other for Their Wine Purchases in the Last Six Months (Thousands), 2011
Table 63: United States: Profile of Wine Consumers Whose Goods Mainly Come From Ahold (% by Subgroup), 2011
Table 64: United States: Profile of Wine Consumers Whose Goods Mainly Come From C&S Wholesale Grocers (% by Subgroup), 2011
Table 65: United States: Profile of Wine Consumers Whose Goods Mainly Come From Costco (% by Subgroup), 2011
Table 66: United States: Profile of Wine Consumers Whose Goods Mainly Come From Delhaize (% by Subgroup), 2011
Table 67: United States: Profile of Wine Consumers Whose Goods Mainly Come From Kroger (% by Subgroup), 2011
Table 68: United States: Profile of Wine Consumers Whose Goods Mainly Come From Loblaw (% by Subgroup), 2011
Table 69: United States: Profile of Wine Consumers Whose Goods Mainly Come From Publix (% by Subgroup), 2011
Table 70: United States: Profile of Wine Consumers Whose Goods Mainly Come From Safeway (% by Subgroup), 2011
Table 71: United States: Profile of Wine Consumers Whose Goods Mainly Come From Supervalu (% by Subgroup), 2011
Table 72: United States: Profile of Wine Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup), 2011
Table 73: United States: Profile of Wine Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011

List of Chart


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

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