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Wine - China - October 2015

Published By :

Mintel

Published Date : Oct 2015

Category :

Alcoholic Beverages

No. of Pages : N/A

The wine market is finally showing signs of recovery with importing activities thawing. Domestic brands, on the other hand, are suffering from intensified competition in the mid-range.

Table of Content

Introduction

Definition
Methodology

Executive Summary

The market
Volume consumption shows signs of recovery
Figure 1: Retail sales of wine in China, by volume, 2010-20
Dropping average prices delay recovery in value terms
Figure 2: Retail sales of wine in China, by value, 2010-20
The share of white wine is going up
Figure 3: Market share of different types of still wine in volume, 2010-15
Sparkling wine fails to shine
Figure 4: Market share of different types of wine, 2010-15
Companies and brands
The market becomes increasingly fragmented
Figure 5: Market share of leading brands in China’s wine market, 2012-14
Destocking drives production down
Transit adverting ignites demand for Mogao wine
The consumer
Penetration of wine is high
Figure 6: Penetration of different types of alcoholic drinks, June 2015
Red wine remains the dominant type
Figure 7: Type of wine consumed, June 2015
Fake products pose a key threat to future development
Figure 8: Reasons for not drinking imported wine, June 2015
Learning is associated with trading up
Figure 9: Selected attitudes towards online purchasing channels, by household monthly income, June 2015
Exploring different tastes and flavours stands out
Figure 10: Attitudes towards innovative concepts in the wine market, June 2015
What we think

Issues and Insights

How to identify the hidden gem – Female drinkers?
The facts
The implications
How to better use the increasingly popular online channels?
The facts
The implications

The Market – What You Need to Know

The market is recovering
Depreciation of Renminbi drives costs up
The share of white wine is going up

Market Size and Forecast

Volume consumption shows signs of recovery
Figure 11: Retail sales of wine in China, by volume, 2010-20
Dropping average prices delay recovery in value terms
Figure 12: Retail sales of wine in China, by value, 2010-20

Market Drivers and Barriers

Depreciation of the Renminbi drives costs up
Figure 13: The daily average exchange rate (US Dollar to RMB), August 2013-August 2015
Fluctuation in the stock market poses a threat to the premium segment
Figure 14: Shanghai Stock Exchange index, September 2014-September 2015

Market Segmentation

The share of white wine is going up
Figure 15: Market share of different types of still wine, by volume, 2010-15
Sparkling wine fails to shine
Figure 16: Market share of different types of wine, 2010-15

Key Players – What You Need to Know

Market becomes increasingly fragmented
Great Wall is the biggest winner
Destocking drives production down
Online channels become a necessity

Market Share

Market becoming increasingly fragmented
Figure 17: Market share in the wine market in China, by volume, 2012-14
Figure 18: Market share in the wine market in China, by value, 2012-14
Great Wall is the biggest winner

Destocking Drives Production Down

Who’s Innovating?

Brands to step up their efforts on food pairing with Chinese cuisine
Online channels become a necessity
Organic and ethical claims replace premium as most popular claims
Figure 19: Claims made in newly launched wine products globally, 2010-14
Figure 20: Selected wine from Old World using organic as key claim, 2014-15
Small packs: A dying trend?
Figure 21: Bottle size of newly launched wine products globally, 2010-14

The Consumer – What You Need To Know

Very few wine users only drink imported wine
Rosé wine shows the potential to open up its market among female drinkers
Fake products pose a key threat to future development
Buying online becomes an effective way to learn more about wine
Wine-based RTD shows potential to target young female drinkers

The Consumer – Penetration of Wine

Penetration of wine is high…
Figure 22: Penetration of different types of alcoholic drinks, June 2015
Figure 23: Penetration of wine, by age and gender, June 2015
but very few wine users only drink imported wine
Figure 24: Penetration of wine, by product origin, June 2015
Figure 25: Penetration of domestic wine, by gender and age, June 2015

The Consumer – Various Consumer Bases for Different Types of Wine

Red wine remains the dominant type
Figure 26: Type of wine consumed, June 2015
Red wine has reached the mid-range segment
Figure 27: Type of wines consumed, by origin of wine, June 2015
Rosé wine shows potential to open up its market among female drinkers
Figure 28: Penetration of rosé, by gender and age, June 2015
White wine losing its position as a niche type of wine for trading up…
and white wine is being replaced by rosé among sophisticated drinkers
Figure 29: Penetration of rosé, by city, June 2015

The Consumer – Reasons for Not Drinking Imported Wine

Fake products pose a key threat to future development
Figure 30: Reasons for not drinking imported wine, June 2015

The Consumer – Online Shopping Behaviour

Buying online is a way to learn about wine…
Figure 31: Online shopping behaviour in the wine market, June 2015
but young drinkers are less interested in learning
Figure 32: Selected attitudes towards online purchasing channels, by age, June 2015
Learning is associated with trading up
Figure 33: Selected attitudes towards online purchasing channels, by household monthly income, June 2015
Lower tier cities show greater potential
Figure 34: Selected attitudes towards online purchasing channels, by city tier, June 2015
Online channels could help niche types of wines to expand their consumer base
Figure 35: Selected attitudes towards online purchasing channels, by type of wine, June 2015

The Consumer – Attitudes towards Innovative Concepts

Exploring different tastes and flavours stands out…
Figure 36: Attitudes towards innovative concepts in the wine market, June 2015
but with clear gender differences
Figure 37: Selected innovative concepts, by gender, June 2015
Figure 38: Selected innovative concepts, by gender and age, June 2015
Figure 39: Attitudes towards the innovative concept “wine with labels highlighting different taste”, by personal monthly income, June 2015
Wine-based RTD shows potential to target young female drinkers
Figure 40: Selected innovative concept, by gender and age, June 2015
Small package still needs to convince the high earners
Figure 41: Attitudes towards the innovation concept “wine in small package for on the go”, by personal monthly income, June 2015
Assorted cases show the potential to target married couples
Figure 42: Attitudes towards the innovation concept “a case of wine with different taste”, by marital status, June 2015
City tier becomes insignificant
White wine and rosé are more likely to benefit from detailed taste labelling
Figure 43: Attitudes towards “wine with labels highlighting different taste”, by type of wine, June 2015

The Consumer – Attributes Associated with Different Types of Wines

Red wine is widely available but less fashionable…
Figure 44: Attributes associated with different types of wine, June 2015
but Guangzhou wine users tend to be more sophisticated
Figure 45: Attitudes towards red wine being suitable for business occasions, by city, June 2015
Gender differences for finding the fashionable alternative to red wine
Figure 46: Attitudes towards red wine being as premium and offering a variety of flavours, by gender, June 2015

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