866-997-4948(US-Canada Toll Free)

Wine - US - October 2013

Published By :

Mintel

Published Date : Oct 2013

Category :

Alcoholic Beverages

No. of Pages : 217 Pages


Young category participants are more likely than average to turn to recommendations from friends, store employees, and advertisements in their wine purchase decision. This group also turns to indicators such as label design at a higher-than-average rate and latches onto familiar characteristics such as an interest in natural products.
TABLE OF CONTENT

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary
The market
Wine sales continue to grow, but experience slowdown
Figure 1: Total US sales and forecast of wine, at current prices, 2008-18
Market segmentation
Imported wine continues to struggle
Figure 2: US volume sales of wine, by origin, 2011 and 2013
Champagne/sparkling grows 9% from 2011-13
Figure 3: US volume sales of wine, by segment, 2011 and 2013
Leading companies
Gallo makes up one quarter of volume sales
Figure 4: Wine sales of top five leading companies, by volume, 2011-12
Sales channels
Off-premise sales continue growth trend
Figure 5: US volume sales of wine, by channel, at current prices, 2008-13
The consumer
25-34s lead wine consumption
Figure 6: Wine usage, by age, July-August 2013
Familiarity trumps price in purchase decision among wine buyers
Figure 7: Purchase decision (top five), July-August 2013
What we think

Issues and Insights
What drives consumer purchase decision?
Issues
Insight: Familiarity bests price, but each consumer looks for something different
How can the category attract the attention of Millennials?
Issues
Insight: Focus on innovation, information, and appreciation
How can wine compete with other alcoholic beverage options?
Issues
Insight: Wine can set itself apart, and set itself up as one of the bunch

Trend Applications
Trend: Return to the Experts
Trend: Slow It All Down
Mintel Futures: Brand Intervention

Market Size and Forecast
Key points
Wine sales grow 18% from 2008-13
Sales of wine
Figure 8: Total US sales and forecast of wine, at current prices, 2008-18
Figure 9: Total US sales and forecast of wine, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 10: Total market sales and fan chart forecast of wine, at current prices, 2008-18

Competitive Context
Key points
Desire to decrease alcohol consumption may impact category
Figure 11: Domestic wine, February 2008-March 2013
Figure 12: Imported wine, February 2008-March 2013
Wine should take advantage of high perception of health
Wine growth outpaces beer and spirits, but is still challenged
Wine can set itself apart, and set itself up as one of the bunch
Figure 13: Wine coolers, by age, January 2012-March 2013
Figure 14: Wine coolers, January 2012-March 2013
Federal and state regulation appears as impediment to growth
Winery-to-consumer shipping
Retailer-to-consumer shipping
Grocery store wine sales
Sunday sales of wine
State monopoly on wine sales
Some easing is in the works

Segment Performance
Key points
Domestics outperform imports
Figure 15: US volume sales of wine, by origin, 2011 and 2013
Domestic volume sales grow 15% from 2008-13
US volume sales of domestic wine
Figure 16: US volume sales of domestic wine, 2008-13
Imported volume sales fall 9% from 2008-13
US volume sales of imported wine
Figure 17: US volume sales of imported wine, 2008-13
Champagne/sparkling grows 9% from 2011-13
Figure 18: US volume sales of wine, by segment, 2011 and 2013
Volume sales of table wine up 10% from 2008-13
US volume sales of table wine
Figure 19: US volume sales of table wine, 2008-13
Volume sales of Champagne/sparkling increase by 25% from 2008-13
US volume sales of Champagne/sparkling wine
Figure 20: US volume sales of Champagne/sparkling wine, 2008-13
Dessert and fortified wine continue downward movement
US volume sales of dessert and fortified wine
Figure 21: US volume sales of dessert and fortified wine, 2008-13
Declines of vermouth/aperitif slow
US volume sales of vermouth and aperitif
Figure 22: US volume sales of vermouth and aperitif, 2008-13

Retail Channels
Key points
Off-premise growth outpaces on-premise
Figure 23: Alcoholic beverages: where consumed, by age, January 2012-March 2013
Figure 24: US volume sales of wine, by channel, 2011 and 2013
Off-premise volume sales grow 13% from 2008-13
Figure 25: US off-premise volume sales of wine, 2008-13
Natural supermarkets play to health interests of wine drinkers
Sales of wine in the natural channel
Figure 26: Natural supermarket sales of wine, at current prices, 2011-13*
Figure 27: Natural supermarket sales of wine at inflation-adjusted prices, 2011-13*
Natural channel sales of wine by segment
Figure 28: Natural supermarket sales of wine, by segment, 2011 and 2013*
Select retailer overview
Food retailers
Trader Joe’s raises the price of “Two Buck Chuck”
Whole Foods arms staff/shoppers with product information
Specialty retailers
Total Wine & More benefits from selection
Bevmo! tugs at consumer heart strings and purse strings
Costco sees growth in domestics and premium imports
Online retailers
Amazon wine sales may be a sign of more to come
Wine.com picks up the pace
Club W gets personal
On-premise volume sales fall 5% from 2008-13
Figure 29: US on-premise volume sales of wine, 2008-13

Leading Companies and Brand Analysis
Key points
Manufacturer sales of wine
Figure 30: Wine sales of leading companies, by volume, 2011-12
Domestic table wine: Gallo comprises 28.1% of sales
The Wine Group loses share despite big gains by Cupcake
Figure 31: Cupcake Vineyards, “Inside Cupcake Vineyards,” 2013
Constellation sees strong growth, makes moves for more
Figure 32: Woodbridge by Robert Mondavi, “Life is Measured in Moments,” 2013
Figure 33: Clos du Bois TV ad, “N:ow it’s Clos Time!,” 2013
Trinchero sales grow slightly, company invests in a Sutter Home refresh
Volume sales of leading domestic table wine
Figure 34: Sales of leading domestic table wine brands, by volume, 2011-12*
Imported table wine: a highly fragmented segment
Volume sales of leading imported table wine
Figure 35: Sales of leading imported table wine brands, by volume, 2011-12*
Domestic sparkling wine: Gallo dominates with 40.9% of volume sales
Volume sales of leading domestic sparkling wine brands
Figure 36: Sales of leading domestic sparkling wine brands, by volume, 2011-12*
Champagne/sparkling imports: Carriage House leads segment
Volume sales of leading imported Champagne/sparkling wine brands
Figure 37: of leading imported Champagne/sparkling wine brands, by volume, 2011-12*
Domestic dessert/fortifieds: Constellation boasts more than a third of
Volume sales of leading domestic dessert and fortified wine
Figure 38: Sales of leading domestic dessert and fortified wine brands, by volume, 2011-12*
Imported dessert and fortified wine: Premium Port Wines sees growth
Volume sales of leading imported dessert and fortified wine
Figure 39: Sales of leading imported dessert and fortified wine brands, by volume, 2011-12*
Domestic vermouth/aperitifs: Gallo leads, dips slightly
Volume sales of leading domestic vermouth and aperitif brands
Figure 40: Sales of leading domestic vermouth and aperitif brands, by volume, 2011-12*
Imported vermouth and aperitif: Martini & Rossi drives losses
Volume sales of leading imported vermouth and aperitif brands
Figure 41: Sales of leading imported vermouth and aperitif brands, by volume, 2011-12*

Innovations and Innovators
New product innovation down 27% from 2012-2013
Figure 42: Wine launches, by launch type, 2009-13*
Environmental claims rank high among wine launches
Figure 43: Wine launches, by top 10 claims, 2009-13*
Environmentally friendly packing
Organic
Fair trade
Cap closures are on the rise, but consumer education is in order
Figure 44: Wine launches, by closure type, 2009-13*
Single-serve/on-the-go
Flavor innovations play into consumer interest in sweet, bubbly
Sangria
Low calorie
Lightly sparkling
Rosé
Manufacturers and marketers introduce familiarity any way they can
Tasting notes
Pairing notes
Descriptive names
Front of bottle
Regional notes
Serving/storing instructions and general wine information
Familiar gimmicks
Celebrity
Turning the vintner into a celebrity
Products reflect the relaxed nature of wine
Focusing on the male wine drinker

Social Media
Key points
Key social media metrics
Figure 45: Key brand metrics, wine, September 2013
Market overview
Brand usage and awareness
Figure 46: Usage and awareness of selected wine brands, August 2013
Interactions with wine brands
Figure 47: Interaction with selected wine brands, August 2013
Online conversations
Figure 48: Online conversations around selected wine brands, by day, Sept. 1, 2012-Aug. 31, 2013
Where are people talking about wine brands?
Figure 49: Online conversations around selected wine brands, by page type, Sept. 1, 2012-Aug. 31, 2013
What are people talking about?
Figure 50: Types of conversations around selected wine brands, Sept. 1, 2012-Aug. 31, 2013
Figure 51: Types of conversations around selected wine brands, by page day, Sept. 1, 2012-Aug. 31, 2013
Analysis by brand
Arbor Mist
Figure 52: Social media metrics—Arbor Mist, September 2013
Key online campaigns
What we think
Barefoot
Figure 53: Social Media Metrics—Barefoot, September 2013
Key online campaigns
What we think
Sutter Home
Figure 54: Social media metrics—Sutter Home, September 2013
Key online campaigns
What we think
Yellow Tail
Figure 55: Social media metrics—Yellow Tail, September 2013
Key online campaigns
What we think
Carlo Rossi
Figure 56: Social media metrics—Carlo Rossi, September 2013
Key online campaigns
What we think
Cupcake Vineyards
Figure 57: Social media metrics—Cupcake Vineyard Wines, September 2013
Key online campaigns
What we think

Wine Use and Purchase
Key points
More than half of consumers drink wine
Women more likely than men to consume and purchase wine
Figure 58: Wine usage, by gender, July-August 2013
Figure 59: Wine purchase, by gender, July-August 2013
but men who consume wine are more likely to be high-frequency users
Figure 60: Frequency of wine user groups*, by gender, July-August 2013
25-34s most likely to drink and purchase wine
Figure 61: Wine usage, by age, July-August 2013
Figure 62: Wine purchase, by age, July-August 2013
HH income drives wine consumption
Figure 63: Wine usage, by household income, July-August 2013
Figure 64: Wine purchase, by household income, July-August 2013
Figure 65: Frequency of wine user groups*, by household income, July-August 2013

Wine Type
Key points
Close to one quarter of consumers drink red wine at least once a week
Encourage more frequent, responsible consumption
Domestics appeal in the day-to-day, imports are a rarer indulgence
Half of wine drinkers drink box/pouch offerings
Figure 66: Usage frequency, July-August 2013
Focus on reds to grow sales among men
Figure 67: Any use of wine, by gender, July-August 2013
Men are adventurous in their interest in imports
Figure 68: Imported wine, by gender, January 2012-March 2013
Young drinkers gravitate to sweet wine, alternative packaging
Figure 69: Any use of wine, by age, July-August 2013
open to less traditional imports
Figure 70: Imported wine, by age, January 2012-March 2013
HH income earners gravitate toward table wine, open to domestics
Figure 71: Any use of wine, by household income, July-August 2013
Figure 72: Imported wine, by household income, January 2012-March 2013

Purchase Location
Key points
Liquor stores rule as popular purchase location
Figure 73: Wine purchase location, July-August 2013
Men drawn to guidance and large selection
Figure 74: Wine purchase location – I most often buy wine at… by gender, July-August 2013
Older consumers looking for convenience, 21-34s look for low price
Figure 75: Wine purchase location – I most often buy wine at…,by age, July-August 2013
Low-income HHs utilize range of outlets, avoid specialty stores
Figure 76: Wine purchase location – I most often buy wine at… by household income, July-August 2013

Purchase Decision
Key points
Familiarity drives purchase decision
High users appear more flexible and open to experimentation
Figure 77: Purchase decision, by frequency of user groups*, July-August 2013
Women attracted by varietal, men by region
Figure 78: Purchase decision, by gender, July-August 2013
Young consumers interested in health, style
Figure 79: Purchase decision, by age, July-August 2013
Low-income HHs driven by price, high earners decide on their own
Figure 80: Purchase decision, by household income, July-August 2013
Low price, recommendations could drive alternative packaging
Figure 81: Purchase decision, by packaging, July-August 2013
Label, recommendations more important for those drinking with others
Figure 82: Purchase decision, by consumption occasion, July-August 2013
Figure 83: Purchase decision, by consumption reasons, July-August 2013

Consumption Occasion
Key points
Women most likely to drink wine with others
Figure 84: Consumption occasion, by gender, July-August 2013
Young drinkers can be attracted in many ways
Figure 85: Consumption occasion, by age, July-August 2013
High-income HHs most likely to drink wine with a meal, good target for education
Figure 86: Consumption occasion, by household income, July-August 2013
Novelty/affordability appear as drivers for box/pouch wine
Figure 87: Consumption occasion, by packaging, July-August 2013
High-frequency users still want to learn
Figure 88: Consumption occasion, by frequency of user groups*, July-August 2013

Attitudes Toward Wine
Key points
Wine benefits from high health profile
Women are a stronger target for low-calorie offerings
Figure 89: Attitudes toward wine health (any agree), by gender, July-August 2013
Price doesn’t have a significant impact on perception of quality
Figure 90: Attitudes toward wine price (any agree), by gender, July-August 2013
Screw cap has higher perception of quality than boxes
Figure 91: Attitudes toward wine packaging (any agree), by gender, July-August 2013
Wine education key to sales growth, wine buyers keep open mind
Figure 92: Attitudes toward wine knowledge (any agree), by gender, July-August 2013
Reduced-calorie wines may resonate with young consumers
Figure 93: Attitudes toward wine health (any agree), by age, July-August 2013
Young drinkers believe price correlates with taste
Figure 94: Attitudes toward wine price (any agree), by age, July-August 2013
Young drinkers more judgmental about packaging
Figure 95: Attitudes toward wine packaging (any agree), by age, July-August 2013
Young drinkers more interested in learning
Figure 96: Attitudes toward wine knowledge (any agree), by age, July-August 2013
Middle-income earners appear more conscious of price differences
Figure 97: Attitudes toward wine price (any agree), by household income, July-August 2013
Lower-income earners least judgmental about wine packaging
Figure 98: Attitudes toward wine packaging (any agree), by household income, July-August 2013
Lower-income earners can be armed with better tools
Figure 99: Attitudes toward wine knowledge (any agree), by household income, July-August 2013
High-frequency users may still be limited by calories
Figure 100: Attitudes toward wine health (any agree), by frequency of user groups*, July-August 2013
Encouraging product trial will come from promoting benefits
Figure 101: Attitudes toward wine packaging (any agree), by frequency of user groups*, July-August 2013
High users still want to learn more
Figure 102: Attitudes toward wine knowledge (any agree), by frequency of user groups*, July-August 2013

Reasons for Not Drinking Wine
Key points
Lack of alcohol consumption is main deterrent, men like beer
Figure 103: Reasons for not drinking wine, by gender, July-August 2013
Alcohol consumption decreases with age
Figure 104: Reasons for not using wine, by age, July-August 2013
Higher-income earners drawn to other kinds of alcohol
Figure 105: Reasons for not using wine, by household income, July-August 2013

Impact of Race and Hispanic Origin
Key points
Asian consumers and Hispanics strong target for wine outreach
Figure 106: Wine usage, by race/Hispanic origin, July-August 2013
Figure 107: Frequency of wine consumption*, by race/Hispanic origin, July-August 2013
Asian consumers open to all wine types
Figure 108: Any use of wine, by race/Hispanic origin, July-August 2013
Hispanics drawn to South American/Spanish imports
Figure 109: Imported wine, by race/Hispanic origin, January 2012-March 2013
Black consumers may be attracted by “you deserve it” messaging
Figure 110: Consumption occasion, by race/Hispanic origin, July-August 2013
Black and Asian consumers looking for affordability
Figure 111: Wine purchase location – I most often buy wine at…, by race/Hispanic origin, July-August 2013
Black consumers want affordable assurance, Hispanics look to friends
Figure 112: Purchase decision, by race/Hispanic origin, July-August 2013
Hispanics can be attracted by health claims, Asians by premium products
Figure 113: Agreement with attitudes toward wine, by race/Hispanic origin, July-August 2013
Targeted outreach campaigns could grow Hispanic engagement
Figure 114: Reasons for not using wine, by race/Hispanic origin, July-August 2013

Appendix—Market Drivers
Consumer confidence
Figure 115: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 116: US Unemployment rate, by month, 2002-13
Figure 117: US unemployment and underemployment rates, 2007-13
Figure 118: Number of employed civilians in US, in thousands, 2007-13
Food cost pressures
Figure 119: Changes in USDA Food Price Indexes, 2011-14
Obesity
Figure 120: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
Childhood and teen obesity—highest in decades
Figure 121: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Racial, ethnic population growth
Figure 122: US population by race and Hispanic origin, 2008, 2013, and 2018
Figure 123: Households with children, by race and Hispanic origin of householder, 2012
Shifting US demographics
Figure 124: US population, by age, 2008-18
Figure 125: US households, by presence of own children, 2002-12

Appendix—Other Useful Consumer Tables
Use of wine
Figure 126: Wine usage, by gender and age, July-August 2013
Figure 127: Wine usage, by age and income, July-August 2013
Usage frequency
Figure 128: Use of wine, by gender, July-August 2013
Figure 129: Frequency of wine, by gender and age, July-August 2013
Wine purchase
Figure 130: Wine purchase, by gender and age, July-August 2013
Figure 131: Wine purchase, by age and income, July-August 2013
Wine type
Figure 132: Any use of wine, by gender and age, July-August 2013
Figure 133: Any use of wine, by age and income, July-August 2013
Figure 134: Domestic wine, February 2008-March 2013
Consumption occasion
Figure 135: Consumption occasion, by gender and age, July-August 2013
Figure 136: Consumption occasion, by age and income, July-August 2013
Figure 137: Consumption occasion, by wine type, July-August 2013
Figure 138: Consumption occasion, by wine type, July-August 2013
Figure 139: Consumption occasion, by origin, July-August 2013
Purchase decision
Figure 140: Purchase decision, by gender and age, July-August 2013
Figure 141: Purchase decision, by age and income, July-August 2013
Figure 142: Purchase decision, by wine type, July-August 2013
Figure 143: Purchase decision, by origin, July-August 2013
Purchase location
Figure 144: Wine purchase location – I most often buy wine at…, by gender and age, July-August 2013
Figure 145: Wine purchase location – I most often buy wine at…, by age and income, July-August 2013
Attitudes toward wine
Figure 146: Attitudes toward wine, July-August 2013
Figure 147: Attitudes toward wine (any agree), by gender and age, July-August 2013
Figure 148: Attitudes toward wine health (any agree), by household income, July-August 2013
Figure 149: Attitudes toward wine (any agree), by age and income, July-August 2013
Figure 150: Attitudes toward wine price (any agree), by frequency of user groups*, July-August 2013
Reasons for not drinking wine
Figure 151: Reasons for not drinking wine, by gender and age, July-August 2013
Figure 152: Reasons for not using wine, by age and income, July-August 2013

Appendix—Social Media
Brand usage or awareness
Figure 153: Brand usage or awareness, July-August 2013
Figure 154: Yellow tail usage or awareness, by demographics, July-August 2013
Figure 155: Carlos Rossi usage or awareness, by demographics, July-August 2013
Figure 156: Barefoot usage or awareness, by demographics, July-August 2013
Figure 157: Sutter home usage or awareness, by demographics, July-August 2013
Figure 158: Arbor mist usage or awareness, by demographics, July-August 2013
Figure 159: Cupcake vineyard wines usage or awareness, by demographics, July-August 2013
Activities done
Figure 160: Activities done, July-August 2013
Figure 161: Yellow Tail – activities done, by demographics, July-August 2013
Figure 162: Carlos Rossi – activities done, by demographics, July-August 2013
Figure 163: Barefoot – activities done, by demographics, July-August 2013
Figure 164: Arbor Mist – activities done, by demographics, July-August 2013
Figure 165: Cupcake vineyard wines – activities done, by demographics, July-August 2013
Online conversations
Figure 166: Online conversations around selected wine brands, by day, Sept. 1, 2012-Aug. 31, 2013
Figure 167: Online conversations around selected wine brands, by page type, Sept. 1, 2012-Aug. 31, 2013
Figure 168: Types of conversations around selected wine brands, Sept. 1, 2012-Aug. 31, 2013
Figure 169: Types of conversations around selected wine brands, by page day, Sept. 1, 2012-Aug. 31, 2013
Figure 170: Types of conversations around selected wine brands, by page type, Sept. 1, 2012-Aug. 31, 2013

Appendix – Trade Associations

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *

Upcoming Reports

  • Sugar and Gum Confectionery - UK - January 2015

    Rising dental health concerns can create an opportunity for chewing gum brands. Currently much of the marketing for sugar-free gums centres around fresh breath, however, the dental health benefits, particularly for children, could warrant more focus. Though explored internationally, tooth-friendly gums tailored for children remain rare in the UK market....