Table of Contents
- Issues in the Market
- Definition
- Market in Brief
- 2008, the year that the wine market declined...
- Long-term trends undermining the market
- Impact of the recession
- Rosé continues to shine
- Consumer confusion reigns, especially amongst the young
- What the future holds
- Internal Market Environment
- Key points
- Discounting in multiples
- British drinking culture in slow decline
- Figure 1: Trends in alcohol consumption, 2004-08
- A greater association with binge drinking
- Shift towards home drinking
- Figure 2: Trends in alcohol consumption in and out of home, 2004-08
- Calorie counts in wine' s favour
- Figure 3: Calories contained in typical serves of different alcohol
types, 2009
- Drive towards healthier living
- Figure 4: Trends in attitudes towards health, 2004-08
- Contradictory health messages
- Making home advantage count
- Broader Market Environment
- Key points
- The impact of the recession
- Figure 5: Trends in PDI and consumer expenditure, 2004-14
- Spiralling wine duty
- Figure 6: Trends in excise duty rates for wine, April 2000-March 2009
- A strong Euro
- The advantage of an ageing population
- Figure 7: Structure of the UK 18+ population, by age, 2004-14
- The opportunity of educating 25-34s
- Benefiting from a rise in ABC1s
- Figure 8: Changes in social grade amongst the UK 18+ population, 2004-09
and 2009-14
- Summer benefits
- Figure 9: Average sunshine hours and wine volume sales in UK, 2004-08
- Competitive Context
- Key points
- Wine growing its share of the alcohol market
- Figure 10: UK value sales of alcoholic drinks, by type, 1998-2008
- Figure 11: UK value sales of alcoholic drinks, % by type, 1998-2008
- Wine benefits from a broad appeal
- Figure 12: Index of wine penetration, by gender, age and socio-economic
group versus other types of alcohol, 2008*
- Strengths and Weaknesses
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- The end of an era
- Figure 13: UK volume and value sales forecast of wine, 2004-14
- Figure 14: UK volume and value sales of wine, on- and off-trade, 2004-14
- On and off-trade split
- Figure 15: UK value sales of wine in the on-trade, 2004-14
- Figure 16: UK value sales of wine in the off-trade, 2004-14
- Figure 17: UK volume and value sales of wine, by type, on- and
off-trade, 2004-09
- Segment Performance
- Key points
- Red wine
- Figure 18: UK volume and value sales of red wine, on- and off-trade,
2004-14
- White wine
- Figure 19: UK volume and value sales of white wine, on- and off-trade,
2004-14
- Rosé
- Figure 20: UK volume and value sales of rosé wine, on- and off-trade,
2004-14
- Rosé legislation
- Market Share
- Key points
- Trouble down under?
- Figure 21: Top 10 wine producing countries in the UK off-trade, 2008
- Brand review
- Figure 22: Brands' value shares in UK retail (off-trade) sales of wine,
2008
- Own-label
- Companies and Products
- Key points
- Brown-Forman
- Constellation Europe
- Diageo
- E&J Gallo
- Ehrmanns Wines
- First Drinks Brands
- Foster' s
- Halewood International
- John E Fells
- Negociants UK
- Pernod Ricard
- PLB Wines
- Raisin Social
- The Company of Wine People
- Waverley TBS
- Brand Communication and Promotion
- Key points
- Market down despite highest adspend
- Figure 23: Main monitored media advertising expenditure on wine, 2004-08
- Figure 24: Main monitored media advertising expenditure on wine, by
media type, 2006-08
- Constellation dominating advertising activity
- Figure 25: Main monitored media advertising expenditure on wine, top ten
brands, 2006-08
- Channels to Market
- Key points
- Figure 26: UK retail value sales of wine, by on- and off-trade, 2004-09
- Off-trade
- Specialists versus the grocers
- Off-licences in decline
- Figure 27: Numbers of supermarkets and off-licences, 2003-07
- Leading players
- Figure 28: UK retail (off-trade) volume sales of wine, estimated % share
by outlet, 2005-09
- Figure 29: Leading wine retailers, 2009
- On-trade
- A diminishing pool
- Figure 30: Number of licensed premises in England & Wales, 1997-2006
- The Consumer -- Usage
- Key point
- Attracting people earlier the key to growth
- Figure 31: Volume of wine drinking, by gender, age and socio-economic
group, 2008
- Figure 32: Trends for volume of wine drinking, by age group, 2004-08
- Targeting Opportunities
- Key points
- Identifying targets
- Figure 39: Target groups for wine, February 2009
- Figure 40: Target groups for wine, by factors influencing wine purchase,
February 2009
- Connoisseurs (17% of sample)
- Who are they?
- Next steps
- Loyalists (33% of sample)
- Who are they?
- Next steps
- Country bias (21% of sample)
- Who are they?
- Next steps
- Uninitiated (29% of sample)
- Who are they?
- Next steps
- Appendix
- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Appendix -- Internal Market Environment
- Figure 41: Trends in % of wine drinkers, drinking in-home and elsewhere,
2004-08
- Figure 42: Trends for where adults consume wine, 2007 and 2008
- Appendix -- Brand Communication and Promotion
- Figure 43: Yearly expenditure for wine market, by media type, 2006-08
- Figure 44: Spend for top 10 wine advertisers, 2006-08
- Appendix -- Consumer Attitudes to Wine
- Figure 46: Top three factors influencing purchases of wine, by
demographics, February 2009
- Figure 47: Factors influencing buying wine, by demographics, February
2009 (continued)
- Figure 48: Statements on wine, by demographics, February 2009
- Figure 49: Statements on wine by demographics, February 2009 (continued)
- Figure 50: Trends in consumption of wine in home and elsewhere, 2004-08
- Figure 51: Trends in consumption of own-label versus branded wine,
2004-08
- Figure 52: Trends for volume of wine drinking, 2004-08
- Figure 53: Demographics of wine consumers versus other types of alcohol,
2008
- Figure 54: Demographics of wine consumers versus other types of alcohol,
2008
- Figure 55: How many types of wine people drink in the past three months,
February 2009
- Figure 56: Statements on buying wine, by which wine people drink,
February 2009
- Figure 57: General volume of wine drinking, by demographics, 2008
- Appendix -- Targeting Opportunities
- Figure 58: Target groups for wine, by demographics, February 2009
- Figure 59: Attitudinal groups by statements about wine, February 2009
- Figure 60: Attitudinal groups by what types of alcohol they have drunk
in the past three months, February 2009
- Figure 61: Attitudinal groups and whether they have changed the amount
they have drunk over the past two years
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