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Consumer and Market Insights: Wine Market in China

  • December 2015
  • -
  • Canadean Ltd
  • -
  • 116 pages

Summary
The Chinese Wine market is rapidly growing due to continued consumer demand for high-quality, affordable and complex wines. China is now an important wine producing nation; however, very few brands export wine to other countries. Additionally, both domestic and foreign wine consumption is increasing, driven primarily by young adults, which will aid high growth rates for the forecast period.

Key Findings
- China is the second largest wine consuming nation in the world and one of the top wine producers in terms of volume

- Chinese consumers perceive wine to be a healthy alcoholic drink because it is seen as natural. This is especially true when compared to other alcoholic drinks such as beer, vodka, or Baijiu

- Most wine consumers in China are young adults; this is driven by greater sophistication, increased disposable income, and heightened awareness of foreign cultures. Many young adults want to experience exotic and foreign products, such as wine, while older consumers prefer local and traditional alcoholic beverages

Synopsis
The Consumer and Market Insights: Wine Market in China report identifies the key demographic groups driving consumption, and what motivates their consumption, combined with an in-depth study of the market and category dynamics, to identify key opportunities and how to target them. The report uses a unique method of quantifying consumer trends. It also highlights the degree that influence trends have on consumption and shows whether beliefs over what influences consumer behavior are accurate.

What else does this report offer?

- Figures that showcase the number of times consumers of different age groups and gender consume Wine, as well as identifying whether these demographic groups "over" consume (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)

- A study of market value and volumes from 2009-2019, supplemented with category, brand, and packaging analysis that shows the current state of the market, and how it will develop over the next five years

- The degree of influence that Canadean's 20 key consumer trends have on Wine consumption, with granular analysis on the extent that the degree of influence varies by gender, age, wealth, and leisure

- Analysis of how consumer needs will evolve in the short-to-medium term and recommended actions on how to adapt to these evolving needs

- International and Chinese-specific product innovation examples targeting key consumer needs - compare your products against the top performers

Reasons To Buy
- Develop the best strategies in product formulation, packaging, and consumer targets through Canadean's analysis of product examples and unique, proprietary data. Find out what types of products consumers are purchasing, why they are consuming them, and what they will be looking for in the next few years

- Know who the key consumer groups are for your products thanks to our unique consumer data, which has been developed from extensive consumption surveys and consumer group tracking, giving you an exclusive insight into the Chinese Wine market

- Identify the best way to differentiate your products from the competition. Quantify the influence of 20 consumption motivations in the Wine market for a deeper understanding of what is driving the market and how to alter product offerings accordingly

- Understand how your category is going to change over the next five years. Analysis of category, brand, and packaging dynamics show which opportunities will emerge in future and how to position your product range to take advantage of them

Table Of Contents

Consumer and Market Insights: Wine Market in China
Table of Contents
Introduction
Classifications and definitions
Methodology
Market Overview
Macroeconomic indicators - Population and age structure, GDP and Consumer Price Index
Market value and volume for the Chinese Wine market
Historical and projected sales in the Chinese Wine market
Degree of trade up/down-trade in the Chinese Wine market
Comparison of Chinese Wine market compared to other key countries
Volume of Chinese Wine market by category
Historical and project market value of the Chinese Wine by category
Winners and losers in the Chinese Wine market
Segment share of the category and change in market share in the Chinese Wine market
Penetration of private label, by categories, in the Chinese Wine market
Private label performance compare to national brands in the Chinese Wine market
Leading companies in the Chinese Wine market by category
Leading brands in the Chinese Wine market by category
Retailer and packaging
Leading retailers in the Chinese market
Leading distribution channels in the Chinese Wine market
Leading distribution channels by category in the Chinese Wine market
Chinese Wine market by type of packaging
Chinese Wine market by type of packaging closure/outer
Chinese Wine market by type of packaging, forecasted
Demographic cohort consumption patterns
Overall consumption occasions by age and gender in the Chinese Wine market
Private Label consumption occasions by age and gender in the Chinese Wine market
Under/Over-consumption levels in the Chinese Wine market by gender and age
Consumption frequency by type of consumer in the Chinese Wine market by gender and age
Private label consumption by age and gender and comparison to overall consumption levels in the Chinese Wine market
Consumer trend analysis
Degree of influence that consumer trends have on volume consumption in the Chinese Wine market
Market volume of the Chinese Wine market by category and trend
For leading trends in the Chinese Wine market
Degree of influence trend has on volume by consumption by key demographic
How the trend is influencing consumption in the Chinese Wine market
How to target the trend in the Chinese Wine market
How the trend will evolve in the Chinese Wine market
Innovation examples
New product examples launched in the Chinese Wine market
New product examples launched in the global Wine market
Actions and Recommendations
How to successfully target key trends in the Chinese Wine market
Appendix
Explanation of trends
Country context
Sector overview
Category data
Segment data
Packaging data
Category definitions
Segment definitions
Channel definitions

List of Tables
Table1: Market value analysis in CNY and USD, 2009-2019
Table 2:Market volume growth analysis, 2014-2019
Table 3: Inter-country volume and growth analysis, 2009-2019
Table 4: Average prices (CNY) by category, 2014
Table 5: Segment level analysis by category, 2014
Table 6: Leading retailers and store count
Table 7: Over/ under consumption by gender and age, 2014
Table 8: Level of influence of a consumer survey trend on consumption by volume, 2014
Table 9: Level of influence of a consumer survey trend on consumption by category volume , 2014

List of Figures
Figure 1: Macro economic analysis: GDP per capita, Population ,CPI (2009-2014), Age Profile (2014)
Figure 2: Market value (CNY) and volume analysis, 2009-2019
Figure 3: Market volume share analysis by categories, 2014
Figure 4: Consumers purchase behavior - Trading up/down, 2014
Figure 5: Growth analysis by category, 2009-2019
Figure 6: Change in market share by category, 2014-2019
Figure 7: Private label penetration by categories, 2014
Figure 8: Private label and brand share growth, 2011-2014
Figure 9: Leading companies by categories with market share, 2014
Figure 10: Leading brands by categories with market share, 2014
Figure 11: Leading distribution channels, overall food, 2010-2013
Figure 12: Leading distribution channels by category, 2014
Figure 13: Packaging analysis - key packaging material, type, closure and outer, 2014
Figure 14: Growth in key packaging material, type, closure and outer, 2014-2019
Figure 15: Consumption occasions by gender and age, 2014
Figure 16: Private label occasions by gender and age, 2014
Figure 17: Heavy, medium, or light consumption by gender, 2014
Figure 18: Heavy, medium, or light consumption by age, 2014
Figure 19: Private label consumption by age group compared to overall market consumption by age, 2014
Figure 20: Influence of a trend on consumption - by gender, age, income group and leisure time
Figure 21: Innovative new product launch - global and country specific

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