Table of Contents
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 Behavioral 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 Behavior
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 Behavior Trends
6.3.1 Share 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 Survey-tracked Retailer Shares by Volume
7.1.1 Germany Wine Survey-tracked Retailer Shares by Volume
7.2 Survey-tracked Retailer Shares by Volume by Category
7.2.1 Germany Fortified Wine Survey-tracked Retailer Shares by Volume
7.2.2 Germany Sparkling Wine Survey-tracked Retailer Shares by Volume
7.2.3 Germany Still Wine Survey-tracked Retailer Shares by Volume
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 Aldi Switching Analysis
7.3.3 Coop (DE) Switching Analysis
7.3.4 dm-Drogeriemarkt Gmbh + Co.KG Switching Analysis
7.3.5 Edeka Switching Analysis
7.3.6 Metro Group Switching Analysis
7.3.7 Norma Switching Analysis
7.3.8 Rewe Group Switching Analysis
7.3.9 Schwarz Group Switching Analysis
7.3.10 Tengelmann Switching Analysis
7.3.11 Other Switching Analysis
7.4 Profiles of End-Consumers of Wine, by Retailer Used
7.4.1 Aldi
7.4.2 Anton Schlecker
7.4.3 Bartels-Langness
7.4.4 Coop (DE)
7.4.5 dm-Drogeriemarkt Gmbh + Co.KG
7.4.6 Edeka
7.4.7 Globus
7.4.8 Lekkerland Gmbh & Co. KG
7.4.9 Metro Group
7.4.10 Norma
7.4.11 Rewe Group
7.4.12 Schwarz Group
7.4.13 Tengelmann
7.4.14 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List of Tables
Table 1: Volume Units for the Wine Market
Table 2: Foreign Exchange Rate – EURO Vs. US$, 2011
Table 3: Germany Survey Respondent Profile (weighted), 2011
Table 4: Germany Wine Value Share (%), by Age Groups, 2011
Table 5: Germany Wine Value Share (%), by Gender, 2011
Table 6: Germany Wine Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Wine Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Wine Value Share (%) by Wealth Groups, 2011
Table 9: Germany Wine Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Fortified Wine Consumer Group Share (% market value), 2011
Table 11: Germany Sparkling Wine Consumer Group Share (% market value), 2011
Table 12: Germany Still Wine Consumer Group Share (% market value), 2011
Table 13: Germany Total Fortified Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Germany Total Sparkling Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Germany Total Still Wine Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Germany Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Germany Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Germany Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Germany Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Germany Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Germany Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Germany Fortified Wine Consumer Profiles (% consumers by sub-group), 2011
Table 23: Germany Sparkling Wine Consumer Profiles (% consumers by sub-group), 2011
Table 24: Germany Still Wine Consumer Profiles (% consumers by sub-group), 2011
Table 25: Germany Wine Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Germany Fortified Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Germany Sparkling Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Germany Still Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: Germany, Overall Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: Germany, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: Germany, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: Germany, Still Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: Germany Wine Market Value (Euro million), by Category, 2011
Table 34: Germany Wine Market Value (US$ million), by Category, 2011
Table 35: Germany Wine Market Volume (Ltrs m), by Category, 2011
Table 36: Germany Wine Market Share (US$ million), by Category, 2011
Table 37: Germany Wine Expenditure Per Capita (Euro), by Category, 2011
Table 38: Germany Wine Expenditure Per Capita (US$), by Category, 2011
Table 39: Germany Wine Expenditure Per Household (Euro), by Category
Table 40: Germany Wine Expenditure Per Household (US$), by Category
Table 41: Germany Wine Market Volume Share (Ltrs m), by Category, 2011
Table 42: Germany Wine Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 43: Germany Wine Consumption Per Household (Ltrs m / Households m), by Category, 2011
Table 44: Germany Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Table 45: Germany Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 46: Germany Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 47: Germany Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 48: Germany: Switchers to Aldi for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Germany: Switchers From Aldi for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Germany: Switchers to Coop (DE) for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Germany: Switchers to dm-Drogeriemarkt Gmbh + Co.KG for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Germany: Switchers From dm-Drogeriemarkt Gmbh + Co.KG for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: Germany: Switchers to Edeka for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: Germany: Switchers From Edeka for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Germany: Switchers to Metro Group for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Germany: Switchers From Metro Group for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Germany: Switchers to Norma for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Germany: Switchers From Norma for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Germany: Switchers to Rewe Group for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Germany: Switchers From Rewe Group for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Germany: Switchers to Schwarz Group for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Germany: Switchers From Schwarz Group for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: Germany: Switchers to Tengelmann for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Germany: Switchers From Tengelmann for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Germany: Switchers to Other for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Germany: Switchers From Other for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 68: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Anton Schlecker (% by Subgroup, as tracked by the Survey), 2011
Table 69: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Bartels-Langness (% by Subgroup, as tracked by the Survey), 2011
Table 70: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Coop (DE) (% by Subgroup, as tracked by the Survey), 2011
Table 71: Germany: Profile of Wine Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by Subgroup, as tracked by the Survey), 2011
Table 72: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
Table 73: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
Table 74: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Lekkerland Gmbh & Co. KG (% by Subgroup, as tracked by the Survey), 2011
Table 75: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 76: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2011
Table 77: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 78: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 79: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2011
Table 80: Germany: Profile of Wine Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Germany Wine Value Share (%), by Age Groups, 2011
Figure 3: Germany Wine Value Share (%), by Gender, 2011
Figure 4: Germany Wine Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Wine Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Wine Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Wine Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Wine Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Germany Wine Market Share (US$ million), by Category, 2011
Figure 16: Germany Wine Expenditure Per Capita (US$), by Category, 2011
Figure 17: Germany Wine Expenditure Per Household (US$), by Category
Figure 18: Germany Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Figure 19: Germany Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 20: Germany Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 21: Germany Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 22: Germany: People Who Have Switched Retailer for their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
