Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- Advertising data
- ACORN
- Abbreviations
Premier Insight
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- Consumer confidence and familiarity
- Injecting interest into wine buying
- Salience is key
Executive Summary
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- Wine sales continue to thrive
- Volume outpacing value
- Make it trendy
- Impact of the New World
- Consolidation on the cards in fragmented market
- Marketing spend goes below-the-line
- Shift to home drinking continues unabated
- Wine, women and…
Market Drivers
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- The consumption of alcoholic drinks
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- Figure 1: TGI data on consumption of alcoholic drinks, 1999-2004
- Excise Duty
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- Figure 2: UK excise duty rates on still wines (greater than 5.5% ABV but less than 15% ABV), 1999-2004
- PDI and consumer expenditure
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- Figure 3: Trends and projections in PDI and consumer expenditure, 1999-2008
- Trends and projections in UK population
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- Figure 4: Trends and projections in UK population, by age group, 1999-2008
- Women in the workplace and changes in drinking culture
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- Figure 5: Workforce in employment in the UK, by gender, 1999-2008
- Health
- The benefits
- Never heard of a wine belly?
- Foreign travel
- Entertaining at home
- Entertaining yourself
- The decline of the booze cruise
- The burden of intervention
Market Size and Trends
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- Price differentials
- Value holds against excessive discounting
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- Figure 6: UK volume and value sales of wine, 1999-2004
- Supermarkets thrive on New World offering
- Old vs new
- By popular demand
- The unstoppable rise of the brand
- Brand resistance
- Put a cork in it
- Faking it
- Public opinion
Market Segmentation
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- Figure 7: Average price of still wine by £ per litre, by segmentation, 1999-2004
- Red wines
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- Figure 8: UK retail sales of still red/rosé wines, 1999-2004
- Health slant
- Rosé wines
- White wines
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- Figure 9: UK retail sales of still light white wines, 1999-2004
- Organic
- 2003 – a boost for organic
- Fairtrade wine
- Celebrity wines
- ‘Trendy’ wines
- Wine boxes
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The Supply Structure
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- Imports and exports
- Local production
- Under regulation
- Local trading
- Foreign trade
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- Figure 10: UK imports of still light wine (<15% ABV), by country of origin, 1999-2003
- Argentina
- Australia
- UK favourite
- Bulgaria
- Canada
- Chile
- Eastern Europe
- Bulgaria
- Romania
- Slovenia
- France
- All about region
- Strong contender
- Pessimistic outlook
- Germany
- India
- Israel
- Italy
- New Zealand
- Portugal
- South Africa
- Spain
- Uruguay
- US
- Companies and brands
- Brand leaders
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- Figure 11: UK leading wine brands, by volume and value, 2004
- On and off – a mixed picture
- Room to consolidate
- Off-trade picture
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- Figure 12: Brand shares of UK retail sales of still wine of fresh grape, off-trade, by volume, 2000-04
- Backing the brand
- Allied Domecq
- Beringer Blass
- Boyar Estates
- Brown Forman
- Constellation Europe
- Moving with the times
- Oomoo
- A hardy range
- West-side story
- Diageo/Percy Fox
- Ehrmann
- J. E. Fells
- First Drinks Brands
- E&J Gallo
- Les Grands Chais de France
- Halewood International
- Myliko
- Negociants UK
- Paragon Vintners
- Pernod Ricard/Caxton Wines
- PLB
- Raisin Social
- Southcorp
- Vinfruco
- Waverley Vintners
- Western Wines
- Others
- Own-label
New Product Development
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- The changing face of wine
- Changing for health
- Permission to drive?
- Labelling
- A new opening
- Other
- Boots go boozy
- New Product Briefs
- January 2005
- December 2004
- November 2004
Advertising and Promotion
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- Figure 13: UK main monitored media advertising expenditure on still wines, 1999-2004
- Battle of the brands
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- Figure 14: UK main monitored media advertising expenditure on top ten wine advertisers, 2003
- Media outlet
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- Figure 15: Advertising expenditure breakdown by media type, 2000-03
- A word from our sponsors…
- Sponsoring friends
- Blossoming rivals
- TV developments
- Support activity
- Aldi
- Argentina
- Beringer Blass
- Bottle Green
- Pernod Ricard/Caxton Tower Wines
- Constellation Europe
- Diageo/Percy Fox
- First Drinks Brands
- E&J Gallo
- German Wine Institute
- PLB
- Raisin Social
- Sainsbury's
- Sopexa – Food & Wine from France
- South Africa
- Southcorp
- Western Wines
- Wine Institute of California
- Below-the-line
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- Figure 16: Below-the-line activity as recorded by the POS+ database, 2004
- Other promotions
- Cellar Trends
- Ehrmann
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Distribution
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- In-home boom
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- Figure 17: UK distribution of wine by trade sector, 2000-04
- Multiple dominance
- Waitrose
- Spar
- Multiple specialists
- Unwins
- Majestic Wines
- The Internet
- Mail order
The Consumer
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- Figure 18: UK consumption of various alcoholic drinks, 1999-2004
- Weight of usage
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- Figure 19: Consumption of bottled table wine, 1999-2004
- Understanding the consumer base
- Female bias
- Growing a mature audience
- Affluent drinkers
- Developing a taste
- Consumer buying trends
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- Figure 20: Consumers prepared to pay more for good quality wine, 1999-2004
- Geographical leaning
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- Figure 21: Consumption of bottled table wine, by country of origin, 1999-2004
- New World dominance
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- Figure 22: Consumption of other bottled table wine, by country of origin, 1999-2004
- The heavy use profile
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- Figure 23: Wines consumed by wine buffs/tipplers, by country of origin, 2004
- Boxed market
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- Figure 24: Purchase of wine in a box, 1999-2004
- Box-base
- Boxing for two
- Purchasing habits
- Colour and origin
- Brand development
- Familiarity breeds consumption
- Shunning the in-store expert
- Purchasing demographics
- Socio-economic group key for splashing out
- Female eye for a bargain
- ABs draw on wide influences
- Knowledge from the broadsheets
- Detailed Demographics
- Bottled table wine weight of usage
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- Figure 26: Consumption of bottled table wine, by demographic sub-group, 2004
- Boxed wine demographics
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- Figure 27: Frequency of purchasing wine in a box, by demographic sub-group, 2004
- Attitudes towards wine purchase
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- Figure 28: Most popular attitudes towards purchasing wine, by demographic sub-group, October 2004
- Figure 29: Most popular attitudes towards purchasing wine, by demographic sub-group, October 2004
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- Figure 30: Most popular attitudes to purchasing wine, by demographic sub-group, October 2004
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- Figure 31: Further popular attitudes towards purchasing wine, by demographic sub-group, October 2004
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- Figure 32: Further popular attitudes towards purchasing wine, by demographic sub-group, October 2004
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- Figure 33: Further popular attitudes towards purchasing wine, by demographic sub-group, October 2004
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The Consumer – Understanding the Competitive Set
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- Comparison of in-home versus out-of-home drinking
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- Figure 34: Comparison of in- vs out-of-home drinking, 2001-04
- Off-trade trends
- The on-trade picture
- In-home wine analysis
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- Figure 35: Consumer analysis of in-home consumption of wine, by type, by gender, age, socio-economic status, region and lifestage, October 2004
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- Figure 36: Consumer analysis of in-home consumption of wine, by type, by media usage, commercial TV viewing and supermarket usage, October 2004
- The competitive set
- Expanding the competitive set
- Out-of-home
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- Figure 37: Consumer analysis of out-of-home consumption of wine, by type, by gender, age, socio-economic status, region, ACORN category, presence of children and lifestage, October 2004
- The red wine effect
- Drinking pink
- Breaking the beer culture
- Consistent trends
- Influence of attitudes on in-home drinking patterns
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- Figure 38: Influence of attitudes on in-home drinking patterns against attitudes toward wine purchase, October 2004
- Breaking the lager set
- Influence of attitudes on out-of-home drinking patterns
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- Figure 39: Cross analysis of out-of-home drinking patterns against attitudes toward wine purchase, October 2004
- Wine consumer typology groups
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- Figure 40: Consumer typology groups for wine purchasing, October 2004
- Impulse buyers (26% of sample)
- Wine aware (18% of sample)
- Aficionados (26% of sample)
- Non-drinkers (30% of sample)
- The beauty of Impulse
- Cultivating the Wine Aware
- Respecting the Aficionado
- Time to grow
- In-home wine repertoire
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- Figure 41: Repertoire of in-home wine consumption, October 2004
- Taking the binge out of drinking
- Affluence broadens repertoire
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- Figure 42: Repertoire of in-home wine consumption, October 2004
- Out-of-home repertoire
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- Figure 43: Repertoire of out-of-home wine consumption, October 2004
- Southern domination of on-trade wine
- Red peaks
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- Figure 44: Repertoire of out-of-home wine consumption, October 2004
- Correlation analysis
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- Figure 45: Correlation between stores shopped at and wines drunk at home, October 2004
- Detailed Demographics
- In-home drinking
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- Figure 46: Type of drinks consumed in home in the last three months, by demographic sub-group, October 2004
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- Figure 47: Type of drinks consumed in home in the last three months, by demographic sub-group, October 2004
- Out-of-home drinking
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- Figure 48: Type of drinks consumed out-of-home in the last three months, by demographic sub-group, October 2004
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- Figure 49: Type of drinks consumed out-of-home in the last three months, by demographic sub-group, October 2004
- Consumer typology groups
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- Figure 50: Consumer typology groups for wine purchasing, by demographic breakdown, October 2004
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- Figure 51: Consumer typology groups for wine purchasing, by demographic breakdown, October 2004
- Repertoire of in-home wine consumption
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- Figure 52: Repertoire of in-home wine consumption, by demographic sub-group, October 2004
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- Figure 53: Repertoire of in-home wine consumption, by demographic sub-group, October 2004
- Repertoire of out-of-home wine consumption
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- Figure 54: Consumer typology groups for wine purchasing, by demographic breakdown, October 2004
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- Figure 55: Consumer typology groups for wine purchasing, by demographic breakdown, October 2004
The Future
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- Out with the old…
- …and in with the really new?
- GM vines to be planted in France
- Wine investment
- Edutainment
- Low-carb wines
Forecast
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- Healthy growth forecast
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- Figure 56: Forecast of the UK still wine market, by value, 2004-09
- Red dominates volume growth
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- Figure 57: Forecast of the UK still wine market, by volume, 2004-09
- Red/Rosé retains majority share…
- …but white shows greater value growth
- Healthy eating, cheap drinking…
- Factors incorporated in the forecast
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