Table of Contents
Issues in the Market
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- Main report themes
- - Attitudes Towards Alcohol – UK, Market Horizons, November 2006
- - On-trade Soft Drinks – UK, Market Intelligence, September 2007
Insights and Opportunities
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- Let me educate you
- Its emotional not factual
Fast Forward Trends
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- Trend 1: Generation Why?
- What is it?
- What we’ve seen
- Market Touchpoints/Implications
- Trend 2: Universal Uncertainty
- What is it?
- Market Touchpoints/Implications
- Fast forward – an explanation
Market in Brief
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- Wine market growth slows
- Volume up but discounting keeps value down
- The future’s pink
- Unwin(e)ding at home
- Healthy drinking…
- …and not so healthy (binge) drinking
- Eco, ethical, environmental
- Outlook
Internal Market Environment
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- Key points
- Alcoholic drink consumption
- Wine bucks the trend
-
- Figure 1: Per capita volume consumption of alcoholic drinks among the UK adult population (18+), by type, 2001-06
- Discounting and oversupply
- Will consumers pay more for better wine?
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- Figure 2: Agreement with the statement ‘I am prepared to pay more for good quality wine’, 2002-06
- Binge drinking
- It’s good for you
- Drinks labelling legislation – less room for branding and promotion
- Licensing laws
- Smoking
- Drink/driving campaigns
Broader Market Environment
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- Key points
- Exchange rate swings and roundabouts
- Excise duties
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- Figure 3: Trends in excise duty rates for beer, spirits and wine, 2000-07
- Booze cruise loses appeal
- Global warming
- Homemade
- Hotting up
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- Figure 4: Average summer temperature and sunshine hours in the UK, 2000-06
- PDI and consumer spending
-
- Figure 5: Trends in PDI and consumer expenditure, 2002-12
- Growing numbers of affluent consumers = opportunity
- Gift of an opportunity
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- Figure 6: Number of housing transactions, 2000-06
- Employment levels
- Population trends
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- Figure 7: Average weekly expenditure on wines brought home (inc. fortified and sparkling wines), 2003/04 and 2005/06
Competitive Context
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- Key points
- Market for alcoholic drink
-
- Figure 8: UK value and volume sales of alcoholic drinks, by type, 2001-06
- Cider with rosé wine
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- Figure 9: Consumption of cider and wine in the last 12 months, by type, 2002-06
- Champagne and sparkling wine contender
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- Figure 10: Comparison of UK value sales of all Champagne/sparkling and still wine, at current prices, 2002-06
- UK rising – Europe falling
- Drinking more soft drinks
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- Figure 11: UK volume sales of soft drinks, 2001-06
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Constant change
- Packaging and presentation
- Tetra Pak popular oversees
- Healthy drinking
- New nations
- New product introductions
- New flavours
- New routes to market
- Rosé opportunities
Market Value and Forecast
-
- Key points
- The future is bright…
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- Figure 12: Consumer expenditure on wine*, at current prices and constant 2002 prices, 2002-07
- …but slowing
- On/Off
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- Figure 13: Consumer expenditure on wine*, on- and off-trade, at current and constant 2002 prices, 2002-07
- Forecast
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- Figure 14: Consumer expenditure on wine*, at current prices and constant 2007 prices, 2002-2012 (est)
- Factors incorporated in the forecast
Market Share
-
- Key points
- Big brands, small share
- Own-labels dominate
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- Figure 15: UK leading wine brands, by volume and value, 2006
- Branded future
- Future trends
- Health
- Ethics
- Green
Segment Performance
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- Key points
- Global tastes
- Red wine
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- Figure 16: Consumer expenditure on still red*, at current and constant 2002 prices, 2002-07
- Rosé Wine
- Turning pink in the heat
- A wine not to be taken seriously
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- Figure 17: Consumer expenditure on rosé wine*, at current and constant 2002 prices, 2002-07
- White wine
- A lady’s drink
- Easy does it
- Chardonnay leads the way
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- Figure 18: Consumer expenditure on still white wine*, at current and constant 2002 prices, 2002-06
- Organic
- Fair trade
- Celebrity wine culture
Companies and Products
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- Key points
- Supplier Consolidation
- Brown-Forman
- Constellation Europe
- Diageo Wines Europe
- Ehrmanns
- John E Fells
- First Drinks Brands
- Foster’s Group
- The Gallo Family Vineyards
- Les Grands Chais de France
- Halewood International
- Negociants UK
- Pernod Ricard
- PLB Wines
- Raisin Social
- The Company of Wine People
- Waverley TBS
- Own-label
- Good, better, best
- Low-end own-label
- Not just supermarkets
Brand Elements
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- Figure 19: Attitude towards wine brands
- Blossom Hill
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- Figure 20: Words associated with Blossom Hill brand, March 2007
- Brand qualities
- Its too easy to have too much
- Jacob’s Creek
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- Figure 21: Words associated with Jacobs Creek brand, March 2007
- Brand qualities
- What next for the Creek?
- Le Piat D’or
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- Figure 22: Words associated with Piat D’or brand, March 2007
- Brand qualities
- O la la…what next?
- Rosemount
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- Figure 23: Words associated with Rosemount, March 2007
- Brand qualities
- Who am I?
- Usage of brands
- We still enjoy a drink
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- Figure 24: Consumer usage of various wne brands, March 2007
- Attitudes towards brands
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- Figure 25: Attitudes towards wine brands, March 2007
- Brand satisfaction and performance
- The most familiar brands are the most liked
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- Figure 26: Customer rating of wine brands, 2007
- Brand commitment
- Total loyalty to a single brand is hard to achieve
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- Figure 27: Degree of customer commitment to Wine brands, March 2007
- Round up
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Brand Communication and Promotion
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- Key points
- Spending on the increase
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- Figure 28: Main monitored media advertising expenditure on wine and sparking wine, 2002-06
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- Figure 29: Main monitored media advertising expenditure on wine and sparking wine, by advertiser, 2002-06
- Restrictions
- Charity
- Missing a gift
Channels to Market
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- Key points
- Mass-market focus
- Multiple retailers
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- Figure 30: Market shares of the wine market, by volume, 2003-07
- Multiple specialists
- Magic of Majestic
- Mail order and the Internet
The Consumer – Drinking Behaviour
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- Key points
- Annual drinking consumption
-
- Figure 31: Consumption of bottled wine in the last 12 months, 2002-06
- Non-users are later starters
- Who are the heavy drinkers?
- The next generation
- Boxed wine boxed in?
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- Figure 32: Purchasing of wine in a box in the last 12 months, 2002-06
- Uncork and relax
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- Figure 33: Consumer attitudes towards drinking wine, February 2007
- Relax with a glass and a gossip…
- …or home alone
- A bottle for everyone
The Consumer – Wine Varieties
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- Key points
- Where do we like our wine to come from?
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- Figure 34: Bottled wine drunk most often, by country of origin, 2002-06
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- Figure 35: Wines consumed most often by wine buffs/tipplers*, by country of origin, 2006
- What’s your tipple?
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- Figure 36: Types of wine drink in the last three months, February 2007
- Wonderful white
- Red-blooded men
- Rosé
- Lapsed drinkers
- Wine target groups
- Wine repertoire
- Stick with what you know
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- Figure 37: Number of different types of wine drunk in the last three months, February 2007
- Wine tasting
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- Figure 38: Number of different types of wine drunk in the last three months, by wine type, February 2007
The Consumer – Buying Behaviour
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- Key points
- Geography
- Playing it safe
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- Figure 39: Factors influencing choice when buying a bottle of wine, February 2007
- The differences between men and women
- The power of recommendation
- Make it easy for family shoppers
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- Figure 40: Factors influencing choice when buying a bottle of wine, by type of wine drunk in the last three months, February 2007
The Consumer – Attitudes Towards Wine
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- Key points
- Do consumers know their wine?
- Not afraid to try
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- Figure 41: Consumer attitudes towards wine, February 2007
- Branded women
- Men keen to know more
- Knowledge and experimenting are connected
- Middle income group are aspirational
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- Figure 42: Consumer attitudes towards wine, by type of wine drunk in the last three months, February 2007
- Consumer typologies
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- Figure 43: Consumer typologies, February 2007
- Wine Chill-outs (21%)
- Social Drinkers/Unconcerned (38%)
- Wine Enthusiasts (16%)
- Wine Novices (25%)
Appendix
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- Introduction
- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Internal market environment – Detail
- Frequency of going out
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- Figure 44: Visiting of pubs/bars in the last 12 months, 2002-06
- Figure 45: Frequency of visiting pubs/bars for a drink only – day and evening, 2002-06
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- Figure 46: Frequency of visiting pubs/bars for a meal – day and evening, 2002-06
- Figure 47: Agreement with selected statements on drinking, 2002-06
- Broader market environment – Detail
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- Figure 48: Forecast adult population trends, by socio-economic group, 2002-12
- Figure 49: UK workforce and employment, by gender, 2002-12
- Figure 50: Trends in UK population, by age, 2002-12
- Competitive context
- Market for alcoholic drinks
-
- Figure 51: Consumption of alcoholic drinks in the last 12 months, by type, 2002-06
- Market for adult soft drinks
-
- Figure 52: UK retail sales of adult soft drinks, by volume and value, 2000-05
- Reasons for non-drinking
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- Figure 53: Reasons for non-drinking, October 2005
- Who’s innovating?
- Segment performance
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- Figure 54: Ethical consumerism in the UK, 2001-05
- Brand communication and promotion
- Advertising spend
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- Figure 55: Main monitored media advertising expenditure on wine and sparking wine, by media type, 2002-06
- Consumer usage and frequency – Detailed consumer demographics
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- Figure 56: Consumption of bottled wine in the last 12 months, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2006
- Figure 57: Purchasing of wine in a box in the last 12 months, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2006
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- Figure 58: Type of wine drunk in the past three months, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, February 2007
- Figure 59: Correlation of wine drunk in the last three months, February 2007
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- Figure 60: Type of wine drunk in the past three months, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, February 2007
- Figure 61: Number of different types of wine drunk in the last three months, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, tenure, region, ACORN categories, media usage, commercial TV viewing, supermarket used and household size, February 2007
- Buying behaviour – Detailed consumer demographics
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- Figure 62: What influences consumers when buying wine, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size, car ownership and detailed lifestage groups, February 2007
- Figure 63: What influences consumers when buying wine, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, February 2007
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- Figure 64: Wines consumed most often by wine buffs/tipplers, by country of origin, 2006
- Attitudes towards wine – Detailed consumer demographics
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- Figure 65: Consumer attitudes towards wine, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, February 2007
- Figure 66: Consumer wine drinking habites, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, February 2007
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- Figure 67: Agreement with the statement ‘I am prepared to pay more for good quality wine’, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2006
- Figure 68: Consumer typologies, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, tenure, region, ACORN categories, media usage, commercial TV viewing, supermarket used and household size, February 2007
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- Figure 69: Consumer typologies, by type of wine drunk in the last three months, February 2007
- Figure 70: Consumer typologies, by repertoire of wine drunk, February 2007
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- Figure 71: Consumer typologies, by type of factors driving choice of wine, February 2007
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