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Wine - China - December 2012

INTRODUCTION
Definition
Abbreviations
Report structure
 CONSUMER RESEARCH
EXECUTIVE SUMMARY
The market
Figure 1: Wine retail sales, by volume and value, 2008-12
Figure 2: Wine share of alcoholic drinks retail sales, 2009-12
Figure 3: Wine retail and HoReCa volume and percentage breakdown, 2008-12
The forecast
Figure 4: Total wine sales (retail and non-retail), by volume, 2007-17
Figure 5: Wine retail sales, by value, 2007-17
Companies
Figure 6: Company retail market share of wine, by volume and value, 2010-11
Figure 7: Top 3 domestic wine companies’ interim sales*, first half 2009-first half 2012
Figure 8: Share of domestic and foreign wine in total volume sales, 2008-12
Market Segmentation
Figure 9: Wine retail volume and value, by category, 2008-12
Figure 10: Retail volume sales of wine, by category, 2008-12
Issues
Growth potential exists for niche wines
Figure 11: Usage of wines never consumed before, by personal income, October 2012
Imports emerge as strong contenders for wine share
Figure 12: Comparison of qualities associated with imported and domestic wine, October 2012
Fake wines highlight need for better awareness
Figure 13: Agreement with the statement “I would like to learn more about wine”, by gender and age, October 2012
Low-alcohol wine preference raises the prospect for portion control
Figure 14: Agreement with the statement “I prefer wine with low alcohol content”, by gender, October 2012
GROWTH POTENTIAL EXISTS FOR NICHE WINES
Key points
Red wine dominates on familiarity and perceived health benefits
Figure 15: Retail volume sales of wine, by category, 2008-12
Figure 16: Incidence and frequency of drinking wines, October 2012
Figure 17: Agreement with the statement “I consider wine a healthy drink”, by age, October 2012
Rising incomes to spur demand for non-red wines
Figure 18: Incidence of drinking wines, never consumed before, by income, October 2012
Figure 19: Retail volume sales of wine by category, 2008-12
Figure 20: Red wine as a share of total revenue of Dynasty Fine Wines, 2004-11
Less commonly drunk wines expected to thrive on better awareness of consumption possibilities
Figure 21: Types of wine drunk on different occasions, October 2012
Associating with more occasions key to sparkling wine/Champagne growth
Figure 22: Marriage registration, 2005-11
Figure 23: Imports of sparkling and Champagne, by volume and value, 2006-12*
What it means?
IMPORTS EMERGE AS STRONG CONTENDERS IN WINE
Key points
Consumers have strong preference towards imported wine
Figure 24: Agreement with the statement “I would prefer imported wine over domestic ones if the price was the same” by income, October 2012
Positive perception gives imported wine an edge
Figure 25: Comparison of qualities associated with imported and domestic wine, October 2012
Figure 26: Company retail market share of wine, volume and value, 2010-11
Figure 27: Comparison of consumer perceptions of imported and domestic wine in terms of having a long history, by income and gender and age, October 2012
Domestic wines have the upper hand on price
Figure 28: Wines bought by top three countries of origin, by income, October 2012
Figure 29: Comparison of consumer perceptions of imported and domestic wine in price and promotional activities, October 2012
Figure 30: Repertoire of wines bought, by income, October 2012
Imported wines benefiting from shift towards greater usage, affordability
Figure 31: Red wines usage, by occasion, October 2011
Figure 32: Wine imports by product category, volume share, 2006-12
Figure 33: Tariffs on wine exports from New Zealand to China, 2008-19
Figure 34: Agreement with the statement “I would prefer imported wine over domestic ones if the price was the same”, October 2012
Figure 35: Share of domestic and foreign wine in total volume sales of wine, 2008-12
New World wines losing ground to Old World wines
Figure 36: Bottled wine imports* by volume, by country, 2005-September 2012
French wine popularity cements Old World lead
Figure 37: Bordeaux wine exports to China, by value and volume, 2007-11
Experimenting helps unlock market for lesser known countries
Figure 38: Agreement with the statement “I would like to learn more about wine” by income, October 2012
Figure 39: Average unit price of bottled wine import*, by country, 2006-September 2012
Figure 40: Top 10 countries’ share of bottled wine import, by country, 2005-September 2012
Figure 41: Repertoire of wines bought, by gender, age and income, October 2012
Figure 42: Origins of the wines bought, by age and income, October 2012
What it means?
FAKE WINES HIGHLIGHT NEEDS FOR BETTER WINE AWARENESS
Key points
Fake wine thrives on inexperience of consumers
Figure 43: Agreement with the statement “I believe drinking wine is a symbol of being cultured”, by income, October 2012
Figure 44: Agreement with the statement “I don’t think many people can identify the difference in the quality of wine”, by income, October 2012
Importers turn to technology to safeguard reputation
Consumers willing to pay more to avoid fake wines
Figure 45: Agreement with the statement “I am willing to pay a higher price for wine from speciality stores to avoid buying fake wine elsewhere”, by income, October 2012
Figure 46: Where wines are typically bought, by income, October 2012
Trust remains a challenge for the growing online retail platform
Education holds the key to fostering more discerning consumers
Figure 47: Agreement with the statement “I would like to learn more about wine”, by gender, age, income and education level, October 2012
Low-cost approach helps democratise wine understanding
Figure 48: consumption of alcohol once a month, by type of drink, by age, October 2012
Figure 49: Usage of red wines on different occasions, by age, October 2012
Digital engagement can help popularise wine knowledge
Figure 50: Internet penetration and number of internet and mobile internet users in China, 2008-first half 2012
Figure 51: Internet penetration by age, December 2011 and June 2012
Figure 52: Agreement with the statement “I rely on online review to help me choose which wine to buy”, by age, October 2012
Figure 53: Internet usage, by type of activity, December 2011 and June 2012
What it mean?
LOW-ALCOHOL WINE PREFERENCE RAISES THE PROSPECT FOR PORTION CONTROL
Issues at a glance
Eight out of ten wine drinkers prefer low-alcohol wines
Figure 54: Agreement with the statement “I prefer wine with low alcohol content”, by gender and age, October 2012
Figure 55: Incidence and frequency of drinking alcoholic drinks, by type of drink, by gender, October 2012
Low-alcohol wine gaining interest abroad
Alcohol intolerance and ganbei culture a potent mix in China
Figure 56: Types of wine drunk on different occasions, October 2012
Clampdown on drink driving highlights binge drinking problem
Low-alcohol wine offers an option to those looking to limit alcohol intake
Single-serve wines can tap into interest in responsible drinking
Figure 57: Agreement with the statement “I would buy single-serve wine (eg. 200ml or 250ml) to limit my alcohol intake”, by gender and age, October 2012
Opportunities to target single-serve, low-alcohol wines at females
Figure 58: Agreement with the statement “I believe a screw cap is a sign of a cheap wine”, by gender, age and income, October 2012
Figure 59: Agreement with the statement “I prefer wine with low alcohol content”, by gender and age, October 2012
What does it mean?
THE FUTURE OF THE MARKET
Figure 60: Total wine sales (retail and non-retail), by volume, 2007-17
Figure 61: Total wine sales (retail and non-retail), by volume and category, 2007-17
Figure 62: Wine retail sales, by value, 2007-17
Figure 63: Wine retail sales, by volume and value, 2007-17
Methodology
APPENDIX – MARKET SIZE, SEGMENTATION AND SHARE
Figure 64: Total wine sales (retail and non-retail), by volume and category, 2007-17
Figure 65: Wine retail sales, by volume and value, 2007-17
Figure 66: Wine share of alcoholic drinks retail sales, 2009-12
Figure 67: Company retail market share of wine, by volume and value, 2010-11
Figure 68: Share of domestic and foreign wine in total volume sales, 2008-12
Figure 69: Wine retail volume and value, by category, 2008-12
Figure 70: Retail volume sales of wine by category, 2008-12
APPENDIX - INCIDENCE AND FREQUENCY OF DRINKING ALCOHOL
Figure 71: Incidence and frequency of drinking selected alcoholic drinks, October 2012
Figure 72: Incidence and frequency of drinking selected alcoholic drinks, October 2012
Figure 73: Incidence and frequency of drinking beer, by demographics, October 2012
Figure 74: Incidence and frequency of drinking beer, by demographics, October 2012 (continued)
Figure 75: Incidence and frequency of drinking Baijiu, by demographics, October 2012
Figure 76: Incidence and frequency of drinking Baijiu, by demographics, October 2012 (continued)
Figure 77: Incidence and frequency of drinking yellow wine, by demographics, October 2012
Figure 78: Incidence and frequency of drinking yellow wine, by demographics, October 2012 (continued)
Figure 79: Incidence and frequency of drinking red wine, by demographics, October 2012
Figure 80: Incidence and frequency of drinking red wine, by demographics, October 2012 (continued)
Figure 81: Incidence and frequency of drinking white wine, by demographics, October 2012
Figure 82: Incidence and frequency of drinking white wine, by demographics, October 2012 (continued)
Figure 83: Incidence and frequency of drinking rosé wine, by demographics, October 2012
Figure 84: Incidence and frequency of drinking rosé wine, by demographics, October 2012 (continued)
Figure 85: Incidence and frequency of drinking ice wine, by demographics, October 2012
Figure 86: Incidence and frequency of drinking ice wine, by demographics, October 2012 (continued)
Figure 87: Incidence and frequency of drinking Champagne/sparkling wine, by demographics, October 2012
Figure 88: Incidence and frequency of drinking Champagne/sparkling wine, by demographics, October 2012 (continued)
Figure 89: Incidence and frequency of drinking imported liquor, by demographics, October 2012
Figure 90: Incidence and frequency of drinking imported liquor, by demographics, October 2012 (continued)
Figure 91: Incidence and frequency of drinking fruit wine, by demographics, October 2012
Figure 92: Incidence and frequency of drinking fruit wine, by demographics, October 2012 (continued)
Figure 93: Incidence and frequency of drinking medicated alcohol, by demographics, October 2012
Figure 94: Incidence and frequency of drinking medicated alcohol, by demographics, October 2012 (continued)
APPENDIX – PURCHASE OF WINE BY COUNTRY OF ORIGIN
Figure 95: Purchase of wine, by country of origin, October 2012
Figure 96: Most popular wines, by country of origin, by demographics, October 2012
Figure 97: Next most popular wines, by country of origin, by demographics, October 2012
Figure 98: Other countries of origin of wine, by demographics, October 2012
Figure 99: Repertoire of wine purchased, by country of origin, October 2012
Figure 100: Repertoire of wine purchased by country of origin, by demographics, October 2012
APPENDIX – BRANDS OF DOMESTIC WINE BOUGHT IN THE PAST 12 MONTHS
Figure 101: Brands of domestic wine bought in the past 12 months, October 2012
Figure 102: Most popular brands of domestic wine bought in the past 12 months, by demographics, October 2012
Figure 103: Next most popular brands of domestic wine bought in the past 12 months, by demographics, October 2012
Figure 104: Other brands of domestic wine bought in the past 12 months, by demographics, October 2012
Figure 105: Repertoire of brands of domestic wine bought in the past 12 months, October 2012
Figure 106: Repertoire of brands of domestic wine bought in the past 12 months, by demographics, October 2012
APPENDIX – COMPARISON BETWEEN IMPORTED VS. DOMESTIC WINE
Figure 107: Comparison between imported vs. domestic wine, October 2012
Figure 108: Comparison between imported vs. domestic wine based on taste, by demographics, October 2012
Figure 109: Comparison between imported vs. domestic wine based on quality, by demographics, October 2012
Figure 110: Comparison between imported vs. domestic wine based on price, by demographics, October 2012
Figure 111: Comparison between imported vs. domestic wine based on colour, by demographics, October 2012
Figure 112: Comparison between imported vs. domestic wine based on promotional activities, by demographics, October 2012
Figure 113: Comparison between imported vs. domestic wine based on place of origin, by demographics, October 2012
Figure 114: Comparison between imported vs. domestic wine based on recommendation by friends or family members, by demographics, October 2012
Figure 115: Comparison between imported vs. domestic wine based on brand image, by demographics, October 2012
Figure 116: Comparison between imported vs. domestic wine based on packaging design, by demographics, October 2012
Figure 117: Comparison between imported vs. domestic wine based on long history, by demographics, October 2012
Figure 118: Comparison between imported vs. domestic wine based on range of product varieties available, by demographics, October 2012
Figure 119: Comparison between imported vs. domestic wine based on suitability as gift, by demographics, October 2012
APPENDIX – TYPE OF WINE DRUNK ON DIFFERENT OCCASIONS
Figure 120: Type of wine drunk on different occasions, October 2012
Figure 121: Most popular occasions on which red wine is drunk, by demographics, October 2012
Figure 122: Next most popular occasions on which red wine is drunk, by demographics, October 2012
Figure 123: Most popular occasions on which white wine is drunk, by demographics, October 2012
Figure 124: Next most popular occasions on which white wine is drunk, by demographics, October 2012
Figure 125: Most popular occasions on which rose wine is drunk, by demographics, October 2012
Figure 126: Next most popular occasions on which rose wine is drunk, by demographics, October 2012
Figure 127: Most popular occasions on which Champagne/sparkling wine is drunk, by demographics, October 2012
Figure 128: Next most popular occasions on which Champagne/sparkling wine is drunk, by demographics, October 2012
Figure 129: Most popular occasions on which ice wine is drunk, by demographics, October 2012
Figure 130: Next most popular occasions on which ice wine is drunk, by demographics, October 2012
APPENDIX – OUTLETS/VENUES WHERE WINE IS TYPICALLY BOUGHT
Figure 131: Outlets/venues where wine is typically bought, October 2012
Figure 132: Most popular outlets/venues where wine is typically bought, by demographics, October 2012
Figure 133: Next most outlets/venues where wine is typically bought, by demographics, October 2012
Figure 134: Other outlets/venues where wine is typically bought, by demographics, October 2012
APPENDIX – ATTITUDES TOWARDS WINE
Figure 135: Attitudes towards wine, October 2012
Figure 136: Agreement with the statements “I would like to learn more about wine” and “I believe a screw cap is a sign of a cheap wine”, by demographics, October 2012
Figure 137: Agreement with the statements “I am more likely to drink wine when out rather than at home” and “I prefer wine with a low alcohol content”, by demographics, October 2012
Figure 138: Agreement with the statements “I would prefer imported wineover domestic ones if the price was the same” and “I am willing to pay a higher price for wine from specialty stores to avoid buying fake wine elsewhere”, by demographics, October 2012
Figure 139: Agreement with the statements “I consider wine a healthy drink” and “I believe drinking wine is a symbol of being cultured”, by demographics, October 2012
Figure 140: Agreement with the statements “I don’t think many people can identify the difference in the quality of wine”’ and “I rely on online reviews to help me choose which wine to buy”, by demographics, October 2012
Figure 141: Agreement with the statements “I would buy single-serve wine to limit my alcohol intake” and “I prefer to buy wine that has a heritage”, by demographics, October 2012

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