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Champagne and Sparkling Wine - UK - February 2010

The report assesses the UK market for Champagne and other sparkling wines, including sales through both the off- and on-trade. Coverage in the report is restricted to wine of fresh grape, produced from the naturally fermented juice of the grape, with a minimum strength of 5.5% alcohol by volume (ABV).

  • Champagne on-trade sales declined by 31% in volume sales in 2009 due in part to declining pub revenues but mainly the product’s high price-point at a time of recession. This means supermarkets alone now account for nearly half of all volume sales.
  • Supermarket offers such as Champagne for £10 may have helped Champagne sales recover over Xmas 2009 but potentially at great cost to the product’s upmarket image e.g. 2.7m drinkers think that discounting/promotions mean that Champagne is no longer a luxury item.
  • Sparkling wine is improving its reputation for quality, with 6m people thinking standards have got better in recent years and 8m thinking that there is little difference in quality between Champagne and sparkling wine, but noting that the latter is much cheaper.
  • The recession has encouraged three in ten drinkers of sparkling wine or Champagne to switch to sparkling wine because it is cheaper.
  • The recent popularity of sparkling wines is evident in the fact that seven out of every ten bottles sold in the UK are sparkling wine compared to three in ten that are Champagne.
  • Climate change means that conditions are increasingly amenable to producing good English quality sparkling wine. This is something consumers here are starting to pick up on e.g. almost 3m people agree that the English make good quality wine these days.

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Table of contents

  1. Issues in the Market

      • Definition
        • Abbreviations
        • Future Opportunities

          • Making a virtue of slow production
            • Capitalising on home advantage
              • Targeting the Baby Boomers
              • Market in Brief

                • Recession causes slowdown in Champagne market…
                  • … but sparkling wine is coming of age
                    • What will the future bring?
                    • Internal Market Environment

                      • Key points
                        • Societal attitudes towards alcohol changing
                          • Figure 1: Changing shares of main categories of UK spend, at current prices, 1998-2008
                          • Figure 2: Drinking trends, 2005-09
                        • In-home drinking is increasingly the key revenue stream
                          • Premiumisation and the effects of the recession
                            • Figure 3: Trends in agreement with statements on luxury/status, 2005-09
                          • Champagne under pressure from sparkling competitors
                            • Figure 4: Champagne main export markets in 2008
                        • Broader Market Environment

                          • Key points
                            • Rising duty and strong euro undermine margins
                              • Figure 5: Trends in excise duty rates for Champagne/sparkling wine, April 2000-09
                            • An ageing population
                              • Figure 6: Structure of the UK 18+ population, by age, 2004-14
                            • An upwardly mobile population
                              • Figure 7: Structure of the UK population, by socio-economic group, 2004-14
                            • Still in the grip of a recession
                              • Figure 8: Forecast of trends in PDI and consumer expenditure at real (2004) prices, 2004-14
                          • Competitive Context

                            • Key points
                              • The battle for market share intensifies
                                • Figure 9: Alcoholic drink types drunk in past year, 2005-09
                              • Rising importance of gender politics
                                • Figure 10: Percentage consumption of drinks on a ‘big night out’ compared to a ‘big night in’, July 2009
                            • Strengths and Weaknesses in the Market

                              • Strengths
                                • Weaknesses
                                • Who’s Innovating?

                                  • Key points
                                    • Evolution in formats
                                      • Eco-friendly bubbly
                                        • Playing around with flavours
                                          • A direct dialogue with the consumer
                                            • Champagne as healthy?
                                            • Market Size and Forecast

                                              • Key points
                                                • Champagne’s fortunes tied to economic recovery
                                                    • Figure 11: Forecast of volume and value retail sales of the total Champagne market, in current and real prices, 2004-14
                                                  • Sparkling wine continues its ascent
                                                    • Figure 12: Forecast of volume and value retail sales of the total sparkline wine market, in current and real prices, 2004-14
                                                  • Factors used in the forecast
                                                  • Segment Performance

                                                    • Key points
                                                      • 7 in 10 bottles sold are sparkling wine
                                                        • Figure 13: UK: volume and value retail sales of Champagne and sparkling wine, 2005-09
                                                      • Declining Champagne sales driven by poor performance in on-trade
                                                        • Figure 14: UK: Volume and value retail sales of Champagne in the off-trade, 2004-09
                                                        • Figure 15: UK: Volume and value retail sales of Champagne in the on-trade, 2004-09
                                                      • Growth of sparkling wine led by on-trade
                                                        • Figure 16: UK: Volume and value retail sales of sparkling wine in the off-trade, 2004-09
                                                        • Figure 17: UK: Volume and value retail sales of sparkling wine in the on-trade, 2004-09
                                                    • Market Share

                                                      • Key points
                                                        • Major Champagne brands under pressure
                                                          • Figure 18: Trends for market share in value for top-selling Champagne brands in the off-trade, 2008-09
                                                        • Own-label is building momentum
                                                          • Retailers target smaller, grower brands
                                                            • Premium sparkling wine brands are leading the market
                                                              • Figure 19: Trends for market share in value for top-selling sparkling wine brands, in the off-trade, 2008-09
                                                          • Companies and Products

                                                            • Key points
                                                              • Boizel Chanoine
                                                                • Constellation
                                                                  • Cordoníu
                                                                    • Freixenet
                                                                      • Laurent-Perrier
                                                                        • Mentzendorff
                                                                          • Moët Hennessy
                                                                            • Pernod Ricard
                                                                              • Rémy Cointreau
                                                                                • Vranken-Pommery Monopole
                                                                                • Brand Elements

                                                                                  • Key points
                                                                                    • Brand map
                                                                                        • Figure 20: Attitudes towards and usage of Champagne and sparkling wine brands, January 2010
                                                                                      • Brand qualities of Champagne and sparkling wine brands
                                                                                        • Champagnes top the style stakes
                                                                                          • Figure 21: Personalities of various Champagne and sparkling wine brands, January 2010
                                                                                        • Experience of Champagne and sparkling wine brands
                                                                                          • Jacob’s Creek most popular, Bollinger has aspirational image
                                                                                            • Figure 22: Consumer usage of various Champagne and sparkling wine brands, January 2010
                                                                                          • Brand consideration for Champagne and sparkling wine brands
                                                                                            • Bollinger most considered, sparkling wines least so
                                                                                              • Figure 23: Consideration of various Champagne and sparkling wine brands, January 2010
                                                                                            • Brand satisfaction for Champagne and sparkling wine brands
                                                                                              • Champagnes mean satisfaction
                                                                                                • Figure 24: Satisfaction with various Champagne and sparkling wine brands, January 2010
                                                                                              • Brand commitment to Champagne and sparkling wine brands
                                                                                                • Occasions all round
                                                                                                  • Figure 25: Commitment to various Champagne and sparkling wine brands, January 2010
                                                                                                • Brand intentions for Champagne and sparkling wine brands
                                                                                                  • Jacob’s Creek the safe standby
                                                                                                    • Figure 26: Future usage intentions for various Champagne and sparkling wine brands, January 2010
                                                                                                  • Brand recommendation for Champagne and sparkling wine brands
                                                                                                    • Accessible or aspirational – as long as it’s good quality
                                                                                                      • Figure 27: Recommendation of various Champagne and sparkling wine brands, January 2010
                                                                                                    • Bollinger
                                                                                                      • What the consumer thinks
                                                                                                        • Figure 28: Attitudes towards the Bollinger brand, January 2010
                                                                                                      • Freixenet
                                                                                                        • What the consumer thinks
                                                                                                          • Figure 29: Attitudes towards the Freixenet brand, January 2010
                                                                                                        • Lanson
                                                                                                          • What the consumer thinks
                                                                                                            • Figure 30: Attitudes towards the Lanson brand, January 2010
                                                                                                          • Jacob’s Creek
                                                                                                            • What the consumer thinks
                                                                                                              • Figure 31: Attitudes towards the Jacob’s Creek brand, January 2010
                                                                                                            • Moët et Chandon
                                                                                                              • What the consumer thinks
                                                                                                                • Figure 32: Attitudes towards the Moët et Chandon brand, January 2010
                                                                                                            • Brand Communication and Promotion

                                                                                                              • Key points
                                                                                                                • Advertisers primarily relying on below-the-line activity
                                                                                                                  • Figure 33: Total above-the-line advertising spend, for Champagne and sparkling wine, 2005-09
                                                                                                                • Moët Hennessy is the biggest spender
                                                                                                                  • Taittinger takes to the skies
                                                                                                                    • Figure 34: Above-the-line advertising spend, by top ten Champagne companies, 2007-09
                                                                                                                  • Freixenet outspends sparkling wine competitors
                                                                                                                    • Figure 35: Above-the-line advertising spend, by top ten sparkling wine companies, 2007-09
                                                                                                                  • Top 20 spending brands
                                                                                                                    • Figure 36: Above-the-line brand spend, by top 20 suppliers in the total Champagne and sparkling wine market, 2007-09
                                                                                                                • Channels to Market

                                                                                                                  • Key points
                                                                                                                    • Champagne increasingly more reliant on off-trade
                                                                                                                      • Figure 37: Trends in the proportion of Champagne volume sales in the on- and off-trade, 2004-09
                                                                                                                      • Figure 38: Trends in online supermarket discounting for Champagne/sparkling wine, December 2007-November 2009
                                                                                                                      • Figure 39: Trends in the volume sales distribution of Champagne in the off-trade, 2007-09
                                                                                                                    • Sparkling wine is growing its share of the on-trade
                                                                                                                      • Figure 40: Trends in the proportion of sparkling wine volume sales in the on- and off-trade, 2004-09
                                                                                                                  • Consumer Usage – Champagne

                                                                                                                    • Key points
                                                                                                                      • Less frequent drinking affecting Champagne sales
                                                                                                                        • Figure 41: Trends in consumption of drinking Champagne, 2007-09
                                                                                                                      • Champagne use is peaking too soon
                                                                                                                        • Figure 42: Trends in Volume Importance Index (VII)* of Champagne drinkers, by age group, gender and socio-economic group, 2009
                                                                                                                      • ‘Share-ability’ a major advantage for in-home market
                                                                                                                      • Consumer Usage – Types of Champagne and Sparkling Wine

                                                                                                                        • Key points
                                                                                                                          • Consumption of Champagne and sparkling wine over the past year
                                                                                                                              • Figure 43: Consumption of Champagne and sparkling wine in the past 12 months, December 2009
                                                                                                                            • Own label’s stock is rising
                                                                                                                                • Figure 44: Proportion of Champagne drinkers who drink own-label and branded, December 2009
                                                                                                                              • Cava blazes a trail but English sparkling wine is one to watch
                                                                                                                                • Sparkling wine has an older profile
                                                                                                                                    • Figure 45: Trends in index of usage* of Champagne and sparkling wine drinkers, by age group, gender and socio-economic group, December 2009
                                                                                                                                  • Key points
                                                                                                                                    • Still special but there are warning signs
                                                                                                                                        • Figure 46: % occasions drinkers of Champagne and sparkling wine buy the product for, December 2009
                                                                                                                                      • Sparkling wine is capitalising on burgeoning in-home market
                                                                                                                                        • Men more influenced by status of Champagne
                                                                                                                                            • Figure 47: Net difference* of occasions men and women buy Champagne and sparkling wine for, December 2009
                                                                                                                                        • Attitudes towards Champagne and Sparkling Wine

                                                                                                                                          • Key points
                                                                                                                                            • Sparkling wine is closing the gap in perception of quality
                                                                                                                                              • Figure 48: Attitudes of drinkers towards sparkling wine and Champagne, December 2009
                                                                                                                                            • 2.3 million consumers feel that heavy discounting is cheapening the product
                                                                                                                                              • The Champagne brand is more powerful than individual labels
                                                                                                                                                • Over-45s more likely to notice improvements in quality of sparkling wine
                                                                                                                                                  • Figure 49: Attitudes of drinkers towards sparkling wine and Champagne
                                                                                                                                              • Appendix – Broader Market Environment

                                                                                                                                                  • Figure 50: UK Consumer confidence index, January 2006-December 2009
                                                                                                                                              • Appendix – Consumer Usage

                                                                                                                                                  • Figure 51: Champagne and sparkling wine bought in the last year, by demographics, December 2009
                                                                                                                                                  • Figure 52: Champagne and sparkling wine bought in the last year, by demographics, December 2009 (continued)
                                                                                                                                              • Appendix – Drinking Occasions: Champagne versus Sparkling Wine

                                                                                                                                                  • Figure 53: Occasions for which consumers bought Champagne, by demographics, December 2009
                                                                                                                                                  • Figure 54: Occasions for which consumers bought sparkling wine, by demographics, December 2009
                                                                                                                                              • Appendix – Attitudes towards Champagne and Sparkling Wine

                                                                                                                                                  • Figure 55: Attitudes towards Champagne and sparkling wine, by demographics, December 2009

                                                                                                                                              Companies Covered

                                                                                                                                              • Asda Group Ltd
                                                                                                                                              • Boizel Chanoine Champagne
                                                                                                                                              • British Beer and Pub Association
                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                              • Champagne Nicolas Feuillatte
                                                                                                                                              • Co-operative Group
                                                                                                                                              • Codorníu Group
                                                                                                                                              • Constellation Brands, Inc.
                                                                                                                                              • Diageo UK
                                                                                                                                              • Fortnum & Mason Plc
                                                                                                                                              • Freixenet (DWS) Ltd
                                                                                                                                              • Harvey Nichols UK
                                                                                                                                              • J. Sainsbury
                                                                                                                                              • Laurent-Perrier (UK) Ltd
                                                                                                                                              • Lidl (UK)
                                                                                                                                              • LOVEFiLM International Ltd
                                                                                                                                              • Marks & Spencer
                                                                                                                                              • Nyetimber Vineyard
                                                                                                                                              • Office for National Statistics
                                                                                                                                              • Pernod Ricard
                                                                                                                                              • Piper-Heidsieck
                                                                                                                                              • Swarovski
                                                                                                                                              • Tesco Plc
                                                                                                                                              • Veuve Clicquot
                                                                                                                                              • Vranken Pommery Monopole
                                                                                                                                              • Waitrose
                                                                                                                                              • Wm Morrison Supermarkets

                                                                                                                                              Champagne and Sparkling Wine - UK - February 2010

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