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Still, Sparkling and Fortified Wine - UK - October 2015

“With limited plantings and uncertain harvests, demand for Prosecco may outstrip supply in the near future, helping to push up prices but also creating opportunities for other sparkling wines such as Crémant and English Sparkling Wine to capitalise upon.”
– Chris Wisson, Senior Drinks Analyst

This report discusses the following key topics:

  • Grape type trumps country in shoppers’ wine choice
  • Prosecco should look to premiumise to avoid falling into the Cava trap
  • The importance of impulse purchases
  • Smaller bottles can have big potential

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in the report
        • Still wines
          • Sparkling wines
            • Fortified wines
              • Excluded from the report
              • Executive Summary

                  • The market
                    • Value growth in the wines market slows down
                      • Figure 1: Forecast of UK value sales of wines, 2010-20
                      • Figure 2: Forecast of UK volume sales of wines, 2010-20
                    • Still wine sees values fall into decline
                      • The off-trade outperforms the on-trade
                        • Companies, brands and innovation
                          • Accolade Wines leads a fragmented market
                            • Hardys races clear in the still wine market
                              • Figure 3: Retail value sales of the leading wine brands in the UK, 2014/15*
                            • Total category adspend nudges upwards in 2014
                              • Fruit flavours at the forefront of NPD activity
                                • The consumer
                                  • Still wines are still the most popular option
                                    • Figure 4: Purchase of wines, by type and location, July 2015
                                  • Supermarkets dominate wine sales
                                    • Only 28% of still wine buyers would pay more than £10 per bottle
                                      • Colour of wine is the leading price-exclusive choice factor
                                        • Figure 5: Choice factors when buying still wine, July 2015
                                      • France scores strongly for a number of attributes
                                        • Screw caps can tap into the premium/fine wine category
                                          • Figure 6: Interest in types of wine products, July 2015
                                        • What we think
                                        • Issues and Insights

                                          • Grape type trumps country in shoppers’ wine choice
                                            • The facts
                                              • The implications
                                                • Prosecco should look to premiumise to avoid falling into the Cava trap
                                                  • The facts
                                                    • The implications
                                                      • The importance of impulse purchases
                                                        • The facts
                                                          • The implications
                                                            • Smaller bottles can have big potential
                                                              • The facts
                                                                • The implications
                                                                • The Market – What You Need to Know

                                                                  • Value growth in the wine market slows down
                                                                    • Still wine sees values fall into decline
                                                                      • Sparkling wines continue to soar and Champagne recovers
                                                                        • Fortified wines show little annual variation
                                                                          • The off-trade outperforms the on-trade
                                                                          • Market Size and Segmentation

                                                                            • Value growth in the wine market slows down
                                                                              • Figure 7: Total value and volume sales of wines, at current and constant prices, 2010-20
                                                                              • Figure 8: Forecast of UK value sales of wines, 2010-20
                                                                              • Figure 9: Forecast of UK volume sales of wines, 2010-20
                                                                            • Still wine sees values fall into decline
                                                                              • Figure 10: Total value and volume sales of still wines, at current and constant prices, 2010-20
                                                                              • Figure 11: Forecast of UK value sales of still wines, 2010-20
                                                                            • Sparkling wines continue to soar
                                                                              • Figure 12: Total value and volume sales of sparkling wines, at current and constant prices, 2010-20
                                                                              • Figure 13: Forecast of UK value sales of sparkling wines, 2010-20
                                                                            • Champagne continues to stabilise
                                                                              • Figure 14: Total value and volume sales of Champagne, at current and constant prices, 2010-20
                                                                              • Figure 15: Forecast of UK value sales of Champagne, 2010-20
                                                                            • Fortified wine value sales stagnate
                                                                              • Figure 16: Total value and volume sales of fortified wines, at current and constant prices, 2010-20
                                                                              • Figure 17: Forecast of UK value sales of fortified wines, 2010-20
                                                                          • Channels to Market

                                                                            • The off-trade outperforms the on-trade
                                                                              • Figure 18: UK value and volume sales of wines in the on- and off-trade, 2013-15
                                                                          • Market Drivers

                                                                            • Taxation on alcoholic drinks stabilises
                                                                              • Figure 19: UK excise duty rates for wines, 2005-15
                                                                            • Wages recover to boost consumer confidence
                                                                              • A weakened Sterling has added further price pressures
                                                                                • Figure 20: Annual average exchange rates for Sterling, 2009-14
                                                                              • An embattled on-trade industry
                                                                                • UK consumers continue to cut back on alcohol
                                                                                  • Figure 21: Trends in UK per capita consumption of ‘100% alcohol’, 2007-14
                                                                                • Bridging the gender divide
                                                                                  • Population changes could pose challenges but also opportunities
                                                                                  • Key Players – What You Need to Know

                                                                                    • Accolade Wines leads a fragmented market
                                                                                      • Hardys races clear in the still wine market
                                                                                        • Proseccos drive growth in the sparkling wines market
                                                                                          • Robust brand growth within Champagne
                                                                                            • Buckfast growing fast in fortified wines
                                                                                              • Total category adspend nudges upwards in 2014
                                                                                                • Fruit flavours at the forefront of NPD activity
                                                                                                • Market Share

                                                                                                  • Accolade Wines leads a fragmented market
                                                                                                    • Figure 22: Leading manufacturers’ shares of wine sales in the UK off-trade, 2014/15*
                                                                                                  • Hardys races clear in the still wine market
                                                                                                      • Figure 23: Retail value sales of the leading still wine brands in the UK, 2012/13-2014/15
                                                                                                    • Mixed performances among the middle-tier brands
                                                                                                      • Proseccos drive growth in the sparkling wines market
                                                                                                        • Figure 24: Retail value sales of the leading sparkling wine brands in the UK, 2012/13-2014/15
                                                                                                      • Robust brand growth within Champagne
                                                                                                        • Figure 25: Retail value sales of the leading Champagne brands in the UK, 2012/13-2014/15
                                                                                                      • Buckfast growing fast
                                                                                                        • Figure 26: Retail value sales of the leading fortified wine brands in the UK, 2012/13-2014/15
                                                                                                    • Brand Communication and Promotion

                                                                                                      • Total category adspend nudges upwards in 2014
                                                                                                        • Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on wines, by category, 2012-15
                                                                                                      • Retailers dominate advertising in the market
                                                                                                        • Figure 28: Top 15 highest-spending brands in the dark spirits and liqueurs category, 2012-15
                                                                                                      • TV advertising becomes even more popular
                                                                                                        • Selected still wine campaigns
                                                                                                          • Selected sparkling wine campaigns
                                                                                                            • Aligning with sports…
                                                                                                              • …and with films
                                                                                                              • Launch Activity and Innovation

                                                                                                                  • Still wines
                                                                                                                    • Launches which are utilising technology
                                                                                                                      • High hopes for fruit-flavoured wines
                                                                                                                        • Sparkling wines
                                                                                                                          • Fortified wines
                                                                                                                            • Merging the on- and off-trade…
                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                              • Still wines are still the most popular option
                                                                                                                                • Supermarkets dominate wine purchases
                                                                                                                                  • Only 28% of still wine buyers would pay more than £10 per bottle
                                                                                                                                    • Colour of wine is the leading price-exclusive choice factor
                                                                                                                                      • France scores strongly for a number of attributes
                                                                                                                                        • Screw caps welcome in the premium/fine wine category
                                                                                                                                        • Purchase of Wines

                                                                                                                                          • Still wines are still the most popular option
                                                                                                                                            • Figure 29: Purchase of wine, by type, July 2015
                                                                                                                                            • Figure 30: Repertoire of purchase of wine, by type, July 2015
                                                                                                                                          • Red and wine have equal purchasing penetration
                                                                                                                                            • Figure 31: Purchase of still wines, by type and location, July 2015
                                                                                                                                          • Prosecco’s fortunes bubbling up
                                                                                                                                              • Figure 32: Purchase of sparkling wines, by type and location, July 2015
                                                                                                                                            • Fortified wine remains relatively niche
                                                                                                                                              • Figure 33: Purchase of fortified and other wines, by type and location, July 2015
                                                                                                                                          • Purchasing Locations and Habits

                                                                                                                                            • Supermarkets dominate wine sales
                                                                                                                                              • Figure 34: Outlets used to buy wines in the last six months, July 2015
                                                                                                                                            • A third of wine buyers buy it at pubs
                                                                                                                                              • Impulse purchases provide opportunities for wine brands
                                                                                                                                                • Figure 35: Planned and impulse buying when shopping for wine, July 2015
                                                                                                                                            • Willingness to Spend on Wines

                                                                                                                                              • Only 28% of still wine buyers would pay more than £10 per bottle
                                                                                                                                                • Figure 36: Willingness to spend on still white/red/rosé wine, per standard bottle, July 2015
                                                                                                                                              • Willingness to spend on Champagne continues to outstrip other sparkling wines
                                                                                                                                                  • Figure 37: Willingness to spend on sparkling wine and Champagne, per standard bottle, July 2015
                                                                                                                                                • Only 16% of sparkling wine buyers would spend more than £20 per bottle
                                                                                                                                                • Choice Factors

                                                                                                                                                  • Colour of wine is the leading choice factor
                                                                                                                                                    • Figure 38: Choice factors when buying still wine, July 2015
                                                                                                                                                  • Grape type is of higher importance than country of production
                                                                                                                                                    • Brand name and alcohol content round out the top five factors
                                                                                                                                                      • Other factors resonate with a third or fewer retail wine buyers
                                                                                                                                                      • Characteristics Associated with Wines' Countries of Origin

                                                                                                                                                        • France scores strongly for a number of attributes
                                                                                                                                                          • Figure 39: Perceptions of wines from different countries, July 2015
                                                                                                                                                        • Australian wines are seen as modern but fall down on sophistication
                                                                                                                                                          • Italian wines score strongly among under-35s
                                                                                                                                                            • Limited responses for the other types of wines
                                                                                                                                                            • Interest in Types of Wine Products

                                                                                                                                                              • Screw caps can tap into the premium/fine wine category
                                                                                                                                                                • Figure 40: Interest in types of wine products, July 2015
                                                                                                                                                              • Room for innovation in sparkling wine
                                                                                                                                                                • Interest in new types
                                                                                                                                                                  • Potential for a more accessible positioning
                                                                                                                                                                    • Opportunities for cocktails and flavoured wines
                                                                                                                                                                      • Price-marking and single-serves could also appeal to one in five each
                                                                                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                                                                                        • Data sources
                                                                                                                                                                          • Fan chart forecast
                                                                                                                                                                            • Abbreviations
                                                                                                                                                                            • Appendix – Market Size and Segmentation

                                                                                                                                                                                • Figure 41: Best- and worst-case forecasts for the total wine market, by value, 2015-20
                                                                                                                                                                                • Figure 42: Best- and worst-case forecasts for the total wine market, by volume, 2015-20
                                                                                                                                                                                • Figure 43: Best- and worst-case forecasts for the still wine market, by value, 2015-20
                                                                                                                                                                                • Figure 44: Best- and worst-case forecasts for the still wine market, by volume, 2015-20
                                                                                                                                                                                • Figure 45: Forecast of UK volume sales of still wines, 2010-20
                                                                                                                                                                                • Figure 46: Best- and worst-case forecasts for the sparkling wine market, by value, 2015-20
                                                                                                                                                                                • Figure 47: Best- and worst-case forecasts for the sparkling wine market, by volume, 2015-20
                                                                                                                                                                                • Figure 48: Forecast of UK volume sales of sparkling wines, 2010-20
                                                                                                                                                                                • Figure 49: Best- and worst-case forecasts for the Champagne market, by value, 2015-20
                                                                                                                                                                                • Figure 50: Best- and worst-case forecasts for the Champagne market, by volume, 2015-20
                                                                                                                                                                                • Figure 51: Forecast of UK volume sales of Champagne, 2010-20
                                                                                                                                                                                • Figure 52: Best- and worst-case forecasts for the fortified wine market, by value, 2015-20
                                                                                                                                                                                • Figure 53: Best- and worst-case forecasts for the fortified wine market, by volume, 2015-20
                                                                                                                                                                                • Figure 54: Forecast of UK volume sales of fortified wines, 2010-20
                                                                                                                                                                            • Appendix – Market Share

                                                                                                                                                                                • Figure 55: Leading manufacturers’ shares of wine sales in the UK off-trade, 2014/15*
                                                                                                                                                                                • Figure 56: Retail volume sales of the leading still wine brands in the UK, 2012/13-2014/15
                                                                                                                                                                                • Figure 57: Retail volume sales of the leading sparkling wine brands in the UK, 2012/13-2014/15
                                                                                                                                                                                • Figure 58: Retail volume sales of the leading Champagne brands in the UK, 2012/13-2014/15
                                                                                                                                                                                • Figure 59: Retail volume sales of the leading fortified wine brands in the UK, 2012/13-2014/15

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                                                            Still, Sparkling and Fortified Wine - UK - October 2015

                                                                                                                                                                            £1,995.00 (Excl.Tax)