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Wine - China - December 2012

“China’s wine retail market expanded at a compound annual growth rate (CAGR) of 22.3% from 2008-12 to reach an estimated market volume of 842.4 million litres, while value CAGR rose at 25.6% from 2008-12, growing to an estimated RMB46.3 billion. The share of wine in the Chinese alcoholic drinks retail market is rising despite the market being largely dominated by beer and spirits, driven by the growing allure of wine which is perceived as a more refined and healthier alternative to other alcoholic drinks.”

– Tan Heng Hong – Senior Research Analyst


In this report we answer the key questions:

  • What are the prospects for currently niche wine varieties such as white, rosé, ice and sparkling wines given the domination of red wine?
  • Will imports continue to capture a rising share of the Chinese wine market and what are the opportunities for lesser-known wine-producing countries?
  • What are the implications of the rampant counterfeiting of wines on consumer engagement and distribution channels?
  • Is there demand for low-alcohol wines and single-serve wines?

 

Report Description:

China’s wine retail market expanded at a compound annual growth rate (CAGR) of 22.3% from 2008-12 to reach an estimated market volume of 842.4 million litres, while value CAGR rose at 25.6% from 2008-12, growing to an estimated RMB46.3 billion. The share of wine in the Chinese alcoholic drinks retail market is rising despite the market being largely dominated by beer and spirits, driven by the growing allure of wine which is perceived as a more refined and healthier alternative to other alcoholic drinks.


“China’s domestic wine companies dominate the market, but are struggling to compete with imported wines, which enjoy a stronger image than domestic wines in areas including brand image, quality and heritage with the exception of price and promotion activities. As domestic wine companies improve their product mix towards more expensive wines to move beyond the ‘cheap’ wine image, they are confronted with the growing affordability of imported wines, which are making their presence felt in the mid- to low-end market.


“Consumers’ growing confidence in trusting their own taste coupled with rising income means they will become more adventurous in their tastes and will no longer restrict themselves to just red wine, also opening up opportunities for wines from less well-known countries. The rise in wine consumption has seen the problem of fake wine grow, which underscores the lack of understanding about wine. Consumers are interested to equip themselves with wine knowledge and this will help to open up numerous consumer engagement opportunities. The demand for low-alcohol wines is an indication that consumers want something that will not make them too easily drunk, especially as Chinese people are prone to alcohol intolerance and alcohol is important to lubricate business dealings and friendships. The shift towards responsible drinking opens up opportunities for single-serve wines and low-alcohol wines as tools for controlling alcohol intake

 

Liqueurs - UK - January 2012

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Table of contents

  1. 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

                                              Companies Covered

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                                              Wine - China - December 2012

                                              £3,170.69 (Excl.Tax)