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Wine - China - November 2013

“The increasing importance of individual consumption in the retail market fuels growth in wine in China, yet, per capita volume is still low compared to top wine consuming nations, signalling the need to boost consumption frequency and foster wine drinking habits among mass consumers.”

– Can Huang – Senior Research Analyst

Some questions answered in this report include:

  • Where does the future growth potential exist in the China wine market? How can wine companies grasp these potentials?
  • Where do Chinese consumers drink wine? Is there any opportunity to encourage wine drinking on more occasions?
  • Does the boom in online shopping shed some light on wine sales? Do Chinese consumers behave differently between making online and offline purchases? What is the trend for future online wine distribution?

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Table of contents

  1. Introduction

      • Definition
        • Report structure
          • Methodology
            • Abbreviations
            • Executive Summary

                • The market
                  • The forecasts
                    • Figure 1: Forecast – total wine sales (retail and non-retail), by volume, 2008-18
                    • Figure 2: Forecast – China retail wine sales, by volume, 2008-18
                  • Wine market in China
                    • Figure 3: Total wine sales (retail and non-retail) and growth rates in China, by volume, 2008-13 (est)
                  • Imported wine emerges as a strong force
                    • Figure 4: Share of domestic and imported wine in total volume sales in China, 2008-13 (est)
                  • Red wine dominates the market
                    • Market drivers and barriers to growth
                      • Companies and brands
                        • Figure 5: Leading companies’ market shares of wine retail market in China, by volume, 2010-12
                      • The consumer
                        • Type of wine consumed
                          • Figure 6: Types of alcoholic drinks consumed, September 2013
                        • Occasions for drinking wine
                          • Figure 7: Occasions on which wine is drunk, September 2013
                        • Channels used to purchase wine
                          • Figure 8: Channels used to purchase wine, September 2013
                        • Wine purchases by country of origin
                          • Figure 9: Wine purchases, by country of origin, September 2013
                        • Typical spending on wine
                          • Figure 10: Typical spending on wine, for drinking at home, out-of-home, and as a gift for others, September 2013
                        • Sources used to gain information about wine
                          • Figure 11: Resources used to gain information about wine, September 2013
                        • Consumer attitudes towards wine
                          • Figure 12: Attitudes towards wine, September 2013
                        • Consumer segmentation
                          • Key issues – Foster wine drinking habit among mass consumers
                            • Key issues – Targeting both in-home and out-of-home occasions to boost wine consumption
                              • Key issues – Wine has scope to grow online
                                • What we think
                                • The Market

                                  • Key points
                                    • Wine market in China
                                      • Wine is still nascent product in China but with growing presence
                                        • Figure 13: Retail sales of alcoholic beverages by type, by volume and value, 2008-13
                                      • Wine market is facing structural adjustment
                                        • Figure 14: Wine sales in China, by channel, by volume, 2008-13
                                        • Figure 15: Wine sales in China, retail and non-retail share, by volume, 2008-13
                                      • Imported wine emerges as a strong force
                                        • Imported wine continues to gain share
                                          • Figure 16: Wine imports to China, by volume, 2008-13
                                          • Figure 17: Share of domestic and imported wine in total volume sales in China, 2008-13
                                        • The future of non-bulk imports and sparkling wine looks bright
                                          • Figure 18: Wine imports to China by product category, volume share, 2008-13
                                        • French wine holds the lead in imports
                                          • Figure 19: Imports of bottled wine - wine of fresh grapes (<= 2 L), by country of origin, volume and value share, 2012 and 2013 Jan-Sep
                                        • Red wine dominates the market
                                          • Figure 20: Retail sales of wine, by segment, by volume, 2008-13
                                          • Figure 21: Retail sales of wine, by segment, by value, 2008-13
                                        • Market drivers
                                          • National economic growth continues
                                            • Figure 22: GDP and GDP growth rates, China, 2008-12
                                          • Income rises in both urban and rural areas
                                            • Figure 23: Annual per capita disposable income of urban and rural residents in China (RMB), 2008-12
                                          • Western culture and lifestyle influence
                                            • Pursuit of health
                                              • Barriers to growth
                                                • Unfamiliarity with wine and lack of knowledge
                                                  • Competition from other beverages
                                                    • Fake wines discourage consumer confidence and disrupt category growth
                                                      • Uncertainty of wine trading
                                                        • Forecast
                                                          • Total wine market
                                                            • Figure 24: Forecast – total wine sales (retail and non-retail), by volume, 2008-18
                                                          • Retail market
                                                            • Figure 25: Forecast – China retail wine sales, by volume, 2008-18
                                                            • Figure 26: Forecast – China retail wine sales, by value, 2008-18
                                                        • Companies and Brands

                                                          • Key points
                                                            • Company share
                                                              • A fragmented market
                                                                • Figure 27: Leading companies’ market shares of the wine retail market in China, by volume and value, 2010-12
                                                              • 2013 is expected to be a difficult year for top wine companies
                                                                • Imported wine makes an impact
                                                                  • Company profiles
                                                                    • Wine companies
                                                                      • Changyu Pioneer Wine Company Limited
                                                                        • Great Wall
                                                                          • Dynasty Fine Wine Group Ltd.
                                                                            • Wine dealer
                                                                              • ASC Fine Wines
                                                                              • The Consumer – Type of Wine Consumed

                                                                                • Key points
                                                                                  • Wine already has strong claimed penetration
                                                                                      • Figure 28: Types of alcoholic drinks consumed, September 2013
                                                                                    • Wine has higher usage in tier one than lower tier cities
                                                                                      • Figure 29: Types of wine consumed, by city tier, September 2013
                                                                                    • Usage of white wine, Champagne and rosé peaks among women
                                                                                      • Figure 30: Types of wine consumed, by gender and age, September 2013
                                                                                  • The Consumer – Occasions for Drinking Wine

                                                                                    • Key points
                                                                                      • Social occasions are most popular for wine drinking
                                                                                          • Figure 31: Occasions on which wine is drunk, September 2013
                                                                                        • Chinese men have higher usage on social and business occasions out-of-home than women
                                                                                          • Income plays a role in choice of consumption occasions
                                                                                              • Figure 32: Occasions of wine consumption, by gender, age group and income, September 2013
                                                                                            • Consumers from Shanghai are the most likely to drink wine at get-togethers and weddings
                                                                                              • Figure 33: Occasions of wine consumption, by city, September 2013
                                                                                              • Figure 34: Occasions of wine consumption, by city, September 2013 (continued)
                                                                                          • The Consumer – Channels Used to Purchase Wine

                                                                                            • Key points
                                                                                              • Online yet to challenge modern trade but great potential should unfold in the future
                                                                                                  • Figure 35: Channels used to purchase wine, September 2013
                                                                                                • On-trade is particularly popular among men
                                                                                                    • Figure 36: Channels of wine purchase, by gender, September 2013
                                                                                                  • Opportunity to expand online buying to lower tier cities
                                                                                                      • Figure 37: Channels of wine purchase, by region and city tier, September 2013
                                                                                                  • The Consumer – Wine Purchases by Country of Origin

                                                                                                    • Key points
                                                                                                      • Old World wines outperform new world wines
                                                                                                          • Figure 38: Wine purchases by country of origin, September 2013
                                                                                                        • Demographic analysis
                                                                                                            • Figure 39: Country of origin of wine purchase, by gender and age, September 2013
                                                                                                            • Figure 40: Country of origin of wine purchase, by gender and age, September 2013 (continued)
                                                                                                            • Figure 41: Country of origin of wine purchase, by region and education level, September 2013
                                                                                                            • Figure 42: Country of origin of wine purchase, by region and education level, September 2013 (continued)
                                                                                                        • The Consumer – Typical Spending on Wine

                                                                                                          • Key points
                                                                                                            • Definition
                                                                                                              • The majority of Chinese consumers spend less than RMB 300 on wines drunk at home
                                                                                                                  • Figure 43: Typical spending on wine for drinking at home, September 2013
                                                                                                                • Compared with home consumption, out-of-home wine drinking attracts higher spending
                                                                                                                  • Figure 44: Typical spending on wine for drinking out-of-home, September 2013
                                                                                                                • Chinese consumers typically spend more on wine for gifting
                                                                                                                    • Figure 45: Typical spending on wine purchased as a gift, September 2013
                                                                                                                • The Consumer – Sources Used to Gain Information About Wine

                                                                                                                  • Key points
                                                                                                                    • In-person visiting and word of mouth are the most popular sources of information, while digital sources are also gaining popularity
                                                                                                                        • Figure 46: Resources used to gain information about wine, September 2013
                                                                                                                      • Demographic analysis
                                                                                                                        • Figure 47: Usage of digital resources to gain information about wine, by gender, age group and region, September 2013
                                                                                                                        • Figure 48: Use of word of mouth to gain information about wine, by gender and age group, September 2013
                                                                                                                      • In terms of the most trusted sources, store visits and personal recommendations are equally important
                                                                                                                          • Figure 49: Most influential sources for information about wine, September 2013
                                                                                                                      • The Consumer – Attitudes Towards Wine

                                                                                                                        • Key points
                                                                                                                          • Consumers want to be more knowledgeable about wine…
                                                                                                                            • … and they see casual wine drinking as enjoyable
                                                                                                                              • Foreign wines weighed down by a negative price image
                                                                                                                                • Online would be an opportune distribution channel
                                                                                                                                    • Figure 50: Attitudes towards wine, September 2013
                                                                                                                                • The Consumer – Consumer Segmentation

                                                                                                                                  • Key points
                                                                                                                                    • Consumer segmentation
                                                                                                                                      • Figure 51: Target groups, September 2013
                                                                                                                                    • Quality Seekers (24%)
                                                                                                                                      • Demotivated (21%)
                                                                                                                                        • Conservatives (20%)
                                                                                                                                          • Adventurers (18%)
                                                                                                                                            • Knowledge Seekers (16%)
                                                                                                                                            • Key Issue – Foster Wine Drinking Habit among Mass Consumers

                                                                                                                                              • Key points
                                                                                                                                                • Increasing importance of individual consumption in retail market fuels growth in wine category
                                                                                                                                                  • Retail sales of wine are growing…
                                                                                                                                                      • Figure 52: China’s wine market volume sales, retail, 2008-13
                                                                                                                                                    • … but per capita volume still low compared with top wine consuming nations
                                                                                                                                                      • Figure 53: Top 7 wine consumption countries and their annual retail per capita volume consumption, by country, 2011
                                                                                                                                                    • Boost consumption frequency on top of high category penetration
                                                                                                                                                        • Figure 54: Usage of different types of alcoholic drinks, September 2013
                                                                                                                                                      • Making wine approachable through more accessibly-priced offerings
                                                                                                                                                          • Figure 55: Attitudes towards foreign branded wines, September 2013
                                                                                                                                                          • Figure 56: Typical spend on wine for drinking at home, out-of-home, and bought as a gift for others, September 2013
                                                                                                                                                        • Helping the Chinese consumer embrace a wine drinking culture
                                                                                                                                                          • Most consumers would like to gain greater knowledge of the wine market suggesting brighter prospects for wine
                                                                                                                                                            • Figure 57: Attitudes towards knowledge of wine, September 2013
                                                                                                                                                            • Figure 58: Attitudes towards knowledge of wine, by target groups, September 2013
                                                                                                                                                          • Promoting both emotional and functional benefits
                                                                                                                                                            • Wine is more fashionable to drink than other alcoholic beverages
                                                                                                                                                              • Figure 59: Attitude towards wine as a fashionable drink, September 2013
                                                                                                                                                            • Establishing a unique selling point through more personalised products in line with perception, lifestyle and emotional aspiration
                                                                                                                                                                • Figure 60: Wines that emphasise emotional qualities in international market, 2013
                                                                                                                                                              • Numerous health benefits are associated with the moderate drinking of wine
                                                                                                                                                                • Wine is a healthier option to strong alcoholic beverages
                                                                                                                                                                  • The construction of a ‘wine city’ resonates with the emergence of a newly built wine culture
                                                                                                                                                                      • Figure 61: Country of origin of wine purchase, September 2013
                                                                                                                                                                    • What it means
                                                                                                                                                                    • Key Issue – Targeting Both In-Home and Out-of-home Occasions to Boost Wine Consumption

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Consumers see wine as something to enjoy
                                                                                                                                                                          • Figure 62: Attitude towards wine as a daily drink, September 2013
                                                                                                                                                                        • In-home wine drinking
                                                                                                                                                                          • Individual drinking occasions are underdeveloped
                                                                                                                                                                            • Figure 63: Occasions on which wine is drunk, September 2013
                                                                                                                                                                          • Products targeting specific occasions can encourage more regular consumption
                                                                                                                                                                            • Figure 64: International wines served as aperitif or after a meal, 2012-13
                                                                                                                                                                          • Strong opportunities for domestic winemakers among Adventurers
                                                                                                                                                                            • Figure 65: Typical spending on wine, for drinking at home, September 2013
                                                                                                                                                                            • Figure 66: Selected attitudes towards wine, by target group, September 2013
                                                                                                                                                                          • Smaller-sized, single-served bottle of wines eliminate barriers to try with additional convenience
                                                                                                                                                                            • Figure 67: Single-serve wine bottles (0.25 litres) from international markets, 2012-13
                                                                                                                                                                          • Out-of-home socialising and business occasions
                                                                                                                                                                            • Potential to increase out-of-home wine consumption
                                                                                                                                                                              • Figure 68: Selected types of alcoholic drinks drunk out-of-home, by type, February 2013
                                                                                                                                                                              • Figure 69: Typical spending on wine, for drinking at home and drinking out-of-home, September 2013
                                                                                                                                                                            • More potential among Knowledge Seekers and Quality Seekers for foreign wine brands
                                                                                                                                                                              • Figure 70: Occasions for drinking wine, by target groups, September 2013
                                                                                                                                                                            • Travelling occasions
                                                                                                                                                                              • The travel occasion remains largely untapped
                                                                                                                                                                                • Figure 71: Wine consumption while travelling, by types of wine consumed, September 2013
                                                                                                                                                                              • Leveraging packaging to promote convenience
                                                                                                                                                                                • Figure 72: Innovative wine packaging from international markets, 2013
                                                                                                                                                                              • Promoting the right mix – meal pairing to increase both in- home and out-of-home consumption
                                                                                                                                                                                • What it means
                                                                                                                                                                                • Key Issue – Wine Has Scope to Grow Online

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Potential to further grow online sales
                                                                                                                                                                                      • Figure 73: Products bought via online channels in the last 12 months, February 2013
                                                                                                                                                                                      • Figure 74: Channels used to purchase wine, September 2013
                                                                                                                                                                                      • Figure 75: Selected channels used to purchase wine, by gender and age, September 2013
                                                                                                                                                                                    • Factors affecting consumers’ online shopping
                                                                                                                                                                                      • Limited consumer knowledge of wine
                                                                                                                                                                                        • Competitive prices can boost the appeal of online stores
                                                                                                                                                                                          • Counterfeit wine puts shoppers off online channel
                                                                                                                                                                                            • Figure 76: Agreement with the statement “Fake/copycat wine products put me off purchasing wine online”, September 2013
                                                                                                                                                                                          • The wine e-commerce environment remains fragmented
                                                                                                                                                                                            • Figure 77: Online channels used to purchase wine, September 2013
                                                                                                                                                                                            • Figure 78: Attitudes towards buying wine online, September 2013
                                                                                                                                                                                          • The future of online wine selling
                                                                                                                                                                                            • O2O model could be important for future wine distribution
                                                                                                                                                                                              • Figure 79: Resources used to gain information about wine, September 2013
                                                                                                                                                                                            • Opportunities for sellers to position themselves as experts
                                                                                                                                                                                              • Figure 80: resources used to gain information about wine, September 2013
                                                                                                                                                                                            • Potential of social networking websites and apps
                                                                                                                                                                                              • What it means
                                                                                                                                                                                              • Appendix – Types of Alcoholic Drinks Consumed

                                                                                                                                                                                                  • Figure 81: Types of alcoholic drinks consumed, September 2013
                                                                                                                                                                                                  • Figure 82: Types of alcoholic drinks consumed, by demographics, September 2013
                                                                                                                                                                                                  • Figure 83: Next types of alcoholic drinks consumed, by demographics, September 2013
                                                                                                                                                                                                  • Figure 84: Occasions for drinking wine, by most popular types of alcoholic drinks consumed, September 2013
                                                                                                                                                                                                  • Figure 85: Occasions for drinking wine, by next most popular types of alcoholic drinks consumed, September 2013
                                                                                                                                                                                                  • Figure 86: Channels used to purchase wine, by most popular types of alcoholic drinks consumed, September 2013
                                                                                                                                                                                                  • Figure 87: Channels used to purchase wine, by next most popular types of alcoholic drinks consumed, September 2013
                                                                                                                                                                                                  • Figure 88: Typical spending on wine to drink at home, by most popular types of alcoholic drinks consumed, September 2013
                                                                                                                                                                                                  • Figure 89: Typical spending on wine to drink at home, by next most popular types of alcoholic drinks consumed, September 2013
                                                                                                                                                                                                  • Figure 90: Typical spending on wine to drink out-of-home, by most popular types of alcoholic drinks consumed, September 2013
                                                                                                                                                                                                  • Figure 91: Typical spending on wine to drink out-of-home, by next most popular types of alcoholic drinks consumed, September 2013
                                                                                                                                                                                                  • Figure 92: Typical spending on wine purchased as a gift for others, by most popular types of alcoholic drinks consumed, September 2013
                                                                                                                                                                                                  • Figure 93: Typical spending on wine purchased as a gift for others, by next most popular types of alcoholic drinks consumed, September 2013
                                                                                                                                                                                              • Appendix – Occasions for Drinking Wine

                                                                                                                                                                                                  • Figure 94: Occasions for drinking wine, September 2013
                                                                                                                                                                                                  • Figure 95: Occasions for drinking wine –in-home, by demographics, September 2013
                                                                                                                                                                                                  • Figure 96: Occasions for drinking wine – Out-of-home socialising occasions, by demographics, September 2013
                                                                                                                                                                                                  • Figure 97: Occasions for drinking wine – Business related, by demographics, September 2013
                                                                                                                                                                                                  • Figure 98: Occasions for drinking wine – Travelling, by demographics, September 2013
                                                                                                                                                                                                  • Figure 99: Channels used to purchase wine, by occasions for drinking wine – in-home, September 2013
                                                                                                                                                                                                  • Figure 100: Channels used to purchase wine, by occasions for drinking wine – out-of-home socialising occasions, September 2013
                                                                                                                                                                                                  • Figure 101: Channels used to purchase wine, by occasions for drinking wine – Business related, September 2013
                                                                                                                                                                                                  • Figure 102: Channels used to purchase wine, by occasions for drinking wine – Travelling, September 2013
                                                                                                                                                                                              • Appendix – Channels Used to Purchase Wine

                                                                                                                                                                                                  • Figure 103: Channels used to purchase wine, September 2013
                                                                                                                                                                                                  • Figure 104: Most popular channels used to purchase wine, by demographics, September 2013
                                                                                                                                                                                                  • Figure 105: Next most popular channels used to purchase wine, by demographics, September 2013
                                                                                                                                                                                                  • Figure 106: Other channels used to purchase wine, by demographics, September 2013
                                                                                                                                                                                                  • Figure 107: Wine purchases by country of origin, by most popular channels used to purchase wine, September 2013
                                                                                                                                                                                                  • Figure 108: Wine purchases by country of origin, by next most popular channels used to purchase wine, September 2013
                                                                                                                                                                                                  • Figure 109: Wine purchases by country of origin, by other channels used to purchase wine, September 2013
                                                                                                                                                                                              • Appendix – Wine Purchases by Country of Origin

                                                                                                                                                                                                  • Figure 110: Wine purchases, by country of origin, September 2013
                                                                                                                                                                                                  • Figure 111: Wine purchases, by most popular country of origin, by demographics, September 2013
                                                                                                                                                                                                  • Figure 112: Wine purchases, by next most popular country of origin of wine purchase, by demographics, September 2013
                                                                                                                                                                                                  • Figure 113: Wine purchases, by other country of origin, by demographics, September 2013
                                                                                                                                                                                              • Appendix – Typical Spending on Wine

                                                                                                                                                                                                  • Figure 114: Typical spending on wine for drinking at home, September 2013
                                                                                                                                                                                                  • Figure 115: Typical spending on wine for drinking at home, by demographics, September 2013
                                                                                                                                                                                                  • Figure 116: Typical spending on wine for drinking at home, by demographics, September 2013 (continued)
                                                                                                                                                                                                  • Figure 117: Typical spending on wine for drinking at home, by demographics, September 2013 (continued)
                                                                                                                                                                                                  • Figure 118: Typical spending on wine out-of-home, September 2013
                                                                                                                                                                                                  • Figure 119: Typical spending on wine out-of-home, by demographics, September 2013
                                                                                                                                                                                                  • Figure 120: Typical spending on wine out-of-home, by demographics, September 2013 (continued)
                                                                                                                                                                                                  • Figure 121: Typical spending on wine out-of-home, by demographics, September 2013 (continued)
                                                                                                                                                                                                  • Figure 122: Typical spending on wine as a gift, September 2013
                                                                                                                                                                                                  • Figure 123: Typical spending on wine as a gift, by demographics, September 2013
                                                                                                                                                                                                  • Figure 124: Typical spending on wine as a gift, by demographics, September 2013 (continued)
                                                                                                                                                                                                  • Figure 125: Typical spending on wine as a gift, by demographics, September 2013 (continued)
                                                                                                                                                                                              • Appendix – Resources Used to Gain Information About Wine

                                                                                                                                                                                                  • Figure 126: Resources used to gain information about wine, September 2013
                                                                                                                                                                                                  • Figure 127: Most popular resources used to gain information about wine, by demographics, September 2013
                                                                                                                                                                                                  • Figure 128: Most popular resources used to gain information about wine, by demographics, September 2013 (continued)
                                                                                                                                                                                                  • Figure 129: Next most popular resources used to gain information about wine, by demographics, September 2013
                                                                                                                                                                                                  • Figure 130: Other resources used to gain information about wine, by demographics, September 2013
                                                                                                                                                                                              • Appendix – Most Influential Information Resources for Wine

                                                                                                                                                                                                  • Figure 131: Most influential sources for information about wine, September 2013
                                                                                                                                                                                                  • Figure 132: Most popular influential sources for information about wine, by demographics, September 2013
                                                                                                                                                                                                  • Figure 133: Most popular influential sources for information about wine, by demographics, September 2013 (continued)
                                                                                                                                                                                                  • Figure 134: Next most popular influential sources for information about wine, by demographics, September 2013
                                                                                                                                                                                                  • Figure 135: Other influential sources for information about wine, by demographics, September 2013
                                                                                                                                                                                              • Appendix – Attitudes Towards Wine

                                                                                                                                                                                                  • Figure 136: Attitudes towards wine, September 2013
                                                                                                                                                                                                  • Figure 137: Agreement with the statement ‘I It is important to have a good understanding of wine’, by demographics, September 2013
                                                                                                                                                                                                  • Figure 138: Agreement with the statement ‘I am interested in learning more about wine’, by demographics, September 2013
                                                                                                                                                                                                  • Figure 139: Agreement with the statement ‘It is more fashionable to drink wine than drinking other types of alcohol’, by demographics, September 2013
                                                                                                                                                                                                  • Figure 140: Agreement with the statement ‘It is enjoyable to drink wine on a daily basis’, by demographics, September 2013
                                                                                                                                                                                                  • Figure 141: Agreement with the statement ‘Foreign wine brands offer better quality than wine brands from China’, by demographics, September 2013
                                                                                                                                                                                                  • Figure 142: Agreement with the statement ‘You can tell the quality of a wine from where it originates from’, by demographics, September 2013
                                                                                                                                                                                                  • Figure 143: Agreement with the statement ‘Foreign wine brands are overpriced’, by demographics, September 2013
                                                                                                                                                                                                  • Figure 144: Agreement with the statement ‘Wines that come at a higher price suggest they are better quality’, by demographics, September 2013
                                                                                                                                                                                                  • Figure 145: Agreement with the statement ‘The internet is a more useful information source than traditional media when searching for wine-related information’, by demographics, September 2013
                                                                                                                                                                                                  • Figure 146: Agreement with the statement ‘Fake/copycat wine products put me off purchasing wine online’, by demographics, September 2013
                                                                                                                                                                                                  • Figure 147: Agreement with the statement ‘I would like to see more online wine retailing websites for me to choose from’, by demographics, September 2013
                                                                                                                                                                                                  • Figure 148: Agreement with the statement ‘Only wines offered by a well-known online shopping websites are genuine’, by demographics, September 2013
                                                                                                                                                                                              • Appendix – Consumer Segmentation

                                                                                                                                                                                                  • Figure 149: Target groups, September 2013
                                                                                                                                                                                                  • Figure 150: Target groups, by demographics, September 2013
                                                                                                                                                                                                  • Figure 151: Types of alcoholic drinks consumed, by target groups, September 2013
                                                                                                                                                                                                  • Figure 152: Occasions for drinking wine, by target groups, September 2013
                                                                                                                                                                                                  • Figure 153: Channels used to purchase wine, by target groups, September 2013
                                                                                                                                                                                                  • Figure 154: Wine purchases, by country of origin, by target groups, September 2013
                                                                                                                                                                                                  • Figure 155: Typical spending on wine at home, by target groups, September 2013
                                                                                                                                                                                                  • Figure 156: Typical spending on wine out-of-home, by target groups, September 2013
                                                                                                                                                                                                  • Figure 157: Typical spending on wine as a gift, by target groups, September 2013
                                                                                                                                                                                                  • Figure 158: Resources used to gain information about wine, by target groups, September 2013
                                                                                                                                                                                                  • Figure 159: Most influential information resources for information about wine, by target groups, September 2013
                                                                                                                                                                                                  • Figure 160: Attitudes towards wine, by target groups, September 2013

                                                                                                                                                                                              Companies Covered

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

                                                                                                                                                                                              Wine - China - November 2013

                                                                                                                                                                                              £3,273.18 (Excl.Tax)