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Wine - China - November 2016

“Although domestic wine players are still the market leaders, along with easier access to online shopping and international products, consumers in China have become more aware of foreign brands and imported wines. Wine in China is no longer seen as an indulgence of the elite as it previously was, but is being embraced nationwide by many consumers in various city tiers and demographics. Companies and brands should draw attention to wine consumption occasions such as special events or casual socialising occasions as they are the main purchase triggers.” 

– Lei Li, Research Analyst

This report looks at the following areas:

  • What should international wine and domestic wine do competitively?
  • How should premium wine brands position themselves?
  • How should wine brands use the online platform effectively?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Retail sales of wine in China, by value, 2011-21
            • Figure 2: Retail sales of wine in China, by volume, 2011-21
          • Key players
            • Figure 3: Market share in the wine market in China, by value, 2015
            • Figure 4: Market share in the wine market in China, by volume, 2015
          • The consumer
            • Majority enjoy both domestic and imported wine
              • Figure 5: Penetration of domestic and imported wine, August 2016
            • Income is an indicator for wine origin choices
              • Figure 6: Drinking barriers for imported wine, by monthly household income, August 2016
            • Red wine is dominant while rosé increased the most
              • Figure 7: Preference on different types of wine, August 2016 vs October 2015
            • High earners used at least five channels to buy wine
              • Figure 8: Purchase channels, repertoire groups, by monthly household incomes, August 2016
            • What we think
            • Issues and Insights

              • What should international wine and domestic wine do competitively?
                • The facts
                  • The implications
                    • How should premium wine brands position themselves?
                      • The facts
                        • The implications
                          • How should wine brands use the online platform effectively?
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • A gradually recovering current market and a growing future market
                                  • Wine sales and marketing have gone digital
                                    • Red wine is slightly down while rosé and white wine are going up
                                    • Market Size and Forecast

                                      • Moderate market recovery shows up in value terms
                                        • Figure 9: Wine retail market in China, by value and volume, 2011-16
                                        • Figure 10: Retail sales of wine in China, by value, 2011-21
                                      • Falling wine production delays volume growth
                                        • Figure 11: Retail sales of wine in China, by volume, 2011-21
                                    • Market Drivers

                                      • China’s wine consumption is becoming more diversified through various occasions
                                        • Rising personal gifting occasions drive premium wine sales
                                          • Imported wine from international brands is booming
                                            • Figure 12: Top 10 original bottled wine import countries to China, 2015
                                          • Online expansion of wine sales and distribution
                                          • Market Segmentation

                                            • Red wine’s share falls but it still dominates
                                              • Rosé gains slight share
                                                • White wine has rising share
                                                  • Figure 13: Market share of different types of still wine, by volume, 2011-16
                                                • Sparkling wine faces growth challenge
                                                  • Figure 14: Market share of different types of wine, 2011-16
                                              • Key Players – What You Need to Know

                                                • Domestic players top a largely fragmented market
                                                  • Complete with branding – boutique wine outlet
                                                    • The top global trend claims and China’s trend claims
                                                    • Market Share

                                                      • A fragmented wine market
                                                        • Domestic players are the leaders
                                                          • Figure 15: Market share in the wine market in China, by value, 2013-15
                                                          • Figure 16: Market share in the wine market in China, by volume, 2013-15
                                                      • Competitive Strategies

                                                        • Competing on price
                                                          • Promotions – online shopping events
                                                            • Branding – boutique wine outlet
                                                            • Who’s Innovating?

                                                              • Global trends: ethical claims, additional flavours, and food pairing
                                                                • Figure 17: Trends of claims made in newly launched wine products globally, 2011-16
                                                                • Figure 18: International wine with environmentally friendly product or package claims, 2016
                                                                • Figure 19: Malina Hua Zhi Lian Gui Hua Chen Pu Tao Jiu (Osmanthus and Aged Grape Wine), June 2014
                                                              • Wine with social media claims
                                                                • Figure 20: International wine with social media and/or other claims, 2016
                                                              • Wine with premium positioning
                                                                • Figure 21: International wine with premium positioning and other claims, 2016
                                                            • The Consumer – What You Need to Know

                                                              • High city tier residents prefer both domestic and imported wine
                                                                • Fake products pose a threat to imported wine
                                                                  • Red wine has the most associations, white wine the least
                                                                    • Most consumers buy wine from multiple channels
                                                                      • Reviews and wine knowledge encourage online purchases
                                                                      • Penetration of Domestic and Imported Wine

                                                                        • Significant majority enjoy both domestic and imported wine
                                                                          • Figure 22: Penetration of domestic and imported wine, August 2016
                                                                        • Tier one city residents favour both domestic and imported wine
                                                                          • Figure 23: Penetration of domestic and imported wine, by city tier, August 2016
                                                                        • Gender is a differentiator for domestic and imported wine consumption
                                                                          • Figure 24: Penetration of domestic and imported wine, by gender, August 2016
                                                                      • Drinking Barriers for Imported Wine

                                                                        • Authenticity is the top concern
                                                                          • Figure 25: Drinking barriers for imported wine, August 2016
                                                                          • Figure 26: Drinking barriers for imported wine, by monthly household income, August 2016
                                                                      • Preference for Different Types of Wine

                                                                        • Red wine is the preferred category while rosé increased the most
                                                                          • Figure 27: Preference for different types of wine, August 2016 vs October 2015
                                                                          • Figure 28: Preference for different types of wine, by marital status, August 2016
                                                                      • Perceptions of Different Types of Wine

                                                                        • Red wine has most associations, white wine least
                                                                          • Figure 29: Correspondence Analysis – Perceptions on types of wine, August 2016
                                                                          • Figure 30: Wine with food pairing suggestions and health claims, 2014-16
                                                                        • Champagne/sparkling wine is perceived as most fashionable with flavour variety
                                                                        • Purchase Channels

                                                                          • Consumers buy wine both offline and online
                                                                            • Figure 31: Purchase channels, August 2016
                                                                          • Majority used at least three channels to buy wine
                                                                            • Figure 32: Purchase channels, by repertoire groups, August 2016
                                                                          • High earners used more than five channels to buy wine
                                                                            • Figure 33: Purchase channels, repertoire groups, by monthly household income, August 2016
                                                                        • Purchase Triggers

                                                                          • Special events top the purchase occasion triggers
                                                                            • Figure 34: Purchase triggers, August 2016
                                                                          • Taste and flavour varieties are the key product triggers …
                                                                            • Figure 35: Purchase triggers, August 2016
                                                                          • … with clear income differences
                                                                            • Figure 36: Purchase triggers, by monthly household incomes, August 2016
                                                                          • Women favour unique packaging
                                                                            • Figure 37: Purchase triggers, by gender, August 2016
                                                                            • Figure 38: Wine products with unique packaging, 2015-16
                                                                          • Peer reviews and wine knowledge encourage online purchases
                                                                            • Figure 39: Purchase triggers, August 2016
                                                                        • Meet the Mintropolitans

                                                                          • Mintropolitans embrace both domestic and imported wine
                                                                            • Figure 40: Penetration of domestic and imported wine, Mintropolitans versus Non-Mintropolitans, August 2016
                                                                          • Mintropolitans shop for wine from multiple channels
                                                                            • Figure 41: Purchase channels, Mintropolitans versus non-Mintropolitans, August 2016
                                                                          • Mintropolitans associate wine with more consumption occasions
                                                                            • Figure 42: Purchase triggers, Mintropolitans versus non-Mintropolitans, August 2016
                                                                        • Appendix – Methodology and Abbreviations

                                                                          • Methodology
                                                                            • Fan chart forecast
                                                                              • Abbreviations

                                                                              Companies Covered

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

                                                                              Wine - China - November 2016

                                                                              US $3,990.00 (Excl.Tax)