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Wine - China - October 2015

“The wine market is finally showing signs of recovery with importing activities thawing. Domestic brands, on the other hand, are suffering from intensified competition in the mid-range.”

David Zhang, Senior Drink Analyst

This report answers the following questions:

  • How to identify the hidden gem – Female drinkers?
  • How to better use the increasingly popular online channels?

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Table of contents

  1. Introduction

    • Definition
      • Methodology
      • Executive Summary

          • The market
            • Volume consumption shows signs of recovery
              • Figure 1: Retail sales of wine in China, by volume, 2010-20
            • Dropping average prices delay recovery in value terms
              • Figure 2: Retail sales of wine in China, by value, 2010-20
            • The share of white wine is going up
              • Figure 3: Market share of different types of still wine in volume, 2010-15
            • Sparkling wine fails to shine
              • Figure 4: Market share of different types of wine, 2010-15
            • Companies and brands
              • The market becomes increasingly fragmented
                • Figure 5: Market share of leading brands in China’s wine market, 2012-14
              • Destocking drives production down
                • Transit adverting ignites demand for Mogao wine
                  • The consumer
                    • Penetration of wine is high
                      • Figure 6: Penetration of different types of alcoholic drinks, June 2015
                    • Red wine remains the dominant type
                      • Figure 7: Type of wine consumed, June 2015
                    • Fake products pose a key threat to future development
                      • Figure 8: Reasons for not drinking imported wine, June 2015
                    • Learning is associated with trading up
                      • Figure 9: Selected attitudes towards online purchasing channels, by household monthly income, June 2015
                    • Exploring different tastes and flavours stands out
                      • Figure 10: Attitudes towards innovative concepts in the wine market, June 2015
                    • What we think
                    • Issues and Insights

                      • How to identify the hidden gem – Female drinkers?
                        • The facts
                          • The implications
                            • How to better use the increasingly popular online channels?
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • The market is recovering
                                    • Depreciation of Renminbi drives costs up
                                      • The share of white wine is going up
                                      • Market Size and Forecast

                                        • Volume consumption shows signs of recovery
                                          • Figure 11: Retail sales of wine in China, by volume, 2010-20
                                        • Dropping average prices delay recovery in value terms
                                          • Figure 12: Retail sales of wine in China, by value, 2010-20
                                      • Market Drivers and Barriers

                                        • Depreciation of the Renminbi drives costs up
                                          • Figure 13: The daily average exchange rate (US Dollar to RMB), August 2013-August 2015
                                        • Fluctuation in the stock market poses a threat to the premium segment
                                          • Figure 14: Shanghai Stock Exchange index, September 2014-September 2015
                                      • Market Segmentation

                                        • The share of white wine is going up
                                          • Figure 15: Market share of different types of still wine, by volume, 2010-15
                                        • Sparkling wine fails to shine
                                          • Figure 16: Market share of different types of wine, 2010-15
                                      • Key Players – What You Need to Know

                                        • Market becomes increasingly fragmented
                                          • Great Wall is the biggest winner
                                            • Destocking drives production down
                                              • Online channels become a necessity
                                              • Market Share

                                                • Market becoming increasingly fragmented
                                                  • Figure 17: Market share in the wine market in China, by volume, 2012-14
                                                  • Figure 18: Market share in the wine market in China, by value, 2012-14
                                                • Great Wall is the biggest winner
                                                • Destocking Drives Production Down

                                                  • Who’s Innovating?

                                                    • Brands to step up their efforts on food pairing with Chinese cuisine
                                                      • Online channels become a necessity
                                                        • Organic and ethical claims replace premium as most popular claims
                                                          • Figure 19: Claims made in newly launched wine products globally, 2010-14
                                                          • Figure 20: Selected wine from Old World using organic as key claim, 2014-15
                                                        • Small packs: A dying trend?
                                                          • Figure 21: Bottle size of newly launched wine products globally, 2010-14
                                                      • The Consumer – What You Need To Know

                                                        • Very few wine users only drink imported wine
                                                          • Rosé wine shows the potential to open up its market among female drinkers
                                                            • Fake products pose a key threat to future development
                                                              • Buying online becomes an effective way to learn more about wine
                                                                • Wine-based RTD shows potential to target young female drinkers
                                                                • The Consumer – Penetration of Wine

                                                                  • Penetration of wine is high…
                                                                    • Figure 22: Penetration of different types of alcoholic drinks, June 2015
                                                                    • Figure 23: Penetration of wine, by age and gender, June 2015
                                                                  • …but very few wine users only drink imported wine
                                                                      • Figure 24: Penetration of wine, by product origin, June 2015
                                                                      • Figure 25: Penetration of domestic wine, by gender and age, June 2015
                                                                  • The Consumer – Various Consumer Bases for Different Types of Wine

                                                                    • Red wine remains the dominant type
                                                                        • Figure 26: Type of wine consumed, June 2015
                                                                      • Red wine has reached the mid-range segment
                                                                        • Figure 27: Type of wines consumed, by origin of wine, June 2015
                                                                      • Rosé wine shows potential to open up its market among female drinkers
                                                                          • Figure 28: Penetration of rosé, by gender and age, June 2015
                                                                        • White wine losing its position as a niche type of wine for trading up…
                                                                          • …and white wine is being replaced by rosé among sophisticated drinkers
                                                                            • Figure 29: Penetration of rosé, by city, June 2015
                                                                        • The Consumer – Reasons for Not Drinking Imported Wine

                                                                          • Fake products pose a key threat to future development
                                                                              • Figure 30: Reasons for not drinking imported wine, June 2015
                                                                          • The Consumer – Online Shopping Behaviour

                                                                            • Buying online is a way to learn about wine…
                                                                                • Figure 31: Online shopping behaviour in the wine market, June 2015
                                                                              • …but young drinkers are less interested in learning
                                                                                  • Figure 32: Selected attitudes towards online purchasing channels, by age, June 2015
                                                                                • Learning is associated with trading up
                                                                                    • Figure 33: Selected attitudes towards online purchasing channels, by household monthly income, June 2015
                                                                                  • Lower tier cities show greater potential
                                                                                      • Figure 34: Selected attitudes towards online purchasing channels, by city tier, June 2015
                                                                                    • Online channels could help niche types of wines to expand their consumer base
                                                                                      • Figure 35: Selected attitudes towards online purchasing channels, by type of wine, June 2015
                                                                                  • The Consumer – Attitudes towards Innovative Concepts

                                                                                    • Exploring different tastes and flavours stands out…
                                                                                        • Figure 36: Attitudes towards innovative concepts in the wine market, June 2015
                                                                                      • …but with clear gender differences
                                                                                          • Figure 37: Selected innovative concepts, by gender, June 2015
                                                                                          • Figure 38: Selected innovative concepts, by gender and age, June 2015
                                                                                          • Figure 39: Attitudes towards the innovative concept “wine with labels highlighting different taste”, by personal monthly income, June 2015
                                                                                        • Wine-based RTD shows potential to target young female drinkers
                                                                                          • Figure 40: Selected innovative concept, by gender and age, June 2015
                                                                                        • Small package still needs to convince the high earners
                                                                                          • Figure 41: Attitudes towards the innovation concept “wine in small package for on the go”, by personal monthly income, June 2015
                                                                                        • Assorted cases show the potential to target married couples
                                                                                          • Figure 42: Attitudes towards the innovation concept “a case of wine with different taste”, by marital status, June 2015
                                                                                        • City tier becomes insignificant
                                                                                          • White wine and rosé are more likely to benefit from detailed taste labelling
                                                                                            • Figure 43: Attitudes towards “wine with labels highlighting different taste”, by type of wine, June 2015
                                                                                        • The Consumer – Attributes Associated with Different Types of Wines

                                                                                          • Red wine is widely available but less fashionable…
                                                                                              • Figure 44: Attributes associated with different types of wine, June 2015
                                                                                            • …but Guangzhou wine users tend to be more sophisticated
                                                                                              • Figure 45: Attitudes towards red wine being suitable for business occasions, by city, June 2015
                                                                                            • Gender differences for finding the fashionable alternative to red wine
                                                                                              • Figure 46: Attitudes towards red wine being as premium and offering a variety of flavours, by gender, June 2015

                                                                                          Companies Covered

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

                                                                                          Wine - China - October 2015

                                                                                          £3,273.18 (Excl.Tax)