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Wine - Europe - July 2011

"The future is bright for the European wine market, but the road ahead is fraught with obstacles. Price, austerity and healthy living attitudes will reduce frequency in mature markets, but there are many avenues to counter these negative trends. The wine market is extremely traditional, but breaking these traditions can expose exceptional room for growth. Increasingly organic and eco-friendly wines can satisfy healthy living attitudes. Effective branding, increased consumer communication, and distribution that focusses on facilitating consumer choice, can all be used to boost sales. Last but not least, the emergence of developing markets offers huge possibilities for wines. The Russian market continues to be one of the biggest emerging world wine markets, witnessing double digit growth."
- James Manley, European Food and Drink Analyst

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Table of contents

  1. Introduction

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Slow market growth in the Big 5 while Russia pushes ahead
                    • Figure 1: Volume consumption per capita (population), litres, 2006-15
                  • The future is bright but strewn with obstacles
                    • Strength and weaknesses in brief
                      • Strengths
                        • Weaknesses
                          • Companies, brands and innovation
                            • New wines are increasingly organic and eco-friendly
                              • Figure 2: New product activity in wine, % share by top five claims in the Big 5 European countries, 2010
                            • Lack of innovation and effective branding
                              • Getting closer to consumers
                                • Distribution is focusing on making customer choice easier
                                  • The consumer
                                    • The British drink at home
                                      • French consumption is most developed and widespread
                                        • Germany: high usage both in-home and in horeca
                                          • Spanish suppliers should target women and singles
                                            • Red wine is still dominant but rosé is the most dynamic
                                              • Figure 3: Types of bottled wine drunk most often in the last 12 months, by country, 2010
                                            • Sticking to domestic wines is not always a formula for growth
                                              • Sparkling wines are more dynamic than wine
                                                • Population ageing is a positive factor
                                                • European Market Size and Forecast

                                                  • Key points
                                                    • The total market
                                                      • Volume
                                                        • Figure 4: Total wine sales by volume, 2004-16
                                                      • Volume consumption per capita
                                                        • Figure 5: Volume consumption per capita (population), 2004-15
                                                      • Retail sales
                                                        • Value
                                                          • Figure 6: Wine (retail): Value in local currency, 2004-16
                                                        • Volume
                                                          • Figure 7: Wine (retail), by volume, 2004-16
                                                        • Spend per capita
                                                          • Figure 8: Wine (retail): Spend per capita (population), 2004-15
                                                      • Market Segmentation

                                                        • Key points
                                                          • Total market segmentation
                                                            • Volume
                                                              • France
                                                                • Figure 9: France – Wine: Market segmentation, by volume, 2010
                                                              • Germany
                                                                • Figure 10: Germany – Wine: Market segmentation, by volume, 2010
                                                              • Italy
                                                                • Figure 11: Italy – Wine: Market segmentation, by volume, 2010
                                                              • Russia
                                                                • Figure 12: Russia – Wine: Market segmentation, by volume, 2010
                                                              • Spain
                                                                • Figure 13: Spain – Wine: Market segmentation, by volume, 2010
                                                              • UK
                                                                • Figure 14: UK – Wine: Market segmentation, by volume, 2010
                                                              • Retail sales
                                                                • France
                                                                  • Figure 15: France – Wine (retail): Market segmentation, by volume, 2010
                                                                  • Figure 16: France – Wine (retail): Market segmentation, by value, 2010
                                                                • Germany
                                                                  • Figure 17: Germany – Wine (retail): Market segmentation, by volume, 2010
                                                                  • Figure 18: Germany – Wine (retail): Market segmentation, by value, 2010
                                                                • Italy
                                                                  • Figure 19: Italy – Wine (retail): Market segmentation, by volume, 2010
                                                                  • Figure 20: Italy – Wine (retail): Market segmentation, by value, 2010
                                                                • Russia
                                                                  • Figure 21: Russia – Wine (retail): Market segmentation, by volume, 2010
                                                                  • Figure 22: Russia – Wine (retail): Market segmentation, by value, 2010
                                                                • Spain
                                                                  • Figure 23: Spain – Wine (retail): Market segmentation, by volume, 2010
                                                                  • Figure 24: Spain – Wine (retail): Market segmentation, by value, 2010
                                                                • UK
                                                                  • Figure 25: UK – Wine (retail): Market segmentation, by volume, 2010
                                                              • Companies and Product Innovation

                                                                • Key points
                                                                  • Figure 26: New product activity in wine, % share of global region, 2010
                                                                  • Figure 27: New product activity in wine, Europe, % share by country, 2010
                                                                  • Figure 28: New product activity in Wine, number of launches, by country, Big 5, 2010
                                                                  • Figure 29: New product activity in wine, % share by top five claims in the Big 5 European countries, 2010
                                                                • France
                                                                    • Figure 30: New product activity in wine, number of new product launches, France, 2007-10
                                                                    • Figure 31: New product activity in wine, % share by claim, France, top five, 2007-10
                                                                  • Most innovative products – France
                                                                    • Germany
                                                                        • Figure 32: New product activity in wine, number of new product launches, Germany, 2007-10
                                                                        • Figure 33: New product activity in wine, % share by claim, Germany, top five, 2007-10
                                                                      • Most innovative products – Germany
                                                                        • Italy
                                                                            • Figure 34: New product activity in wine, number of new product launches, Italy, 2007-10
                                                                            • Figure 35: New product activity in wine, % share by claim, Italy, top five, 2007-10
                                                                          • Most innovative products – Italy
                                                                            • Spain
                                                                                • Figure 36: New product activity in wine, number of new product launches, Spain, 2007-10
                                                                                • Figure 37: New product activity in wine, % share by claim, Spain, top five, 2008-10
                                                                              • Most innovative products – Spain
                                                                                • UK
                                                                                    • Figure 38: New product activity in wine, number of new product launches, UK, 2007-10
                                                                                    • Figure 39: New product activity in wine, % share by claim, UK, top five, 2007-10
                                                                                  • Most innovative products – UK
                                                                                  • The Consumer

                                                                                    • Key points
                                                                                      • Frequency of use
                                                                                        • Figure 40: Bottled wine drunk either in-home or elsewhere in the last 12 months, by country, 2010
                                                                                      • Type analysis
                                                                                          • Figure 41: Types of bottled wine drunk most often in the last 12 months, by country, 2010
                                                                                          • Figure 42: Varieties of bottled wine drunk most often in the last 12 months, by country, 2010
                                                                                        • Champagne and sparkling wine
                                                                                            • Figure 43: Champagne and sparkling wine drunk either in-home or elsewhere in the last 12 months, by country, 2010
                                                                                            • Figure 44: Champagne drunk either in-home or elsewhere in the last 12 months, by UK, 2010
                                                                                            • Figure 45: Champagne drunk either in-home or elsewhere in the last 12 months, by France, 2010
                                                                                            • Figure 46: Sparkling and flavoured wines drunk in the last 12 months, by France, 2010
                                                                                          • Consumer attitudes
                                                                                          • Appendix – Demographic Data

                                                                                              • Figure 47: Bottled wine drunk either in-home or elsewhere in the last 12 months, by demographics, GB, 2010
                                                                                              • Figure 48: Bottled wine drunk in-home in the last 12 months, by demographics, GB, 2010
                                                                                              • Figure 49: Bottled wine drunk elsewhere in the last 12 months, by demographics, GB, 2010
                                                                                              • Figure 50: Bottled wine drunk either in-home or elsewhere in the last 12 months, by demographics, France, 2010
                                                                                              • Figure 51: Bottled wine drunk either in-home or elsewhere in the last 12 months, by demographics, Germany, 2010
                                                                                              • Figure 52: Bottled wine drunk elsewhere in the last 12 months, by demographics, Germany, 2010
                                                                                              • Figure 53: Bottled wine drunk either in-home or elsewhere in the last 12 months, by demographics, Spain, 2010
                                                                                              • Figure 54: Bottled wine drunk either in-home in the last 12 months, by demographics, Spain, 2010
                                                                                              • Figure 55: Bottled wine drunk elsewhere in the last 12 months, by demographics, Spain, 2010
                                                                                              • Figure 56: Champagne and sparkling wine drunk either in-home or elsewhere in the last 12 months, by demographics, Germany, 2010
                                                                                              • Figure 57: Champagne and sparkling wine drunk in-home in the last 12 months, by demographics, Germany, 2010
                                                                                              • Figure 58: Champagne and sparkling wine drunk elsewhere in the last 12 months, by demographics, Germany, 2010
                                                                                              • Figure 59: Champagne and sparkling wine drunk either in-home or elsewhere in the last 12 months, by demographics, Spain, 2010
                                                                                              • Figure 60: Champagne and sparkling wine drunk in-home in the last 12 months, by demographics, Spain, 2010
                                                                                              • Figure 61: Champagne and sparkling wine drunk elsewhere in the last 12 months, by demographics, Spain, 2010
                                                                                              • Figure 62: Champagne drunk either in-home or elsewhere in the last 12 months, by demographics, GB, 2010
                                                                                              • Figure 63: Champagne drunk either in-home in the last 12 months, by demographics, GB, 2010
                                                                                              • Figure 64: Champagne drunk elsewhere in the last 12 months, by demographics, GB, 2010
                                                                                              • Figure 65: Champagne drunk either in-home or elsewhere in the last 12 months, by demographics, France, 2010
                                                                                              • Figure 66: Champagne drunk either in-home in the last 12 months, by demographics, France, 2010
                                                                                              • Figure 67: Champagne drunk at cafés/restaurants in the last 12 months, by demographics, France, 2010
                                                                                              • Figure 68: Sparkling and flavoured wines drunk in the last 12 months, by demographics, France, 2010

                                                                                          Companies Covered

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

                                                                                          Wine - Europe - July 2011

                                                                                          £1,407.00 (Excl.Tax)