Wine - US - October 2013
“Young category participants are more likely than average to turn to recommendations from friends, store employees, and advertisements in their wine purchase decision. This group also turns to indicators such as label design at a higher-than-average rate and latches onto familiar characteristics such as an interest in natural products.”
– Beth Bloom, Food and Drink Analyst
This report looks at the following areas:
- What drives consumer purchase decision?
- How can the category attract the attention of Millennials?
- How can wine compete with other alcoholic beverage options?
Mintel estimates that total US sales of wine will grow 2.6% in 2013 to reach $41.5 billion. While such performance represents another year of growth, it’s a slowdown from the gains seen in the four years prior. Consumers report slightly lower wine consumption than in years past, and volume sales of products in the category increased by the smallest year-over-year gain since 2009.
Household income is a strong determinant of category participation, with lower income earners significantly less likely than their higher-earning counterparts to drink wine. Among wine drinkers, familiarity trumps price in wine purchase decisions. This, combined with the interest in familiar wine type and region and a clear description of taste, points to the important role of comfort and recognition in wine purchase decisions.
Champagne and sparkling wine experienced the largest percentage growth among wine segments from 2008-13. The expansion of bubbly offerings and a general casualization of the segment make room for expanded drinking occasions.
This report includes retail sales for domestic and imported wine for home (off-premise) and on-premise consumption.
The report covers the following types of wine:
Still/table wine – noncarbonated wine; primarily red, white, or rosé/blush
Champagne and sparkling wines
Dessert and fortified wines
Vermouth and aperitifs
Wine coolers are excluded from the report, but are measured in Mintel’s White Spirits—US, November 2013.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.