Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Canada Wine Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Wine market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The following definitions when examining consumer feedback towards wine are as follows when asked, “what types of alcoholic beverages do you drink most often? Which do you also drink?”


  • Wine (non-sparkling)
  • Champagne/sparkling wine
  • Premixed wine-based drinks (eg wine cooler, sangria)

Furthermore, consumers were asked “what varietals they typically drink”, with the following list of select varietals/types provided.


  • Chardonnay
  • Sauvignon blanc
  • Moscato
  • Pinot grigio
  • Gewurztraminer
  • Riesling


  • Cabernet Sauvignon
  • Shiraz
  • Merlot
  • Pinot Noir
  • Malbec
  • Rosé

Key points included

  • Younger consumers are key to wine’s future growth
  • Many consumers are confused by wine selection
  • Consumers show active interest in learning more about wine
  • Wine experience can extend beyond the “bottle”
  • Focus on flavour relatable to a greater share of consumers
  • Strong wine brands can extend to other categories

Expert analysis from a specialist in the field

Written by Joel Gregoire, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Wine as a category in Canada continues to grow. Its relatively positive perception on health and its popularity among older consumers means it’s well-positioned as Canadians remained focused on living healthily without sacrificing on the things they love, in the face of an aging population. The challenge for wine makers will be to ensure their offerings are in line with consumer demand at large when it comes to flavour, positioning and format. These, along with other considerations, are addressed in this Report, providing readers with a perspective on how Canadians view wine and their prospective demands with respect to the category. Joel Gregoire
Associate Director - Food & Drink

What you get

What's included

Why buy from us?


Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

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.

Table of contents

  1. Overview

    • Executive Summary

      • The Market – What You Need to Know

        • Market Size and Forecast

          • Market Breakdown

            • Market Factors

              • Key Players – What You Need to Know

                • What’s Working?

                  • Challenges

                    • What’s Next?

                      • The Consumer – What You Need to Know

                        • Wine Usage

                          • Wine Varietals

                            • Wine Selection Considerations

                              • Wine Positioning

                                • Attitudes towards Wine

                                  • Appendix – Data Sources and Abbreviations