2021
8
Canada Wine Market Report 2021
2021-12-17T03:06:38+00:00
OX1047873
3695
146331
[{"name":"Wine","url":"https:\/\/store.mintel.com\/industries\/drinks\/alcoholic-drink\/wine"}]
Report
en_GB
“Wine was consistently growing in the years leading to the pandemic and there is no reason to suspect a change. Wine fulfills a distinct role relative to other alcoholic beverages,…

Canada Wine Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Wine was consistently growing in the years leading to the pandemic and there is no reason to suspect a change. Wine fulfills a distinct role relative to other alcoholic beverages, being particularly synonymous with enhancing meals along with other considerations. As the pandemic’s impact on day-to-day life (hopefully) subsides in Canada, wine is well-positioned to help Canadians reconnect over meals and at other times.”

– Joel Gregoire, Associate Director for Food & Drink

This report covers the following issues:

  • The impact of COVID-19 on consumer behaviour and the wine market in Canada.
  • What Canadian wine drinkers look for the most when choosing wine.
  • Attitudes toward wine around sustainability, health and making informed choices.
  • What occasions Canadians are most likely to associate with wine versus other alcoholic beverages.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • Consumer data:
            • Market size estimates:
            • Executive Summary

                • Top takeaways
                  • Market overview
                    • Impact of COVID-19 on wine
                        • Figure 1: Short-, medium- and longer-term impact of COVID-19 on wine, 2021
                      • Opportunities
                        • Wine is the perfect accompaniment when ‘reconnecting’
                          • COVID-19 made supporting local wineries more important for Canadians
                            • Wine brands can aim to penetrate occasions not traditionally associated with wine
                              • For many, wine is more closely associated with wellbeing than other alcoholic beverages
                                • Challenges
                                  • A third of wine drinkers plan to drink less wine ‘post-COVID’
                                    • Choosing the ‘right’ wine can often be intimidating
                                    • The Market – Key Takeaways

                                      • Canadians spent more on wine in 2020 at retail
                                        • Foodservice is rebounding
                                        • Market Size and Forecast

                                          • Canadians spent more on wine in 2020 at retail
                                            • Figure 2: Still wine retail value sales forecast, 2016-26
                                            • Figure 3: Share of still wine retail value sales by type, 2020
                                            • Figure 4: Share of wine volume, retail vs others, 2014-20
                                            • Figure 5: Value of total sales per capita of wine vs other alcoholic beverages (% share), 2005/06 – 2019/20
                                        • Market Factors

                                          • Foodservice is rebounding
                                            • Figure 6: Drinking places (alcoholic beverages) receipts in Canada, March 2019 – August 2021
                                            • Figure 7: Ate/drank inside a restaurant over three months, spring to fall, 2021
                                          • Climate change’s impact will be more acute over the next decade and beyond
                                            • Figure 8: Sources of greenhouse gas emissions by economic sector in Canada, 2019
                                          • Canada’s population is getting older
                                            • Figure 9: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                                        • Companies and Brands – Key Takeaways

                                          • Wine is ideal for reconnecting in person
                                            • The future will provide for ‘meta’ opportunities for engagement
                                              • Look beyond the product for ways to promote wine to young adults
                                              • Competitive Strategies

                                                • Wine can help make ‘back to normal’ more enjoyable
                                                  • Embracing wine-based RTDs can open other occasions for wine
                                                    • Figure 10: Espritza Bubbly Rosé Wine (US), May 2020
                                                • Market Opportunities

                                                  • The future will provide for ‘meta’ opportunities for engagement
                                                      • Figure 11: Social in the metaverse, October 2021
                                                      • Figure 12: What is Microsoft’s Metaverse?, November 2021
                                                    • Sustainable production practices hold increasing resonance with Canadians
                                                      • Look beyond the product for ways to promote wine to young adults
                                                      • The Consumer – Key Takeaways

                                                        • COVID-19 has had limited impact on wine consumption
                                                          • Sustainable measures are an expectation
                                                            • Wine plays a distinct role in the alcoholic beverage landscape
                                                              • Type trumps flavour when choosing wine
                                                              • Impact of COVID-19 on Wine

                                                                • COVID-19 has had limited impact on wine consumption
                                                                  • Figure 13: Perceived impact of COVID-19 on wine consumption, 2021
                                                                  • Figure 14: Alcoholic beverage being drunk more often, the same or less often vs last year, 2020
                                                                  • Figure 15: Perceived impact of COVID-19 on wine consumption, by age, 2021
                                                                  • Figure 16: Perceived impact of COVID-19 on wine consumption, by parental status, 2021
                                                                • More time spent at home is the main reason for drinking wine more often
                                                                  • Figure 17: Reasons for drinking more wine compared to before the start of the pandemic, 2021
                                                                • Going out less often is the main reason for drinking less
                                                                  • Figure 18: Reasons for drinking less wine compared to before the start of the pandemic, 2021
                                                              • Issues and Attitudes Toward Wine

                                                                • COVID-19 has bolstered Canadian’s appreciation for local wineries
                                                                  • Figure 19: Select attitudes toward wine and COVID-19, 2021
                                                                • Sustainable measures are an expectation
                                                                  • Figure 20: Attitudes toward wine and sustainability, 2021
                                                                  • Figure 21: Attitudes toward wine and sustainability, by region, 2021
                                                                  • Figure 22: Attitudes toward wine and sustainability, by age, 2021
                                                                • Most wine drinkers stick with the same wine brands
                                                                  • Figure 23: Fielding Winery Instagram post, October 2021
                                                                  • Figure 24: Attitudes toward wine and choice, 2021
                                                                  • Figure 25: Attitudes toward wine and choice, by age, 2021
                                                                  • Figure 26: “I wish there was a greater selection of wine available in Canada”, by region, 2021
                                                                • Half of wine drinkers link wine to wellbeing
                                                                  • Figure 27: Attitudes toward wine and wellbeing, 2021
                                                                  • Figure 28: Attitudes toward wine and wellbeing, by age, August 2021
                                                                • Wine (and wineries) have an important role in promoting fun and fostering connectivity as Canada (hopefully) emerges from the pandemic
                                                                  • Figure 29: “I drink wine to make get-togethers more fun”, by age, 2021
                                                              • Matching Wine and Occasions

                                                                • Wine plays a distinct role in the alcoholic beverage landscape
                                                                  • Figure 30: Miss Vickie’s Presents Date Night with Isabelle and Donald, August 2021
                                                                  • Figure 31: Correspondence analysis – symmetrical map – occasions to drink alcohol, 2021
                                                                • Age and gender impact how prominently different occasions are associated with wine
                                                                  • Figure 32: Occasions associated with drinking wine (select), by age, 2021
                                                                  • Figure 33: Occasions associated with drinking wine (select), men vs women, 2021
                                                                  • Figure 34: Avaline Instagram post, November 2021
                                                              • Alcoholic Beverage Usage

                                                                • Wine and beer have the broadest reach
                                                                  • Figure 35: Alcoholic beverages drunk over the past three months, 2021
                                                                • Wine is more popular with middle-aged and older Canadians
                                                                  • Figure 36: Alcoholic beverages drunk over the past three months, by age, 2021
                                                                  • Figure 37: Alcoholic beverages drunk over the past three months, men vs women, 2021
                                                                  • Figure 38: Wine drunk over the past three months, by region, 2021
                                                              • Wine Usage by Varietal

                                                                • Canadians turn to both red and white wine
                                                                  • Figure 39: Wine varietals typically drunk, 2021
                                                                • Age and gender impact varietal choices
                                                                  • Figure 40: Red wine varietals typically drunk (select), by age, 2021
                                                                  • Figure 41: Wine varietals typically drunk (select), men vs women, 2021
                                                              • What Matters When Choosing Wine

                                                                • Type trumps flavour when choosing wine
                                                                  • Figure 42: Considerations when choosing wine, 2021
                                                                • Age and gender influence what matters when choosing wine
                                                                  • Figure 43: Considerations when choosing wine, by age, 2021
                                                                  • Figure 44: Considerations when choosing wine (select), men vs women, 2021
                                                                  • Figure 45: Considerations when choosing wine (select), mothers vs fathers, 2021
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Consumer Survey Data
                                                                    • Sales data
                                                                      • Forecast methodology
                                                                        • Correspondence analysis methodology
                                                                          • Abbreviations and terms
                                                                            • Abbreviations

                                                                            About the report

                                                                            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.

                                                                            Market

                                                                            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.

                                                                            Consumer

                                                                            Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                            Brand/Company

                                                                            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.

                                                                            Data

                                                                            Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                            *databooks not available with UK B2B Industry reports.

                                                                            Below is a sample report, understand what you are buying.

                                                                            Click to show report
                                                                            2024 Sample Consumer Cover

                                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                                                            Trusted by companies. Big and small.

                                                                            Want to speak to us directly?

                                                                            Contact us with your enquiry and our expert global team can help.

                                                                            Get in touch