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Description

Description

"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

This Report looks at the following areas:

  • 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

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
        • Wine
        • Executive Summary

          • Overview
            • The issues
              • Younger consumers are key to wine’s future growth
                • Figure 1: Drink wine most often, by age, October 2018
              • Many consumers are confused by wine selection
                • Figure 2: Attitudes towards wine selection, October 2018
              • The opportunities
                • Consumers show active interest in learning more about wine
                  • Figure 3: “Interest in learning more about wine”, by age, October 2018
                • Wine experience can extend beyond the “bottle”
                  • Figure 4: “Visits to brands improve perception of the brand”, by age, October 2018
                • Focus on flavour relatable to a greater share of consumers
                  • Figure 5: Factors more important when choosing wine, October 2018
                • Strong wine brands can extend to other categories
                  • Figure 6: “I would be interested in other types of alcohol offered by wine brands”, by age, October 2018
                • What it means
                • The Market – What You Need to Know

                  • Wine sales forecasted to grow
                    • Canada’s population is aging
                      • Two companies account for a quarter of volume sales
                      • Market Size and Forecast

                        • Wine sales forecasted to grow
                          • Figure 7: Canadian retail sales and forecast of market, at current prices, 2012-23
                          • Figure 8: Canadian retail sales and forecast of market, at current prices, 2011-23
                          • Figure 9: Canadian total volume sales and forecast of market, 2012-23
                      • Market Breakdown

                        • Two companies account for a quarter of Canada’s volume sales
                          • Figure 10: Wine & sparkling wines: Company retail shares by volume (%), 2017
                          • Figure 11: Still wine: retail market segmentation by volume (m litres), by segment, 2014-17
                      • Market Factors

                        • Canada’s population is aging
                          • Figure 12: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                        • Perceived financial health improved in 2018, but an uncertain economic landscape may be on the horizon
                          • Figure 13: Perception of financial health, January/February 2015-18
                      • Key Players – What You Need to Know

                        • Canada’s aging population works in wines favour
                          • BC wine in grocery stores to face greater competition
                            • Fun and creativity to wine in wine packaging
                            • What’s Working?

                              • Canada’s aging population works in wines favour
                                • Wine is more conveniently available in Canada’s largest province
                                • Challenges

                                  • BC wine in grocery stores to face greater competition
                                    • Climate change likely to impact wine production
                                    • What’s Next?

                                      • Low-alcohol wine brings ‘sessionability’ to Canadians
                                        • Organic’s popularity requires context, but appears poised for growth
                                          • Figure 14: Share of wine launches with organic claim, 2013-18 YTD (November)
                                        • Technology can offer more personalized advice on selection
                                          • Fun and creativity to wine in wine packaging
                                            • Figure 15: BuzzBar Larry King Heart Bar Alcohol Infused Ice Cream (US), January 2018
                                            • Figure 16: Woodbridge by Robert Mondavi 2014 Chardonnay (US), January 2018
                                            • Figure 17: Woodbridge by Robert Mondavi 2014 Chardonnay (US), January 2018
                                            • Figure 18: 4th Street Natural Sweet Red Wine (South Africa), November 2018
                                            • Figure 19: Espresso Wine Chardonnay of Italy (Italy), January 2017
                                            • Figure 20: Four Corners Brewing Co. Vin Dicel Barrel Aged Barley Wine (US), March 2017
                                            • Figure 21: Francis Coppola Director’s 2015 Jaws Chardonnay Wine (US), March 2017
                                            • Figure 22: Crazy Legs Hoppy Red Blend Red Wine with Natural Hops Flavor (USA), August 2018
                                            • Figure 23: Vampire 2013 Red Winemaker’s Blend Gift Box (US), May 2017
                                            • Figure 24: Wonderland Pink Sparkling Wine (Germany), May 2017
                                            • Figure 25: Share of wine launches by packaging type, 2017-18 YTD (November)
                                        • The Consumer – What You Need to Know

                                          • Stated wine usage is in-line with beer usage
                                            • Canadians show little apparent preference for red or white wine
                                              • Taste reigns when choosing wine
                                                • Words matter when positioning wine
                                                  • Most Canadians view wine as being a better-for-you
                                                  • Wine Usage

                                                    • Stated wine usage is in line with beer usage
                                                      • Figure 26: Alcoholic beverages drunk most often plus also drink (NET), October 2018
                                                    • Wine benefits from an aging population
                                                      • Figure 27: Alcoholic beverages drunk most often, by age, October 2018
                                                      • Figure 28: Drink wine most often, by gender and age, October 2018
                                                      • Figure 29: Drink beer most often, by gender and age, October 2018
                                                    • Wine’s variety of options positions it well as a ‘secondary’ option
                                                      • Figure 30: Alcoholic beverage drunk most often vs those also drunk, October 2018
                                                    • Two in five drinkers turn to wine at-least once per week
                                                      • Figure 31: Wine consumption frequency, October 2018
                                                  • Wine Varietals

                                                    • Canadians show little apparent preference for red or white wine
                                                      • Figure 32: Typical consumption of wine varietal, October 2018
                                                    • Men are more likely to drink red wine
                                                      • Figure 33: Typical consumption of wine varietal, by gender, October 2018
                                                    • Age influences varietal selection
                                                      • Figure 34: Typical consumption of wine varietal (select), by age, October 2018
                                                  • Wine Selection Considerations

                                                    • Taste reigns when choosing wine
                                                      • Figure 35: Important factors when choosing wine, October 2018
                                                    • Men and women are motivated by different factors when choosing wine…
                                                      • Figure 36: Important factors when choosing wine (select), by gender, October 2018
                                                    • …as are consumers of different ages
                                                      • Figure 37: Important factors when choosing wine (select), by age, October 2018
                                                  • Wine Positioning

                                                    • Words matter when positioning wine
                                                      • Figure 38: Words that hold appeal when choosing wine, October 2018
                                                    • Gender impacts how wines should be described
                                                      • Figure 39: Words that hold appeal when choosing wine, by gender, October 2018
                                                    • Less bold flavours hold greater appeal with younger wine drinkers
                                                      • Figure 40: Words that hold appeal when choosing wine, by age, October 2018
                                                    • Quebec shows different preferences for the wine they drink
                                                      • Figure 41: Words that hold appeal when choosing wine, Quebec vs Canada overall, October 2018
                                                  • Attitudes towards Wine

                                                    • Most Canadians view wine as being a better-for-you means to experience enjoyment
                                                      • Figure 42: Attitudes toward wine, October 2018
                                                    • Wine is ripe for exploration
                                                      • Figure 43: “I would be interested in other types of alcohol offered by wine brands”, by age, October 2018
                                                    • Opportunity to simplify wine choices
                                                      • Wine branding extends beyond the bottle
                                                        • Figure 44: “Visits to brands improver perception of the brand”, by age, October 2018
                                                      • Describing the Canadian wine drinker
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Sales data
                                                            • Fan chart forecast
                                                              • Consumer survey data
                                                                • Consumer qualitative research
                                                                  • Abbreviations and terms
                                                                    • Abbreviations

                                                                    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.

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                                                                    • Consumer

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                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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