Wine - Canada - October 2015
Canada’s wine industry has experienced growth in value and volume sales in recent years supported by an aging population and a general willingness to spend on quality wines. That said, consumer feedback suggests areas of prospective focus in order to build on the category’s success such as the perception of wine as being a comparatively healthy alternative to other forms of alcohol. Furthermore, different genders, age and population groups (eg Chinese Canadians) show nuanced difference in their usage, motivations for and attitudes towards wines that manufacturers can capitalize on to gain competitive advantages when innovating and messaging.
This report looks at the following issues:
- Consumers generally stick to one varietal
- Educating the consumer (and particularly women) on wine
- Consumers open to wine availability in more stores
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