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Wine - China - December 2018

“Under the pressure of reduced global supply and lack of appreciation from the mass market, wine in China is entering a phase of adjustment. With more players encouraged by favourable trade deals entering the market, consumers are presented with abundant selections from various channels. The opportunities for players reside in whether wine could appeal to a broader audience with lower barriers to trial and reimagined consumption occasions.”

– Wenxin Xu, Senior Research Analyst, Food & Drink

This report examines the following issues:

  • Limited knowledge about varietal impedes healthy business growth
  • Cultural perception influences purchasing decision
  • Domestic producers need more global resource to strengthen status

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
        • Executive Summary

            • The market
              • Market undergoing phase of adjustment
                • Figure 1: Best- and worst-case forecast of total wine market value, China, 2013-23
                • Figure 2: Best- and worst-case forecast of total wine market volume, China, 2013-23
              • Market adjusting its taste palate
                • Companies and brands
                  • Leading domestic brands reconstructing products under pressure
                    • From online to offline, retailers are blurring the battlefield line
                      • Innovation embracing modern lifestyles
                        • The consumer
                          • Imported wine is catching up in penetration
                            • Figure 3: Usage of wine, September 2018
                          • Perception of origin is critical to preference
                            • Figure 4: Interest in imported wine, September 2018
                          • Varietals might not be key to promoting novelty
                            • Figure 5: Knowledge of grape varietals, September 2018
                          • Fitting into consumption occasions
                            • Figure 6: Consumption occasions, September 2018
                          • Consumers with basic knowledge seek help from sales channels
                            • Figure 7: Purchase channels, September 2018
                          • Misconceptions about wine a hurdle for future healthy growth
                            • Figure 8: Attitudes towards wine, September 2018
                          • What we think
                          • Issues and Insights

                            • Limited knowledge about varietal impedes healthy business growth
                              • The facts
                                • The implications
                                  • Figure 9: Boeuf Bourguignon recipe video shared by a wine education influencer
                                • Cultural perception influences purchasing decision
                                  • The facts
                                    • The implications
                                      • Figure 10: Vanguard Voi La supermarket wine dispenser
                                    • Domestic producers need more global resource to strengthen status
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • A slowing down market
                                            • More players fighting for bigger share of the pie
                                              • Segments remain stable in still wine and sparkling wine
                                              • Market Size and Forecast

                                                • Market undergoing slight downturn in 2018
                                                  • Figure 11: Domestic production and imported bottled wine volume, 2013-18 (est), China
                                                • Stabilised market outlook for the following years
                                                  • Figure 12: Best- and worst-case forecast of total wine market value, China, 2013-23
                                                  • Figure 13: Best- and worst-case forecast of total wine market volume, China, 2013-23
                                              • Market Factors

                                                • Channels flex muscles and secure deals with wineries overseas directly
                                                  • Wine groups may invest or co-operate more in domestic production
                                                    • Emerging domestic producers adopt traditional winery operation
                                                    • Market Segmentation

                                                      • Still wine dominates the market
                                                        • Figure 14: Best- and worst-case forecast of still wine market, by value, China, 2013-23
                                                        • Figure 15: Best-and Worst-case forecast of still wine market, by volume, China, 2013-23
                                                      • Sparkling wine has steady growth yet remains small
                                                        • Figure 16: Best- and worst-case forecast of sparkling wine market, by value, China, 2013-23
                                                        • Figure 17: Best- and worst-case forecast of sparkling wine market volume, China, 2013-23
                                                    • Key Players – What You Need to Know

                                                      • Domestic players resist market share loss
                                                        • Countries under FTAs see tremendous growth in market share
                                                          • Brands are creating new consumption occasions
                                                          • Market Share

                                                            • Imported wine gains market share but loses momentum
                                                              • Figure 18: Imported wine volume, China, 2013-18(est)
                                                            • Domestic wine with sluggish performance is losing market share
                                                              • Figure 19: Retail value share of domestic and imported wine – bottled and sparkling, China, 2016 and 2017
                                                              • Figure 20: Retail volume share of domestic and imported wine – bottled and sparkling, China, 2016 and 2017
                                                            • French wine leads value and volume in the market
                                                              • Figure 21: Value of imported bottled wine by top 10 countries, China, 2016-17
                                                              • Figure 22: Volume of imported bottled wine by top 10 countries, China, 2016-17
                                                            • Australia balances volume and value while Spain and Chile focus on volume
                                                            • Market Highlights

                                                              • China: Pernod Ricard’s Jacob’s Creek using customisation to win hearts
                                                                • Figure 23: Jocob’s Creek merlot wine customisation edition, china, 2018
                                                              • US: Yoga paired with wine for the Millennials
                                                                • Figure 24: Yoga session followed by wine tasting events, US, 2018
                                                              • UK: Wine pouches catering for single-serve drinks on-the-go
                                                                • Figure 25: Wine in pouch format with biodegradable material, UK market, 2017
                                                              • France: In-store technology providing recommendations
                                                              • The Consumer – What You Need to Know

                                                                • Young generations express great interest
                                                                  • Dynamic purchase channels fuel competition
                                                                    • Inexperienced consumers need clarification about wine myths
                                                                    • Usage of Wine

                                                                      • Domestic red wine is losing penetration
                                                                        • Figure 26: Usage of wine, September 2018
                                                                      • Young generations express greater interest in different wine
                                                                        • Figure 27: Usage of wine, by selected wine types and age groups, September 2018
                                                                      • High earners are more experienced with niche wine
                                                                      • Interest in Imported Wine

                                                                        • Prestige associated with country of origin is deeply ingrained
                                                                          • Figure 28: Interest in imported wine, September 2018
                                                                        • Varied favourability reflects premium perception
                                                                          • Figure 29: Interest in imported wine, by selected country of origin, gender and monthly personal income September 2018
                                                                        • New world wines could uncork inexperienced market
                                                                          • Figure 30: Interest in imported wine, by selected country of origin, by gender and age, September 2018
                                                                        • Tier one cities show stronger country of origin preference
                                                                          • Figure 31: Interest in import wine, by selected country of origin and city tiers, September 2018
                                                                      • Knowledge of Grape Varietals

                                                                        • Consumers have rudimentary knowledge
                                                                          • Figure 32: Knowledge of grape varietals, September 2018
                                                                        • Affluent consumers could be more knowledgeable
                                                                          • Figure 33: Knowledge of grape varietals, by knowledge of any varietals and monthly personal income, September 2018
                                                                        • Different varietals appeal to wide range of consumers
                                                                        • Consumption Occasions

                                                                          • Home-style meals paired with drinking are rooted in culture
                                                                            • Figure 34: Consumption occasions, September 2018
                                                                          • Exploration on nightlife scene
                                                                            • Figure 35: Consumption occasions, by selected occasions and wine type, September 2018
                                                                          • Female drinkers with higher monthly income enjoy more exposure
                                                                            • Figure 36: Selected consumption occasions of females, by monthly personal income, September 2018
                                                                        • Purchase Channels

                                                                          • Offline retailers are preferred by consumers
                                                                            • Figure 37: Purchase channels, September 2018
                                                                          • Specialty supermarkets and WeChat stores pamper high earners
                                                                            • Figure 38: Purchase channels, by e-commerce channels and personal monthly income, September 2018
                                                                          • WeChat stores have fan base from tier two cities
                                                                            • Figure 39: Purchase channels, by selected channels and city tiers, September 2018
                                                                          • E-commerce takes a share of the pie
                                                                            • Figure 40: Purchase channels, by e-commerce channels and age, September 2018
                                                                          • Lesser-known wines have potential in imported grocery and WeChat stores
                                                                            • Figure 41: Purchase channels, by selected channels and usage of wine – have drunk selected wine, September 2018
                                                                        • Attitudes towards Wine

                                                                          • Scepticism and myths about wine
                                                                            • Figure 42: Attitudes towards wine, September 2018
                                                                            • Figure 43: Attitudes towards wine, September 2018
                                                                            • Figure 44: Attitudes towards wine, September 2018
                                                                          • Transparency of imported wine pricing concerns people in lower tier cities
                                                                            • Figure 45: Attitudes towards wine, agree with ‘the price of imported wine is not transparent’, by city tier, September 2018
                                                                          • Aging myths and quality perceptions
                                                                            • Figure 46: Attitudes towards wine, by gender and monthly personal income, September 2018
                                                                            • Figure 47: Attitudes towards wine, by gender and monthly personal income, September 2018
                                                                        • Meet the Mintropolitans

                                                                          • Greater usage of wine
                                                                            • Figure 48: Usage of wine, I have drunk it, by consumer classification, China, September 2018
                                                                          • Preference of the country might associate with exposure
                                                                            • Figure 49: Interest in imported wine, by selected countries and consumer classification, September 2018
                                                                          • More drinking occasions might lead to higher consumption
                                                                            • Figure 50: Consumption occasions, by consumer classification, September 2018
                                                                          • More Mintropolitans have misconceptions about wine
                                                                            • Figure 51: Attitudes towards wine, by selected statements and consumer classifications, September 2018
                                                                        • Appendix – Market Size and Forecast

                                                                            • Figure 52: Total market value of wine, China, 2013-23
                                                                            • Figure 53: Total market volume of wine, China, 2013-23
                                                                        • Appendix – Market Segmentation

                                                                            • Figure 54: Total market value of still wine, China, 2013-23
                                                                            • Figure 55: Total market volume of still wine, China, 2013-23
                                                                            • Figure 56: Total market value of sparkling wine, China, 2013-23
                                                                            • Figure 57: Total market volume of sparkling wine, China, 2013-23
                                                                        • Appendix – Methodology and Abbreviations

                                                                          • Methodology
                                                                            • Fan chart forecast
                                                                              • Abbreviations

                                                                              Wine - China - December 2018

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