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 and close

Description

Description

“The wine market is finally showing signs of recovery with importing activities thawing. Domestic brands, on the other hand, are suffering from intensified competition in the mid-range.”

David Zhang, Senior Drink Analyst

This report answers the following questions:

  • How to identify the hidden gem – Female drinkers?
  • How to better use the increasingly popular online channels?

What's included

What's included

Table of contents

Table of contents

  1. Introduction

    • Definition
      • Methodology
      • Executive Summary

          • The market
            • Volume consumption shows signs of recovery
              • Figure 1: Retail sales of wine in China, by volume, 2010-20
            • Dropping average prices delay recovery in value terms
              • Figure 2: Retail sales of wine in China, by value, 2010-20
            • The share of white wine is going up
              • Figure 3: Market share of different types of still wine in volume, 2010-15
            • Sparkling wine fails to shine
              • Figure 4: Market share of different types of wine, 2010-15
            • Companies and brands
              • The market becomes increasingly fragmented
                • Figure 5: Market share of leading brands in China’s wine market, 2012-14
              • Destocking drives production down
                • Transit adverting ignites demand for Mogao wine
                  • The consumer
                    • Penetration of wine is high
                      • Figure 6: Penetration of different types of alcoholic drinks, June 2015
                    • Red wine remains the dominant type
                      • Figure 7: Type of wine consumed, June 2015
                    • Fake products pose a key threat to future development
                      • Figure 8: Reasons for not drinking imported wine, June 2015
                    • Learning is associated with trading up
                      • Figure 9: Selected attitudes towards online purchasing channels, by household monthly income, June 2015
                    • Exploring different tastes and flavours stands out
                      • Figure 10: Attitudes towards innovative concepts in the wine market, June 2015
                    • What we think
                    • Issues and Insights

                      • How to identify the hidden gem – Female drinkers?
                        • The facts
                          • The implications
                            • How to better use the increasingly popular online channels?
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • The market is recovering
                                    • Depreciation of Renminbi drives costs up
                                      • The share of white wine is going up
                                      • Market Size and Forecast

                                        • Volume consumption shows signs of recovery
                                          • Figure 11: Retail sales of wine in China, by volume, 2010-20
                                        • Dropping average prices delay recovery in value terms
                                          • Figure 12: Retail sales of wine in China, by value, 2010-20
                                      • Market Drivers and Barriers

                                        • Depreciation of the Renminbi drives costs up
                                          • Figure 13: The daily average exchange rate (US Dollar to RMB), August 2013-August 2015
                                        • Fluctuation in the stock market poses a threat to the premium segment
                                          • Figure 14: Shanghai Stock Exchange index, September 2014-September 2015
                                      • Market Segmentation

                                        • The share of white wine is going up
                                          • Figure 15: Market share of different types of still wine, by volume, 2010-15
                                        • Sparkling wine fails to shine
                                          • Figure 16: Market share of different types of wine, 2010-15
                                      • Key Players – What You Need to Know

                                        • Market becomes increasingly fragmented
                                          • Great Wall is the biggest winner
                                            • Destocking drives production down
                                              • Online channels become a necessity
                                              • Market Share

                                                • Market becoming increasingly fragmented
                                                  • Figure 17: Market share in the wine market in China, by volume, 2012-14
                                                  • Figure 18: Market share in the wine market in China, by value, 2012-14
                                                • Great Wall is the biggest winner
                                                • Destocking Drives Production Down

                                                  • Who’s Innovating?

                                                    • Brands to step up their efforts on food pairing with Chinese cuisine
                                                      • Online channels become a necessity
                                                        • Organic and ethical claims replace premium as most popular claims
                                                          • Figure 19: Claims made in newly launched wine products globally, 2010-14
                                                          • Figure 20: Selected wine from Old World using organic as key claim, 2014-15
                                                        • Small packs: A dying trend?
                                                          • Figure 21: Bottle size of newly launched wine products globally, 2010-14
                                                      • The Consumer – What You Need To Know

                                                        • Very few wine users only drink imported wine
                                                          • Rosé wine shows the potential to open up its market among female drinkers
                                                            • Fake products pose a key threat to future development
                                                              • Buying online becomes an effective way to learn more about wine
                                                                • Wine-based RTD shows potential to target young female drinkers
                                                                • The Consumer – Penetration of Wine

                                                                  • Penetration of wine is high…
                                                                    • Figure 22: Penetration of different types of alcoholic drinks, June 2015
                                                                    • Figure 23: Penetration of wine, by age and gender, June 2015
                                                                  • …but very few wine users only drink imported wine
                                                                      • Figure 24: Penetration of wine, by product origin, June 2015
                                                                      • Figure 25: Penetration of domestic wine, by gender and age, June 2015
                                                                  • The Consumer – Various Consumer Bases for Different Types of Wine

                                                                    • Red wine remains the dominant type
                                                                        • Figure 26: Type of wine consumed, June 2015
                                                                      • Red wine has reached the mid-range segment
                                                                        • Figure 27: Type of wines consumed, by origin of wine, June 2015
                                                                      • Rosé wine shows potential to open up its market among female drinkers
                                                                          • Figure 28: Penetration of rosé, by gender and age, June 2015
                                                                        • White wine losing its position as a niche type of wine for trading up…
                                                                          • …and white wine is being replaced by rosé among sophisticated drinkers
                                                                            • Figure 29: Penetration of rosé, by city, June 2015
                                                                        • The Consumer – Reasons for Not Drinking Imported Wine

                                                                          • Fake products pose a key threat to future development
                                                                              • Figure 30: Reasons for not drinking imported wine, June 2015
                                                                          • The Consumer – Online Shopping Behaviour

                                                                            • Buying online is a way to learn about wine…
                                                                                • Figure 31: Online shopping behaviour in the wine market, June 2015
                                                                              • …but young drinkers are less interested in learning
                                                                                  • Figure 32: Selected attitudes towards online purchasing channels, by age, June 2015
                                                                                • Learning is associated with trading up
                                                                                    • Figure 33: Selected attitudes towards online purchasing channels, by household monthly income, June 2015
                                                                                  • Lower tier cities show greater potential
                                                                                      • Figure 34: Selected attitudes towards online purchasing channels, by city tier, June 2015
                                                                                    • Online channels could help niche types of wines to expand their consumer base
                                                                                      • Figure 35: Selected attitudes towards online purchasing channels, by type of wine, June 2015
                                                                                  • The Consumer – Attitudes towards Innovative Concepts

                                                                                    • Exploring different tastes and flavours stands out…
                                                                                        • Figure 36: Attitudes towards innovative concepts in the wine market, June 2015
                                                                                      • …but with clear gender differences
                                                                                          • Figure 37: Selected innovative concepts, by gender, June 2015
                                                                                          • Figure 38: Selected innovative concepts, by gender and age, June 2015
                                                                                          • Figure 39: Attitudes towards the innovative concept “wine with labels highlighting different taste”, by personal monthly income, June 2015
                                                                                        • Wine-based RTD shows potential to target young female drinkers
                                                                                          • Figure 40: Selected innovative concept, by gender and age, June 2015
                                                                                        • Small package still needs to convince the high earners
                                                                                          • Figure 41: Attitudes towards the innovation concept “wine in small package for on the go”, by personal monthly income, June 2015
                                                                                        • Assorted cases show the potential to target married couples
                                                                                          • Figure 42: Attitudes towards the innovation concept “a case of wine with different taste”, by marital status, June 2015
                                                                                        • City tier becomes insignificant
                                                                                          • White wine and rosé are more likely to benefit from detailed taste labelling
                                                                                            • Figure 43: Attitudes towards “wine with labels highlighting different taste”, by type of wine, June 2015
                                                                                        • The Consumer – Attributes Associated with Different Types of Wines

                                                                                          • Red wine is widely available but less fashionable…
                                                                                              • Figure 44: Attributes associated with different types of wine, June 2015
                                                                                            • …but Guangzhou wine users tend to be more sophisticated
                                                                                              • Figure 45: Attitudes towards red wine being suitable for business occasions, by city, June 2015
                                                                                            • Gender differences for finding the fashionable alternative to red wine
                                                                                              • Figure 46: Attitudes towards red wine being as premium and offering a variety of flavours, by gender, June 2015

                                                                                          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 tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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

                                                                                          Trusted by companies. Big and small.

                                                                                          • bell
                                                                                          • boots
                                                                                          • google
                                                                                          • samsung
                                                                                          • allianz
                                                                                          • kelloggs
                                                                                          • walgreens
                                                                                          • redbull
                                                                                          • unilever
                                                                                          • Harvard
                                                                                          • pinterest
                                                                                          • new-york-time