The US Wine Market: What Consumers Drink and Why? By Canadean

1. The US Wine Market: What Consumers Drink and Why?
Canadean
Report Highlight

2. Introduction and Landscape
Why was the report written?
Marketers in the Wines market face a major challenge. Understanding market size and segmentation is valuable,
but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to
quantify the impact of consumer trends. This data report solves these problems by providing survey-based data
on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how
much of the Wines market they account for, and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases with the economic recovery, consumer trends will be directly affected. Since
the global financial crisis of 2008–2009 the retail market has been characterized by an increase in the amount of
discounted and own-brand products. Fortified Wine, Sparkling Wine, and Still Wine are not considered essential
items and therefore consumption patterns have been negatively affected. As economic and market recovery
continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency
bands and the amount of non-users should decrease.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in
markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data
provided in this report examines over 20 consumer trends that affect the market and examines the share of
consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is
and just how much impact the latest consumer trends are having.

3. Key Market Issues
Consumer segmentation reveals female consumer groups have a higher share of overall Wine consumption in
value terms than male consumers. This indicates that marketing planners should design products and campaigns
that are more appealing to female consumers.
While Indulgence and Personal space and time are the most important trends affecting US consumers’ choice of
Still Wine, Indulgence and Fun and enjoyment are the most important trends in Sparkling Wine. These trends
highlight different consumption occasions: Still Wine is linked to relaxing, while Sparkling Wine is more closely
linked to celebration.
Consumer segmentation on the basis of wealth grouping reveals that the value share of the Affluent wealth
group is highest is the US, followed by the Better off and Moderate income groups.
Key Highlights
Market valuation reveals Still Wine to be the most consumed Wine type, followed by Sparkling Wine and
Fortified Wine. Still Wine is consumed habitually, while Sparkling Wine and Fortified Wine tend to be consumed
during special occasions.
In the US Wine market private labels have similar, but low penetration levels across all Wine categories. This is
closely linked to the low market shares recorded by major retailers, with the majority of Wine distributed
through small, independent retailers.
Retail analysis reveals the top five retailers in the US account for less than a quarter of total Wine sales in the
country. As such, Spirits producers should adapt their distribution strategies to focus on small, independent
retailers.

4. About the Publisher
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Canadean has long held a reputation with FMCG markets for providing specialist business information by
conducting detailed industry and consumer research, supported by insightful value-added analysis.
Canadean covers the entire spectrum of the consumer value chain from suppliers, brand owners,
distribution channels and consumer insight.
By researching markets in a holistic way, Canadean’s research methodology enables clients to make
informed, strategic decisions that are founded on robust and reliable data and market insights. Canadean
specializes in online survey panels, qualitative and quantitative in-country research, industry analysis and
consultancy.
Canadean’s dedicated in-country researchers and analysts have an industry background in marketing,
market research, consulting and advanced statistical expertise. They are well positioned in the industries
themselves and therefore, best placed to ask the right questions of the right people. This network of
professional researchers stretches across more than 80 countries, enabling Canadean to conduct unique
research via our trusted business communities.

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