1. a critical planning session for the Australian wine industry – 2-Nov-12
Consumer research excerpts presented by:
David Holderness:
Global Insights Manager
2.
3. 35 years of unprecedented growth:
Exceptional consumption in AU
surplus production in some markets, and deficit in others....
11% YOY growth in export industry
(62% of total AU disposals. 42% of industry’s revenue)
CBA Commodities Report June 2011
4. Australia in a nutshell....
Good supply factor
quality, value, varietal choice
Flexible winemaking practices
leeway for winemakers to try new things
Strong identifiable brands
few restrictions on grape variety, yield or region = interesting wines, tradition + new thinking
Strong infrastructure of viticulturists & winemakers
little regulatory rigidity like Europe & genuine unity within AU wine sector
Some exciting new insights from our consumer research!
Austrade Wine Overview
6. Our international tourists tell a good
story.....
12% of visitors have visited a winery here
(c. 670k people – average annual growth of 3.4% over 10 years)
YE June 2012:
UK: 114k , China 70k, USA 63k, NZ 47k, Singapore 46k visitors.........
Mainly holiday (52%) but also VFR (28%)
They spend almost $7k per trip (compared to $5k av int’l spend)
IVS: YE June 2012
7. UK and USA are key & massive China growth
(Top 10 source markets over 10 years)
YE June 2002 YE June 2007 YE June 2012
1 United Kingdom United Kingdom United Kingdom
2 New Zealand USA China
3 USA New Zealand USA
4 Singapore Japan New Zealand
5 Japan Singapore Singapore
6 Germany Korea Malaysia
7 Malaysia Germany Korea
8 Scandinavia China Japan
9 Canada Canada Canada
10 Netherlands Malaysia Germany
IVS: YE June 2012
8. Domestically it’s a smaller share
(but still big).....
75.1m Australians took overnight trips in YE June 2012
2.4m (3%) of these overnight trips included ‘visiting wineries’
(average annual growth of 2.1% over 10 years)
Last 10 years: over 10% growth in Business traveller
day trippers who visited wineries (now 104k day trips)
Domestic tourists (who visit wineries) spend almost $700 per trip
NVS: YE June 2012
9. So what have we
recently learned about consumers??
10. Food & wine is 4th in top 5 triggers
1. Safe and secure destination
2. Value for money
3. World class beauty & natural environments
4. Good food, wine local cuisine & produce
5. Friendly & open citizens, local hospitality
6. Family friendly destination
7. Rich history & heritage
...
16
Especially for Japan China, UK & Germany
BDA Marketing: Consumer Demand Project Oct 2012
11. Most Least
important important
BDA Marketing: Consumer Demand Project Oct 2012
12. The importance of food & wine is clear... but
our positioning isn’t
Factor Importance vs. Association with Australia
Importance Ranking (top 1) and Association with Australia
Derived by BDA from CDP Survey
60
World class beauty and natural environments
Different and interesting local wildlife
55
A range of quality Safe & secure
Association with Australia
50 accommodation options
Spectacular coastal scenery
45 Clean cities / good road infrastructure
Family friendly
Great swimming beaches
40 The best in luxury accommodation and facilities Friendly and open citizens
Good leisure activities
Flights with no stop-overs
Native or cultural heritage or activities
35
Ease of obtaining visa Good food, wine, local
30 Great shopping cuisine and produce
Romantic destination
25 Value for money
Rich history and heritage
20
19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0
Importance Ranking
Axes calculated as the mean x and y values ‘Barriers’ ‘Triggers’
13. Australia’s Food & Wine rank improves after visiting
Association
Rank
IDN NZL SNG MYS KOR JPN CHN IND GER USA UK
Total Visited Not visited
BDA Marketing: Consumer Demand Project Oct 2012
14. Unclear positioning sees F&W play a
‘support role’ to other AU experiences
Forced ranking of all 7 AU Experiences (which all perform well)
TNS: Experiences Research 2010
15. So far we can see that wine:
... is an important driver of tourism
... has varied perceptions / associations (especially
among those who haven’t been to AU)
... has a (currently) unclear positioning
... stacks up in terms of quality (say those who
have visited)
16. Elsewhere we’ve seen that
• Tourists are ‘buying an anecdote’ when they
travel
• The more unique the better
• Nothing more unique than the Australia’s top
performing:
– world class beauty and nature
– spectacular coastal scenery
– great swimming beaches
17. Reward awaits those who adapt.....
Christie's Chinese translations for 61 chateaux in the 1855 classification producing Bordeaux
21. TA has a collection of assets to assist:
Noosa International Food & Wine Festival pilot:
• Event promotion video: http://youtu.be/mUnB4qqgRqo
• Seafood afloat trail: http://youtu.be/Fs_8RI0NQ1M
More Event Partnership info: www.tourism.australia.com/eventpartnership.
Tourism Australia Image Gallery: www.images.australia.com
