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MARKET REPORT DETAIL

The Brazilian Wine Market: What Consumers Drink and Why?

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Published Date: Oct, 2013
Format: PDF
No of Pages: 73
 
 
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  • Abstract
  • Table of Contents

Product Synopsis

This report provides the results for the Wines market in Brazil from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

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 organized 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.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Fortified Wine, Sparkling Wine, and Still Wine.
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

The Affluent economic group in Brazil have the largest value share in the wine market, with this segment contributing almost one-third of the total market size. This group is followed by the Better Off income group, while the Hard Pressed segment contributes the lowest value share. This may be due to the fact that Wine is relatively more expensive than other categories in the Spirits market and has a more affluent brand image. The rising income levels of the middle class and increasing propensity to consume Wine during social occasions is presenting further scope for wineries and marketers to target these segments.
Consumer frequency analysis reveals that consumption of Sparkling Wine is lowest among ‘Early Young Adults’ and is highest among ‘Older Consumers’. While Older Consumers are currently the best age group to target, due to the higher penetration rate and higher consumption frequency, this also highlights that there is potential scope for marketers to target non-consuming Early Young Adults in order to further widen their customer base.
Private label penetration is low in the Brazilian Wines market, with Fortified Wine the most successful private label Wine category followed by Still Wine and Sparking Wine.

Key Highlights

Switching analysis indicates that consumer loyalty is low for Wine consumers in Brazil as the top three organized retailers witnessed a large number of end consumers switching to other retailers in the last six months.
Consumer survey results indicate that Changing age structures, Changing life stages and Indulgence are the leading trends influencing Wine consumption in Brazil. Companies need to consider these behavioural trends in order to effectively reach their target audience.
Still Wine accounts for the largest share in Wine in Brazil, both in value and volume terms. This category is preferred mostly by men, while female consumption is higher for Sparkling Wine. Still Wine is expected to remain the undisputed leader in the Wine market in years to come as middle class consumers are increasingly attracted to wine consumption.

Table of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Wine Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Fortified Wine
3.2.2 Sparkling Wine
3.2.3 Still Wine
3.3 Behavioral Trends and Market Value
3.3.1 Fortified Wine
3.3.2 Sparkling Wine
3.3.3 Still Wine
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Fortified Wine
4.1.2 Sparkling Wine
4.1.3 Still Wine
4.2 Consumer Profiles by Product Category
4.2.1 Fortified Wine
4.2.2 Sparkling Wine
4.2.3 Still Wine
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Wine Brand Choice and Private Label Consumer Penetration
5.2.1 Fortified Wine
5.2.2 Sparkling Wine
5.2.3 Still Wine
6 The Share of Consumers influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Wine
6.1.2 Fortified Wine
6.1.3 Sparkling Wine
6.1.4 Still Wine
7 Consumption Impact: Market Valuation
7.1 Wine Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Wine Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Wine Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail
8.1.1 Retailer Volume Share of Organized Retail in Wine
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share by Volume of Organized Retail - Fortified Wine
8.2.2 Retail Share by Volume of Organized Retail - Sparkling Wine
8.2.3 Retail Share by Volume of Organized Retail - Still Wine
8.3 Profiles of End-Consumers of Wine, by Retailer Used
8.3.1 A. Angeloni
8.3.2 Carrefour
8.3.3 Cia Zaffari
8.3.4 Companhia Brasileira de Distribuicao
8.3.5 Coop Cooperativa de Consumo
8.3.6 DMA Distribuidora
8.3.7 G.Barbosa
8.3.8 Irmaos Bretas
8.3.9 Irmaos Muffato
8.3.10 Lojas Americanas
8.3.11 Prezunic
8.3.12 SHV Makro
8.3.13 Wal-Mart
8.3.14 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Wine Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Wine Value Share (%), by Age Groups, 2012
Table 5: Brazil Wine Value Share (%), by Gender, 2012
Table 6: Brazil Wine Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Wine Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Wine Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Wine Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Fortified Wine Consumer Group Share (% market value), 2012
Table 11: Brazil Sparkling Wine Consumer Group Share (% market value), 2012
Table 12: Brazil Still Wine Consumer Group Share (% market value), 2012
Table 13: Brazil Total Fortified Wine Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Brazil Total Sparkling Wine Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Brazil Total Still Wine Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Brazil Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Brazil Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Brazil Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Brazil Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Brazil Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Brazil Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Brazil Fortified Wine Consumer Profiles (% consumers by sub-group), 2012
Table 23: Brazil Sparkling Wine Consumer Profiles (% consumers by sub-group), 2012
Table 24: Brazil Still Wine Consumer Profiles (% consumers by sub-group), 2012
Table 25: Brazil Wine Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Brazil Fortified Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Brazil Sparkling Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Brazil Still Wine Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Brazil, Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Brazil, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Brazil, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Brazil, Still Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Brazil Wine Market Value (Brazilian Real million), by Category, 2012
Table 34: Brazil Wine Market Value (US$ million), by Category, 2012
Table 35: Brazil Wine Market Volume (Ltrs m), by Category, 2012
Table 36: Brazil Wine Market Value (US$ million), by Category, 2012
Table 37: Brazil Wine Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 38: Brazil Wine Expenditure Per Capita (US$), by Category, 2012
Table 39: Brazil Wine Expenditure Per Household (Brazilian Real), by Category
Table 40: Brazil Wine Expenditure Per Household (US$), by Category
Table 41: Brazil Wine Market Volume (Ltrs m), by Category, 2012
Table 42: Brazil Wine Consumption Per Capita (Ltrs), by Category, 2012
Table 43: Brazil Wine Consumption Per Household (Ltrs), by Category, 2012
Table 44: Brazil Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), of Organized Retail 2012
Table 45: Brazil Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 46: Brazil Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 47: Brazil Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 48: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2012
Table 49: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 50: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
Table 51: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 52: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2012
Table 53: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup, as tracked by the Survey), 2012
Table 54: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2012
Table 55: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
Table 56: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2012
Table 57: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 58: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 59: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup, as tracked by the Survey), 2012
Table 60: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 61: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Wine Value Share (%), by Age Groups, 2012
Figure 3: Brazil Wine Value Share (%), by Gender, 2012
Figure 4: Brazil Wine Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Wine Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Wine Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Wine Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Wine Market Value (US$ million), by Category, 2012
Figure 15: Brazil Wine Expenditure Per Capita (US$), by Category, 2012
Figure 16: Brazil Wine Expenditure Per Household (US$), by Category
Figure 17: Brazil Wine Survey-tracked Retailer Shares by Volume (% of Ltrs m), of Organized Retail 2012
Figure 18: Brazil Fortified Wine Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 19: Brazil Sparkling Wine Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Figure 20: Brazil Still Wine Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012

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