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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
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
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
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.