bib consumer preferences and issues in swedenin sweden...umbala south africa 5 051 145 zumbali...
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BiB Consumer Preferences and Issuesin Swedenin Sweden
Background• 1994: Sweden joined the EU.
Import and production monopoly of Vin&Sprit ends
Background
Import and production monopoly of Vin&Sprit ends.• 1995: 10 L boxes introduced in the on-trade• 1996 25/11: Le Cep Merlot launched at Systembolaget• 2002: In June, bottled wine for the first time below 50% MS• 2012: In August, BiB sales at Systembolaget reached 100 ML MAT
BiB t 56% f till li ht i i th S di h ff t d• BiB now represents 56% of still light wine in the Swedish off trade
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120 000 000
BiB sales volume in Sweden (litres)
100 000 000
120 000 000
80 000 000
60 000 000
20 000 000
40 000 000
0
20 000 000
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
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1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Systembolaget 2012
Wine sales per package type100%
Wine sales per package type
70%
80%
90%
40%
50%
60%
20%
30%
40%
0%
10%
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Flaska Box Övrig pappTetra
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BottleSystembolaget 2012
The Assortment
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Total number of boxes on the shelves: 122Total volume: 100 000 000 litresTotal volume: 100 000 000 litresWine Origin Litres MAT Aug 12Umbala South Africa 5 051 145 Zumbali Chenin Blanc South Africa 4 951 029Zumbali Chenin Blanc South Africa 4 951 029 SomeZin Zinfandel USA 3 717 039 Foot of Africa Chenin Blanc South Africa 2 840 805 Tre apor Germany 2 288 223 JP Chenet Cabernet-Syrah France 2 104 347 il Conte Primitivo Negroamaro Italy 2 093 967 Mauro Primitivo Italy 1 810 668 Chapel Hill Rhine Riesling Sauvignon Blanc Hungary 1 802 859 Les Fumées Blanches Sauvignon Blanc France 1 732 857 Foot of Africa Shiraz Cabernet South Africa 1 627 587Foot of Africa Shiraz Cabernet South Africa 1 627 587 Barone Ricasoli Formulae Italy 1 562 292 Gosa Monastrell Spain 1 554 234 Leva Chardonnay Dimiat & Muscat Bulgaria 1 427 700 Gato Negro Cabernet Sauvignon Chile 1 426 659 Casas Patronales Chardonnay Sauvignon Blanc Chile 1 397 583 Lindemans Shiraz Cabernet Australia 1 390 404 il Nostro Catarratto Grecanico Italy 1 361 517 Rocca di Montemassi Sangiovese Italy 1 313 295 Lyngrove Pinotage South Africa 1 282 242
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Lyngrove Pinotage South Africa 1 282 242
Why do people buy BiB?
50
60
40
30
20
0
10
C i t K th lit P i E t t k E t E t D 't b k E t l
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Convenient Keeps the quality level after opening
Price Easy to take a single glass of
wine
Easy to serve Easy to carry home
Doesn't break easily
Easy to recycle
Other consumer insights• Choice of packaging is very high on the decision tree, second only to type
of wine (red white rosé)
Other consumer insights
of wine (red, white, rosé)• BiB consumers are very happy with the assortment available at
Systembolaget (79% positive compared to 76% for wine in total)• BiB consumers shop relatively often on Thursdays/Fridays, rarely on
Saturdays, indicating stock up rather than immediate consumption
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6
Price elasticity for BiB and bottle in Sweden and Norway
5
6
3
4
last
icit
y
Norway
2
3
Po
int
el Sweden
0
1
0Red Bottle White Bottle Red Box White Box
• Sensitivity to price changes is lower for BiB than for bottleBrands seem to be stronger in the BiB segment• Brands seem to be stronger in the BiB segment
Who is the BiB consumer?
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44%50%
Purchase frequency men and women
31%
20%
32%
38%
25%30%
40%
5%
20%
5%10%
20%
1% 1%0%
Every week Couple of purchases per
month
Couple of purchases per
year
Less often or never
Dont know
Female Male
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Systembolaget Survey June 2010
49%46%50%
60%
Purchase frequency age
32%29%
%
33%39%
22%
37%34%
22%30%
40%
1%
17%
1%4%
20%
1%5%
22%
0%
6%
22%
1%
10%
20%
0%Every week Couple of
purchases per month
Couple of purchases per
year
Less often or never
Dont know
20-29 30-49 50-64 65+
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Systembolaget Survey June 2010
Customer segmentation
40%
50%
Purchase frequency consumer segment
20%
30%
0%
10%
Every week Couple of purchases per
Couple of purchases per
Less often or never
Dont knowpurchases per
monthpurchases per
yearnever
Total all conumers Cautious traditionalists Blokes who yearn to learn
Multifaceted connoisseurs Sophisticated connoisseurs Unpretentious bon vivants
Social experience seekers Healthy security seekers Folksy bargain huntersSocial experience seekers Healthy security seekers Folksy bargain hunters
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Systembolaget Survey June 2010
Shopping basket analysis• The most common product purchased with BiB is…nothing!• Red volume box is purchased with
34% thi 17% S di h l 9% hit l b• 34% nothing, 17% Swedish lager can, 9% white volume box• Red premium box
• 27% nothing, 15% red premium bottle, 14% Swedish lager cang, p , g• White volume box
• 34% nothing, 17% Swedish lager can, 16% red volume box• White premium box
• 25% red premium box, 22% nothing, 14% red volume box• Cognac and Sparkling wine are often found in the same shopping basketCognac and Sparkling wine are often found in the same shopping basket
as BiB• The price of the sparkling wine purchased is linearely related to the price
f th BiBof the BiB.
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Issues for the future• Shelf life
• In focus for wine writers
Issues for the future
• In focus for wine writers• Environment
• LCA positive, but this is also the case for tetra• CSR
• Can bulk shipment be a threat to workers in SAF/CHI/ARG?• Binge drinking• Binge drinking
• Is the large format a problem? Strong opinions but very little research so far.
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