Download - The Wine Intelligence team 01 st Dec ‘ 06
Wine Intelligence © 2006
Comprendre les consommateurs Comprendre les consommateurs de vins en Grande-Bretagnede vins en Grande-BretagneVue d’ensemble du marchVue d’ensemble du marchéé, ,
Segmentation et focus sur les Segmentation et focus sur les vins françaisvins français
The Wine Intelligence team01st Dec ‘ 06
A la découverte des vins du Monde, 3e Edition –
Département de l’Hérault
Wine Intelligence © 2006
2
A propos de Wine Intelligence
• Études de marché et conseil stratégique pour les entreprises de la filière vitivinicole
• Créé en 2001 par trois cadres d’entreprises de distribution de vins, frustrés de ne pas trouver de données de marché fiables et opérationnelles pour le marché du vin et ses consommateurs
• Aujourd’hui plus de 80 clients incluant les entreprises majeures de la filière ainsi que les grandes organisations de promotion génériques
• Nos services incluent:– Ensemble du processus de développement de marques– Études de marché quantitatives– Tests de produits– Études de marché qualitatives: focus groups, interviews en
profondeur, enquêtes auprès de professionnels de la filière– Conseil stratégique
Wine Intelligence © 2006
3
Sommaire de l’intervention
• Vue d’ensemble du marché du vin en Grande-Bretagne
• Segmenter les consommateurs de vins britanniques
• Focus sur les vins français
• Synthèse et éléments pour le débat
Wine Intelligence © 2006
4
Le marché britannique du vin en chiffres: 23,5 millions de consommateurs réguliers
“Regular”wine
drinkers
46 million adults in UK 14.5 million non-wine drinkers
31.5 million wine drinkers
11.5 million drink wine 1-3 times/month:
207 million bottles/yr in off-trade
[1.5 bottles/month]
8 million drink wine less than once a month:
67m bottles/yr in off trade
[0.7 bottles/month]
12 million drink wine weekly or more:
835 million bottles/yr in off-trade
[5.8 bottles/month]
6% of off-trade
19% of off-trade
75% of off-trade
Sources: Drinks Pocket Book; ONS; Wine Intelligence
68% penetration of wine drinking
25% of wine drinkers
37% of wine drinkers
38% of wine drinkers
Wine Intelligence © 2006
5
Le vin est le plus souvent utilisé lors d’occasions informelles et détendues
Occasions of consumption (Base=All sample)
5%
6%
3%
6%
84%
81%
39%
35%
7%
9%
28%
24%
5%
5%
31%
35%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
At a party/celebration at home
With a more formal dinnerparty
With an informal meal at home
A relaxing drink at the end ofthe day at home
I don't drink wine on this type of occasion Less than once a week
About once a week More than once a week
Source: Wine Intelligence Consumer Access, August and October '06 data, UK monthly wine drinkers, Weighted n=2,097
Wine Intelligence © 2006
6
En moyenne, des consommateurs prêts à payer plus cher pour une occasion spéciale
Spending by occasions (Base=All sample)
31%
2%
23%
22%
8%
17%
21%
24%
2%
16%
5%
27%
11%
3% 2%
32%
7%9%
11%
26%
7%
4%
20%
10%
10%
18%
10%
4%
0%
5%
10%
15%
20%
25%
30%
35%
Less than £3 Between £3and £3.99
Between £4and £4.99
Between £5and £5.99
Between £6and £7.99
Between £8and £9.99
More than £10
A relaxing drink after work in a home
With an informal meal in a home
With a more formal dinner party in a home
At a party/celebration in a home
Source: Wine Intelligence Consumer Access, August and October '06 data, UK monthly wine drinkers, Weighted n=2,097
Informal/Relaxing
Formal/Social
Wine Intelligence © 2006
7
Les occasions informelles dominent la consommation à domicile
Source: Wine Intelligence Consumer Access, August and September '06 data,
UK monthly wine drinkers, Weighted n=2,127
Share of volume in the off trade (Base=All sample)
41%38%
11% 10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
A relaxing drink at theend of the day at home
With an informal mealat home
With a more formaldinner party at home
At a party/celebrationat home
Share of spending in the off trade (Base=All sample)
37% 37%
14%12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
A relaxing drink at theend of the day at home
With an informal mealat home
With a more formaldinner party at home
At a party/celebrationat home
Wine Intelligence © 2006
8
...mais pas la consommation hors-domicile
Source: Wine Intelligence Consumer Access, August and September '06 data,
UK monthly wine drinkers, Weighted n=2,127
Share of volume in the on trade (Base=All sample)
36%
26%
20%18%
0%
5%
10%
15%
20%
25%
30%
35%
40%
A relaxing drink out atthe end of the day
With an informal mealin a pub/bar/restaurant
With a more formaldinner in a restaurant
At aparty/celebration/big
night out
Share of spending in the on trade (Base=All sample)
29%
25% 25%
21%
0%
5%
10%
15%
20%
25%
30%
35%
A relaxing drink out atthe end of the day
With an informal mealin a pub/bar/restaurant
With a more formaldinner in a restaurant
At a party /celebration /big night out
Wine Intelligence © 2006
9
“What’s your favourite wine?”: le Top 20
Source:Wine Intelligence Consumer Access,
April’06,UK regular wine drinkers, n=1,332
What is your favourite wine? (Base=All mentions)
1%
1%
2%
2%
2%
2%
2%
2%
2%
2%
3%
3%
3%
4%
4%
5%
6%
7%
8%
9%
Hardys
Chianti
Other country or region
Lambrusco
E&J Gallo
Jacob"s Creek
Chablis
Pinot Grigio
Rose wine
Sauvignon
Cabernet
Other French Region
Other brands
Rioja
Shiraz
Blossom Hill
Merlot
Chardonnay
Red wine
White wine
% of mentions (1,297 mentions)
Wine Intelligence © 2006
10
Répertoire de pays – l’Australie génère plus de fidélité
Countries of Origin usage (Base=All sample)
28%22%
6% 6% 7% 8% 5% 3% 6%
45%39% 37% 34%
33%
25% 21%25%
1%
45%47%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Australia France S. Africa Chile Italy Spain USA NewZealand
Germany Argentina
Trialists
Loyalists
Source: Wine Intelligence Consumer Access, August and October '06 data, UK monthly wine drinkers, Weighted n=2,097
“Trialist” = Drink named country – not the source country they drink most often“Loyalist” = Source country they drink most often – their “wine country of choice”
Wine Intelligence © 2006
11
Les supermarchés dominent le marché
Where have you bought wine to drink at home in the past 6 months? (Base=All sample)
95%
45%
25%
16% 15%11% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
In thesupermarket
In a high streetoff-licence
In my localindependent
wine merchant
On the internet On Cross-Channel
shopping trips
Through mailorder
From the wineproducer's
cellar
Source: Wine Intelligence Consumer Access, August and October '06 data, UK monthly wine drinkers, Weighted n=2,097 complete answers
Wine Intelligence © 2006
12
Des consommateurs qui veulent savoir ce qu’il y a dans la bouteille…et le veulent en promotions
Choice cues importance (Base=All sample)
16%
18%
22%
22%
40%
54%
54%
55%
57%
68%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Medal or award
Appeal of the bottle
Reco. by shop staff
Reserve or Estate bottled
The region of origin
Reco. by friend or family
A brand I am aware of
Country of Origin
Promotional offer
Grape variety
% answering important or very important
Source: Wine Intelligence Consumer Access, August and October '06 data, UK monthly wine drinkers, Weighted n=2,097 complete answers
Wine Intelligence © 2006
13
Sommaire de l’intervention
• Vue d’ensemble du marché du vin en Grande-Bretagne
• Segmenter les consommateurs de vins britanniques
• Focus sur les vins français
• Synthèse et éléments pour le débat
Wine Intelligence © 2006
14
“Portraits” de consommateurs:les attitudes et comportements définissent les segments
Wine involvement index
Derived from a series of questions probing: Wine knowledge Wine choosing
Occasion-related consumption
Off-tradeRelaxing drink at after workInformal meal (+casual dining)More formal diningParty/celebration
On-tradeRelaxing drink at after workInformal meal (+casual dining)More formal diningParty/celebration
Frequency per occasion per month
+Spend
per occasionFactor and
cluster analysis
Inputs Outputs
Definitions of 5 clusters which are statistically distinct. These clearly defined consumer segments can now be expressed in terms of: Demographics Shopping preference Country preference Varietal preference Brand preference Relative importance of
choosing cues and product attributes
Source data: Wine Intelligence Consumer Access, ’04 and ’05 data, n=3,500 UK regular wine drinkers
Wine Intelligence © 2006
15
Portraits: qui sont les consommateurs qui génèrent le plus de revenus?
Relative importance of Portraits - % of the UK monthly wine drinker population (Base=All sample)
Mainstream At-homers
34%
Adventurous connoisseurs
18%
Weekly treaters
16%
Sociable bargain hunters
9%
Frugal conservatives
23%
Relative importance of Portraits - % of the UK total market value (Base=All sample)
Mainstream At-homers
38%
Adventurous connoisseurs
33%
Weekly treaters
9%
Sociable bargain hunters
11%
Frugal conservatives
9%
Source: Wine Intelligence Consumer Access, August and September '06 data, UK monthly wine drinkers, Weighted n=2,127 complete answers
Wine Intelligence © 2006
16
... la même chose, vu d’un point de vue plus pragmatique
Relative importance of Portraits - Total spend in the Off and On trade, by segment(Base=All sample)
Sociable bargain hunters, 903 £m
Frugal conservatives, 722 £m
Mainstream At-homers, 3,082 £m
Adventurous connoisseurs,
2,726 £m
Weekly treaters, 724 £m
Using base assumption that totalUK market is approx £8 billion
Source: Wine Intelligence Consumer Access, August and September '06 data, UK monthly wine drinkers, Weighted n=2,127 complete answers
Wine Intelligence © 2006
17
...ou encore vu par consommateur
AVERAGE ANNUAL SPEND (On & Off trade)
NUMBER OF CONSUMERS
Adventurous connoisseurs £650 4.2 million
Sociable bargain hunters £430 2.1 million
Mainstream At-homers £380 8.1 million
Weekly treaters £190 3.7 million
Frugal conservatives £135 5.4 million
ALL UK MONTHLY WINE DRINKERS £340 23.5 million
Wine Intelligence © 2006
18
Portraits: des attitudes différentes face au vin
Attitudes to choice (Base=All sample)
95%
1%13%
22%
55%
0%
8%
16%
50%
20%
5%12%
48%
71%
28% 25%
79%
52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MainstreamAt-homers
AdventurousConnoisseurs
SociableBargain-hunters
WeeklyTreaters
FrugalConservatives
All UK regularwine drinkers
I know what I like and I tendto stick to what I know
I don't mind what I buy solong as the price is right
I enjoy trying new anddifferent styles of wine on aregular
Involvement with wine (Base=All sample)
54%
28%
7% 10%
34%
37%36%
39%42%
39%
9% 13%27%
54% 48%
27%
51%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mainstream At-homers
AdventurousConnoisseurs
SociableBargain-hunters
WeeklyTreaters
FrugalConservatives
All UK regularwine drinkers
Low involvement
Medium involvement
High involvement
Source: Wine Intelligence Consumer Access, August and October '06 data, UK monthly wine drinkers, Weighted
n=2,097 complete answers
Wine Intelligence © 2006
19
...qui se traduisent par le prix payé pour une bouteille de vin
Adventurous Connoisseurs
Weekly Treaters
Mainstream At-Homers
Frugal Conservatives
Sociable Bargain Hunters
£6 to £6.99 More than £7Less than £3 £3 to £3.99 £4 to £4.99 £5 to £5.99
25% 40% 28%
42% 32%
20% 35% 28%
19% 56%
Typical spending in the off trade
(Base=All sample)
25% 41% 27%
21%
Source: Wine Intelligence Consumer Access, August and October '06 data, UK monthly wine drinkers, Weighted n=2,097 complete answers
Wine Intelligence © 2006
20
…et par le nombre de bouteilles bues
Frequency of consumption - By Portraits (Base=All sample)
8%10%
3%
21%
33%
18% 19%
4%
48%49% 49%
55%
30%25%
39%
2%
10%
32%
25%22%
0%
10%
20%
30%
40%
50%
60%
Mainstream At-homers AdvenurousConnoisseurs
Sociable Bargain-hunters
Weekly Treaters Frugal Conservatives
1-3 times a month
About once a week
2-5 times a week
Most days/every day
Source: Wine Intelligence Consumer Access, August and October '06 data, UK monthly wine drinkers, Weighted n=2,097 complete answers
High frequency of consumption Low frequency of consumption
Wine Intelligence © 2006
21
…qu’ont-ils besoin de savoir?
Adventurous Connoisseurs
Mainstream At-Homers
Sociable Bargain Hunters
Weekly Treaters
Frugal Conservatives
1st Varietal (79%) Varietal (76%)Promotional offer (67%)
Varietal (67%)Promotional offer (66%)
2dCountry of
Origin (65%)Country of Origin
(64%)Varietal (59%)
A brand I am aware of (66%)
A brand I am aware of (50%)
3dRegion of
Origin (60%)Promotional offer (61%)
A brand I am aware of (52%)
Reco. By friend/family (59%)
Varietal (49%)
4th Reco. By friend/family (58%)
Reco. By friend/family (56%)
Country of Origin (52%)
Country of Origin (49%)
Reco. By friend/family (49%)
5th A brand I am aware of (52%)
A brand I am aware of (54%)
Reco. by friend/family (41%)
Promotional offer (49%)
Country of Origin (39%)
CHOICE CUES RANKING - BY PORTRAITS
Source: Wine Intelligence Consumer Access, August and October data, UK monthly wine drinkers, Weighted n=2,097 complete answers
(XX %) = % of named segment answering "Very important" or "Important"
Wine Intelligence © 2006
22
Sommaire de l’intervention
• Vue d’ensemble du marché du vin en Grande-Bretagne
• Segmenter les consommateurs de vins britanniques
• Focus sur les vins français
• Synthèse et éléments pour le débat
Wine Intelligence © 2006
23
Chassé-croisé important entre l’Australie et les consommateurs de vins français
France loyalists
Australia trialists
Italy trialists
South Africa trialists
Spain trialists
Chile trialists
USA trialists
Germany trialists
Argentina trialists
New Zealand trialistsCountry
Opportunities - France trialists are loyal to
Threats - France loyalists and trialists also trial
France loyalists: 68%France trialists: 44%
France loyalists: 51%France trialists: 43%
France loyalists: 43%France trialists: 55%
France loyalists: 42%France trialists: 42%
France trialists: 41%
France trialists: 13%
France trialists: 11%
France trialists: 8%
France trialists: 8%
France loyalists: 39%France trialists: 49%
Spain
Australia
Italy
Chile
S. Africa
S. Africa
Italy
Australia
Spain
Chile
Source: Wine Intelligence Consumer Access, August and October '06 data, UK monthly wine drinkers, Weighted n=2,097 complete answers
Wine Intelligence © 2006
24
Les vins français s’adressent surtout aux consommateurs les plus impliqués
French wines usage - by Portraits (Base=All sample)
32%20% 23% 19% 18% 22%
44%41%
35%
47%57%
53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
AdventurousConnoisseurs
Mainstream At-homers
SociableBargain-hunters
Weekly Treaters FrugalConservatives
All UK regularwine drinkers
Trialists
Loyalists
Source: Wine Intelligence Consumer Access, August and October '06 data, UK monthly wine drinkers, Weighted n=2,097 complete answers
Wine Intelligence © 2006
25
Pénétration du marché: la France fait aussi bien que l’ AustralieCountries penetration by Portraits: France and Australia (Base=All sample)
77%82%
68%73%
57%
72%
85%
76%
67%
59%
52%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
AdventurousConnoisseurs
Mainstream At-homers
Sociable Bargain-hunters
Weekly Treaters FrugalConservatives
All UK regular winedrinkers
Drink Australia
Drink France
% stating drinking named country
Source: Wine Intelligence Consumer Access, August and October '06 data, UK monthly wine drinkers, Weighted n=2,097 complete answers
Wine Intelligence © 2006
26
...mais génère beaucoup moins de fidélité
Loyalty by Portraits: France and Australia (Base=All sample)
27%
32%
22%
31%
22%
28%
32%
20%
23%
19% 18%
22%
0%
5%
10%
15%
20%
25%
30%
35%
AdventurousConnoisseurs
Mainstream At-homers
Sociable Bargain-hunters
Weekly Treaters FrugalConservatives
All UK regular winedrinkers
Loyal to Australia
Loyal to France
% stating being loyal to named country
Source: Wine Intelligence Consumer Access, August and October '06 data, UK monthly wine drinkers, Weighted n=2,097 complete answers
Wine Intelligence © 2006
27
Quelles sont les marques qui viennent à l’esprit des consommateurs?
Source:Wine Intelligence Consumer Access,
Aug’06,UK regular wine drinkers, n=1,049
What wine brands can you think of? (Base=All first mentions)
1%
1%
1%
1%
1%
1%
2%
2%
2%
2%
2%
2%
2%
3%
3%
3%
7%
9%
11%
13%
0% 2% 4% 6% 8% 10% 12% 14%
Banrock Station
Tesco
Piat d'Or
Rosemount
Asti
Pinot Grigio
Wolf Blass
Blue Nun
Lindemans
Merlot
Lambrini
Lambrusco
Stowells
Liebfraumilch
Kumala
Chardonnay
E&J Gallo
Hardys
Blossom Hill
Jacob's Creek
% of first mentions(TOP 20)
Wine Intelligence © 2006
28
Sommaire de l’intervention
• Vue d’ensemble du marché du vin en Grande-Bretagne
• Segmenter les consommateurs de vins britanniques
• Focus sur les vins français
• Synthèse et éléments pour le débat
Wine Intelligence © 2006
29
Conclusions: quelques éléments pour le débat
• Un marché de 23 millions de consommateurs– Dont 12 millions boivent du vin au moins une fois par semaine,– 16 millions qui boivent français,– Et qui deviennent de plus en plus regardant sur le rapport qualité-
prix (“value for money”)
• Et de façon tout aussi importante. . . – ILS NE SONT PAS TOUS LES MÊMES– Leurs comportements sont essentiellement guidés par leur niveau
d’implication dans le vin
• Quelques sujets “chauds” sont aussi à prendre en compte:– Le cépage: les consommateurs britanniques veulent savoir ce
qu’ils achètent– Nos vins sont-ils adapté à des occasions de détente et informelles?– Quelles marques, pour quels segments de consommateurs, pour
quels circuits de distribution?
Wine Intelligence © 2006
30
• All findings reported in this presentation are based on data gathered via Wine Intelligence’s Consumer Access online survey
• All respondents are UK residents of legal drinking age, drink wine at least once a month, drink at least red or white wine & purchase wine to drink at home or in the on trade
• The samples were sourced to represent the UK monthly wine drinker as closely as possible and then post-weighted to match this profile
Methodological appendix: online surveys
Count % Count % Count % Count %
Male 639 48% 503 48% 518 48% 505 48%Female 693 52% 546 52% 561 52% 547 52%Total 1332 100% 1049 100% 1078 100% 1052 100%
18-24 134 10% 105 10% 107 10% 105 10%25-34 280 21% 219 21% 227 21% 221 21%35-44 306 23% 242 23% 249 23% 242 23%45-54 253 19% 200 19% 204 19% 201 19%55-64 173 13% 136 13% 141 13% 137 13%
65 and over 186 14% 147 14% 150 14% 148 14%Total 1332 100% 1049 100% 1078 100% 1052 100%
A 242 18% 191 18% 196 18% 191 18%B 243 18% 191 18% 196 18% 191 18%
C1 424 32% 335 32% 345 32% 337 32%C2 221 17% 174 17% 178 17% 174 17%
D 147 11% 113 11% 119 11% 117 11%E 55 4% 45 4% 44 4% 43 4%
Total 1332 100% 1049 100% 1078 100% 1052 100%
Oct-06Aug-06 Sep-06
SEG
AGE
GENDER
Apr-06