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


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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


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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


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




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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


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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




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


Informal/Relaxing

Formal/Social


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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


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...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


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“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)


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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


“Trialist” = Drink named country – not the source country they drink most often“Loyalist” = Source country they drink most often – their “wine country of choice”


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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


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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



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“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


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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)


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


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... 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


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...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


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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%




WeeklyTreaters

FrugalConservatives


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


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...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%



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


High frequency of consumption Low frequency of consumption


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…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%)


3dRegion of

Origin (60%)Promotional offer (61%)


Reco. By friend/family (59%)

Varietal (49%)

4th Reco. By friend/family (58%)


Country of Origin (52%)



5th A brand I am aware of (52%)


Reco. by friend/family (41%)

Promotional offer (49%)


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"


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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 trialists: 41%






Spain

Australia

Italy

Chile

S. Africa

S. Africa

Italy

Australia

Spain

Chile



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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%




Weekly Treaters FrugalConservatives


Trialists

Loyalists



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%





All UK regular winedrinkers

Drink Australia

Drink France

% stating drinking named country



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%





All UK regular winedrinkers

Loyal to Australia

Loyal to France

% stating being loyal to named country



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)


28







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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?


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

the wine intelligence team 01 st dec ‘ 06

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