Données de cadrage sur la consommation du vin rosé sur les principaux marchés d'exportations du vin

Description

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Sujets

• Vin
• Wine
• Vino
• Rose
• Provence

Informations

• Publié par: Barrique
• Nombre de lectures: 106
• Langue: Français
• Poids de l'ouvrage: 1 Mo

Extrait

Donnes de cadrage sur la consommation du vin ros sur les principaux marchs d’exportations du vin

Jean-Philippe Perrouty Senior Research Manager Wine Intelligence 27 Juin 2008

Wine Intelligence  2008

1.

Introduction: 

objectifs

et mthodologie

2

Objectifs de la recherche

1. 2.

Vue d’ensemble de la consommation du vin ros sur les principaux marchs d’exportation; Focus sur les Etats-Unis et le Royaume-Uni: explorer la problmatique du prix.

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Wine Intelligence: Qui sommes nous et que faisons-nous?

We are the only company dedicated to supporting the wine industry globally with consulting, branding & market research

Wine Intelligence was founded in 2001 by 3 seasoned wine industry marketers - all with previous experience of owning or managing wine distribution & retail businesses, and who were all frustrated by the lack of useful market insight guidance dedicated to the wine industry We are retained by wine producers & brand owners, distributors, generic organisations and retailers, as well as associated companies such as closures manufacturers, in all major wine source countries to advise on:

• Wine business corporate strategy and market entry • Wine brand and new product development & re-development and testing - from liquid to packaging (Vinibrand) • Wine brand tracking and measuring • Wine brand and source-country positioning development and testing • Wine brand and source country communications creative development and media tracking Wine industry trade opinions and needs, focusing on both on- and off-premise channels• • Teaching and lecturing

4

Prsentation d’aujourd’hui: D’o les donnes proviennent-elles?

Listen to opinions of the world’s wine consumers

Vinitrac is the only global survey that specifically monitors and tracks wine consumers’ attitudes, behaviour and relationship with wine

In addition, Vinitrac operates in the following markets as a bespoke or omnibus survey on a demand basis: China –Russia -France – Italy -Spain – Mexico    Other markets are available on request

Wave 3 of Vinitrac (March 08), covering the following markets:

Belgium Brazil Canada Denmark Finland Germany Ireland

Netherlands Norway Sweden Switzerland United Kingdom USA

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Mthodologie de la recherche

Toutes les donnes proviennent de VinitracGlobal Les donnes ont t collectes en Mars/Avril 2008 Les chantillons sont prsents dans le tableau ci-dessous:

Column1 Column2 Column3 Column4

Country sa To m t p a l l  e  Data m  c e o t l h l o ec d tion  Representative of… Belgium 1,053 online Regular wine drinkers Brazil608 Face-to-Face Imported wine buyers Canada1,020 online Regular wine drinkers Denmark 1,051 online Regular wine drinkers Finland 1,038 online Regular wine drinkers Germany1,041 online Regular wine drinkers Ireland 2,026 online Regular wine drinkers Netherlands 2,000 online Regular wine drinkers Norway1,031 online Regular wine drinkers Sweden2,073 online Regular wine drinkers Switzerland 528 online Regular wine drinkers United Kingdom 1,020 online Regular wine drinkers USA2,021 online Regular wine drinkers

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2.

Consommation des vins ross: vue d’ensemble sur les principaux marchs d’exportation

7

Qu’avons nous demandaux rpondants?

What proportion of red, white and ros wine do you drink? Red wine (% of total) White wine (% of total) Ros wine (% of total)

Si la rponse pour “Ros wine tait…” = 0%, alors le rpondant est un “non buveur de ros” ≠ 0%, alors le rpondant est un “buveur de ros”

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Plus de la moiti des consommateurs de vin dans la plupart des pays interrogs boivent des vins ross

Ros wine penetration Measure: % drinking ros wines Base: All regular wine drinkers

Switzerland 83% Germany 78% Belgium 75% Netherlands 75% UK 72% Ireland 65% USA 63% Sweden 61% Finland 60% Canada 59% Denmark 59% Norway 55% Brazil 30% Source: Vinitrac Global, March/April 2008, Wine Intelligence

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L’intensit de consommation des vins ross va de 9%  22%

Ros wines: intensity of consumption

Measure: % of ros wines in the overall still wines repertoire Base: All Ros wine drinkers

Switzerland 17% Germany 18% Belgium 16% Netherlands 20% UK 20% Ireland 17% USA 21% Sweden 10% Finland 10% Canada 14% Denmark 9% Norway 10% Brazil 22% Source: Vinitrac Global, March/April 2008, Wine Intelligence

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Mcanique de la consommation des vins ross: vue d’ensemble pour les principaux marchs d’exportation

USA

IRE

UK NL

GER BEL

Ros wines consumption patterns across 12 countries 23% 21% 19% 17% 15% 13% 11% 9% 7% 5%

50%

NOR

55%

CA

FIN SWE DNK

60% 65% 70% 75% 80% Ros wines penetration (% of wine consumers drinking ros wine)

SWI

85%

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