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New York City January 23, 2007 The U.S. Wine Market – Consumer Trends and Analysis Kennewick, WA – February 6, 2008.

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Presentation on theme: "New York City January 23, 2007 The U.S. Wine Market – Consumer Trends and Analysis Kennewick, WA – February 6, 2008."— Presentation transcript:

1 New York City January 23, 2007 The U.S. Wine Market – Consumer Trends and Analysis Kennewick, WA – February 6, 2008

2 Wine Market Council Key Facts: All Tiers of the Industry Involved Promotion of Imported and Domestic Wines Focus on Expanding U.S. Consumer Market for Wine

3 Wine Market Council Mission Statement: “…to establish the widespread acceptance of wine as a rewarding part of American culture and to encourage the responsible enjoyment of wine by current and future generations of adults in the United States.”

4 Ongoing Consumer Research  Quantitative studies  Focus groups and Internet studies National Public Relations Campaign  Target marginal wine consumers  Mainstream consumer media  Raise comfort level with wine Wine Market Council Initiatives

5 New York City January 23, : “Tipping Point Year”

6 Consumption Frequency Segmentation, 2007 Source: Merrill Research 45% 55%

7 Total Wine Consumption – U.S. (Millions of cases) Source: Impact Databank * *Estimate

8 U.S. Adult Per Capita Table Wine Consumption v. Population Growth Adult Population Gallons per Adult Source: U.S. Census Bureau, Adams Beverage Group *Estimate 216* 3.02*

9 Male v. Female Ratio of Wine Drinkers, Millennial Gen X Boomer Source: Merrill Research (Percent by segment and generation)

10 Net Gain in Wine Consumption, 2007 Source: Merrill Research (Net gain “Drinking more wine” vs. year or two ago, by gender) 22% 25%

11 Consumer Segments by Gender, 2007 Core Marginal Source: Merrill Research Male 54% Female 46% Male 41% Female 59%

12 Segments by Age, 2007 (Mean) Source: Merrill Research

13 Younger Generations Drive New Growth, 2007 (Net percent “drinking more wine” by generation) Source: Merrill Research

14 Don’t drink wine 57% Drink wine 43% (Ages 21 – Plus) Beverage Alcohol Consumers, 2000 Source: Merrill Research 49 M 64 M

15 Don’t drink wine 43% Drink wine 57% (Ages 21 – Plus) Beverage Alcohol Consumers, 2007 Source: Merrill Research 75 M 56 M

16 New York City January 23, 2007 Consumer Segmentation

17 Beer/Spirits 25.8% Core 17.8% Marginal 17.2% Non-Drinkers 39.2% (Ages 21 – Plus) Consumer Segments U.S. Adults, 2007 Source: Merrill Research

18 Wine Drinker Consumption of Beer and Spirits, 2007 Core Marginal Source: Merrill Research (Percent by segment)

19 Net Gain/Loss in Beverage Alcohol Consumption, 2007 Source: Merrill Research (Percentage gain or loss by beverage type) -15% 23% -7% Wine Beer Spirits

20 Drinking Less Beer or Spirits but More Wine: “Trade – Off” Drinkers, 2007 Source: Merrill Research 90% 10%

21 “Trade-Off” Consumers Skew Younger, MillennialGen X Boomer Source: Merrill Research Aged 62+ (Percentages by generation)

22 Reasons for Increased Wine Consumption, 2007 More occasions More per occasion Both Source: Merrill Research (Percentage by statement)

23 “I would drink more wine if…” 2007 Less $ in restaurant More affordable Spouse drank wine Source: Merrill Research (Percentage by statement – drinking same or less than year or two ago) No small children 7 13

24 New York City January 23, 2007 Purchase and Usage Behaviors

25 Frequency of Purchase by Price Point, 2007 (Frequent or occasional purchase) $20 Source: Merrill Research

26 Color Mix by Segment, 2007 CoreMarginal Source: Merrill Research

27 Appellation Mix Consumed by Segment, 2007 Core Marginal Source: Merrill Research

28 Imported Wine Purchases by Country, 2007 (Percent have purchased wine by country in past 3 months) 23 Source: Merrill Research

29 Wine Purchases by State, 2007 (Percent have purchased wine by state in past 3 months) Source: Merrill Research

30 New York City January 23, 2007 Winery and Internet Direct Markets

31 Membership in Wine Clubs – 2007 (Percent by membership and segment) 5 0 None 1 Club 2 Clubs 3+ Clubs Source: Merrill Research

32 Ever Purchased Wine Directly from a Winery? (Percent by channel and segment) Source: Merrill Research

33 Ever Purchased Wine Over the Internet? 18 9 Source: Merrill Research (Percent by segment)

34 Internet Wine Purchases by Channel, 2007 (Percent purchase by channel) Source: Merrill Research

35 Increase in Winery Online Sales, (Percent “ever purchased from winery site”) Core Marginal Source: Merrill Research 11 5

36 New York City January 23, 2007 Millennial Generation

37 American Generations WW II (76 and over) 32 Million Swing ( ) 30 Million Boomer ( ) 77 Million Generation X ( ) 44 Million Millennial ( ) 70 Million Source: American Generations (Age ranges in 2008)

38 Segments by Generation, 2007 Millennial Gen X Boomer Source: Merrill Research (Percentage by segment and generation) 62-plus

39 Wine Consumed Most Often – Imports vs. Domestic - by Generation, 2007 Millennial Gen X Source: Merrill Research Boomer

40 Imported Wine Purchases by Country, 2007 (Percent have purchased wine by country in past 3 months) Source: Merrill Research

41 Have Purchased Wine Online, % 16% 11% Source: Merrill Research

42 Importance of Information from the Internet when purchasing Wine, 2007 (Top 3 box) 49% 36% 21% Source: Merrill Research

43 New York City January 23, 2007 The U.S. Wine Market – Consumer Trends and Analysis Kennewick, WA – February 6, 2008


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