Consumer Trends in the Wine Market in Brazil

Canadean Ltd, March 2012, Pages: 84

Synopsis
- This report provides the results for the Wine market in Brazil, from Canadean’s unique, highly detailed and proprietary online survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.

- Its coverage includes, but is not limited to, consumption behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary
- Marketers in the Wine market in Brazil face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

- This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Wine market in Brazil they account for and which consumer trends drive their behaviour.

Scope
- Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.

- The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

Reasons To Buy
- The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights
- Consumer survey data for the following specific categories: Fortified Wine, Sparkling Wine, and Still Wine.

- Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

- Volume shares in 2011 for brands and private label sales tracked by the survey.

- Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Wine Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Fortified Wine
2.2.2 Sparkling Wine
2.2.3 Still Wine
2.3 Behavioral Trends and Market Value
2.3.1 Fortified Wine
2.3.2 Sparkling Wine
2.3.3 Still Wine
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Fortified Wine
3.1.2 Sparkling Wine
3.1.3 Still Wine
3.2 Consumer Profiles by Product Category
3.2.1 Fortified Wine
3.2.2 Sparkling Wine
3.2.3 Still Wine
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Wine Brand Choice and Private Label Shares
4.2.1 Fortified Wine
4.2.2 Sparkling Wine
4.2.3 Still Wine
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Wine
5.1.2 Fortified Wine
5.1.3 Sparkling Wine
5.1.4 Still Wine
6 Consumption Impact: Market Valuation
6.1 Wine Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Wine Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Wine Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share of Organized Retail
7.1 Survey-tracked Retailer Shares by Volume of Organized Retail
7.1.1 Brazil Wine Survey-tracked Retailer Shares by Volume of Organized Retail
7.2 Survey-tracked Retailer Shares by Volume by Category of Organized Retail
7.2.1 Brazil Fortified Wine Survey-tracked Retailer Shares by Volume of Organized Retail
7.2.2 Brazil Sparkling Wine Survey-tracked Retailer Shares by Volume of Organized Retail
7.2.3 Brazil Still Wine Survey-tracked Retailer Shares by Volume of Organized Retail
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Carrefour Switching Analysis
7.3.3 Companhia Brasileira de Distribuicao Switching Analysis
7.3.4 Coop Cooperativa de Consumo Switching Analysis
7.3.5 Drogasil S.A. Switching Analysis
7.3.6 G.Barbosa Switching Analysis
7.3.7 Irmaos Bretas Switching Analysis
7.3.8 Lojas Americanas Switching Analysis
7.3.9 Prezunic Switching Analysis
7.3.10 SHV Makro Switching Analysis
7.3.11 Wal-Mart Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Wine, by Retailer Used
7.4.1 A. Angeloni
7.4.2 Carrefour
7.4.3 Casino
7.4.4 Cencosud
7.4.5 Cia Zaffari
7.4.6 Companhia Brasileira de Distribuicao
7.4.7 Coop Cooperativa de Consumo
7.4.8 DMA Distribuidora
7.4.9 Drogasil S.A.
7.4.10 G.Barbosa
7.4.11 Irmaos Bretas
7.4.12 Irmaos Muffato
7.4.13 Lojas Americanas
7.4.14 Prezunic
7.4.15 SHV Makro
7.4.16 Wal-Mart
7.4.17 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables
Table 1: Volume Units for the Wine Market
Table 2: Foreign Exchange Rate – BRL Vs. US$, 2011
Table 3: Brazil Survey Respondent Profile (weighted), 2011
Table 4: Brazil Wine Value Share (%), by Age Groups, 2011
Table 5: Brazil Wine Value Share (%), by Gender, 2011
Table 6: Brazil Wine Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Brazil Wine Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Brazil Wine Value Share (%) by Wealth Groups, 2011
Table 9: Brazil Wine Value Share (%) by Busy Lives Groups, 2011
Table 10: Brazil Fortified Wine Consumer Group Share (% market value), 2011
Table 11: Brazil Sparkling Wine Consumer Group Share (% market value), 2011
Table 12: Brazil Still Wine Consumer Group Share (% market value), 2011
Table 13: Brazil Total Fortified Wine Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Brazil Total Sparkling Wine Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Brazil Total Still Wine Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Brazil Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Brazil Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Brazil Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Brazil Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Brazil Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Brazil Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Brazil Fortified Wine Consumer Profiles (% consumers by sub-group), 2011
Table 23: Brazil Sparkling Wine Consumer Profiles (% consumers by sub-group), 2011
Table 24: Brazil Still Wine Consumer Profiles (% consumers by sub-group), 2011
Table 25: Brazil Wine Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Brazil Fortified Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Brazil Sparkling Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Brazil Still Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: Brazil, Overall Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 30: Brazil, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 31: Brazil, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 32: Brazil, Still Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 33: Brazil Wine Market Value (Brazilian Real million), by Category, 2011
Table 34: Brazil Wine Market Value (US$ million), by Category, 2011
Table 35: Brazil Wine Market Volume (Ltrs m), by Category, 2011
Table 36: Brazil Wine Market Share (US$ million), by Category, 2011
Table 37: Brazil Wine Expenditure Per Capita (Brazilian Real), by Category, 2011
Table 38: Brazil Wine Expenditure Per Capita (US$), by Category, 2011
Table 39: Brazil Wine Expenditure Per Household (Brazilian Real), by Category
Table 40: Brazil Wine Expenditure Per Household (US$), by Category
Table 41: Brazil Wine Market Volume Share (Ltrs m), by Category, 2011
Table 42: Brazil Wine Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 43: Brazil Wine Consumption Per Household (Ltrs m / Households m), by Category, 2011
Table 44: Brazil Wine Survey-tracked Retailer Shares by Volume of Organized Retail (% of Ltrs m), 2011
Table 45: Brazil Fortified Wine Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 46: Brazil Sparkling Wine Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 47: Brazil Still Wine Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 48: Brazil: Switchers to Carrefour for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Brazil: Switchers From Carrefour for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Brazil: Switchers to Companhia Brasileira de Distribuicao for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Brazil: Switchers From Companhia Brasileira de Distribuicao for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Brazil: Switchers to Coop Cooperativa de Consumo for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: Brazil: Switchers From Coop Cooperativa de Consumo for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: Brazil: Switchers to Drogasil S.A. for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Brazil: Switchers to G.Barbosa for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Brazil: Switchers From G.Barbosa for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Brazil: Switchers to Irmaos Bretas for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Brazil: Switchers From Irmaos Bretas for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Brazil: Switchers to Lojas Americanas for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Brazil: Switchers From Lojas Americanas for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Brazil: Switchers to Prezunic for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Brazil: Switchers From Prezunic for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: Brazil: Switchers to SHV Makro for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Brazil: Switchers From SHV Makro for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Brazil: Switchers to Wal-Mart for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Brazil: Switchers From Wal-Mart for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Brazil: Switchers to Other for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Brazil: Switchers From Other for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2011
Table 70: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 71: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Casino (% by Subgroup, as tracked by the Survey), 2011
Table 72: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Cencosud (% by Subgroup, as tracked by the Survey), 2011
Table 73: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2011
Table 74: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2011
Table 75: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2011
Table 76: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup, as tracked by the Survey), 2011
Table 77: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2011
Table 78: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2011
Table 79: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2011
Table 80: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2011
Table 81: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2011
Table 82: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2011
Table 83: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup, as tracked by the Survey), 2011
Table 84: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
Table 85: Brazil: Profile of Wine Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Brazil Wine Value Share (%), by Age Groups, 2011
Figure 3: Brazil Wine Value Share (%), by Gender, 2011
Figure 4: Brazil Wine Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Brazil Wine Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Brazil Wine Value Share (%) by Wealth Groups, 2011
Figure 7: Brazil Wine Value Share (%) by Busy Lives Groups, 2011
Figure 8: Brazil Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Brazil Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Brazil Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Brazil Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Brazil Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Brazil Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Brazil Wine Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Brazil Wine Market Share (US$ million), by Category, 2011
Figure 16: Brazil Wine Expenditure Per Capita (US$), by Category, 2011
Figure 17: Brazil Wine Expenditure Per Household (US$), by Category
Figure 18: Brazil Wine Survey-tracked Retailer Shares by Volume of Organized Retail (% of Ltrs m), 2011
Figure 19: Brazil Fortified Wine Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 20: Brazil Sparkling Wine Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 21: Brazil Still Wine Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 22: Brazil: People Who Have Switched Retailer for Their Wine Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

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