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Consumer Trends in the Wine Market in Russia, 2011 Published on January 2012
Report Summary Synopsis This report provides the results for the Wine market in Russia from Canadean's unique, highly detailed and proprietary study 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 Russia 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 provides integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Wine market in Russia they account for and which consumer trends drive their behaviour, and as such allows the marketers to develop strong growth strategies. Scope ' Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets ' and as such the companies need to know what these trends are and be able to quantify their influence in the market. ' This report provides highly detailed insight into exactly who the consumer is and how the latest consumer trends are changing the market by examining over 20 consumer trends and the share of sales across over 30 consumer groups. Reasons To Buy The data provided allows the 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 ' Detailed category coverage is provided, covering Fortified Wine market, Sparkling Wine market, and Still Wine market. ' Detailed consumer segmentation data covering over 30 consumer groups, 20 consumer trends and consumption frequency for each product category covered. ' Detailed brand and private label category shares for 2011 for each product category ' Unique retailer choice and switching data at the product category level for 2011
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Table of Content Table of Contents 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 Behavioural 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
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>> Get this Report Now by email! 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 Behaviour 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 Behaviour Trends 6.3.1 Share Growth 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 7.1 Retailer Volume Share 7.1.1 Retailer Volume Share in Wine 7.2 Retailer Volume Share by Category 7.2.1 Retail Share by Volume - Fortified Wine 7.2.2 Retail Share by Volume - Sparkling Wine 7.2.3 Retail Share by Volume - Still Wine 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 Auchan Switching analysis 7.3.3 Dixi Switching analysis 7.3.4 Lenta Switching analysis 7.3.5 Magnit Switching analysis 7.3.6 Metro Group Switching analysis 7.3.7 OAO Pharmacy Chain 36.6 Switching analysis 7.3.8 O'Key Switching analysis 7.3.9 Paterson Switching analysis 7.3.10 Sedmoi Kontinent Switching analysis 7.3.11 Seventh Continent Switching analysis 7.3.12 X5 Retail Group Switching analysis 7.3.13 Other Switching analysis 7.4 Profiles of End-Consumers of Wine, by Retailer Used 7.4.1 Auchan 7.4.2 Dixi 7.4.3 Lenta
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>> Get this Report Now by email! 7.4.4 Magnit 7.4.5 Metro Group 7.4.6 OAO Pharmacy Chain 36.6 7.4.7 O'Key 7.4.8 Paterson 7.4.9 Sedmoi Kontinent 7.4.10 Seventh Continent 7.4.11 X5 Retail Group 7.4.12 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 - RUBLE Vs. US$, 2011 Table 3: Population Profiles Table 4: Russian Federation Wine Value Share (%), by Age Groups, 2011 Table 5: Russian Federation Wine Value Share (%), by Gender, 2011 Table 6: Russian Federation Wine Value Share (%), by Urban and Rural Dwellers, 2011 Table 7: Russian Federation Wine Value Share (%) by Education Level Achieved Groups, 2011 Table 8: Russian Federation Wine Value Share (%) by Wealth Groups, 2011 Table 9: Russian Federation Wine Value Share (%) by Busy Lives Groups, 2011 Table 10: Russian Federation Fortified Wine Consumer Group Share (% market value), 2011 Table 11: Russian Federation Sparkling Wine Consumer Group Share (% market value), 2011 Table 12: Russian Federation Still Wine Consumer Group Share (% market value), 2011 Table 13: Russian Federation Total Fortified Wine Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011 Table 14: Russian Federation Total Sparkling Wine Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011 Table 15: Russian Federation Total Still Wine Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011 Table 16: Russian Federation Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011 Table 17: Russian Federation Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011 Table 18: Russian Federation Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011 Table 19: Russian Federation Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011 Table 20: Russian Federation Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011 Table 21: Russian Federation Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011 Table 22: Russian Federation Fortified Wine Consumer Profiles (% consumers by sub-group), 2011 Table 23: Russian Federation Sparkling Wine Consumer Profiles (% consumers by sub-group), 2011 Table 24: Russian Federation Still Wine Consumer Profiles (% consumers by sub-group), 2011 Table 25: Russian Federation Wine Private Label Penetration (% Vol), by Category, 2011 Table 26: Russian Federation Fortified Wine Brand Share by Volume (% Vol), 2011 Table 27: Russian Federation Sparkling Wine Brand Share by Volume (% Vol), 2011 Table 28: Russian Federation Still Wine Brand Share by Volume (% Vol), 2011 Table 29: Russian Federation, Overall Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011 Table 30: Russian Federation, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption,
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>> Get this Report Now by email! 2011 Table 31: Russian Federation, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011 Table 32: Russian Federation, Still Wine: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011 Table 33: Russian Federation Wine Market Value (Russian Ruble million), by Category, 2011 Table 34: Russian Federation Wine Market Value (US$ million), by Category, 2011 Table 35: Russian Federation Wine Market Volume (Ltrs m), by Category, 2011 Table 36: Russian Federation Wine Market Share (US$ million), by Category, 2011 Table 37: Russian Federation Wine Expenditure Per Capita (Russian Ruble), by Category, 2011 Table 38: Russian Federation Wine Expenditure Per Capita (US$), by Category, 2011 Table 39: Russian Federation Wine Expenditure Per Household (Russian Ruble), by Category Table 40: Russian Federation Wine Expenditure Per Household (US$), by Category Table 41: Russian Federation Wine Market Volume Share (Ltrs m), by Category, 2011 Table 42: Russian Federation Wine Consumption Per Capita (Kilograms per head), by Category, 2011 Table 43: Russian Federation Wine Consumption Per Household (Kilograms per household), by Category, 2011 Table 44: Russian Federation Wine Retailer Share by Volume (Ltrs m), 2011 Table 45: Russian Federation Fortified Wine Retailer Share by Volume (Ltrs m), 2011 Table 46: Russian Federation Sparkling Wine Retailer Share by Volume (Ltrs m), 2011 Table 47: Russian Federation Still Wine Retailer Share by Volume (Ltrs m), 2011 Table 48: Russian Federation: Switchers to Auchan for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 49: Russian Federation: Switchers From Auchan for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 50: Russian Federation: Switchers to Dixi for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 51: Russian Federation: Switchers From Dixi for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 52: Russian Federation: Switchers to Lenta for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 53: Russian Federation: Switchers From Lenta for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 54: Russian Federation: Switchers to Magnit for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 55: Russian Federation: Switchers From Magnit for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 56: Russian Federation: Switchers to Metro Group for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 57: Russian Federation: Switchers From Metro Group for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 58: Russian Federation: Switchers From OAO Pharmacy Chain 36.6 for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 59: Russian Federation: Switchers to O'Key for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 60: Russian Federation: Switchers From O'Key for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 61: Russian Federation: Switchers to Paterson for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 62: Russian Federation: Switchers From Paterson for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 63: Russian Federation: Switchers to Sedmoi Kontinent for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 64: Russian Federation: Switchers From Sedmoi Kontinent for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 65: Russian Federation: Switchers to Seventh Continent for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 66: Russian Federation: Switchers From Seventh Continent for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 67: Russian Federation: Switchers to X5 Retail Group for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 68: Russian Federation: Switchers From X5 Retail Group for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 69: Russian Federation: Switchers to Other for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 70: Russian Federation: Switchers From Other for Their Wine Purchases in the Last Six Months (Thousands), 2011 Table 71: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Auchan (% by Subgroup), 2011 Table 72: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Dixi (% by Subgroup), 2011 Table 73: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Lenta (% by Subgroup), 2011 Table 74: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Magnit (% by Subgroup), 2011
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>> Get this Report Now by email! Table 75: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup), 2011 Table 76: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From OAO Pharmacy Chain 36.6 (% by Subgroup), 2011 Table 77: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From O'Key (% by Subgroup), 2011 Table 78: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Paterson (% by Subgroup), 2011 Table 79: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup), 2011 Table 80: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Seventh Continent (% by Subgroup), 2011 Table 81: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup), 2011 Table 82: Russian Federation: Profile of Wine Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011
List of Figures Figure 1: Consumer Panel Report Methodology Figure 2: Russian Federation Wine Value Share (%), by Age Groups, 2011 Figure 3: Russian Federation Wine Value Share (%), by Gender, 2011 Figure 4: Russian Federation Wine Value Share (%), by Urban and Rural Dwellers, 2011 Figure 5: Russian Federation Wine Value Share (%) by Education Level Achieved Groups, 2011 Figure 6: Russian Federation Wine Value Share (%) by Wealth Groups, 2011 Figure 7: Russian Federation Wine Value Share (%) by Busy Lives Groups, 2011 Figure 8: Russian Federation Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011 Figure 9: Russian Federation Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011 Figure 10: Russian Federation Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011 Figure 11: Russian Federation Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011 Figure 12: Russian Federation Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011 Figure 13: Russian Federation Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011 Figure 14: Russian Federation Wine Private Label Penetration (% Vol), by Category, 2011 Figure 15: Russian Federation Wine Market Share (US$ million), by Category, 2011 Figure 16: Russian Federation Wine Expenditure Per Capita (US$), by Category, 2011 Figure 17: Russian Federation Wine Expenditure Per Household (US$), by Category Figure 18: Russian Federation Wine Retailer Share by Volume (Ltrs m), 2011 Figure 19: Russian Federation Fortified Wine Retailer Share by Volume (Ltrs m), 2011 Figure 20: Russian Federation Sparkling Wine Retailer Share by Volume (Ltrs m), 2011 Figure 21: Russian Federation Still Wine Retailer Share by Volume (Ltrs m), 2011 Figure 22: Russian Federation: People Who Have Switched Retailer for Their Wine Purchases in the Last Six Months (Thousands), 2011
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