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

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new york city january 23 2007

The U.S. Wine Market – Consumer Trends and Analysis

New York City

January 23, 2007

Kennewick, WA – February 6, 2008

slide2

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

slide3

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.”

wine market council initiatives
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
new york city january 23 20075
New York City

January 23, 2007

2007: “Tipping Point Year”

slide6

Consumption Frequency Segmentation, 2007

55%

45%

Source: Merrill Research

slide7

Total Wine Consumption – U.S.

(Millions of cases)

304*

290

279

270

259

245

231

229

225

212

*Estimate

Source: Impact Databank

slide8

U.S. Adult Per Capita Table Wine Consumption v. Population Growth

216*

211

194

184

173

164

154

147

Adult Population

134

3.02*

2.81

2.58

2.46

2.29

2.13

1.96

1.78

Gallons per Adult

1.05

1970 1975 1980 1985 1990 1995 2000 2005 2007

Source: U.S. Census Bureau, Adams Beverage Group

*Estimate

slide9

Male v. Female Ratio of Wine Drinkers, 2007

(Percent by segment and generation)

53

50

50

50

50

47

Gen X

Millennial

Boomer

Source: Merrill Research

net gain in wine consumption 2007
Net Gain in Wine Consumption, 2007

(Net gain “Drinking more wine” vs. year or two ago, by gender)

25%

22%

Source: Merrill Research

consumer segments by gender 2007
Consumer Segments by Gender, 2007

Male 54%

Male 41%

Female 46%

Female 59%

Core

Marginal

Source: Merrill Research

slide12

Segments by Age, 2007

(Mean)

46.9

45.6

Source: Merrill Research

younger generations drive new growth 2007
Younger Generations Drive New Growth, 2007

(Net percent “drinking more wine” by generation)

47

37

10

Source: Merrill Research

slide14

Beverage Alcohol Consumers, 2000

(Ages 21 – Plus)

Don’t drink wine 57%

64 M

49 M

Drink wine 43%

Source: Merrill Research

slide15

Beverage Alcohol Consumers, 2007

(Ages 21 – Plus)

Don’t drink wine 43%

56 M

75 M

Drink wine 57%

Source: Merrill Research

new york city january 23 200716
New York City

January 23, 2007

Consumer Segmentation

slide17

Consumer Segments U.S. Adults, 2007

(Ages 21 – Plus)

Core 17.8%

Non-Drinkers 39.2%

Marginal 17.2%

Beer/Spirits 25.8%

Source: Merrill Research

slide18

Wine Drinker Consumption of Beer and Spirits, 2007

(Percent by segment)

100

100

86

82

80

70

Core

Marginal

Source: Merrill Research

net gain loss in beverage alcohol consumption 2007
Net Gain/Loss in Beverage Alcohol Consumption, 2007

(Percentage gain or loss by beverage type)

23%

Wine

Beer

Spirits

-7%

-15%

Source: Merrill Research

slide20

Drinking Less Beer or Spirits but More Wine: “Trade – Off” Drinkers, 2007

10%

90%

Source: Merrill Research

slide21

“Trade-Off” Consumers Skew Younger, 2007

(Percentages by generation)

39

34

27

24

24

19

18

15

Millennial

Gen X

Boomer

Aged 62+

Source: Merrill Research

slide22

Reasons for Increased Wine Consumption, 2007

(Percentage by statement)

57

37

34

28

26

17

More per occasion

Both

More occasions

Source: Merrill Research

slide23

“I would drink more wine if…” 2007

(Percentage by statement – drinking same or less than year or two ago)

33

32

27

26

21

17

13

7

No small children

More affordable

Spouse drank wine

Less $ in restaurant

Source: Merrill Research

new york city january 23 200724

Purchase and Usage Behaviors

New York City

January 23, 2007

frequency of purchase by price point 2007
Frequency of Purchase by Price Point, 2007

(Frequent or occasional purchase)

81

74

65

64

63

45

38

37

29

25

17

9

<$3 $3 - $6 $6 - $10 $10 - $15 $15 - $20 >$20

Source: Merrill Research

color mix by segment 2007
Color Mix by Segment, 2007

Core

Marginal

Source: Merrill Research

appellation mix consumed by segment 2007
Appellation Mix Consumed by Segment, 2007

Marginal

Core

Source: Merrill Research

imported wine purchases by country 2007
Imported Wine Purchases by Country, 2007

(Percent have purchased wine by country in past 3 months)

52

44

41

32

26

26

26

23

23

22

18

18

16

14

12

9

6

6

Source: Merrill Research

wine purchases by state 2007
Wine Purchases by State, 2007

(Percent have purchased wine by state in past 3 months)

90

79

28

24

23

18

13

12

Source: Merrill Research

new york city january 23 200730

Winery and Internet Direct Markets

New York City

January 23, 2007

slide31

Membership in Wine Clubs – 2007

(Percent by membership and segment)

93

76

13

6

5

5

2

0

3+ Clubs

1 Club

2 Clubs

None

Source: Merrill Research

slide32

2007 - Ever Purchased Wine Directly from a Winery?

(Percent by channel and segment)

59

44

15

15

7

6

Source: Merrill Research

slide33

2007 - Ever Purchased Wine Over the Internet?

(Percent by segment)

18

9

Source: Merrill Research

slide34

Internet Wine Purchases by Channel, 2007

(Percent purchase by channel)

64

35

8

3

Source: Merrill Research

slide35

Increase in Winery Online Sales, 2003 - 2007

(Percent “ever purchased from winery site”)

17

11

6

6

5

1

Marginal

Core

Source: Merrill Research

new york city january 23 200736
New York City

January 23, 2007

Millennial Generation

slide37

American Generations

(Age ranges in 2008)

WW II (76 and over) 32 Million

Swing (63 - 75) 30 Million

Boomer (44 - 62) 77 Million

Generation X (32 - 44) 44 Million

Millennial (14 - 31) 70 Million

Source: American Generations

slide38

Segments by Generation, 2007

(Percentage by segment and generation)

43

35

26

22

21

18

18

17

62-plus

Gen X

Boomer

Millennial

Source: Merrill Research

wine consumed most often imports vs domestic by generation 2007
Wine Consumed Most Often – Imports vs. Domestic - by Generation, 2007

Gen X

Boomer

Millennial

Source: Merrill Research

imported wine purchases by country 200740
Imported Wine Purchases by Country, 2007

(Percent have purchased wine by country in past 3 months)

57

50

43

36

36

33

27

24

23

22

22

18

18

17

15

13

13

10

Source: Merrill Research

slide41

Have Purchased Wine Online, 2007

23%

16%

11%

Source: Merrill Research

slide42

Importance of Information from the Internet when purchasing Wine, 2007

(Top 3 box)

49%

36%

21%

Source: Merrill Research

new york city january 23 200743

The U.S. Wine Market – Consumer Trends and Analysis

New York City

January 23, 2007

Kennewick, WA – February 6, 2008