Consumer
Consumer Panel Report
Consumer Trends in the Wine
Market in the US, 2011
Reference code: CS0266IS
Published: February 2012
www.canadean.com
TABLE OF CONTENTS
TABLE OF CONTENTS
1 Introduction ........................................................................................................................... 8
1.1 What is this Report About? ............................................................................................................... 8
1.2 Definitions ........................................................................................................................................ 8
1.2.1 Consumer Trends ....................................................................................................................................... 8
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage) ..................... 11
1.2.3 End Consumers ........................................................................................................................................ 12
1.2.4 Volume Units and Aggregations ............................................................................................................... 13
1.2.5 Exchange Rates ....................................................................................................................................... 13
1.2.6 Population Profiles (for interpretation of tables and charts) ..................................................................... 14
1.3 Methodology ...................................................................................................................................15
1.3.1 Introduction ............................................................................................................................................... 15
1.3.2 Large scale, international, program of online consumer surveys ............................................................. 15
1.3.3 Nationally Representative results (age, gender) ...................................................................................... 15
1.3.4 Parents answered on their children’s behalf............................................................................................. 15
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories ................................................................. 15
1.3.6 Integrated with industry calling and secondary research ......................................................................... 16
2 Consumer Segmentation, Group Value and Trend Influence .......................................... 17
2.1 Cohort Groups and Wine Market Value ...........................................................................................17
2.1.1 Age Groups ............................................................................................................................................... 17
2.1.2 Gender Groups ......................................................................................................................................... 18
2.1.3 Location Groups ....................................................................................................................................... 19
2.1.4 Education Achieved Groups ..................................................................................................................... 20
2.1.5 Wealth Groups .......................................................................................................................................... 21
2.1.6 Busy Lives Groups .................................................................................................................................... 22
2.2 Cohort Groups and Market Value by Category ................................................................................23
2.2.1 Fortified Wine ............................................................................................................................................ 23
2.2.2 Sparkling Wine.......................................................................................................................................... 24
2.2.3 Still Wine ................................................................................................................................................... 25
2.3 Behavioral Trends and Market Value ..............................................................................................26
2.3.1 Fortified Wine ............................................................................................................................................ 26
2.3.2 Sparkling Wine.......................................................................................................................................... 27
2.3.3 Still Wine ................................................................................................................................................... 28
3 Consumption Analysis .......................