Données de cadrage sur la consommation du vin rosé sur les principaux marchés d'exportations du vin
20
pages
Français
Documents
Le téléchargement nécessite un accès à la bibliothèque YouScribe Tout savoir sur nos offres
20
pages
Français
Documents
Le téléchargement nécessite un accès à la bibliothèque YouScribe Tout savoir sur nos offres
IS_O <_^O[[SQO_MO " %##0. 6a__TO] NO MKNZKQO ]`Z [K. Ma_]a\\K^Sa_ N` bS_ Za]T ]`Z [O]. VZS_MSVK`d \KZMRT] N'OdVaZ^K^Sa_] N` bS_ ...
Voir
Donnes de cadrage sur laconsommation du vin ros sur lesprincipaux marchs d’exportations du vin
Jean-Philippe PerroutySenior Research ManagerWine Intelligence27 Juin 2008
Wine Intelligence 2008
1.
Introduction:
objectifs
et mthodologie
2
Objectifs de la recherche
1.2.
Vue d’ensemble de la consommation du vin ros surles principaux marchs d’exportation;Focus sur les Etats-Unis et le Royaume-Uni: explorerla problmatique du prix.
3
Wine Intelligence:Qui sommes nous et que faisons-nous?
We are the only company dedicated to supporting the wineindustry globally with consulting, branding & market research
Wine Intelligence was founded in 2001 by 3 seasoned wine industry marketers - all with previous experience ofowning or managing wine distribution & retail businesses, and who were all frustrated by the lack of useful marketinsight guidance dedicated to the wine industryWe are retained by wine producers & brand owners, distributors, generic organisations and retailers, as well asassociated companies such as closures manufacturers, in all major wine source countries to advise on:
• Wine business corporate strategy and market entry• Wine brand and new product development & re-development and testing - from liquid to packaging (Vinibrand)• Wine brand tracking and measuring• Wine brand and source-country positioning development and testing• Wine brand and source country communications creative development and media trackingWine industry trade opinions and needs, focusing on both on- and off-premise channels•• Teaching and lecturing
4
Prsentation d’aujourd’hui:D’o les donnes proviennent-elles?
Listen to opinions of theworld’s wine consumers
Vinitrac is the only global survey thatspecifically monitors and tracks wineconsumers’ attitudes, behaviour andrelationship with wine
In addition, Vinitrac operates in the following markets asa bespoke or omnibus survey on a demand basis:China –Russia -France – Italy -Spain – Mexico Other markets are available on request
Wave 3 of Vinitrac (March 08), covering thefollowing markets:
BelgiumBrazilCanadaDenmarkFinlandGermanyIreland
NetherlandsNorwaySwedenSwitzerlandUnited KingdomUSA
5
Mthodologie de la recherche
Toutes les donnes proviennent de VinitracGlobalLes donnes ont t collectes en Mars/Avril 2008Les chantillons sont prsents dans le tableau ci-dessous:
Column1 Column2 Column3 Column4
CountrysaTomtpall e Datam ceotlhloecdtion Representative of…Belgium1,053 online Regular wine drinkersBrazil608 Face-to-Face Imported wine buyersCanada1,020 online Regular wine drinkersDenmark1,051 online Regular wine drinkersFinland1,038 online Regular wine drinkersGermany1,041 online Regular wine drinkersIreland2,026 online Regular wine drinkersNetherlands2,000 online Regular wine drinkersNorway1,031 online Regular wine drinkersSweden2,073 online Regular wine drinkersSwitzerland528 online Regular wine drinkersUnited Kingdom1,020 online Regular wine drinkersUSA2,021 online Regular wine drinkers
6
2.
Consommation des vins ross: vue d’ensemblesur les principaux marchs d’exportation
7
Qu’avons nous demandaux rpondants?
What proportion of red, white and ros wine do you drink?Red wine (% of total)White wine (% of total)Ros wine (% of total)
Si la rponse pour “Ros wine tait…”= 0%, alors le rpondant est un “non buveur de ros”≠ 0%, alors le rpondant est un “buveur de ros”
8
Plus de la moiti des consommateurs de vin dansla plupart des pays interrogs boivent des vinsross
Ros wine penetrationMeasure: % drinking ros winesBase: All regular wine drinkers
Switzerland83%Germany78%Belgium75%Netherlands75%UK72%Ireland65%USA63%Sweden61%Finland60%Canada59%Denmark59%Norway55%Brazil30%Source: Vinitrac Global, March/April 2008, Wine Intelligence
9
L’intensit de consommation des vins ross va de9% 22%
Ros wines: intensityof consumption
Measure: % of ros wines in the overall stillwines repertoireBase: All Ros wine drinkers
Switzerland17%Germany18%Belgium16%Netherlands20%UK 20%Ireland17%USA21%Sweden10%Finland10%Canada14%Denmark9%Norway10%Brazil22%Source: Vinitrac Global, March/April 2008, Wine Intelligence
10
Mcanique de la consommation des vins ross:vue d’ensemble pour les principaux marchsd’exportation
USA
IRE
UK NL
GERBEL
Ros wines consumption patterns across 12countries23%21%19%17%15%13%11%9%7%5%
50%
NOR
55%
CA
FINSWEDNK
60% 65% 70% 75% 80%Ros wines penetration(% of wine consumers drinking ros wine)
SWI
85%
11
