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市場調査レポート

中国のワイン市場:消費者・市場の考察

Consumer and Market Insights: Wine Market in China

発行 Canadean 商品コード 347612
出版日 ページ情報 英文 116 Pages
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中国のワイン市場:消費者・市場の考察 Consumer and Market Insights: Wine Market in China
出版日: 2015年12月23日 ページ情報: 英文 116 Pages
概要

中国のワイン市場は、高品質なワインおよび手ごろな価格のワインなどに対する需要の継続的な拡大により、急成長しています。中国は現在、重要なワイン生産国となっていますが、外国へ輸出されるブランドは少数です。また、予測期間を通して高い成長率を支える主にヤングアダルト層に促進され、国内産・外国産ワインの消費量も増加しています。

当レポートでは、中国のワイン市場について調査分析し、市場規模、売上実績・予測、カテゴリー別の市場規模、流通チャネル、人口コホート集団の消費パターン分析、消費者動向分析、および革新の実例など、体系的な情報を提供しています。

イントロダクション

市場概要

  • マクロ経済指標:人口・年齢構成、GDPおよび消費者物価指数
  • 中国のワイン市場規模 (金額・数量ベース)
  • 中国のワイン市場における売上実績・予測
  • 中国のワイン市場におけるトレードアップ/ダウントレードの程度
  • 中国のワイン市場とその他主要国との比較
  • 中国のワイン市場規模:カテゴリー別
  • 中国のワイン市場規模実績・予測 (金額ベース) :カテゴリー別
  • 中国のワイン市場におけるセグメントのシェアと市場シェアの変動
  • 中国のワイン市場におけるプライベートブランドの浸透率:カテゴリー別
  • 中国のワイン市場におけるプライベートブランドとナショナルブランドの売上比較
  • 中国のワイン市場における主要企業:カテゴリー別
  • 中国のワイン市場における主要ブランド:カテゴリー別

小売業者・パッケージング

  • 中国市場における主要小売業者
  • 中国のワイン市場における主要流通チャネル
  • 中国のワイン市場における主要流通チャネル:カテゴリー別
  • 中国のワイン市場:パッケージングタイプ別
  • 中国のワイン市場:パッケージングクロージャー/アウター
  • 中国のワイン市場:パッケージング別の予測

人口コホート集団の消費パターン

  • 消費する理由:年齢・性別
  • プライベートブランドを消費する理由:年齢・性別
  • 過少/過剰消費水準:年齢・性別
  • 消費者タイプ別の消費頻度:年齢・性別
  • プライベートブランドの消費:年齢・性別、および消費水準全体との比較

消費者動向分析

  • 中国のワイン市場において消費者の動向が消費量に及ぼす影響の度合い
  • 中国のワイン市場規模 (数量ベース) :カテゴリー・動向
  • 中国のワイン市場における主要動向

革新の実例

  • 中国のワイン市場で発売された新製品の実例
  • 世界のワイン市場で発売された新製品の実例

行動・提言

付録

図表

目次
Product Code: CS2028MF

Summary

The Chinese Wine market is rapidly growing due to continued consumer demand for high-quality, affordable and complex wines. China is now an important wine producing nation; however, very few brands export wine to other countries. Additionally, both domestic and foreign wine consumption is increasing, driven primarily by young adults, which will aid high growth rates for the forecast period.

Key Findings

  • China is the second largest wine consuming nation in the world and one of the top wine producers in terms of volume
  • Chinese consumers perceive wine to be a healthy alcoholic drink because it is seen as natural. This is especially true when compared to other alcoholic drinks such as beer, vodka, or Baijiu
  • Most wine consumers in China are young adults; this is driven by greater sophistication, increased disposable income, and heightened awareness of foreign cultures. Many young adults want to experience exotic and foreign products, such as wine, while older consumers prefer local and traditional alcoholic beverages

The Consumer and Market Insights: Wine Market in China report identifies the key demographic groups driving consumption, and what motivates their consumption, combined with an in-depth study of the market and category dynamics, to identify key opportunities and how to target them. The report uses a unique method of quantifying consumer trends. It also highlights the degree that influence trends have on consumption and shows whether beliefs over what influences consumer behavior are accurate.

What else does this report offer?

  • Figures that showcase the number of times consumers of different age groups and gender consume Wine, as well as identifying whether these demographic groups "over" consume (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
  • A study of market value and volumes from 2009-2019, supplemented with category, brand, and packaging analysis that shows the current state of the market, and how it will develop over the next five years
  • The degree of influence that Canadean's 20 key consumer trends have on Wine consumption, with granular analysis on the extent that the degree of influence varies by gender, age, wealth, and leisure
  • Analysis of how consumer needs will evolve in the short-to-medium term and recommended actions on how to adapt to these evolving needs
  • International and Chinese-specific product innovation examples targeting key consumer needs - compare your products against the top performers

Reasons To Buy

  • Develop the best strategies in product formulation, packaging, and consumer targets through Canadean's analysis of product examples and unique, proprietary data. Find out what types of products consumers are purchasing, why they are consuming them, and what they will be looking for in the next few years
  • Know who the key consumer groups are for your products thanks to our unique consumer data, which has been developed from extensive consumption surveys and consumer group tracking, giving you an exclusive insight into the Chinese Wine market
  • Identify the best way to differentiate your products from the competition. Quantify the influence of 20 consumption motivations in the Wine market for a deeper understanding of what is driving the market and how to alter product offerings accordingly
  • Understand how your category is going to change over the next five years. Analysis of category, brand, and packaging dynamics show which opportunities will emerge in future and how to position your product range to take advantage of them

Table of Contents

Introduction

  • Classifications and definitions
  • Methodology

Market Overview

  • Macroeconomic indicators - Population and age structure, GDP and Consumer Price Index
  • Market value and volume for the Chinese Wine market
  • Historical and projected sales in the Chinese Wine market
  • Degree of trade up/down-trade in the Chinese Wine market
  • Comparison of Chinese Wine market compared to other key countries
  • Volume of Chinese Wine market by category
  • Historical and project market value of the Chinese Wine by category
  • Winners and losers in the Chinese Wine market
  • Segment share of the category and change in market share in the Chinese Wine market
  • Penetration of private label, by categories, in the Chinese Wine market
  • Private label performance compare to national brands in the Chinese Wine market
  • Leading companies in the Chinese Wine market by category
  • Leading brands in the Chinese Wine market by category

Retailer and packaging

  • Leading retailers in the Chinese market
  • Leading distribution channels in the Chinese Wine market
  • Leading distribution channels by category in the Chinese Wine market
  • Chinese Wine market by type of packaging
  • Chinese Wine market by type of packaging closure/outer
  • Chinese Wine market by type of packaging, forecasted

Demographic cohort consumption patterns

  • Overall consumption occasions by age and gender in the Chinese Wine market
  • Private Label consumption occasions by age and gender in the Chinese Wine market
  • Under/Over-consumption levels in the Chinese Wine market by gender and age
  • Consumption frequency by type of consumer in the Chinese Wine market by gender and age
  • Private label consumption by age and gender and comparison to overall consumption levels in the Chinese Wine market

Consumer trend analysis

  • Degree of influence that consumer trends have on volume consumption in the Chinese Wine market
  • Market volume of the Chinese Wine market by category and trend
  • For leading trends in the Chinese Wine market
    • Degree of influence trend has on volume by consumption by key demographic
    • How the trend is influencing consumption in the Chinese Wine market
    • How to target the trend in the Chinese Wine market
    • How the trend will evolve in the Chinese Wine market

Innovation examples

  • New product examples launched in the Chinese Wine market
  • New product examples launched in the global Wine market

Actions and Recommendations

  • How to successfully target key trends in the Chinese Wine market

Appendix

  • Explanation of trends
  • Country context
  • Sector overview
  • Category data
  • Segment data
  • Packaging data
  • Category definitions
  • Segment definitions
  • Channel definitions

List of Tables

  • Table1: Market value analysis in CNY and USD, 2009-2019
  • Table 2:Market volume growth analysis, 2014-2019
  • Table 3: Inter-country volume and growth analysis, 2009-2019
  • Table 4: Average prices (CNY) by category, 2014
  • Table 5: Segment level analysis by category, 2014
  • Table 6: Leading retailers and store count
  • Table 7: Over/ under consumption by gender and age, 2014
  • Table 8: Level of influence of a consumer survey trend on consumption by volume, 2014
  • Table 9: Level of influence of a consumer survey trend on consumption by category volume , 2014

List of Figures

  • Figure 1: Macro economic analysis: GDP per capita, Population ,CPI (2009-2014), Age Profile (2014)
  • Figure 2: Market value (CNY) and volume analysis, 2009-2019
  • Figure 3: Market volume share analysis by categories, 2014
  • Figure 4: Consumers purchase behavior - Trading up/down, 2014
  • Figure 5: Growth analysis by category, 2009-2019
  • Figure 6: Change in market share by category, 2014-2019
  • Figure 7: Private label penetration by categories, 2014
  • Figure 8: Private label and brand share growth, 2011-2014
  • Figure 9: Leading companies by categories with market share, 2014
  • Figure 10: Leading brands by categories with market share, 2014
  • Figure 11: Leading distribution channels, overall food, 2010-2013
  • Figure 12: Leading distribution channels by category, 2014
  • Figure 13: Packaging analysis - key packaging material, type, closure and outer, 2014
  • Figure 14: Growth in key packaging material, type, closure and outer, 2014-2019
  • Figure 15: Consumption occasions by gender and age, 2014
  • Figure 16: Private label occasions by gender and age, 2014
  • Figure 17: Heavy, medium, or light consumption by gender, 2014
  • Figure 18: Heavy, medium, or light consumption by age, 2014
  • Figure 19: Private label consumption by age group compared to overall market consumption by age, 2014
  • Figure 20: Influence of a trend on consumption - by gender, age, income group and leisure time
  • Figure 21: Innovative new product launch - global and country specific
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