Global Wine Market is expected to reach a healthy CAGR of 7.1 % in the forecast period 2019 to 2026. The new market report contains data for historic years 2017, the base year of calculation is 2018 and the forecast period is 2019 to 2026.
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DRIVERS: Global Wine Market
Growing Consumption of Wine:
Wines has been studied extensively by the people and it have been found that moderate consumption of wine by an individual may help to live longer, gives protection against cancer, improvement in mental health and also enhances heart health. Due to such benefits the consumption of the wine as well as production of the wine is increasing in recent era.
- According to Wine institute, the wine consumption in U.S. has increased from year 2015 to 2016. In 2015 the consumption was 922.0 million gallons which was increased by 949.0 million gallons in 2016. The increase in consumption of wine is due to more health benefits and people get more fun after consuming it.
- According to trade data and analysis, worldwide consumption of wine was 24,707,701 liters in the year 2015 which was increased from 2014 where in it was 24,578,251 liters. The increase is due to health benefits among the people which helped the market to grow.
Due to health benefits of wine across the people worldwide the wine consumption and production is increasing day by day in recent era. For instance, it was found that U.S., France, Italy and other countries have more consumption of wine by the people.
CHANGES IN LIFESTYLE:
In recent time the lifestyles of an individual have changed due to standardization and industrialization and hence it has led today’s world in a drastic change in all form such as living style and others. These changes in lifestyle are also responsible for changes in dietary patterns.
Changes in family and social environment have also taken place due to health services and better education facilities which have led revolutionized change in children’s as well as parents’ lifestyle.
Now a day, the consumption of alcohol is increasing due to changing lifestyles, rising disposable income and relatively young population who are attracted towards it. When it comes to wine, people feels that it is an elite product among other beverage. Now a day, people take wine with food, which is the main reason for the growth of this market and mostly dessert wines are taken while eating food by consumers.
- In 2016, according to a paper published in office for national statistics, an estimation done by Lifestyle Survey respondents from Great Britain stated that 56.9% of the people aged 16 years take alcohol which was found to be equal to equal to 29 million people in the population. More awareness about wine such as their benefits has attracted people towards beverages.
Better lifestyle means people are getting rich and famous and hence they are more attracted to these things such as wine and other alcoholic products which are used when they arrange their parties. So, it can be seen that wine market is growing due to change in life style among people as people feel joy and fun in consuming these products mostly during parties.
GROWING HEALTH CONSCIOUSNESS AMONG CONSUMERS:
In recent time younger consumers are the most willing people thinking about their well-being and wellness-oriented lifestyle care. The people with better education and facilities of nutrition, fitness, work-related stress and the environment come under "health-conscious consumer profiles".
Food manufacturers as well as restaurant operators in today’s era are well suggested to take these trends seriously and react consequently.
This means that many of the traditional marketing strategies for products that give health benefits may give growth to this particular market.
- In February 2015, according to frachiseindia, 30.0-35.0 % of people are health conscious due to increase in sedentary lifestyles, consequent rise of lifestyle related ailments and for the fitness.
- In 2016, according to Science direct, Heart related diseases are main cause of death among people in U.S. These diseases related to heart can be prevented or controlled by people having healthy diet. With moderate consumption of red wine can reduce 30.0–50.0% health related issues. Due to such property of reducing health related issues, red wine are now more consumed among people with higher consumption rate and hence the market is increasing.
Changing concern toward healthier foods and beverages among people provides health benefits, thus helping this market to grow. For instance, red wine is a good source of antioxidants as it contains flavonoid that reduces the risk of coronary heart disease. With such benefits people or consumers are getting more attracted towards it.
INCREASING MERGER AND ACQUISITION ON LARGE SCALE:
In the past few years it has been found that mergers and acquisitions by the companies especially for wine sector has increased significantly between countries largest wholesalers and retailers. Changes in technology, business models in wine industries are giving number of providers, sellers and distributors in this market.
- Rabobank which is an international financial services provider offers direct-to-consumer sales (DTC) .It is a better way of selling or trading wine that reaches from sellers to the consumer.
The investments have been done by many major companies such as Treasury Wine Estates who have established its own distribution system in Chile. Concha y Toro have made an investment in the Excelsior Wine Co. Excelsior which is a massive import and marketing outfit.
As the wine market is a very big market, various mergers and acquisitions are taking place to increase the growth on large scale and they are given below:
- In August, Brewer Anheuser-Busch InBev (New York, U.S.) entered in a partnership with Castel Group (France). With this partnership both the companies intended to continue the development and evolvement in the beverage market.
Various product launches are taking place with respect to wine because of which companies are making different investment with other companies for their business expansion. Further increase in premium brands for alcoholic beverages has given companies a better opportunity to invest huge amount in alcoholic beverages in the form of product launch, innovations as well as merger and acquisition. Due to such mergers and acquisitions, the companies in wine market are found to be with higher revenue and hence this is helping in the growth of the market. For instance, Castel Group (France) acquired stake in Belvedere in 2015. This helped company to develop a strong growth potential in wine industry. Hence, continuous merger and acquisition will help in driving the wine market.
RESTRAINTS:
High Cost of Wine Production:
The wine market in recent time has undergone very important changes due to globalization and consumption behaviour of consumers. In recent era, the demands of the consumers have become more and more complex as there is an increase in heterogeneity when it comes to preferences.
Hence due the competition and the difficulties in completing consumer demand the companies are getting less profit in order to reach consumers need.
When it comes to the cost of wine production or packaging, cost of a bottle in which the wine is stored is one of the crucial elements in the management of a winery.
After fermentation wines are aged in oak barrel aging systems, however with the traditional aging technology it takes lengthy time and high cost.
Regulatory Scenario:
Regulations for alcoholic beverages in beverage industry may hamper the growth of the market due to strict regulation which is a difficult task to maintain the criteria under regulation. Policy on alcohol marketing is relatively weak in the Western Pacific region where as in East Asia it is regulated by the government.
The European Commission has multiple regulations for wine sector which implements the quality schemes as per the requirement. Under this, it has specific regulation which includes the application of EU quality schemes and other legislations that requires the label checking and the presentation of certain wine sector products.
Wine has been a part of European people because it is consumed more with food in Europe and is also included in agriculture, food industry and trade. In Europe, 3 million producers and employees in companies are available and hence more production of wine is done.
There are rules which are made for specified agricultural sector products, including wine and the legislations that are:
- market intervention
- rules concerning marketing and production
- Protected designations of origin and geographical indications
- trade with third countries
- competition rules
Quality regulations in this market may also affect income distribution. In implementing the same, producers may face few more cost for maintaining certain quality standards in quality regulation scenario. For instance, regulations that restrict the production of wine in certain region may harm the owners of land and vineyards in neighbouring regions.
The strict regulations to this sector such as rules or legislation for proper bottling, production, import and distribution is hampering the growth of the market. For instance, the product should be manufactured with quality standard which is very difficult for the manufacturer sometimes.
OPPORTUNITIES:
Increasing Disposable Income & Growing Demand of Wine:
An increase in the disposable income means increase in household income which is available for spending and saving. Increase in saving money is making people to spend on some other things such as parties, fun full events and other. Some of the community & industry insiders conduct monthly tastings & events especially for wines where people spend their saving or money.
The wine is an agricultural product that can increase the capital income. India is an agricultural land and it provides major production of grapes by which wine is produced. As the wine consumption is increasing, grape production need to be also increased to fulfil the demand of manufacturers to produce more wine.
In recent time due to technological equipment of manufacturing capacities the production is increasing as per the demand by the public.
The wine demand is increasing by wine tourism and special programs conducted by companies or authentic agencies. The demand has also been influenced by the health recommendation of physicians.
- In March 2016, as per the estimation done by the Wine Institute, 24,701,440 liters of wine was consumed worldwide, in the year 2014. In U.S., 3,217,500 liters of wine were consumed which is more than any other country. The consumption was due to more demand of this product and hence helped this market to grow due to its health benefits
Due to increase in the demand of wine by consumers, it is helping this market to grow. As wine is an agricultural product, hence it is helping to increase the per capita income of countries such as India, Germany, France and others.
Innovation in the Products with Flavoured Wine:
Wine is an alcoholic beverage which is produced by fermentation along with an organism called yeast. Basically wine has no flavours but this can be done by adding or blending with some other component that gives the flavour. There are components that give aroma, taste and tactile sensations to wine.
Various wines that are available in market as a flavoured category are Arbor Mist Blackberry Merlot, Arbor Mist Blackberry Merlot, Arbor Mist Exotic Fruits White Zinfandel, Arbor Mist Island Fruits Pinot Grigio, Arbor Mist Mango Strawberry Moscato, Arbor Mist Mango Strawberry Moscato, Arbor Mist Peach Moscato, Arbor Mist Pomegranate Berry Pinot Noir, Arbor Mist Raspberry Pink Moscato, Arbor Mist Raspberry Pink Moscato and many others.
- In March 2018, Apothic, a brand of wine has introduced one-of-a-kind wine infused with cold brew coffee labeled Apothic Brew. The product is a new blend in the market. This innovation has increased one more product to this market as the product has smooth texture and supple flavours and is more used by people.
- In August 2018, Premier Innovations Group planned to launch all four flavours that come under its Cosmopolitan Diva Sparkling Wine in U.S.
- Accolade Wines provides number of brands in which they offer various flavoured wines such as Moscato, Marlborough Sauvignon Blanc and many others. These wines are available with better taste and aroma.
Innovation of new products under this market is helping this market to grow, as the demands of the people are getting fulfilled by the manufacturer and hence helping this market to grow.
CHALLENGE:
Increase in Substitute Products and Services:
There are various other products that are same as that of wine and hence this can be found to be a threat to this market. Other alcoholic products are gaining much popularity in alcoholic field. Younger Americans prefer other alcoholic beverages than wine.
The other alcoholic and non-alcoholic beverages that are available in the market are Vodka, Whisky, Brandy, Vermouth, Cognac, Beer and many others. These products are easily available in the market with less cost.
Magic Moments is a type of vodka that costs USD 8.6 for 750 ml and USD 4.5 for 750 ml. These products have low prices as compare to price of wines.
Availability of comparable products or substitutes may hamper the growth of the market. For instance, wine has upper class in alcoholic beverages and hence it has higher cost while other products have lower cost and people would prefer such products instead of wine.
MARKET TRENDS:
On the basis of type, the market is segmented into still wines, sparkling wines, fortified wines and others. In 2019, still wines segment is expected to grow at a CAGR of 7.0% in the forecast period of 2019 to 2026. However, sparkling wines segment is growing with highest CAGR 8.0% in the forecast period of 2019 to 2026.
On the basis of colour, the market is segmented into red wine, white wine, rose wine and others. In 2019, red wine segment is expected to grow at a CAGR of 7.30% in the forecast period of 2019 to 2026. However, white wine segment is growing with highest CAGR 7.33% in the forecast period of 2019 to 2026.
On the basis of product type, the market is segmented into flavoured and unflavoured. In 2019, unflavoured segment is expected to grow at the highest CAGR of 7.4% in the forecast period of 2019 to 2026.
On the basis of packaging, the market is segmented into bottles, cans and others. Bottles segment is sub-segmented into glass and plastic. In 2019, bottles segment is expected to grow at a CAGR of 6.9% in the forecast period of 2019 to 2026. However, Can segment is growing with highest CAGR 7.9% in the forecast period of 2019 to 2026.
On the basis of body type, the market is segmented into light-bodied, medium-bodied and full-bodied. In 2019, full-bodied segment is expected grow at the highest CAGR of 7.2% in the forecast period of 2019 to 2026.
On the basis of distribution channel, the market is segmented into off trade and on trade. The on trade is sub-segmented into specialty stores, online retailers and others. In 2019, off trade segment is expected to grow at the highest CAGR of 7.2% in the forecast period of 2019 to 2026.
MAJOR PLAYERS: Global Wine Market
Some of the prominent participants operating in this market are Accolade Wines, The Wine Group, Davide Campari-Milano S.p.A., E. & J. Gallo Winery, Constellation Brands, Inc., John Distilleries, India, Castel Group, CDV · Compagnia del Vino, AMVYX, BACARDI, Pernod Ricard, TREASURY WINE ESTATES, Caviro, Miguel Torres S. A., Concha y Toro, Sula Vineyards Pvt. Ltd., Chapel Down and others.
