Consumer Trends in the Wine Market in Russia

• Marketers in the Wine market in Russia face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

• This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Wine market in Russia they account for and which consumer trends drive their behaviour.

Report Highlights
• Consumer survey data for the following specific categories: Fortified Wine, Sparkling Wine, and Still Wine.

• Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

• Volume shares in 2011 for brands and private label sales tracked by the survey.

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1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Wine Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Fortified Wine
2.2.2 Sparkling Wine
2.2.3 Still Wine
2.3 Behavioral Trends and Market Value
2.3.1 Fortified Wine
2.3.2 Sparkling Wine
2.3.3 Still Wine
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Fortified Wine
3.1.2 Sparkling Wine
3.1.3 Still Wine
3.2 Consumer Profiles by Product Category
3.2.1 Fortified Wine
3.2.2 Sparkling Wine
3.2.3 Still Wine
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Wine Brand Choice and Private Label Shares
4.2.1 Fortified Wine
4.2.2 Sparkling Wine
4.2.3 Still Wine
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Wine
5.1.2 Fortified Wine
5.1.3 Sparkling Wine
5.1.4 Still Wine
6 Consumption Impact: Market Valuation
6.1 Wine Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Wine Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Wine Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Appendix
7.1 About Canadean
7.2 Disclaimer

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Table 1: Volume Units for the Wine Market
Table 2: Foreign Exchange Rate – RUBLE Vs. US$, 2011
Table 3: Russian Federation Survey Respondent Profile (weighted), 2011
Table 4: Russian Federation Wine Value Share (%), by Age Groups, 2011
Table 5: Russian Federation Wine Value Share (%), by Gender, 2011
Table 6: Russian Federation Wine Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Russian Federation Wine Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Russian Federation Wine Value Share (%) by Wealth Groups, 2011
Table 9: Russian Federation Wine Value Share (%) by Busy Lives Groups, 2011
Table 10: Russian Federation Fortified Wine Consumer Group Share (% market value), 2011
Table 11: Russian Federation Sparkling Wine Consumer Group Share (% market value), 2011
Table 12: Russian Federation Still Wine Consumer Group Share (% market value), 2011
Table 13: Russian Federation Total Fortified Wine Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Russian Federation Total Sparkling Wine Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Russian Federation Total Still Wine Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Russian Federation Fortified Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Russian Federation Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Russian Federation Sparkling Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Russian Federation Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Russian Federation Still Wine Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Russian Federation Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Russian Federation Fortified Wine Consumer Profiles (% consumers by sub-group), 2011
Table 23: Russian Federation Sparkling Wine Consumer Profiles (% consumers by sub-group), 2011
Table 24: Russian Federation Still Wine Consumer Profiles (% consumers by sub-group), 2011
Table 25: Russian Federation Wine Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Russian Federation Fortified Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Russian Federation Sparkling Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Russian Federation Still Wine Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: Russian Federation, Overall Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: Russian Federation, Fortified Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, `
Table 31: Russian Federation, Sparkling Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: Russian Federation, Still Wine: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: Russian Federation Wine Market Value (Russian Ruble million), by Category, 2011
Table 34: Russian Federation Wine Market Value (US$ million), by Category, 2011
Table 35: Russian Federation Wine Market Volume (Ltrs m), by Category, 2011
Table 36: Russian Federation Wine Market Share (US$ million), by Category, 2011
Table 37: Russian Federation Wine Expenditure Per Capita (Russian Ruble), by Category, 2011
Table 38: Russian Federation Wine Expenditure Per Capita (US$), by Category, 2011
Table 39: Russian Federation Wine Expenditure Per Household (Russian Ruble), by Category
Table 40: Russian Federation Wine Expenditure Per Household (US$), by Category
Table 41: Russian Federation Wine Market Volume Share (Ltrs m), by Category, 2011
Table 42: Russian Federation Wine Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 43: Russian Federation Wine Consumption Per Household (Ltrs m / Households m), by Category, 2011

Figure 1: Consumer Panel Report Methodology
Figure 2: Russian Federation Wine Value Share (%), by Age Groups, 2011
Figure 3: Russian Federation Wine Value Share (%), by Gender, 2011
Figure 4: Russian Federation Wine Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Russian Federation Wine Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Russian Federation Wine Value Share (%) by Wealth Groups, 2011
Figure 7: Russian Federation Wine Value Share (%) by Busy Lives Groups, 2011
Figure 8: Russian Federation Fortified Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Russian Federation Fortified Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Russian Federation Sparkling Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Russian Federation Sparkling Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Russian Federation Still Wine Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Russian Federation Still Wine Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Russian Federation Wine Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Russian Federation Wine Market Share (US$ million), by Category, 2011
Figure 16: Russian Federation Wine Expenditure Per Capita (US$), by Category, 2011
Figure 17: Russian Federation Wine Expenditure Per Household (US$), by Category

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