Chinese wine market, details you muss know to made business in China.
- Still wines are by far the preferred product in the category, accounting for over 90% of total sales.
- Still wine is followed by fortified wine at roughly 4% of the sector and sparkling wine at 2%.
- Red wine has become particularly popular in China, cause its perceived health benefits and the fact that it is more heavily produced and promoted by domestic manufacturers.
- The colour red also signifies good luck and happiness in China which has helped sales.
- In urban areas, there is a greater receptiveness to new types of alcoholic beverages, niche products and imported drinks.
- Wine consumption is normally reserved for special occasions. Prohibitive pricing continues to keep grape wine sales modest.
- Imported premium wines are available mainly in large urban cities and demand is fuelled by residing foreigners and expatriates, although rising consumer awareness and sophistication has been a key driving factor in the spike in grape wine sales recently seen in China.
- The average annual consumption per capita on wine in 2009 was 0.9 Litres.
- The Compound Annual Growth Rate (CAGR) of average per capita expenditures on wine from 2004 through 2009 was 13.9%. Spending on still wine was the highest at CNY52.4 (roughly US$7.9) per capita per year.
- China Wine market by Wine Style
- Datamonitor forecasts that the Chinese grape wine market should increase by roughly 93% by 2014. Datamonitor also predicts that still wine will maintain its position as the leading category in the total wine market.
- The still wine category is expected to see a CAGR of 14.5% between 2009 and 2014 and account for 97% of the total wine market in 2014 – an increase of 2% compared to a market share of 95% in 2009.
- The Chinese still wine market is expected to rise to CNY138.5 (US$19.9) billion by the end of 2014 – a sales increase of CNY69.2 (US$10) billion for the five-year period spanning 2009-2014.
- Datamonitor also forecasts a 90% total increase from 2009 through 2014 in consumer expenditures on wine. Still wine is expected to lead the way in growth at 96%, while fortified and sparkling wines will see modest growth with 18% and 44% respectively.
A survey conducted by China Wine Information Network with Chinese wine consumers, found the following general characteristics:
- People believe that wine can help relieve pressure/stress.
- 95% of consumers have limited knowledge about wine but are willing to learn.
- 60% of consumers prefer to buy imported wine if the imported wine and domestic wine are the same price.
- People believe the quality of imported wine will be better at the same price.
Yes, wine is more popular in China that is was 15 years ago. Many people drink it as a distention from the rest of the chinese people. It as also very normal give it as a valour present . I think that the expectations of growing are certain. As long as the country will develop the number of consumers will increase too.
Nancy