Table of Contents
Issues in the Market
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- Scope of the report
- Definition of rosé
- Excluded
- Abbreviations
Future Opportunities
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- Trend: Rise and fall of the high street
- Trend: Cult of celebrity
Market in Brief
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- Unlike red and white wine, rosé is thriving
- A product requiring dual targeting
- Areas where rosé can develop
Internal Market Environment
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- Key points
- Rosé’s reinvention
- Rosé drives growth as wine plateaus
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- Figure 1: Trends for types of wine drunk most often, 2007-10*
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- Figure 2: Trends in Britain’s drinking habits, generally and in and out-of-home, 2006-10
- Rosé no longer relies purely on summer
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- Figure 3: Proportion of population drinking rosé wine most often, by quarter, 2006 Q2-2010 Q1
Broader Market Environment
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- Key points
- Continued heavy taxation pushes up the cost of wine…
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- Figure 4: Trends in duty per 75cl bottle of wine, 2003-10
- … something which can work to rosé’s advantage
- … but also works against it
- Economic restraints will continue in the short term
- The EU protects the integrity of the rosé brand
- Impact of demographic changes
Competitive Context
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- Key points
- A more fragmented alcohol market
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- Figure 5: Drink types consumed in the past 12 months, 2006-10
- Sparkling wine outperforming still
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Experimenting with packaging
Market Size and Forecast
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- Key points
- Rosé can expect continued rapid growth
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- Figure 6: Trends and forecast for total volume sales of rosé, 2005-15
- Market passes £1 billion barrier for the first time
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- Figure 7: Trends and forecast for total value sales of rosé, in current and constant prices, 2005-15
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- Figure 8: Trends and forecast for total retail price per 0.75cl bottle of rosé, in the on- and off-trade, 2005-15
Market Segmentation
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- Key points
- Rosé sales are surging ahead in the on-trade
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- Figure 9: Trends and forecast for volume and value sales of rosé wine in the on-trade, 2005-15
- Off-trade continues to deliver the bulk of rosé sales
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- Figure 10: Trends and forecast for volume and value sales of rosé wine in the off-trade, 2005-15
Companies and Products
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- Key points
- Diageo
- Product range
- E & J Gallo
- Product range
- Recent activity
- First Drinks
- Product range
- Recent activity
- Foster’s Wine (now Treasury Wine Estates)
- Product range
- Recent activity
- Pernod Ricard
- Product range
- Recent activity
- Constellation Europe (CE)
- Product range
- Recent activity
Consumer – Rosé Usage
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- Key points
- Half of wine drinkers now drink rosé…
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- Figure 11: Penetration of wine drinkers, by wine type, June 2010
- … but rosé has yet to command the loyalty of ‘traditional’ wines
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- Figure 12: Crossover in drinking between rosé, white and red wine, June 2010
- Rosé is attracting a new kind of consumer to wine
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- Figure 13: Solus rosé wine drinkers, by gender, age group and social grade, June 2010
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- Figure 14: Selected types of alcohol drunk by rosé wine drinkers compared to all wine drinkers, June 2010
- Rosé is very much a girl’s drink
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- Figure 15: Index of rosé wine drinkers compared to all wine drinkers, by gender, social grade and age group, June 2010
- Sparkling is pushing rosé’s image more upmarket
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- Figure 16: Proportion of drinkers of rosé and white wine who have drink them in sparkling or still format in the past 12 months, June 2010
Consumer – Rosé Drinking Occasions
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- Key points
- Meal occasions are essential for wine consumers…
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- Figure 17: Drinking occasions for rosé drinkers in the last 12 months, June 2010
- … but rosé drinking occasions differ from other wines
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- Figure 18: Wine drinking occasions in the last 12 months, solus rosé drinkers compared to wine drinkers excluding rosé, June 2010
- Meal occasions are key to building on success of rosé…
- … and attracting more interest from older consumers
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- Figure 19: Net difference in wine drinking occasions in the last 12 months, under-45s compared to over-45s, June 2010
- Rosé wines can innovate to develop impulse market
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- Figure 20: Purchase influencers of wine based on type of packaging, solus rosé drinkers compared to other wine drinkers, June 2010
Consumer – Influencers of Purchase
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- Key points
- Freshness is the major selling point…
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- Figure 21: Factors influencing purchase of rosé wines in the last 12 months, June 2010
- … but the young love their rosé to be sweet
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- Figure 22: Net difference in factors influencing purchase of rosé wines in the last 12 months, under-45s compared to over-45s, June 2010
- Solus rosé drinkers are a different breed to general wine drinkers
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- Figure 23: Factors influencing purchase of rosé wines in the last 12 months, by general wine drinkers who consume rosé and solus rosé drinkers, June 2010
- Women focusing on colour when choosing
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- Figure 24: Factors influencing purchase of rosé wines in the last 12 months, by gender, June 2010
Appendix
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- Consumer research
- Advertising data
- Focus groups
Appendix – Internal Market Environment
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- Figure 25: Trends for UK consumption of alcohol per person, 2000-09
- Figure 26: Drinking habits, by demographics, 2010
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Appendix – Broader Market Environment
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- Figure 27: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
- Figure 28: GfK NOP Consumer Confidence Index, January 1988-September 2010
- Figure 29: Forecast adult population trends, by lifestage, 2005-15
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- Figure 30: Forecast adult population trends, by socio-economic group, 2005-15
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Appendix – Competitive Context
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- Figure 31: Drink types consumed in the past 12 months, by demographics, 2010
- Figure 32: Drink types consumed in the past 12 months, by demographics, 2010
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- Figure 33: Drink types consumed in the past 12 months, by demographics, 2010
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Appendix – Consumer Usage
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- Figure 34: Analysis of where rosé wine fits within UK wine drinkers’ repertoire, June 2010
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- Figure 35: Types of wine consumed in the last 12 months, by demographics, July 2010
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- Figure 36: Types of alcohol consumed in the last 12 months, by demographics, June 2010
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Appendix – Rosé Drinking Occasions
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- Figure 37: Purchasing of wine based on type of packaging, by demographics, June 2010
- Figure 38: Purchasing of wine based on type of packaging, by demographics, June 2010
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- Figure 39: Wine drinking occasions in the last 12 months, by demographics, June 2010
- Figure 40: Wine drinking occasions in the last 12 months, by demographics, June 2010 (continued)
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- Figure 41: Wine drinking occasions in the last 12 months, by demographics, June 2010
- Figure 42: Wine drinking occasions in the last 12 months, by demographics, June 2010
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Appendix – Influencers of Purchase
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- Figure 43: Factors influencing purchase of rosé wines in the last 12 months, by demographics, June 2010
- Figure 44: Factors influencing purchase of rosé wines in the last 12 months, by demographics, June 2010 (continued)
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- Figure 45: Factors influencing purchase of rosé wines in the last 12 months, by demographics, June 2010 (continued)
- Figure 46: Factors influencing purchase of rosé wines in the last 12 months, by demographics, June 2010 (contniued)
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- Figure 47: Factors influencing purchase of rosé wines in the last 12 months, by demographics, June 2010
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