2014-03-24 03:48:04 - The Brazilian Wine Market: What Consumers Drink and Why? - a new market research report on companiesandmarkets.com
The Affluent economic group in Brazil have the largest value share in the wine market, with this segment contributing almost one-third of the total market size. This group is followed by the Better Off income group, while the Hard Pressed segment contributes the lowest value share.
This may be due to the fact that Wine is relatively more expensive than other categories in the Spirits market and has a more affluent brand image. The rising income levels of the middle class and increasing propensity to consume Wine during social occasions is presenting further scope for wineries and marketers to target these segments.
Consumer frequency analysis reveals that consumption of Sparkling Wine is lowest among ´Early Young Adults´ and is highest among ´Older
Consumers´. While Older Consumers are currently the best age group to target, due to the higher penetration rate and higher consumption frequency, this also highlights that there is potential scope for marketers to target non-consuming Early Young Adults in order to further widen their customer base.
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