Category advice

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Market Insight

Category advice2020

 

Country Of Origin

New World countries continue to over trade in convenience and make up >70% of sales in the sector. USA wines make up more than 17% value share. Ensure you have a range which reflects this.

Key Brands

Brands are the most important factor in convenience as they give shoppers trust and make it easier when navigating the wine fixture. They account for over 90% of sales in the sector.

The Growth Of Premium

Higher priced wines with an RRP between £6 - £10 are in growth. Be aware of the added value not only for the retailer but the consumer when trading up. Consumers are shopping less frequently but are willing to spend more when they do.

Clearly Defined Pricing

Tier your wine range with entry level at the bottom and mid tier £6 - £8 at eye level. The £6 - £8 price band accounts for 52.6% of volume share in the convenience channel. Merchandising in price bands makes it easier for consumers to navigate through the wine fixture.

Key Varietal Trends

Malbec is the fastest growing grape varietal +19.3%. This growth contribution is not just limited to Argentina. Many other regions continue to contribute to the strong growth.

Merchandising Your Wine Fixture:

The average time spent in store is just 5 minutes for a wine shopper – it is important to make wine easy to shop.

  1. Merchandise different types of wine separately: consumers look at this first, so group your range into red, white, rosé and sparkling.
  2. Use your chiller – white, rosé and sparkling should be kept in the chiller, whilst red and fortified should be stocked on an ambient shelf.
  3. Place premium products on the higher shelves to catch the eye of shoppers – lower value items should be placed on the lower shelves.
  4. Block brands – keep brands together to increase visibility, impact and ease of purchase for the shopper.

Ranging:

Consumers are increasingly looking to spend more on wine, but it is important to maintain a broad range of price points for to cater for different consumer needs. Premium wines are growing at 11.1%, whilst wine priced below £5 still accounts for a quarter of sales – though this is changing fast as consumers look to trade up.

Ensure you have the best selling brands in your range, as these account for over 90% of sales within Convenience. We recommend having good availability of our ‘Must Stock’ lines as a minimum.

Shoppers are twice as likely to buy wine in a convenience meal when on a ‘Meal for Tonight’ mission. Make it easy for shoppers by using appropriate POS.

2 out of 3 bottles sold in the convenience channel are New World wines – make sure you have a good range of wines from the USA, Australia, Chile, New Zealand, South Africa and Argentina.

  1. Drive awareness – Barkers and tasting notes help simplify the shopping experience for consumers and can make the wine feature less intimidating. Clearly structured tasting notes are more likely to lead to consumers trading up.
  2. Chiller space – Over 65% of consumer purchase of alcohol is an impulse decision when in store and to be consumed within 12 hours. Make sure you have ample space in your chiller for white and rosé wines.
  3. Wine in a can – Environmental and sustainable concerns play a pivotal role in how millennial consumers shop. Cans offer a sustainable format and have grown exponentially in the US.
  4. Increase your listings of millennial wine brands – the likes of Jam Shed and 19 Crimes (no. 1 millennial brand in the UK) are growing in both value and volume whilst bringing younger shoppers back into the category.
  5. Smaller formats such as 200ml cans and 187ml bottles have grown by 16% YoY. Consumers are shopping for many occasions and require different options. Look at link deals with meals to increase consumer basket spend.
  6. Products which cross categories can appeal to new audiences – for example the Echo Falls Gin Fusion & Blossom Hill Gin Fizz lines form part of a growing trend within alcohol.

Data from Nielsen

Wine

Must Stock Lines

Category advice2020

 

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

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Must stock lines
Must stock lines
Wine

Planograms

Category advice2020

 

We suggest you stock the following range:

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