Wine Intelligence today releases Singapore Landscapes 2017, its first in-depth market analysis of this strategic southeast Asian hub. Singapore represents both a local consumption and re-export market, with strong links to countries like Thailand, Indonesia and Malaysia, robust logistical infrastructure and import/export business (in 2015, 40% of imported wine was re-exported to South East Asian and East Asian countries).
The report looks at the key developing trends in the Singapore wine market, such as the Prosecco revolution, increased importance of online purchase channels, and the dominance of promotional offers as a choice cue. Wine Intelligence findings also point to some more enduring trends in market: Singapore continues represent a very strong market for Champagne; consumption frequency and varietal consumption is largely stable; and duty free remains the most popular channel in terms of usage.
A focus on wine consumption in the on-trade shows that semi-annual wine drinkers in Singapore are becoming more price conscious, with a significantly higher proportion now spending less than $60 with an informal meal in a bar/restaurant (35% in 2017 vs. 28% 2016).” Analysis of consumer perceptions of the on-trade suggests that the biggest barrier to wine purchase is price, with the “the wines are too expensive” being the most frequently cited barrier to wine purchase in hotel bars/restaurants, casual restaurants, bars and nightclubs.
Drawing on data collected from our March 2017 wave of Vinitrac® (the world’s largest ongoing omnibus survey on wine consumer attitudes and behaviours), trade interviews, secondary sources and market experience, the Singapore Landscapes 2017 report also features:
Key trends in the Singaporean wine market and coming challenges
Wine market overview, including imported vs. domestic wine market share and per capita consumption by country of origin and wine sub-category (still light wine, sparkling wine and fortified wine)
Demographics of semi-annual wine drinkers in Singapore by gender, age and income
Wine buying behaviour, including consumption by wine colour, channel and retailer usage, consumer motivations behind wine consumption and choice cues
Wine producing country and region awareness, and varietal consumption
Consumption frequency and spend per occasion in both the off- and on-trade, with a focus on on-trade spend by trade outlet and perceived barriers to ordering in the on-trade
Wine attitudes, wine involvement and attitudes towards wine closures (cork, synthetic cork and screw-cap)
Wine brand health analysis and insight, and measures such as brand awareness, purchase, conversion, affinity and recommendation
Detailed consumer profiling by age group, with demographics and buying behaviour for five age ranges
Tracking, with data collected from Vinitrac® Singapore in March 2015, March 2016 and March 2017
A full user-friendly data table with data from the questions asked of consumers, cross-tabbed by gender, age, income, consumption frequency, wine drinking location and wine involvement