South Korea Landscapes 2017

South Korea Landscapes 2017This 74-page report is the result of our ongoing Vinitrac® quantitative survey of semi-annual imported wine drinkers in South Korea and in-depth trade interviews with local industry experts. Drawing on market experience and secondary sources to support our detailed analysis of how the market is performing today, the report also looks to the future and identifies key trends driving the market forward.

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After several years of rapid growth, the South Korean wine market is showing signs of slowing down. This report highlights how wine drinkers in South Korea, who still perceive wine to be a luxury product, are becoming increasingly price conscious and turning to more affordable beverages such as craft beer. Considerably fewer South Korean  wine drinkers are looking to try new and different styles of grape-based wines and an increasing number are choosing to stick to what they know or buying wine ‘so long as the price is right.’
Drawing on data collected from our July 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 South Korea Landscapes report features:
▪ Key trends in the South Korean market and coming challenges
▪ Demographics of semi-annual drinkers of imported wine in South Korea by gender, age and income
▪ Wine buying behaviour, including channel and retailer usage as well as choice cues
▪ Wine producing country and region awareness, and varietal consumption
▪ Consumption frequency and spend per occasion in both the off- and on-trade
▪ Wine attitudes, wine involvement and attitudes towards wine closures
▪ Wine brand health analysis and insight, and measures such as brand awareness, purchase, conversion, affinity and recommendation as well as an analysis
▪ An added analysis of brand purchase behaviour before and after entering a shop
▪ A full user-friendly data table with data from the questions asked of consumers, cross-tabbed by gender, age and income

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