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Wine in Canada
May 2021
2020 IMPACT
The closure of on-trade establishments leads to a total volume decline in 2020
Total volume sales declined by 3% in 2020, with on-trade volume sales recording a significant decline due to COVID-19 restrictions and closures.
Off-trade sales remain positive, as stockpiling and home seclusion boost sales
In contrast to results seen in the on-trade, the off-trade channel recorded heightened volume sales compared to 2019, with growth boosted by home seclusion and the closure of the on-trade. Much like in beer, in the early stages of the lockdown many consumers stockpiled wine in case of shortages, and this saw significant sales for more affordable brands, leading to shortages of some items.
E-commerce rises as a change in regulations boosts home deliveries of wine
Before the outbreak of COVID-19, e-commerce accounted for only a negligible share of sales in wine in Canada. However, share grew in 2020, as lockdown measures led more consumers to shop online, with many appreciating e-commerce for being a safer form of retailing.
RECOVERY AND OPPORTUNITIES
On-trade sales recover as consumers feel confident to socialise in public once more
Following a volume sales decline in 2020, wine is expected to return to positive total volume growth from 2021, with stable growth across the full forecast period.
Economy wines record growth as the economic recession impacts consumer decisions
Still rosé wine will continue to see the best total volume CAGR within still light grape wine. However, the economic recession following the outbreak of COVID-19 will lead to a slowing of the premiumisation trend across the early forecast period.
E-commerce and deliveries grow in popularity, as consumers appreciate enjoying wine at home
The continued expansion of wine sales in Ontario and BC will impact growth levels across the forecast period as the number of grocers selling wine increases. Winemakers and brands are set to adapt their traditional marketing approaches over the forecast period, moving away from in-store sampling tactics while emphasising the online channel.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in Canada, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in Canada report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Wine in Canada?
Where is consumer demand for Wine focussed?
Which is being consumed more; beer, wine or spirits?
Where is demand growing? Stagnating?
How is the operating environment for alcoholic drinks changing?
Which are the leading brands in Canada?
How are products distributed in Canada?
What are the key trends in new product development?
Do consumers want value for money or added value?
How will macroeconomic context and shifting cultural values shape future growth?
How will COVID-19 and recession impact the alcoholic drinks industry?
Where is future growth expected to be most dynamic?
Wine in Canada - Category analysis
KEY DATA FINDINGS
2020 IMPACT
The closure of on-trade establishments leads to a total volume decline in 2020
Off-trade sales remain positive, as stockpiling and home seclusion boost sales
E-commerce rises as a change in regulations boosts home deliveries of wine
RECOVERY AND OPPORTUNITIES
On-trade sales recover as consumers feel confident to socialise in public once more
Economy wines record growth as the economic recession impacts consumer decisions
E-commerce and deliveries grow in popularity, as consumers appreciate enjoying wine at home
CATEGORY DATA
Table 1 Sales of Wine by Category: Total Volume 2015-2020Table 2 Sales of Wine by Category: Total Value 2015-2020Table 3 Sales of Wine by Category: % Total Volume Growth 2015-2020Table 4 Sales of Wine by Category: % Total Value Growth 2015-2020Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020Table 6 Sales of Wine by Off-trade vs On-trade: Value 2015-2020Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020Table 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020Table 11 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020Table 13 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020Table 14 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020Table 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020Table 16 GBO Company Shares of Champagne: % Total Volume 2016-2020Table 17 NBO Company Shares of Champagne: % Total Volume 2016-2020Table 18 LBN Brand Shares of Champagne: % Total Volume 2017-2020Table 19 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020Table 20 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020Table 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020Table 22 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020Table 23 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020Table 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020Table 25 GBO Company Shares of Non-grape Wine: % Total Volume 2016-2020Table 26 NBO Company Shares of Non-grape Wine: % Total Volume 2016-2020Table 27 LBN Brand Shares of Non-grape Wine: % Total Volume 2017-2020Table 28 Forecast Sales of Wine by Category: Total Volume 2020-2025Table 29 Forecast Sales of Wine by Category: Total Value 2020-2025Table 30 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025Table 31 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025
Legal purchasing age and legal drinking ageDrink drivingAdvertisingSmoking banOpening hoursOn-trade establishmentsSummary 1 Number of On-trade Establishments by Type 2015-2020
TAXATION AND DUTY LEVIES
Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2020
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 32 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020
MARKET DATA
Table 33 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020Table 34 Sales of Alcoholic Drinks by Category: Total Value 2015-2020Table 35 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020Table 36 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020Table 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020Table 39 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020Table 40 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020Table 41 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020Table 42 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020Table 43 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020Table 44 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025Table 45 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025Table 46 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025Table 47 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025
DISCLAIMER
SOURCES
Summary 3 Research Sources
The following categories and subcategories are included:
Wine
Port
Sherry
Vermouth
Other Fortified Wine
Apple Wine
Bokbunjaju
Cheongju
Chinese Wine
Economy Rice Wine
Fortified Fruit Wine
Fruit and Berry Wine
Fruit and Herbal Wine
Fruit and Honey based Wine
Fruit Wine
Local Non-Grape Wine
Lower Mid-Range Rice Wine
Non-Grape Dessert Wine
Premium Rice Wine
Rice Wine
Sake
Takju
Upper Mid-Range Rice Wine
Yakju
Yellow Wine
Other Non-Grape Wine
Champagne
Other Sparkling Wine
Still Red Wine
Still Rosé Wine
Still White Wine
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
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This report originates from Passport, our Wine research and analysis database.
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