Wine - Canada

The wine market in Canada has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Canadian consumers have shown a growing interest in wine, with an increasing number of people incorporating it into their social and cultural activities. Wine is no longer seen as a luxury item reserved for special occasions, but rather as a beverage that can be enjoyed on a regular basis. This shift in consumer preferences has led to an increase in wine consumption across different demographics, including younger generations who are more open to trying new and diverse wine varieties.

Trends in the market: One of the key trends in the Canadian wine market is the growing demand for organic and sustainable wines. Consumers are becoming more conscious about the environmental impact of their choices and are actively seeking out wines that are produced using organic farming practices and sustainable winemaking techniques. This trend is driven by a desire for healthier and more environmentally friendly products, as well as a growing appreciation for the unique flavors and characteristics of organic wines. Another trend in the Canadian wine market is the rise of local and regional wines. Canadian wine producers have gained recognition for their high-quality wines, particularly those produced in regions such as Niagara and Okanagan Valley. Consumers are increasingly interested in supporting local businesses and exploring the unique flavors and styles of Canadian wines. This trend is also fueled by the growing popularity of wine tourism, as more people are visiting wineries and vineyards to learn about the winemaking process and sample local wines.

Local special circumstances: Canada's climate and geography pose unique challenges for wine production. The country's cold winters and short growing season limit the types of grapes that can be grown successfully. However, Canadian winemakers have adapted to these conditions and have developed innovative techniques to produce high-quality wines. The cool climate is particularly favorable for producing crisp white wines and sparkling wines, which have gained international recognition.

Underlying macroeconomic factors: The growth of the wine market in Canada is also influenced by underlying macroeconomic factors. The country's strong economy and high disposable income levels have contributed to increased consumer spending on wine. Additionally, favorable trade agreements and international partnerships have facilitated the importation of a wide variety of wines from around the world, giving Canadian consumers access to a diverse range of options. In conclusion, the wine market in Canada is experiencing growth due to changing customer preferences, emerging trends such as the demand for organic and local wines, and local special circumstances that have led to the development of high-quality Canadian wines. These factors, combined with underlying macroeconomic factors, have created a favorable environment for the expansion of the wine market in Canada.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.