Wine - Mongolia

The Wine market in Mongolia has been experiencing significant growth in recent years, driven by changing consumer preferences and local special circumstances.

Customer preferences: Mongolian consumers have developed a growing taste for wine, with an increasing number of individuals incorporating it into their social and dining experiences. Wine is seen as a sophisticated and trendy beverage choice, particularly among the younger population. As a result, there has been a shift towards wine consumption in social gatherings and celebrations, replacing traditional alcoholic beverages.

Trends in the market: One of the key trends in the Mongolian wine market is the increasing demand for imported wines. Mongolian consumers are becoming more adventurous in their wine choices, seeking out a variety of flavors and styles from different regions around the world. This trend is driven by the growing exposure to international cuisines and travel experiences, as well as the influence of global wine trends. Another trend in the market is the rise of wine appreciation and education. Wine tastings, wine clubs, and wine courses have become popular among Mongolian consumers who are eager to learn more about different grape varieties, wine regions, and food pairings. This trend is indicative of a growing sophistication and maturity in the Mongolian wine market.

Local special circumstances: Mongolia's unique climate and geography present challenges for domestic wine production. The harsh winters and short growing season limit the cultivation of grapes, making it difficult to produce wine locally. As a result, the majority of wines consumed in Mongolia are imported from countries such as France, Italy, Spain, and Australia.

Underlying macroeconomic factors: The growing middle class and increasing disposable incomes in Mongolia have played a significant role in the development of the wine market. As more individuals have the financial means to afford luxury goods, including wine, the demand has increased. Additionally, globalization and the opening up of the Mongolian economy have facilitated the importation of wines, making them more accessible to consumers. In conclusion, the Wine market in Mongolia is experiencing growth as a result of changing consumer preferences, including a preference for imported wines and a growing interest in wine education. The local special circumstances, such as the limited domestic wine production, have also contributed to the increased demand for imported wines. The underlying macroeconomic factors, such as the rising middle class and increasing disposable incomes, have further fueled the growth of the wine market in Mongolia.

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.