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Grey for volume and green for value: wine behaviour according to age

Updated: Dec 7, 2020


In a 2020 survey (n = 2774) by Consumer Solutions, age rather than gender was found to drive frequency of wine consumption among South African wine drinkers. Females (47.83%) and males (34.81%) older than 55 years, were the groups most likely to consume wine on a daily basis. Only 11,81% and 9,75% of male and female consumers younger than 35 respectively indicated to consume wine every day (Figure 1). These findings are consistent with international trends as numerous studies previously reported on Generation Y and Z consumers drinking less alcohol in general. To the best of our knowledge, this study is the first to report on a lower frequency of wine consumption amongst younger South Africans.


Figure 1. Wine consumption on a daily basis according to age and gender groups.


In the same study, younger consumers indicated to spend more on a bottle of wine for at home consumption than older consumers. On average, younger males (<35) were the biggest spenders (R 135,98) and, not surprisingly, older females (>55) paid the least per bottle of wine for at home consumption (R 82,01) (Figure 2).


Figure. 2 Per bottle expenditure according to age and gender groups.


These findings are important for wine strategy, specifically considering value and volume offerings as well as future market share in a highly competitive category. Internationally, younger consumers are becoming more health conscious and opt for more exclusive wines when they do decide to enjoy a glass now and again.

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