Lower Alcohol Wines: Consumer Insights from the UK Market
4 in 10 consumers open to a lower alcohol offer, according to new report The potential market for lower alcohol wines is around 13 million UK wine drinkers, according to new research published by Wine Intelligence today. These consumers – representing just under 43% of the UK’s monthly wine drinking population - have bought wines at 10.5% alcohol by volume (ABV) and under recently, say they will do so in future, and many of them say they now actively consider alcohol levels in wine as part of their decision making process, according to their UK Lower Alcohol Wines Report. The report also points out that many consumers are struggling with the quality and range of lower alcohol wines currently on offer in supermarkets, particularly 5.5% ABV wine products. Evidence from recent Wine Intelligence studies suggests that consumers buy these wines principally because of their relative cheapness compared with higher strength wine, and are often disappointed with the taste of the products. The research also throws up questions about the consumer needs and purchase rationale for lower alcohol wines. Wine is still seen as a “treat” product for many consumers, and they also associate higher alcohol levels with a more sophisticated and pleasant tasting product.
Table of contents
- EXECUTIVE SUMMARY
- UK MARKET IN CONTEXT
- UK CONSUMERS AND ALCOHOL CONTENT IN WINE
- LOWER ALCOHOL WINE PURCHASING BEHAVIOUR
- WHO DRINKS LOW ALCOHOL WINE?
- APPENDICES: METHODOLOGY & CONSUMER SEGMENTATION
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