UK: Older consumers prudent on wine spending
The amount spent on wine by UK consumers does not necessarily increase with age, according to research into the market.
Speaking at the release of Wine Nation, a survey of UK wine consumers commissioned by Constellation Europe, the chief executive of Wine Intelligence noted that wine spend does not correlate with age in the country. "The older the customer is does not mean the higher the spend," said Lulie Halstead today (17 November). "We can't make these types of assumptions in the wine sector."
The research, following a survey of 3,000 regular consumers as well as the tracking of 200 consumers in-stores, broke down the 19m UK consumers who drink wine at least two-three times a week into seven defined groups.
The groups - known as economisers, newbies, occasionals, routiners, high potentials, engaged explorers and experts - all factor value into their reasons for buying, the research found. Whereas average bottle spend among economisers is GBP3.21 (US$6.09), Halstead said, high potentials - a promising group for all wine makers to target going forward - tended to spend on average only GBP4.89 a bottle.
The research concluded that knowledge levels among UK consumers is generally low and that reducing the risk of making a wrong wine purchasing decision is still the number one need of 85% of consumers.
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