Wine Packaging Formats and Closures in the UK Market 2018

UK Packaging Formats and Closures in the UK MarketThe Wine Packaging Formats and Closures in the UK Market 2018 report provides an overview of the consumption behaviour and attitude towards both wine packaging formats and closures amongst UK regular wine drinkers.
Key findings include:
1. THE NUMBER OF DRINKERS WHO PURCHASE WINE IN FORMATS BEYOND 75cl BOTTLES REMAINS SMALL WITHIN THE UK MARKET, REFLECTING A CATEGORY WHICH CONTINUES TO BE ‘CONSERVATIVE’
Not all UK regular wine drinkers are familiar with the standard size (75cl) bottle format for wine, nor aware of what volume these bottles contain, particularly amongst younger wine drinkers, who are also less aware of a broader range of packaging types for wine in general

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2. YOUNGER UK WINE DRINKERS ARE LESS AWARE OF THE DIFFERENT PACKAGING FORMATS FOR WINE, BUT ARE MORE LIKELY TO CONSIDER BUYING FROM A BROADER RANGE OF PACKAGING FORMATS IN THE FUTURE
The less traditional formats of can and pouch have the highest conversion rates amongst the youngest wine drinking age segment and single serve bottles and pouches have significantly higher affinity ratings amongst drinkers aged 18-24
3. 1.5L BOTTLES SHOW FUTURE POTENTIAL IN THE UK MARKET, WITH STRONG AFFINITY AND FUTURE CONSIDERATION RATINGS AMONGST WINE DRINKERS
1.5L have significantly higher conversion levels amongst 35-44 years olds compared with other wine drinkers, driven by the fact they also have higher affinity rates for magnums than other drinkers
4. WINE IN CAN MAY HAVE FUTURE POTENTIAL, ALTHOUGH CURRENTLY HAS THE LOWEST AFFINITY RATING AMONGST PACKAGING FORMATS AMONGST UK WINE DRINKERS
Beyond 75cl bottles, single serves have the highest rates of conversion to purchase amongst UK wine drinkers, and also show stronger potential with younger drinkers
5. CORK AND SCREW-CAPS ARE EQUALLY FAVOURED AMONGST UK WINE DRINKERS, WITH YOUNGER DRINKERS SIGNIFICANTLY FAVOURING SCREW-CAPS
Compared to 2013, a higher proportion of UK regular wine drinkers are open to buying wine with a screw-cap closure and younger regular wine drinkers are more likely to reject natural cork closures than other wine drinkers in the UK and compared to 2013
Drawing on data collected from our October 2017 wave of Vinitrac® (the world’s largest ongoing omnibus survey on wine consumer attitudes and behaviours), trade and consumer interviews, secondary sources and market experience, this 52-page report offers a detailed analysis of how the market is performing and includes:
▪ Wine package formats in the UK:
Case study: Wine in a can, smaller formats and 1.5L bottles
Awareness, purchase, conversion, consideration & affinity for alternative packaging formats
▪ Profiling of potential consumers of packaging formats
▪ Attitude towards closure types (with tracking)

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