The latest Wine Intelligence report on the Australian wine market – Australia Landscapes 2018 – provides an overview of the consumption behaviour and attitude towards wine among Australian wine drinkers, as well as the latest trends observed by the trade.

 

Key Findings:

  1. OPTIMISTIC OUTLOOK ON THE CURRENT STATE OF THE INDUSTRY AND THE FUTURE TRAJECTORY OF THE WINE MARKET 

There is a cautiously optimistic outlook on the current state of the wine industry in the Australian market

  1. WINE DRINKERS OVER 65 YEARS OLD NOW REPRESENT ONE-FIFTH OF ALL REGULAR WINE DRINKERS, WITH YOUNGER WINE DRINKERS MORE LIKELY TO ENJOY A BROADER ALCOHOLIC REPERTOIRE BEYOND WINE 

One fifth of all regular wine drinkers are now over 65 years old, a significant increase since 2007

  1. AWARENESS OF TOP AUSTRALIAN WINE REGIONS SHOWING LONG-TERM DECLINE, AS NZ AND FRENCH WINE REGIONS GAIN SIGNIFICANT AWARENESS OVER THE SAME PERIOD 

The top five Australian wine regions are all showing significant long-term declines in terms of the proportion of regular wine drinkers who are aware of these regions

  1. THE PROPORTION OF REGULAR WINE DRINKERS WHO CONSUME ROSE HAS PLATEAUED, WHILE PROSECCO CONTINUES TO GROW IN TERMS OF THE NUMBER OF CONSUMERS DRINKING IT 

Although trade experts confirm that sales of rosé have continued to grow, our research with consumers suggests that this trend may have reached its peak, with the proportion of regular wine drinkers who have consumed rosé plateauing

  1. THE ROLE OF, AND INTEREST IN, FOOD IN AUSTRALIAN CULTURE CONTINUES TO GROW, POSITIVELY IMPACTING THE WINE CATEGORY 

The place of food in Australian culture has taken a dramatic shift in recent years with the rise and prominence of ‘celebrity’ in the food and chef industries

  1. THE CATEGORY OF ‘NATURAL WINE’ IS GENERALLY CONFUSING FOR TYPICAL WINE DRINKERS AND CAN BE POLARISING AMONGST THE TRADE; ON THE OTHER HAND, ORGANIC WINE HAS A STRONGER OPPORTUNITY 

Our 2018 SOLA report finds that natural wine is a confusing term for consumers, with many assuming that all wine is a ‘natural product

  1. WOMEN ARE PLAYING A MORE  PROMINENT ROLE IN THE WINE CATEGORY IN 2018

Half of all regular wine drinkers in Australia are now women

Drawing on data collected from our March 2018 wave of Vinitrac® (the world’s largest ongoing omnibus survey on wine consumer attitudes and behaviours), trade interviews, secondary sources and market experience, this 89-page report offers a detailed analysis of how the market is performing and includes:

  • Wine buying behaviour, including channel and store usage as well as choice cues
  • Wine-producing country and region awareness and varietal consumption
  • Wine brand health analysis, insight and measures such as brand awareness, conversion to purchase, consideration, affinity and recommendation with tracking
  • A full user-friendly data table with data from the questions asked of consumers, cross-tabbed by gender, age group and regions