In many key markets, wine continues to be a ‘beneficiary’ of lockdown and restrictions, with consumers increasingly enjoying wine across a broader range of at-home occasions. Based on our latest set of data, collected in August 2020 amongst regular wine drinkers in a number of key wine markets, this report analyses 12 key wine consumer trends of the Covid-19 era, which are:
Growth in wine consumption frequency- Heartland wine drinkers driving growth
- Non-food occasions driving wine growth
- Slow recovery in average bottle spend on wine in off-premise
- E-commerce for wine comes of age
- Shift to wines seen as a safe choice and ‘localism’
- Consumers increasingly cautious in their lifestyles
- Large scale events off the agenda
- Travel plans remain on hold
- Consumers becoming more distant from on-premise
- Treat-seeking behavior losing momentum
- US wine market returns to growth
Wine Consumer Trends in the Covid-19 Era is a 93-page multimarket report based on August 2020 data, tracked against March 2019, March 2020 (pre-Covid behaviour) and April 2020.
Markets analysed: Australia, Canada, China, Germany, Sweden, US and UK
This report analyses insights including:
- Changes in attitudes and behaviours in wine consumption, including purchase frequency, wine occasions, spend by occasion and purchase channels
- Profiling of who is driving changes for each trend
- Wine consumer segmentation based on anticipated future behaviour
- Current feelings about everyday activities and safety measures
- Future priorities and behaviour for spend, travel, lifestyle habits, etc
Insights are reported for each market by:
- Age cohorts (Gen Z, Millennials, Gen Z, Boomers)
- Gender
- Wine involvement
First time buyer, small business and academic discounts available. Please contact Courtney to enquire.
