German wine drinkers are drinking wine more frequently and – in line with global trends – shopping more online for wine, especially younger consumers
The impact of the COVID-19 pandemic on the German wine market and consumers’ wine consumption and purchase behaviour is becoming clearer. Our recent set of data, collected during July and August 2020, shows how consumers are adapting to these changing times with German consumers drinking wine more frequently and – in line with global trends – shopping more online for wine, especially younger consumers.
These trends could be seen in April 2020 and have remined later in 2020, with consumers buying wine online proportionally even more often, primarily driven by younger, higher involved and more frequent drinkers.
The chart below shows an increase in online wine buying amongst all types of shoppers, with this trend being particularly prevalent amongst multi-channel shoppers, who are more likely to be switching to online wine buying:
43% of regular wine drinkers are multi-channel shoppers, representing an attractive target consumer as they are highly involved, have an above average spend on wine, have the highest share of online buying and are younger so providing long term potential. Targeting this type of shopper requires some deeper understanding of their behaviour and underlying motivations. For example, what key triggers and touchpoints before, during and after a wine purchase can be leveraged?
In order to do this, we adapted the Wavemaker Momentum Concept to the wine sector by identifying and codifying touchpoints along the entire wine drinker journey with these insights being useful for understanding their consumers better including the:
- Importance of shopper journey triggers
- Importance of touchpoints during the active phase
- Importance of touchpoints during the purchase (off-/online)
- Importance of touchpoints during the preference phase
Making good use of this data will be essential for those looking to adjust their consumer marketing, CRM, trade marketing and sales mix to current market conditions. In addition, these insights can provide data-based arguments for discussions and negotiations with distribution and trade partners.
If you are interested in learning more about shopper segments in Germany, please get in touch with Wilhelm Lerner, Wine Intelligence Germany.
Authors: Wilhelm Lerner & Tina Fruth