UK poll shows online wine opportunties

The trend for buying wine online could be on the increase if figures released recently by the UK Wine and Spirit Trade Association are anything to go by.

Despite only one in seven British adults currently buying wine online, a third would consider doing so, according to a new poll conducted for the WSTA by YouGov.?The findings of the YouGov Omnibus Panel suggest The survey of 1,742 British adults found:

*       while 51 per cent would not purchase online, 14 per cent currently buy wine online?

*       7 per cent buy wine online less than four times a year

*       33 per cent do not currently buy wine online but would consider it in future.


Amongst reasons cited by those who don’t buy wine online:

*       25 per cent say it’s too expensive – the most often cited specific reason

*       21 per cent don’t want to pay for delivery

*       14 per cent don’t want to wait for delivery.


Amongst those who do buy wine online:

*       51 per cent prefer to select their own bottles or cases

*       24 per cent prefer mixed cases

*       Average spend is £5.15 (€6.08)per bottle (£62 or €73.27 per case) with women claiming

         to spend slightly more (£5.25 or  €6.20) than men (£5.08 or €6.00).


One per cent of the survey buy cider and one per cent buy lager online every week while four per cent of 18 to 24 year-old women buy wine online every two months. 45 per cent of women in this age bracket would consider it in the future and 46 per cent of 25 to 34 year-old women would consider buying wine online in the future, 38 per cent in the 35 to 44 year-old bracket, 30 per cent in the 45 to 54 year-old bracket and 27 per cent of 55-plus women would consider doing this in the future. 38 per cent of 45 to 54 year-old women believe that buying wine online is too expensive.

‘It’s easier than going to the shops’ figured as the main reason for buying wine online among 38 per cent of respondents while 28 per cent believed that wine was cheaper online.

29 per cent of respondents typically spend £49/€58 to £60/€71 per case of 12 bottles online which compares to a retail average spend of £4.62 /€5.46 per bottle.

Two in every five bottles are purchased online through the Tesco website in the UK which accounts for 15 per cent of Tesco’s total wine sales there.

WSTA Chief Executive Jeremy Beadles commented, "These figures show there’s clearly scope for growth in online wine sales.?"Interestingly, while the figures show fewer 18 to 24 year-olds currently buy wine online, a larger proportion of this age group and 25 to 34 year-olds say they would consider purchasing via the internet in future."?The WSTA is the UK lobbying organisation for the wine and spirit industry there.

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