UK Wine consumers falling out of love with the category
Wine drinkers in the UK are drinking less and losing their interest in the wine category, claims to a new consumer research study published recently.
The Wine Intelligence Portraits UK report indicates that the nation’s 28 million regular wine drinkers are pouring themselves a glass an average of 9.5 times per month, down from the 11 times per month recorded in the same study three years ago.
In the same period their average stated spend per bottle in the off-trade has risen by 29p from £4.69 to £4.98 though the study notes that Excise Duty has increased by 33p a bottle over the same period.
Fortunately for the wine industry, the fall in consumption per person has been offset by an increase in the UK regular wine drinking population (defined as adults drinking wine at least once a month), which has grown by five million since 2007 and now stands at approximately 28 million adults.
Chief Executive of Wine Intelligence and the Director of the Portraits project Lulie Halstead commented, “These findings suggest that the UK wine industry has been good at recruiting new drinkers to the category but has been less successful at turning them into involved wine consumers”.
She added, “The Portraits UK segmentation brings us much closer to the types of consumer we are seeing in the wine category and is an essential tool in addressing their needs better. We as an industry are successful at getting people to try wine, but not fostering their need to understand wine and this needs to change if we are going to have a sustainable wine market in the UK in the future”.
Portraits UK 2010 can be purchased for £2,500 today by visiting www.wineintelligence.com or by contacting Nicola Spitzer on 0044-2073781277 or nicola.s@wineintelligence.com. The report is available free for subscribers to Vinisub Premium, the new Wine Intelligence subscription service, launched earlier this year.
