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10% Of Adults Consume Sparkling Wine At Least Once A Month

By Donna Ahern
10% Of Adults Consume Sparkling Wine At Least Once A Month

The consumption frequency of sparkling wine is almost double that of champagne, with 10% of adults consuming sparkling wine at least once a month and just 6% of adults consuming champagne with this frequency, both of which are unchanged year-on-year.

Recent research carried out on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,027 adults aged 18+, sought to understand the dynamics at play in both of these categories and to what extent there may be some cannibalisation by consumers across both categories.

There are almost 1 in 7 (15%) sparkling wine drinkers who have reduced the amount of sparkling wine they are consuming, (marginally down from 17% last year), with just 1 in 8 (12%) claiming to have increased over the same period (marginally up from last year 11%).

For champagne we have recorded a reduction in the proportion of champagne drinkers who claim they have reduced the amount of champagne they are drinking. Last year, just over 1 in 5 (21%) champagne drinkers claimed to have reduced the amount of champagne they were drinking, the figure for this year is 16%.

Key reasons for any increase in the amount of sparkling wine being consumed is down to several key areas. The drink is deemed to be refreshing (35%) with a quarter (25%) claiming they are drinking more sparkling wine because more of their friends are consuming also.

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The reduction in sparkling wine consumption is because they have lost their taste for sparkling wine up from 41% last year to 45% this year, with 1 in 5 (18%) claiming it contains too much sugar, in line with figures from last year (20%). Amongst those who have decreased consumption of champagne in the past year, almost 4 in 10 (37%) claim they have done so because champagne has become too expensive.

For further information and more in-depth analysis on consumer behaviour within the champagne and sparkling wine category, please contact Robbie Clarke at Empathy Research.

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