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More Than Half of Irish Adults Buy Wine From Supermarkets & Off-Licenses Monthly

Half (52%) of Irish adults buy wine from a supermarket or off-license at least once a month according to the latest Consumer Insights survey from Empathy Research.

Of 950 survey participants, slightly more women (56%) than men (50%) are likely to purchase wine this frequently. Looking at this by age profile, 45+ year olds are more likely to buy wine from a supermarket or off-license at least once a month than younger age groups. 62% of 45-54 year olds and 57% of 55+ year olds said they buy wine at least once a month compared to 48% of 18-34 year olds and 48% of 35-44 year olds. Regionally, Dubliners (59%) are the most likely to buy wine at least once a month compared to all the other regions; Rest of Leinster (51%), Munster (52%) and Connacht/Ulster (47%).

Three quarters of regular wine buyers either ‘always’ or ‘often’ seek out special offers when buying wine in supermarkets. Just over half (51%) said that they ‘always’ seek out special offers, with female wine purchasers more prone to seeking out special offers when buying wine in supermarkets. 78% of women surveyed said that they ‘always’ or ‘often’ look for special offers on wine, which is noticeably higher compared to men (73%). Out of all the age groups, 45-54 year olds (80%) are the most likely to ‘always’ or ‘often’ to seek out special offers when buying wine; 18-34 (73%), 35-44 (76%) and 55+ (77%).

When asked about the typical price participants would pay for a bottle of wine, the average was found to be €9.26. However 15% said would be willing to pay €10 or more on a bottle of wine, with one fifth of males saying that they typically pay €10 or more for a bottle of wine. This is significantly higher compared to their female counterparts (11%). In the age groups, one fifth of 45-54 year old wine buyers would also typically pay €10 or more for a bottle of wine, which is higher than all the other age groups; 18-34 (14%), 35-44 (15%) and 55+ (14%).

The Empathy Research survey also asked respondents to indicate if they agree or disagree with certain statements. The majority (81%) of regular wine buyers said that they are more likely to buy a particular wine if it is on sale at a reduced price, and this was significantly higher among women (84%) than men (78%).

Meanwhile, half believe supermarket pricing strategies around wine are misleading. Over half (53%) of males ‘agree’ or ‘strongly agree’ that special offers on wine in supermarkets are not ‘special’ at all, which was higher when compared to females (48%). Additionally, 62% of wine buyers ‘agree’ or ‘strongly agree’ that supermarkets are too inconsistent with wine pricing.

© 2014 - Checkout Magazine by Genna Patterson

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