White wine continues to be the most frequently consumed type of wine by adults in Ireland, with almost 4 in 10 (39%) claiming to drink white wine once a month or more often, increasing marginally from 2017 levels (37%).
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 in the white wine category and what factors are contributing to this behaviour.
Monthly plus white wine consumption increases with age and is most prevalent amongst those aged 65+ (48%), compared to the youngest age group where just 3 in 10 (30%) claim to drink white wine at least monthly. There is little difference in consumption frequency across the different regions, with females (42%) more likely to consume at least monthly than males (36%).
The category continues to be going through something of a change, with a high degree of increased and decreased consumption evident. There are 1 in 6 (13%) white wine drinkers who claim they have increased their consumption frequency in the past year, with just over 1 in 5 (22%) claiming to have reduced the amount of white wine they are drinking, both figures are largely consistent with those recorded in 2017.
However, the reduction in consumption in 2017 was more likely to be driven by females (29%), but that is not the case this year with females more likely than the total to claim to they have increased consumption over the past year (16%).
Key reasons for reducing the amount of white wine being consumed is primarily down to consumers claiming they have lost their taste for white wine (49% from 42%), while its refreshing nature was a key driver in the increased consumption over the past year (39%).
For further information and more in-depth analysis on consumer behaviour within the white wine category, please contact Robbie Clarke at Empathy Research.
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