White wine is the most frequently consumed type of wine by adults in Ireland, with almost 4 in 10 (37%) claiming to drink white wine once a month or more often. Recent research carried out on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,013 adults aged 18+, sought to understand the dynamics at play in the white wine category and what factors are contributing to this behaviour.
Monthly plus white wine consumption is more prevalent amongst those aged between 45-64 (43%) and Dublin residents (42%), with lowest levels of monthly consumption evident amongst the 25-34-year-old age group (29%) and those living in Leinster outside of Dublin (30%).
The category does appear to be going through something of a change, with a high degree of increased and decreased consumption evident. There are 1 in 7 (15%) white wine drinkers who claim they have increased their consumption frequency in the past year, with almost a quarter (24%) claiming to have reduced the amount of white wine they are drinking. The reduction in consumption is more likely to be driven by females (29%) and those aged 35-44 (29%) and 55+ (28%).
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 (42%), with just over a third (34%) claiming they have reduced their white wine consumption as part of an overall reduction in their overall alcohol intake.
Purchase of white wine tends to be led by occasion, with almost three quarters (74%) of those purchase white wine claiming to purchase a bottle or two as and when they need it. There is some bulk-buying behaviour evident, with just over 1 in 8 (13%) claiming to bulk-buy when special offers are on and 6% claiming to buy several bottles when doing the grocery shopping.
For further information and more in-depth analysis on consumer behaviour within the white wine category, please contact Robbie Clarke at Empathy Research: r[email protected]
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