The British market-research firm Mintel has carried out a study on the wine-buying habits of shoppers which has revealed the inclination of many to break the £10 mark on a single bottle, according to thedrinksbusiness.com.
More than 28 per cent of online shoppers are readily willing to spend more than £10 on a bottle of wine, while seven per cent are prepared to exceed the £20 price point.
Among people who buy champagne, 64 per cent will spend £20 or over, though of people who regularly opt for other sparkling wines (of which the most prominent is prosecco), only 16 per cent would be willing to shell out £20 on champagne.
Mintel said, “Many sparkling wine buyers are only prepared to go up to £20, which provides an interesting story on people’s willingness to trade up.
“There is consumer interest in finding out what the ‘next prosecco' might be, but crémant and moscato are still not really building momentum in the UK. They simply haven’t cut through and most people still wouldn’t know what they really stand for. Prosecco has managed that cut through and continues to thrive.”
Furthermore, Mintel’s research shows that grape varietal and colour are regarded as more important than a wine’s country of origin by many shoppers.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
