New Stats on Women and Wine
Category : Research
Some interesting stats were unveiled at the recent Wine Market Council 2016 Consumer Research Conference in New York. Jennifer Pagano, Director of Research for Wine Market Council, and Danelle Kosmal, Vice President of Nielsen’s Beverage Alcohol Practice Area, together presented the latest Wine Market Council and Nielsen data on women who drink wine – how different segments of female wine drinkers consume and shop for wine, where it fits into their lives, and what they think about wine that is marketed to them. Highlights of their research findings include:
- Wine is winning with women. Women account for 57% of wine volume in the U.S. (Source: Nielsen Spectra 2015)
- 51% of females 21-24 say organic or sustainably-produced products are important when making their purchase decision for wine, while 38% of total females (vs 32% of males) say it’s important for wine. (Source: Nielsen survey conducted by Harris Poll, August 2015)
- 66% of female wine purchases are planned. (Source: Nielsen Bev Al Category Shopping Fundamentals 2014)
- More women than men are wine drinkers. (Source: WMC ORC Segmentation Survey 2015)
- Highly involved female wine drinkers are mostly Millennials (and skew toward older Millennial), are more often urban educated professionals, and more ethnically diverse than the typical female wine drinker. (Source: WMC Female Wine Drinker Survey 2015)
- Female wine drinkers rated “traditional, classic, and sophisticated” labels more intriguing than other types of labels. 46% of respondents rated this type of label the top two ratings on a 7-point scale that ranged from completely uninterested to very intrigued. 26% of women have purchased wines that have been created for and are marketed specifically to women. (Source: WMC Female Wine Drinker Survey 2015)
- Women are more likely to buy a wine they’ve never tried before based on the label when browsing or based on a recommendation from friends, family, and off- or on-premise staff, rather than seek out a wine they’ve read about. (Source: WMC Female Wine Drinker Survey 2015)
Photo courtesy of iStock Photo.
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