The Lifestyles Mindsets and Evolving Tastes of Affluent Wine ConsumerS Recent Trends Affluents Rising Up the Hierarchy of Needs Selfactualizing Esteem Social Security Physiological Maslows hierarchy of needs 1943 ID: 758289
Download Presentation The PPT/PDF document "Passion, Palates & Purchasing" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Passion, Palates & Purchasing
The Lifestyles, Mindsets and Evolving Tastes of Affluent Wine
ConsumerSSlide2
Recent Trends:
Affluents Rising Up the Hierarchy of Needs
Self-actualizing
Esteem
Social
SecurityPhysiological
Maslow’s hierarchy of needs (1943)
Meaning
Bucket lists
Hobbies & interests
Leisure/spare time
Entertainment
Experiences
Luxury
Food & beverages
Future-focus
Self-discoverySlide3
The Definitive Study of Affluent wine drinkers
Drink 2+ glasses of wine per week
At least $150K annual household income (HHI)
3.2 glasses
$250K HHI
Minimum threshold
Median
Jackson Family Wines partnered with Ipsos to conduct the definitive study of the lifestyles and evolving tastes of Affluent wine drinkers.
This study
was conducted online during August 2015 with N = 1,999 adults aged 25-69
.
The study represents the ~5% of the U.S. population with $150K+ HHI and drink 2+ glasses of wine per week
.
Methodology
Data Collection
3Slide4
Demographic Skews With BROAD appeal: Boomer, Suburban, Employed, Married, parents
46%
54%
Millennials
(25-34)
10%
Xers
(35-49)
36%
Boomers
(50-69)
54%
Urban
Suburban
Rural
61%
30%
9%
Parents
75%
Median: $1.75M
Net Worth
$
Annual Household Income
4Slide5
The Passion: Thirst for Wine Profound & Growing
5Slide6
% Drank wine in
past 7 days
Most drink Red and White
Red Net: 79%
White Net: 71%
Sparkling
Net: 34%
Cabernet Sauvignon
Merlot
Pinot Noir
Red
Blends
Malbec
Zinfandel
Syrah/
Shiraz
Other Red
Chardonnay
Pinot
Grigio/Gris
Sauvignon Blanc
Riesling
Other
White
Domestic
Sparkling
Imported
Sparkling
Rose
60%
Drank Red & White
6Slide7
One-third are Particularly passionate about wine
19%
identify as
connoisseurs AND collectors
7Slide8
Over half Have a Wine Cellar or Refrigerator
Wine storage in home
31%
belong to a wine club
8
67% Have 10+ bottles of wine at homeSlide9
Engagement With Wine Rising Across Metrics
Top 5 shown; % saying “decreased” 6% or less. Also showing growth: interest in culinary travel, interest in 90+ wines, reading about wine.
Increased over the past year
9Slide10
Palates:
The Selection of Wine & Varietals
10Slide11
Discovery
and
favorites
59% agree with both statements
11Slide12
When forced to choose: Favorites Over Discovery
12
Which do you prefer?Slide13
Napa Valley Wines Rank #1 Across Metrics
Familiar with wines from region
(Base Total)Purchased in past year(Base Total)
More interested vs. year ago(Base Familiar)
Prestigious(Base Familiar) 1. Napa Valley
(95%)1. Napa Valley (71%)1t. Napa Valley (22%)
1t.
Napa Valley (55%)
2. Sonoma Valley (92%)
2. Sonoma Valley (62%)
1t. Sonoma
Valley (22%)
1t. Bordeaux (55%)
3. Tuscany
(89%)
3. Australia (44%)
1t. Oregon (22%)
3. Tuscany (39%)
4. Bordeaux (88%)
4. Tuscany (39%)
4.
Tuscany (19%)
4. Burgundy (34%)
5. Australia (85%)
5. Bordeaux (36%)
5. Russian River Valley (18%)
5. Sonoma Valley (29%)
13Slide14
Cabernet
TopS
Reds; Chardonnay Leads Whites14Slide15
Purchasing:
How and Where
Affluents
Purchase Wine
15Slide16
The “Big Five”: Key Considerations Across Channels
16
Varietal
Value
Recommendation
Brand
Region Slide17
Wine Purchasing Widespread across channels
17
Supermarket / liquor storeRestaurantWine
shopPurchase wine monthly or more often71%54%
78%Typical amount spent (average)
$22$66$32
Most spent in past 12 months
$35
$87
$62
Prefer a wine “I know and like” over a
wine “that is new and different”
80%
63%
69%
“Secondary” influences (after the “big five”)
Particularly value-driven
Packaging
Family/friend
recommendation
Sommelier
Less
value driven/more willing to splurge
Expert recommendationPackaging Slide18
Activities: The Breadth of Wine-Related Experiences
Activities within the past 12 months
(Among purchased via
computer/smartphone/tablet)
18Slide19
Summing Up
19Slide20
Strong Emotional Engagement with wine
20
Enthusiastic consumers
Averaging more than 4 glasses of red and 3 glasses of white weeklyLong-term passion60% interested in wine 10+ years; three-fourths interested 5+ years
Willing to payIn past year, 65% spent $30+; nearly half (43%) spent $50+Attractive consumersUpscale, refined, with a willingness to spend across categoriesSlide21
Regions & Varietals: Leverage the Napa Name
Regions: Napa Valley top region across metricsNapa tops for familiarity, purchase, interest growthSonoma Valley often a close secondNapa ties Bordeaux for #1 in prestige
VarietalsRed: Cabernet Sauvignon most popular, followed by Merlot and Pinot Noir
White: Chardonnay tops, followed by Pinot Grigio/Gris and Sauvignon Blanc
21Slide22
Understanding the Consumer choice Process
Discovery and favorites – leaning toward favorites
The big 5: Five key factors consistently shape wine choice: VarietalValueRecommendationsRegion
BrandInfluences: Recommendations are particularly important, across sources: friends, family, staff in wine shops, restaurant staff
Media influences: endemic sources are more frequently cited than non-endemic ones
22Slide23
Key Trends: Enthusiasm Rising across spectrum
Enthusiasm for wine is strong and growingFrequency of drinking wine
Knowledge & confidence in wine choicesInterest in discovery & explorationInterest in wineries, vineyards, culinary travelThriving at both tails…
Most combine “everyday” consumption with high-end purchasingRoughly one-third are collectors or connoisseurs Most purchase through both high-end and mainstream channels
23Slide24
Thank you!
Passion, Palates & Purchasing
The Lifestyles, Mindsets and Evolving Tastes of Affluent Wine
ConsumerS