The study was conducted in partnership with leading market research company, NielsenIQ.

VALLEY OF NAPA, ABOUT 16. February 2020. – In partnership with NielsenIQ, the Wine Market Council (https://winemarketcouncil.com/) just completed a study on the role of wine in the wellness lifestyle. The main objective of the study was to gain a better understanding of the perception of wine in relation to other categories of alcoholic beverages such as beer, spirits and spirits. Interactions between categories, the role of dry months, and the importance of circles and social occasions were examined. As a natural and organic product, we believe wine can be part of the wellness lifestyle, says Dale Stratton, president of the Wine Market Council.  This study was conducted to help us and the wine industry we serve understand if consumers share this perception.

Based on what consumers consider important for a healthy lifestyle, three categories of well-being were identified. The first and most important group is that of activities, with exercise, stress management and family time considered most important for well-being. These are consumers whose focus is on food and ingredients, with an emphasis on reducing sugar, calories and carbohydrates. The third and smallest group includes people who drink alcohol and who are trying to reduce the amount of alcohol they drink or aim for a lower level of alcohol consumption. The latter two groups also enjoy physical exercise and social activities, but they differ significantly on important factors in food and beverage consumption.

We tend to attribute consumer choice to the trend of the day, whether it’s limiting calorie intake or limiting alcohol consumption. But the reality is that the consumption trends we’re seeing today are a complex mix of health perceptions, tastes and social influences that are compounded by the pandemic, explains Christian Miller, research director at the Wine Market Council. The factors of well-being that matter vary from person to person, and the products that are reliable depend on the stress characteristic. The good news for wine is that it is not particularly vulnerable to any one particular factor, and so far it has maintained its position as the alcoholic beverage most compatible with a healthier lifestyle in general. However, we are at the beginning of a very dynamic phase in this field and consumers will be faced with many new products and claims, so we need to keep an eye on this issue.

About half of alcohol drinkers do not associate alcoholic beverages with wellness characteristics. Of those who do, however, two thirds consider wine to be a healthier choice than soft drinks, spirits and beer. Solid seltzer water is best suited for consumers who are concerned about their diet or nutrition and is considered low in calories, carbohydrates and sugar. People who are primarily concerned about food and ingredients are less likely to drink salt water, while people who are primarily concerned about alcohol are more likely to drink less alcohol and less likely to drink salt water. Heavy wine drinkers considered limiting calories and artificial ingredients and eating plant-based foods to be higher priorities than less frequent wine drinkers, who in turn ranked higher than non-wine drinkers.

NielsenIQ is pleased to partner with the Wine Market Council for this research as it is relevant to general consumer trends and timely given the ever-changing dynamics of today’s world, said Peggy Gsell, Client Business Partner, NielsenIQ. Important consumption trends that were already on the rise before the pandemic continued to increase and in many cases accelerated until 2020. Health and wellness is the number one topic among American consumers and a key trend reflected in unique product offerings and marketing communications. In the area of beverages in particular, we are seeing a number of better quality products coming onto the market, a resurgence of low and non-alcoholic beverages, and greater transparency of ingredient claims.

A recent study examines other trends, such as consumption of alcoholic beverages (which is generally declining) and the reasons for this trend. The second reason for less consumption was general dissatisfaction with alcohol, and the third reason was related to factors related to diet and eating habits. Also noteworthy: Most consumers drink and purchase alcoholic beverages in several categories rather than focusing on a single category, such as beer or wine.

Another finding of the study was a weak relationship between an increase in hard seltzer water and a decrease in wine consumption. While hard seltzers got a share of these consumers, reducing overall wine consumption, more wine drinkers reported drinking less wine and more hard seltzer. The big loser in this comparison is beer, which loses out on both wine and Hard Seltzer purchases.

About wine market research

The Wine Market Council studies the attitudes and behavior of the American wine consumer and measures and examines industry trends from a consumer perspective. It also gives the national percentages of wine consumption by different population groups. The Council’s research does not track individual brands or companies, measure wholesale, retail or consumer sales, or evaluate wines in any way. Own research is only accessible to members of the association.

The full healthy lifestyle report, webinar and data packet are available to Wine Market Council members.

About the Wine Market Council

The Wine Market Council was founded in 1994 as a 501c6 non-profit trade association with a mission to provide our members with leading market research on the ever-changing buying habits, attitudes and motivations of American wine consumers. For more information, visit WinMarketCouncil.com.

About Nielsen.

Nielsen Holdings plc (NYSE: NLSN) is a global data measurement and analysis company that provides the most comprehensive and reliable information about consumers and markets around the world. Nielsen is divided into two business units. Nielsen Global Media provides the media and advertising industry with objective and reliable metrics that provide the comprehensive industry insight needed to make markets work. NielsenIQ (formerly known as Nielsen Global Connect) provides consumer packaged goods manufacturers and retailers with accurate and actionable information and insights, as well as a complete picture of the complex and changing marketplace in which companies must innovate and grow.

Our approach combines Nielsen proprietary data with other data sources to help our clients around the world understand what’s happening now, what’s going to happen next, and how best to capitalize on that knowledge.

Nielsen, an S&P 500 company, is present in nearly 100 countries and covers more than 90% of the world’s population. For more information, see www.nielsen.com.

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