Wine - US - October 2012
“Across the board, consumers aged 21-24 are more likely than average to consume wine, and are more likely to do so with high frequency. This is a plus for the category, which may see growth down the line, given that this group has the most years of buying ahead of it. Inspiring consumer loyalty and growing alongside these consumers as they age should be prioritized. Products can be positioned as new and interesting for this consumer group, but also instill a sense of identity and trustworthiness that will encourage repeated use.”
– Beth Bloom, Food and Drink Analyst
Some questions answered in this report include:
- How can the category grow its base of users?
- What role do marketers and retailers play in consumer wine education?
- How receptive are consumers to product packaging innovations?
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