Consumer Attitudes and Behaviors towards Wine Purchases: Consumption Patterns (Part II)

Penn State Extension Wine & Grapes U.

By: Abby Miller

In our first “Consumption Pattern” post, we focused on the change in participant wine consumption and looked at the reasons behind the change in consumption between 2010 and 2013. For this post, we will be looking at differences in consumption for men and women and how this could potentially affect your marketing strategy.

July 2014_Abby_wine tasting

Figure 1 depicts the percent distribution of how often survey participants reported consuming wine annually. The group with the greatest percentage of participants, 26% of respondents, indicated that they consumed wine “a few times a week,” followed by those who drank wine “two to three times a month” (23%). Though it is the smallest category, 7% of participants responded that they consumed wine “daily.”

Figure 1. Annual wine consumption patterns for survey participants Figure 1. Annual wine consumption patterns for survey participants

Looking at Figure 2, below, you will see the frequency which participants consumed wine segmented by gender. The consumption category…

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