The Objective
In November 2023, OnePoll conducted a comprehensive study on wine consumption habits and preferences among UK adults. The aim was to understand purchasing behaviours, brand preferences, and the impact of recent economic changes on wine consumption.
The Research
The survey was designed to poll UK adults who drink wine at home. 2,000 respondents were surveyed across the UK using an online poll. Question sets covered where respondents buy wine, how much they consume, and their preferences for different wine attributes. Specific varieties of red and white wine were evaluated, along with price points and countries of origin. A key component of the wine consumption habits research was a conjoint analysis, conducted separately for both red and white wines, to understand the relative importance of various factors in selecting a bottle of wine.
The Result
Supermarkets dominate the wine retail landscape in the UK, with 91% of respondents purchasing wine in-store at supermarkets. Tesco emerged as the leading supermarket for wine purchases, favoured by 30% of respondents, followed by Sainsbury’s at 22%. Among wine merchants, Majestic Wine led with 42% of respondents buying from them regularly.
On average, households that drink red wine buy 1.5 bottles per week, slightly more than white wine at 1.3 bottles. Men were found to consume more wine on average than women, particularly red wine (3.1 large glasses per week for men vs 2.1 for women).
Interestingly, 72% of respondents reported buying the same amount of wine following the August 2023 Alcohol Duty increase. However, 40% indicated they were more likely to buy discounted or special offer wines post-increase.
The conjoint analysis showed price as the dominant factor in wine selection, accounting for over 60% of the relative importance for both red and white wines. Lower price points (£5.49) were strongly preferred across all consumer segments. For reds, Malbec, Merlot, and Pinot Noir were most popular, while Pinot Grigio and Sauvignon Blanc led for whites. Country of origin also played a role, with Italian, French, and Spanish wines preferred for reds, and New Zealand, Californian, and French favoured for whites.
OnePoll produced data tables, an executive summary, and visualisations of key findings from the wine consumption habits research. These insights provide a robust foundation for strategic decision-making in the UK wine industry. The results showed opportunities for targeted marketing, product development, and pricing strategies, particularly emphasising the importance of value-oriented offerings and the potential for wine education initiatives given that 39% of respondents considered themselves to have little knowledge about wine.
Discover more of our food and beverage research – Craft Gin Club – Male G & T Drinkers – OnePoll Public Relations