In 2019, it was a year of uncertainty for the wine industry. But it is certain that global wine consumers will increasingly value their needs. In order to better understand consumers’ consumer psychology and consumer behavior characteristics, Euromonitor International released the “Top Ten Wine Consumption Trends in 2019” report based on the survey and analysis of consumption data for nearly one year. The report predicts that the world wine consumption in 2019 will show the following trends:
1. The population is aging. By 2025, people over the age of 50 will account for 30% of the world’s population. However, the spending power of the “baby boomer” generation does not decrease with age. Their average wages are 28% higher than those born in other generations, so the main consumers of American wines range in age from 50-59.
2. Consumers are gradually moving away from the trend of “mass consumption” and returning to the shopping concept of “less is more”. In a global market, all goods are within reach, and today’s consumers need differentiated products, especially high quality products. This also explains why manual products, products with regional characteristics and original products have returned to the public’s vision. For example, in the catering industry, wines made from local grapes and local vegetables and other agricultural products are more popular with consumers.
3.Consumers will increasingly shop with autonomy. Vegetarian consumers will become more and more important, and they will not buy ingredients from animal sources. In this case, the wine industry needs to meet the special needs of this group and produce different vegetarian wines than traditional ones.
4.Technology not only simplifies communication, but also provides a new form of multidimensional communication. Due to the ubiquity of smartphones and mobile networks, social networks will continue to exist as a basic form of communication, and many consumers will post wine-related updates on social apps such as Instagram.
5. In this era of “knowledge is power”, everyone can become an expert. Vendors need to keep up with market demand and set reasonable prices. Online shopping is an increasingly popular form of shopping. It can meet all the needs of consumers at almost low prices. The main online shopping group is “Z Generation” (people born in the mid-1990s to 2010) and “Millennium” generation”. In order to purchase a wine, consumers in China and Italy can often compare the products, prices, and promotion policies of more than ten websites and stores.
6.The rapid development of the network will also bring corresponding reaction. In this “zero-distance social” environment, many consumers think that instead of spending their time online, it is better to invest more in real-life reading and drinking. In the digital revolution, sales of books, wine and cooking classes are still hot.
7. In order to maintain a healthy and temperate lifestyle, consumers will abandon impulsive consumption and choose rational consumption. Some people think that drinking is a harmful and unprofitable behavior. Others think that drinking wine in moderation is healthy. When buying wine, they will prefer natural and non-added wines.
8. According to Euromonitor, although 63% of product packaging (including food and households) is plastic, consumers tend to choose environmentally friendly packaging that is recyclable. This is an advantage for the wine industry, as most wines are packaged in glass bottles, while glass bottles and corks are recyclable.
9. Consumers’ time concept is getting stronger and stronger. According to the survey, half of the consumer groups aged 30-44 are willing to spend more money to save time. Delivery services such as Amazon go and Winelive are also very successful.
10.The “baby boomer” generation returns to singles, away from the family to save a large part of their pay. Although they prefer low prices when purchasing consumer goods, 30% of Americans will still be “luxury” when they are alone at restaurants for lunch and dinner, ordering a cheap wine.
