While other types of wine may be more popular, in terms of frequency and volume of consumption, there is still a relatively sizeable cohort of adults who are drinking rosé wine with some degree of frequency. There are 1 in 7 (14%) adults who will drink rosé at least monthly and just over 1 in 5 (22%) drinking at least once every two to three months. Recent research carried out on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,013 adults aged 18+, sought to understand the dynamics at play in the rosé wine category and what factors are contributing to this behaviour.
Monthly plus rosé wine consumption is more prevalent amongst females (16%) and those aged under 24 (21%). Interestingly, consumption of rosé at least monthly decreases as age increases, with just 8% of those aged 55-64 claiming to consume once a month or more often. Regionally, monthly plus consumption levels of rosé are evenly spread with no bias for consumption apparent.
The rosé category has recorded a significant decline in consumption in the past 12 months. There are almost 3 in 10 (29%) rosé wine drinkers who claim they have decreased the frequency of their consumption over the past year, with a much smaller proportion (9%) claiming to have increased the frequency of their rosé wine consumption.
The main reason for a reduction in the consumption of rosé wine being consumed is down to consumers losing their taste for it, with just over half (53%) of those who have reduced their consumption claiming this to be the case. As we have seen in other alcohol categories, a reduction in consumption in order to try and reduce overall alcohol intake (19%) and cutting back on alcohol products which contain too much sugar (13%) are also impacting on rosé consumption levels.
For further information and more in-depth analysis on consumer behaviour within rosé wine category or any of the other wine categories recently explored, please contact Robbie Clarke at Empathy Research.
© 2017 - Checkout Magazine by Donna Ahern
