White wine continues to be the most frequently consumed type of wine by adults in Ireland, with almost 4 in 10 (37%) claiming to drink white wine once a month or more often, down marginally from 2018 levels (39%).
Recent research carried out on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,071 adults aged 18+, sought to understand the dynamics at play in in the two main wine categories and what factors are contributing to this behaviour.
Red wine is more polarising when it comes to monthly plus consumption, with males (34%) and those aged 55+ (44%) exhibiting higher consumption levels compared to females (28%) and those aged under 35 (18%), although the proportion of males and those aged 55+ consuming at least monthly has reduced from 2018 levels.
Monthly plus white wine consumption is more prevalent amongst those aged 55+ (45%) and females (38%), although the gap to male consumption is not as pronounced with 35% of males consuming at least once a month.
Changes In Consumption
The wine category continues to be going through somewhat of a change, with a high degree of change in consumption evident across both red and white wine.
There are just over 1 in 7 (13%) red wine drinkers who claim they have increased the frequency of their consumption over the past year, with just over a quarter (26%) claiming to have decreased the frequency of their red wine consumption, up from 23% in 2018.
Amongst white wine consumers, just over 1 in 7 (14%) claim they have increased their frequency of consuming white wine, with almost a quarter (23%) claiming to have decreased the frequency of their consumption, both of which are very closely aligned to 2018 results.
As to be expected, there is a significant degree of substitution evident between red and white wine consumers. A third (33%) of red wine drinkers who have increased the frequency of their red wine consumption claim to have replaced white wine with red wine, up from 25% in 2018.
Amongst those who have increased the frequency of their white wine consumption, a quarter (25%) of white wine consumers claim to have replaced red wine with white wine, down from 29% in 2018.
For further information and more in-depth analysis on consumer behaviour within the red and white wine category, please contact Robbie Clarke at Empathy Research: [email protected].
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