Wine drinkers increasingly concerned about sustainability
The Sustainability in the On Premise Wine Category report from CGA by NIQ, which looked at trends within the category alongside volumetric data and surveys, found sustainability has become an increasing concern for wine drinkers.
According to the report, more than two-thirds (69%) of adult consumers in the UK try to lead an environmentally friendly lifestyle, rising to almost three-quarters (74%) for wine drinkers.
However, while the majority of wine drinkers were concerned about environmental issues, they felt there was a gap between their interest and knowledge, CGA said.
Sustainability reputation
Only 28% of wine drinkers said they were aware of the practices of all or most brands, while 41% were either unaware or rarely paid attention.
Consumers also want to know the hospitality outlets they visit take environmental issues seriously, with more than a third (36%) having stated sustainability reputation was an important consideration in choosing where to visit.
In addition, a similar number (36%) said they were less likely to visit a venue in the future if they discovered it was not a sustainable business.
Suppliers, producers and operators all have an opportunity to educate drinkers better and help secure their loyalty for the future, the industry insight consultancy advised.
The report also highlighted the value of sustainability-aware consumers. They spend an average of £115 a month on eating and drinking out—£9 more than the all-consumer average—while nearly a third (31%) go out at least once or twice a week.
Effective way
Wine drinkers with a commitment to sustainability in particular were also found to be willing to pay more, the report revealed, with 32% opting to order wines in the mid-to-high price ranges compared with 21% among all wine drinkers.
In addition, four in five (80%) said they would pay more for ethically sourced wine.
Sustainability-focused menu descriptions could be a particularly effective way to secure this premiumisation, CGA recommended.
The report, released last week, is the latest in CGA’s series of Wine Insight Reports. Earlier this year, the firm also looked at summer rosé trends for pubs.
