Our focus this month is on the supermarket wine department. We spoke both to buyers and non-buyers at the display and found that this category is generally shopped regularly, with 52% shopping once a week or more.
We did, however, find that it is more frequently shopped in the evenings and at weekends, gaining passing interest from its close adjacency to spirits and beers.
The wine department is a well-established and familiar part of the shopper’s routine, yet there still appear to be excitement, interest and a willingness to learn.
With the continuing expansion of sub-categories and the introduction of new products, shoppers look for guidance and education.
They seem willing to be engaged and involved with the category to get the right product for themselves. The vast majority of purchases is planned, with 89% of shoppers we spoke to saying that they intended to buy when they came into the shop. The small number of purchasers who had not planned to buy were guided to or reminded of the display while shopping for spirits and beers.
When it comes to branded as opposed to own label wines, 45% of shoppers say they buy branded wines. Some of the most popular brands are Ernest & Julio Gallo, Dumisani, Blossom Hill, Hardys and Jacob’s Creek.
Own label plays quite a significant role in the wine category, particularly in one grocery retailer, while well-known brands take a smaller share. This demonstrates how the category is shopped according to grape, country and occasion - with 46% saying they choose a particular wine for its taste, 13% for a specific occasion or grape and 13% because of a special offer. Even though shoppers are shopping the display quite often, they still show high inexperience.
When shopping for a particular wine, 42% say that they consider other brands or types before making a final decision. Comments varied from “I had a look at the wines on offer” to “I go for whatever takes my fancy” and “I was looking at the price of a particular range” or “looking for the cheapest”.
However, 42% say that they always buy the same brands or types of wines. “We have our usual wine delivered, but I’m having a dinner party tonight so I need some extras,” said one shopper.
Another commented: “I always buy Sainsbury’s branded wines. They taste very nice for the price compared with some of the others.”
This again demonstrates that shoppers are not loyal to just one brand but are willing and interested in trying and learning about the new and varied products that are available in-store. Women appear to be less brand-conscious than men.
If the brand they normally choose is not available, 76% of shoppers choose a different wine, 12% delay the purchase to another time and 4% leave it and buy elsewhere.
Asked what would make them try a new product, recommendation from a friend, word of mouth or reading about a wine come top of the list, with price a close second.
Other answers included trying it on holiday or at a dinner party.
We did, however, find that it is more frequently shopped in the evenings and at weekends, gaining passing interest from its close adjacency to spirits and beers.
The wine department is a well-established and familiar part of the shopper’s routine, yet there still appear to be excitement, interest and a willingness to learn.
With the continuing expansion of sub-categories and the introduction of new products, shoppers look for guidance and education.
They seem willing to be engaged and involved with the category to get the right product for themselves. The vast majority of purchases is planned, with 89% of shoppers we spoke to saying that they intended to buy when they came into the shop. The small number of purchasers who had not planned to buy were guided to or reminded of the display while shopping for spirits and beers.
When it comes to branded as opposed to own label wines, 45% of shoppers say they buy branded wines. Some of the most popular brands are Ernest & Julio Gallo, Dumisani, Blossom Hill, Hardys and Jacob’s Creek.
Own label plays quite a significant role in the wine category, particularly in one grocery retailer, while well-known brands take a smaller share. This demonstrates how the category is shopped according to grape, country and occasion - with 46% saying they choose a particular wine for its taste, 13% for a specific occasion or grape and 13% because of a special offer. Even though shoppers are shopping the display quite often, they still show high inexperience.
When shopping for a particular wine, 42% say that they consider other brands or types before making a final decision. Comments varied from “I had a look at the wines on offer” to “I go for whatever takes my fancy” and “I was looking at the price of a particular range” or “looking for the cheapest”.
However, 42% say that they always buy the same brands or types of wines. “We have our usual wine delivered, but I’m having a dinner party tonight so I need some extras,” said one shopper.
Another commented: “I always buy Sainsbury’s branded wines. They taste very nice for the price compared with some of the others.”
This again demonstrates that shoppers are not loyal to just one brand but are willing and interested in trying and learning about the new and varied products that are available in-store. Women appear to be less brand-conscious than men.
If the brand they normally choose is not available, 76% of shoppers choose a different wine, 12% delay the purchase to another time and 4% leave it and buy elsewhere.
Asked what would make them try a new product, recommendation from a friend, word of mouth or reading about a wine come top of the list, with price a close second.
Other answers included trying it on holiday or at a dinner party.
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