Unlocking growth potential for sparkling wines and wine-based beverages: insights into consumer preferences

Abstract

While the global wine market is experiencing a decline [1], sparkling wines are showing sustained growth [2], accompanied by the emergence of new products such as wine-based cocktails and NoLow beverages [3]. As part of a study exploring development opportunities for the sparkling wine market in Switzerland, a survey was conducted to better understand consumer needs, preferences, and expectations. The study used ordinal logistic regression to analyze consumer behaviors and identify potential buyers of sparkling wines and wine-based beverages based on various demographic factors, including age, linguistic region, locality size, and current consumption frequency. The results reveal a strong interest in these products among younger age groups and urban populations, indicating a shift in preferences toward more innovative and locally produced beverages. Age emerged as a significant factor influencing consumption, with younger consumers showing a preference for wine-based beverages and sparkling wines, while older individuals were more likely to consume traditional wines. Using odds ratios [4], the study highlighted the segments most likely to adopt innovative and local products, providing valuable insights to inform product development strategies. In particular, the findings suggest that younger consumers, especially those living in larger cities, are more likely to consume and express interest in sparkling wines and wine-based beverages. The detailed analysis of consumer preferences for Swiss-made products indicates that these age groups are more attuned to local sparkling wine selections, opening up opportunities for targeted marketing. Additionally, the data suggests that certain product types, such as low-alcohol wines, may appeal to specific consumer segments, particularly those who already consume wine regularly. This research identifies promising market segments with growth potential, offering a clear path for product innovation and market expansion in Switzerland.

References

[1] International Organisation of Vine and Wine (OIV). (2023). State of the world vin and wine sector in 2023. https://www.oiv.int/sites/default/files/documents/OIV_STATE_OF_THE_WORLD_VINE_AND_WINE_SECTOR_IN_2023.pdf

[2] International Organisation of Vine and Wine (OIV). (2020). Focus the global sparkling wine market. https://www.oiv.int/public/medias/7291/oiv-sparkling-focus-2020.pdf

[3] International Wine and Spirit Research (IWSR). (2022). No/Low Alcohol Strategic Study. https://www.theiwsr.com/global-low-and-no-alcohol-strategicstudy/

[4] Agresti, A. (2010). Analysis of ordinal categorical data. Wiley.