Champagne and sparkling wine sales could nearly double in UK according to new survey
The Commitment Economy, an independent global survey by TNS, has revealed that a combination of increased spending among current sparkling wine drinkers and new drinkers in the developing world is presenting manufacturers with an opportunity to entice consumers away from traditional alcohol favourites.
The survey found that champagne and other sparkling wines could increase their overall share of total drinking occasions from 5.1% to 7.8% if all those who wanted to drink them were able to. TNS said the greatest growth was likely to come from India and China, where current low shares of 0.4% and 0.7% could quadruple to 1.9% and 2.5% respectively. In more mature markets like the UK and US, TNS said the share could nearly double, to 9.1% and 6.5% respectively, as consumers buy into these drinks for their taste, sophistication and the indulgence they afford.
Jan Hofmeyr, chief researcher, behaviour change, at TNS said: "While we can see a huge worldwide appetite to drink more sparkling wine and Champagne, most people are still held back by cost. These drinks are perceived as indulgences, enjoyed mainly on special occasions. The good news for winemakers is that people consider sparkling wines both taste better and offer greater enjoyment than other alcoholic drinks. So, if affordable sparkling wines can be made more accessible, particularly in developing markets, and be positioned as a drink for celebrating life rather than only special occasions, the sector has a sparkling future."
Of all the markets studied, Spain was the only one where TNS found that consumption of sparkling wines was likely to decline, with a potential 0.4% drop in market share. However, with increasing international demand, TNS said that cava producers would have nothing to fear if their distribution model was right.
Hofmeyr added: "The study does not indicate that consumers plan to increase their alcohol consumption overall, more that they would like to drink sparkling wines more regularly. Manufacturers of other alcoholic drinks should take note, as they will need to build loyalty and commitment to ensure their own market share is not affected by this desire to drink more fizz."
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