MidBritain and Wine
Introduction
The UK has seen the biggest rise in per capita alcohol consumption during the past 25 years of all the major nations of the EU. The value of sales of still wine in the off-trade is estimated at £4.24 billion in 2007 and is forecast to rise to £4.54 billion by 2012.
Food is a hot topic at the moment – the plethora of cookery shows on TV is testament to this. It is this growing consumer interest and knowledge that has been a key driver in the wine market. People are consuming with confidence.
Mintel’s research also highlights that people are prepared to spend increasing amounts on food and drink. Food and drink have become closely related to indulgence (the M&S food advertisements capture this attitude perfectly) and as a result people are prepared to spend more on food and wine, possibly as a treat for themselves, or for special occasions.
MidBritain and Wine
MidBritons are more likely to be heavy wine consumers than the average. There are nearly 3 million MidBritons who consume at least one bottle of wine every week – that’s in excess of 150 million bottles a year!
MidBritons are connoisseurs and agree they are prepared to pay more for quality wine. It’s not just their wine that has to be quality - they are more likely than average to indulge in quality products. 76% agree that it is worth paying extra for good quality goods and 75% agree that they enjoy good quality things.
As MidBritons get older, their wine consumption increases, drinking more than one bottle a week.
MidBritains worth to the Wine market. As we’ve mentioned, MidBritons are likely to get through at least 150 million bottles of wine a year and they tend to buy more as they get older. They are also likely to buy more quality wine, at greater expense. If we assumed that they bought the cheaper end of the wine market, say £5 per bottle, we are potentially looking at a market that is worth £750 million!
MidBritains' worth to the Wine market
We are seeing considerable growth in the overall value of the wine market fuelled by, among other things, a growing interest in food and drink. These two factors, coupled with the fact that MidBritons are heavy wine drinkers (a third of all Mail-reading MidBritons drink at least 4 bottles of wine per week) suggests this group is clearly worth targeting by wine companies.
Sources: Mintel – Wine Retailing – June 2007, TGI GB 2007 Q2 (Jan06 – Dec06)
