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US women drink wine to relax - men look for high quality

18 August 2014

Women drink more wine than men in the US – but that’s not the only difference. New research from Canadean looks at the motivations behind wine consumption.

Men and women are different when it comes to their wine habits.  New research from Canadean finds that in the US, women drink wine in order to relax and unwind, seeking good value options, whereas men are more likely to be wine buffs, searching for high quality and new drink experiences. In 2013 the US spent a total of $21.2 billion on wine. Women are the biggest drinkers accounting for 59% of consumption by volume compared to 41% for men.

According to Canadean’s new research, women desire products that will help them relax and unwind, with this need motivating over $6.7 billion in wine sales in 2013. Finding good value wine is also highly important to women: 15% of what they buy is driven by the search for products which give the best value for money. According to Catherine O’Connor, senior analyst at Canadean, this is partly due to women’s high wine consumption: “Being more regular drinkers of wine than men, women look to find affordable offerings that allow them to enjoy the drink frequently without feeling guilt over their spending. This makes communicating value an essential part of how marketers should target women.”

Although they drink less wine than women, men spend more in the search for quality

Male wine consumers in the US are driven by the search for quality products and new drink experiences. Although they drink less wine than women, they spend considerably more money in their search for high quality products. Men spent $1.8 billion to meet this need in 2013, whereas women only spent $1.0 billion in their search for quality. Men are also driven to find products that offer new experiences, with this need fuelling $2.4 billion of their wine consumption compared to $2.2 billion of female consumption.

O’Connor explains, “these findings reflect a growing wine connoisseurship among American men. While beer is still more likely to be men’s standard drink of choice, a growing number of men are looking to wine for a premium drinking experience as well as to show off their knowledge and refined palates.” According to O’Connor, “this means rising male demand for luxury wine experiences and products that can offer the wine buff something new.” Brands should bear these differences in mind when marketing their products; “put simply, while women are looking to wine to accompany conversations as they unwind with friends, for men, wine is the conversation.”   

Woman drinking wine in the US

While women look for wine to accompany their conversation - for men, wine is  the conversation.

 

NOTES 

Methodology

These findings are based on Canadean’s  consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in consumer markets. This provides data on consumer trends, consumer groups, market sizes and which trends drive their behaviour.

For more information

Please get in contact if you have any questions to this or other Canadean reports and data. Analysts are available to comment. Please contact the Canadean press office on +44 (0) 20 3220 0818 or email press@canadean.com

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