Market Research: Organic A Bright Spot

Wine Intelligence's latest report on "Opportunities for Sustainable and Organic Wine 2021" showcases some research gems. Here are a few key takeaways: 

ORGANIC STILL #1

"Amongst the range of sustainable wine types and which resonate most with drinkers, organic wine holds its #1 rank in our global opportunity index amongst alternative wine types."

EUROPEAN MARKETS ARE STRONGEST ORGANIC CONSUMER BASE

"Our research shows that organic wine has much higher awareness levels than other alternative wine types; its strength arising from a high level of understanding about the concept of organic from other food and beverage categories. There is a particularly strong opportunity in the European markets of Sweden, France, Germany and Switzerland, where organic products are more present in general terms, and also more specifically in wine.

LABELING AND OFFICIAL CERTIFICATION MATTERS

"When compared to a wine without any claim, displaying ‘organic’, ‘environmentally friendly’ or ‘sustainably produced’ on a wine label tends to have a positive impact on the intent to purchase. That said, it is interesting to note how these findings vary by market. ’Organic’, for example, has a much stronger impact in Sweden and Canada than in Australia and the UK....almost half of wine consumers say they only trust the sustainability of wines if they have an official certification."

This report measures wine consumer attitudes towards 13 types of alternative wines, including organic, sustainably produced and environmentally friendly wine, amongst others. To do this, Wine Intelligence surveyed over 17,000 regular wine drinkers across 17 markets, with the sample representative of approximately 313 million wine drinkers.  In addition to a global overview and ranking of alternative wine types, this report also dives into a brief country-level analysis for each type of wine. The company will also be publishing market-specific reports over the next few weeks. 

The Wine Intelligence SOLA opportunity index is calculated using four consumer measures – awareness, intent to purchase, future consideration and affinity. The data comes from surveys in 17 key wine markets amongst 17,000 wine drinkers conducted in October and November 2020.