Consumer sentiment Net score of % who agree with bottom statement subtracted from the % who agree with the top statement Base = All Australian regular wine drinkers (n=1,008)
Generational divide in cost of living responses It is still too early to see the full impact of current economic conditions and the rise 40% in the cost of living, but a distinct generational divide seems to be appearing. Older regular wine drinkers seem to be sticking with the same products, but seeking savings through going out less, buying less wine and buying cheaper wine. Gen Z and Millennials are spending more on going out and buying larger quantities and more expensive wine. With younger consumers -20% -10% 0% 10% 20% 30%
I am buying more wine
I am buying more expensive wine
I am buying all the same products that I usually do
I am spending more on going out
40%
30%
20%
10%
55+ Boomers 40-54 Gen X 25-39 Millennials 18-24 Gen Z All sample
Neutral
0%
-10%
-20%
-30%
-30%
more likely to be impacted by an economic downturn, whether this behaviour will persist into 2023 is uncertain -50% -40%
-40%
-50%
I am switching to cheaper products
I am spending less on going out
I am buying less wine
I am buying cheaper wine
Source: Wine Intelligence, Vinitrac ® Australia, Jul’ 22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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