Wine Intelligence highlights alternative format trends

By Jo Gilbert

Published: 02 May, 2018

Youngers drinkers are at the forefront of packaging innovation opportunities in the UK new research has found, with 18-24s likely to widen the pool of alternative formats going forward.

According to new Wine Intelligence research, the less traditional formats of can and pouch have the highest conversion rates amongst younger wine drinkers including single serve bottles and pouches, which have significantly higher affinity ratings amongst drinkers aged 18-24.

However, younger wine drinkers in the UK also seem to be less aware of different packaging formats, reflecting their shorter experience and familiarity with the wine category.

Over time, this is likely to change.

Younger drinkers are more likely to consider buying from a broader range of packaging formats in future, signalling opportunities for companies to exploit convenience and reduced waste trends.

Wine Intelligence’s consumer report looked at the attitude towards both wine packaging formats and closures among UK regular wine drinkers, while identifying trends for 2018.

It found that both screw-caps and natural cork are now equally accepted and liked in the UK by consumers – a change from 2013, when a higher proportion of UK wine drinkers were against screw-cap.

Today, younger drinkers are also significantly more likely to favour screw-caps over natural cork.

Lulie Halstead, Wine Intelligence CEO, said: “Indications suggest that there may be packaging innovation opportunities in the UK, especially as we continue to feel the impact of some of the more significant changing consumer dynamics, such as the moderation and reduce trends.

“As with all change in a more traditional category such as wine, our consumers are most likely to show some initial resistance to change. But if the screw-cap experience has taught us anything, it is that perceptions can be changed and consumer behaviour shifts are possible and indeed, likely.”

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