Older consumers in America are much ahead of all the remaining age groups in consuming wine, finds a new survey by UK-based research firm Canadean – Wines & Spirits.
According to the report 'Consumer Trends in the Wine Market in the US, 2011' the older Americans have held the leading market share of about 40% in value terms, with mid-lifers standing second only at 19%.
Americans have shown significant fondness towards still wine during 2011, which held a 80% value share, followed by sparkling wine at 12% and fortified wine at the bottom.
Still wine has accounted for a huge 90% share in volume terms, while sparkling and fortified wines have shared the remaining abysmal share.
Interestingly, women have edged out men in wine consumption with close to 60% share of the market, which has experienced one fourth of value share by rural dwellers in 2011.
Undergraduates and post graduates in the US have topped the charts with 40% and 24% respectively, leaving the other educated groups behind.
Affluent Americans managed a leading share of about 45% during 2011, while the time rich people in the country have held about 34% of the value.
Branded products have restricted the penetration of private labels during the year to below 6% in each of the three segments.
Canadean observed that the trend of indulgence has driven the overall wine consumption in 2011, with about 39% American citing its influence.
