Usage rate segmentation: enriching the US wine market profile

Figures & data

Table 1 Sociodemographic profile of the wine consumers

Characteristic	Category	Response (%) (n=9I0)
Sex	Female	71.9
	Male	28.1
Age category, years	21–24	13.8
	25–34	27.5
	35–44	36.8
	45–64	21.9
Other adults in	One	54.1
household	Two or more	45.9
Adults in household,	None	30.4
21 years and older,	One	54.1
who also drink wine	Two or more	15.5
children in	None	55.9
household	One	19.3
	Two or more	24.7
Highest level	some high school	1.0
of education	High school graduate	9.5
completed	Some college/technical school	24.0
	Associate degree/technical school degree	10.8
	Bachelor’s degree	37.7
	Master’s degree or higher	17.1
Household income	<$25,000	7.4
	$25,000–$49,999	23.2
	$50,000–$75,999	23.2
	$76,000–$99,999	17.7
	$100,000–$150,000	17.7
	$l50,001–$200,000	7.6
	>$200,000	3.3
Metropolitan area	New York	64.8
of residence	Philadelphia	35.2
State of residence	New York	36.6
	New Jersey	35.2
	Pennsylvania	28.2

Table 2 Participant wine purchasing and consumption behaviors

Behavior	Category	Response (%)
Wine purchasing	More than once a week	7.9
	About once a week	18.8
	Two to three times a month	24.1
	About once a month	20.7
	A few times a year	28.6
Wine consumption	More than once a week	28.8
	About once a week	23.1
	Two to three times a month	18.2
	About once a month	13.7
	A few times a year	16.2
Only drinks wine		4.7
Does not drink beer		22.7
Does not drink distilled sprits		l4.2
Does not drink ready-to-drink cocktails		36.4
Category of wine	Super core wine drinker^2	28.8
consumer	Core wine drinker	23.1
	Marginal wine drinker	48.1

Notes: ^zSuper core wine drinker consumes wine several times a week; core wine drinker, consumes wine at least once a week; marginal wine drinker, consumes wine less than once a week.

Table 3 Differences in demographic characteristics (for survey respondents based on wine consumption segmentation)

	Segmentation based on wine consumption^x,y
	Super core (28.8%)	Core (23.1%)	Marginal(48.1%)
Demographic characteristic (%)
Male	34.7a	29.0a,b	23.7b
Female	65.3a	71.0a,b	76.3b
Participant age range, years
Age 21–24	9.5b	21.9a	12.6b
Age 25–34	26.7a	28.6a	27.4a
Age 35–44	37.0a	33.8a	38.1a
Age 45–64	26.7a	15.7b	21.9a
Number of other wine drinkers, age 21 years living in the household
None	25.6b	26.7b	35.2a
One	58.4a	51.9a	52.5a
Two or more	16.0a,b	21.4a	12.8b
Education level
Some high school and high-school graduate	6.5b	9.0a,b	13.5a
Some college/technical school and associates degree/technical-school graduate	33.2a,b	29.5b	38.1a
Bachelor’s degree	36.6a	41.9a	36.3a
Master’s degree or higher	23.7a	19.5a	12.1b
Household income level
<$50,000	24.4b	24.3b	37.2a
$50,000–75,999	21.0a	25.5a	23.5a
$76,000–$99,999	19.5a,b	21.4a	14.8b
≥$100,000	35.1a	29.0a,b	24.4b
State of residence
New Jersey	36.3a	34.3a	34.9a
New York	37.4a	42.4a	33.3a
Pennsylvania	26.3a	23.3a	31.7a
Metropolitan area of residence
New York metropolitan area	68.7a	70.5a	59.8b
Philadelphia metropolitan area	31.3b	29.5b	40.2a

Notes: ^xSegmented into three wine consumption clusters: super core (drink wine more than once a week), core (drink wine once a week), and marginal (drink wine less frequently); ^ypercentage with different letters (a, b, c) within rows (eg, male, female) represent analysis of variance tests where values among clusters (super core, core, and marginal) are significantly different at the level of P≤0.05.

Table 4 Differences in alcoholic beverage type consumption and frequency of consumption per wine segment

Respondents in each wine segment	Wine consumption-based segmentation^x,y			Test statistics
	Super core	Core	Marginal
	262 28.8%	210 23.1%	438 48.1%
Attribute	%	%	%	F	P-value
Percentage of respondents who only drank wine	3.4a	3.8a	6.6a	2.178	0.114
Percentage of respondents who drank beer	82.7a	77.5a,b	74.0b	11.658	0.000*
Drank beer at least once a week	39.6a	24.6b	14.3c
Drank beer about once a week	26.0a	34.0a	17.8b
Drank beer two to three times a month	13.5a	17.3a	19.0a
Drank beer about once a month	10.2b	13.0a,b	19.0a
Drank beer a few times a year	10.7b	11.1b	29.9a
Percentage of respondents who drank distilled spirits	90.8a	89.8a	80.9b	4.301	0.014*
Drank distilled spirits at least once a week	18.9a	10.9b	7.8b
Drank distilled spirits about once a week	28.3a	21.6a	12.4b
Drank distilled spirits two to three times a month	21.1b	23.2a	19.9a
Drank distilled spirits about once a month	13.1b	29.2a	25.1a,b
Drank distilled spirits a few times a year	18.6b	15.1b	34.8a
Percentage of respondents who drank ready-to-drink cocktails	73.2a	61.5b	58.8b	1.755	0.173
Drank ready-to-drink cocktails at least once a week	10.6a	7.8a	3.2b
Drank ready-to-drink cocktails about once a week	18.1a	18.0a	6.7b
Drank ready-to-drink cocktails two to three times a month	22.9a	25.0a	13.8b
Drank ready-to-drink cocktails about once a month	16.0a,b	13.3b	22.5a
Drank ready-to-drink cocktails a few times a year	32.4b	35.9b	53.8a

Notes: ^xSegmented into three clusters: super core (drink wine more than once a week), core (drink wine once a week), and marginal (drink wine less frequently); ^ypercentage with different letters (a, b, c) within rows (eg, wine priced at less than $6.00, wine priced at $6.00–$9.99) represent analysis of variance tests where values between clusters (super core, core, and marginal) are significantly different at the level of P≤0.05; *significantly different at the level of P≤0.05.

Table 5 Price respondents paid for bottle of wine they consumed, wine varietals purchased, and past purchase of wine from Mid-Atlantic states (New Jersey, New York, and Pennsylvania) per wine segment

	Wine consumption-based segmentation^x,y			Test statistics
	Super core	Core	Marginal
	28.8%	23.1%	48.1%
Attribute	%	%	%	F	P-value
Wine priced <$6.00	35.2a	35.7a	33.1a	0.250	0.778
Wine priced $6.00-$9.99	76.9a	63.9b	65.5b	5.709	0.003*
Wine priced $10.00-$14.99	91.9a	87.2a	78.3b	11.987	0.000*
Wine priced $15.00-$19.99	86.9a	84.8a	72.8b	11.851	0.000*
Wine priced $20.00-$29.99	73.0a	68.5a	51.4b	17.614	0.000*
Wine priced $30.00-$39.99	59.9a	47.9b	29.5c	31.218	0.000*
Wine priced ≥$40.00	50.4a	41.1b	22.3c	29.561	0.000*
Varietals respondents reported purchasing
Concord	41.2a	39.8a	29.3b	6.103	0.002*
White Zinfandel	69.4a	67.8a	72.4a	0.799	0.450
Sauvignon Blanc	75.4a	71.3a	49.8b	28.080	0.000*
Pinot Gris/Pinot Grigio	83.9a	83.4a	68.8b	13.940	0.000*
Chardonnay	85.9a	81.4a	70.4b	12.364	0.000*
Riesling	69.2a	63.8a	46.1b	20.269	0.000*
Seyval	34.8a	29.5a	10.1b	34.454	0.000*
Vidal Blanc	39.6a	32.3a	13.0b	35.094	0.000*
Cabernet Sauvignon	79.2a	72.4a	51.8b	31.299	0.000*
Syrah/Shiraz	70.5a	56.8b	39.4c	33.494	0.000*
Pinot Noir	79.3a	75.2a	58.0b	20.310	0.000*
Merlot	87.1a	84.8a	66.2b	25.691	0.000*
Zinfandel	75.6a	70.7a,b	66.1b	4.429	0.033*
Purchased wine from following Mid-Atlantic states
New Jersey	36.3a	34.3a,b	34.9b	0.109	0.896
New York	37.4a	42.4a,b	33.3b	2.562	0.078
Pennsylvania	26.3a	23.3b	31.8b	2.810	0.061

Notes: ^xSegmented into three clusters: super core (drink wine more than once a week), core (drink wine once a week), and marginal (drink wine less frequently); ^ypercentage with different letters (a, b, c) within rows (eg, wine priced at less than $6.00, wine priced at $6.00–$9.99) represent analysis of variance tests where values between clusters (super core, core, and marginal) are significantly different at the level of P≤0.05; *significantly different at the level of P≤0.05.

Table 6 Willingness to increase wine purchases if proposed changes were made to wine they purchase

Attribute		Segmentation based on wine consumption’^1·1'
		All participants	Super core	Core	Marginal
		100%	28.8%	23.1%	48.1%
Standard to which changes compared	Would increase purchasing based on proposed change (%)	%	%	%	%
% 750 mL bottle of	– Less than 10% alcohol content	10.8	12.9a,b	13.4a	8.8b
wine with I0%-I4%	– 15% or greater alcohol content	23.8	26.8a	24.0a	21.9a
alcohol content at	– Fewer than 80 calories per 5 oz serving	45.9	52.1a	46.4a	42.0a
80-112 calories per 5 oz serving	– Portion of proceedings of bottle donated to a cause the participant cares about	41.8	44.4a	40.4a	40.9a
	– Portion of proceedings of bottle donated to any cause	22.6	26.5a	23.4a,b	I9.8b
750 mL glass wine	– Plastic bottle	6.3	8.8a	4.8a	5.5a
bottle that holds	– Aluminum can	4.4	6.5a	3.8b	3.5b
4-6 glasses of wine	– Tetra pack	6.7	8.5a	7.2a	5.3a
(4-6 oz per glass)	– 500 mL volume holding 2.5-4 glasses of wine	17.2	20.0a	18.0a	15.1a
	– 1.5 L volume holding 8-12 glasses	26.7	33.2a	30.8a	20.9b
	– 5 L box (eg, cask wine, bag-in-box, or boxed wine) holding 30-45 glasses	17.9	27.2a	18.8b	11.9c
Bottle of wine with	– Cork closure	23.8	29.4a	23.8a,b	20.5b
a screw cap closure	– Synthetic (plastic) closure	12.0	14.1a	12.4a	10.6a
Standard wine^z	– Marketed as being a sustainable wine	29.5	37.0a	30.6a,b	24.4b
	– Marketed as being made with “sustainably farmed” or “naturally farmed” grapes	39.7	46.2a	42.1a	34.6b
	– Marketed as being USDA-certified organic	35.2	38.9a	37.8a,b	31.8b
	– Marketed as “made with organically grown grapes”	35.8	39.1a	38.9a,b	32.3b
	– Marketed as being “biodynamic wine” or “Demeter certified wine”	13.5	17.9a	15.0a,b	10.1b
	– Marketed as being “made with biodynamic grapes”	13.1	18.3a	14.4a	9.4b
	– Marketed as certified carbon-free	22.3	26.8a	23.6a,b	18.9b

Notes: ^xSegmented into three clusters: super core (drink wine more than once a week), core (drink wine once a week), and marginal (drink wine less frequently); ^ypercentage with different letters (a, b, c) within rows (eg, less than 10% alcohol content, 15% or greater alcohol content) represent analysis of variance tests where values between clusters (super core, core, and marginal) are significantly different at the level of P≤0.05; ^zwine that is not produced with sustainable, organic, biodynamic, or similar grapes or processed using these methods.

Abbreviation: USDA, United States Department of Agriculture.

Table 7 Willingness to increase wine purchases if proposed changes were made to wine they purchase

Attribute		All Participants	Sex^x	Age range^x
			Male	Female	21-34 years	≥35 years
Standard to which changes were compared	Would increase purchasing based on proposed change (%)	%	%	%	%	%
% 750 mL bottle of wine with	– Less than 10% alcohol content	10.8	13.0a	10.0a	11.5a	10.4a
10%–14% alcohol content at	– 15% or greater alcohol content	23.8	29.4a	21.6a	33.1a	17.3b
80–112 calories per	– Fewer than 80 calories per 5 oz serving	45.9	31.9b	51.4a	52.8a	41.1b
5 oz serving	– Portion of proceedings of bottle donated to a cause the participant cares about	41.8	31.1b	36.0a	47.2a	38.0b
	– Portion of proceedings of bottle donated to any cause	22.6	17.7b	24.5a	26.3a	20.0b
750 mL glass wine bottle	– Plastic bottle	6.3	8.2a	5.5a	9.6a	3.9b
that holds 4–6 glasses of	– Aluminum can	4.4	7.5a	3.2b	6.5a	3.0b
wine (4-6 oz per glass)	– Tetra pack	6.7	9.8a	5.4b	8.9a	5.1b
	– 500 mL volume holding 2.5-4 glasses of wine	17.2	19.5a	16.3a	18.5a	16.2a
	– 1.5 L volume holding 8-12 glasses	26.7	29.0a	25.8a	32.4a	22.7b
	– 5 L box (eg, cask wine, bag-in-box, or boxed wine) holding 30-45 glasses	17.9	20.0a	17.1a	24.5a	13.3b
Bottle of wine with a screw	– Cork closure	23.8	32.4a	20.5b	27.7a	21.1b
cap closure	– Synthetic (plastic) closure	12.0	11.8a	12.2a	15.7a	9.4b
Standard wine^y	– Marketed as being a sustainable wine	29.5	29.3a	29.6a	36.1a	24.9b
	– Marketed as being made with “sustainably farmed” or “naturally farmed” grapes	39.7	36.7a	40.9a	48.1a	33.8b
	– Marketed as being USDA certified organic	35.2	32.0a	36.5a	42.4a	30.2b
	– Marketed as “made with organically grown grapes”	35.8	31.0a	37.7a	43.3a	30.5b
	– Marketed as being “biodynamic wine” or “Demeter certified wine”	13.5	12.6a	13.8a	19.1a	9.6b
	– Marketed as being “made with biodynamic grapes”	13.1	12.9a	13.2a	17.9a	9.8b
	– Marketed as certified carbon-free	22.3	17.4b	24.2a	29.6a	17.2b

Notes: ^xPercentage with different letters (a, b) within rows (eg, less than 10% alcohol content, 15% or greater alcohol content) represent analysis of variance tests where values between sex (males and females) and generations (21–34 years and age 35 years and older) are significantly different at the level of P≤0.05; ^ywine that is not produced with sustainable, organic, biodynamic, or similar grapes or processed using these methods.

Abbreviation: USDA, United States Department of Agriculture.