Tina Caputo (winesandvines.com) writes:
St. Helena, Calif. -- As wine consumption in the United States reached an all-time high in 2007, wine producers celebrated the long-awaited arrival of a "wine culture" in America. But according to an 18-month study commissioned by Constellation Wines U.S., a large segment of the consumer population is still "overwhelmed" by wine. The results of "Home & Habits," the second phase of Constellation's "Project Genome" study, were released March 7 at a press conference.
"Our industry needs to do more to become more customer focused," said José Fernandez, president and CEO of Constellation Wines North America.
The original 2005 study of 3,500 wine drinkers was one of the largest consumer research projects ever conducted by the wine industry. The new study examined the purchases of 10,000 premium-wine consumers--defined as those who purchased wine priced at $5 and higher--over an 18-month period. While the first Project Genome study asked online survey participants to recall their wine purchases during the last 30 days, the Home & Habits study tracked the actual purchases of Nielsen Co.'s Homescan® consumer purchase panel, which employs in-home bar code scanners and surveys to map consumer buying behavior across a demographically balanced sampling.
Nielsen measured consumer attitudes and purchase behavior within multiple purchase channels, including warehouse clubs, supermarkets, mass merchandisers, drug stores, liquor stores and wine shops. The scan data were supplemented with online interviews to classify consumers by Project Genome consumer segments identified in Constellation's original study: Enthusiasts, Image Seekers, Savvy Shoppers, Traditionalists, Satisfied Sippers and Overwhelmed.
