The Bibendum insights team has unveiled a series of consumer portraits designed to illustrate what matters to different drinkers.
The portraits incorporate key lifestyle factors including household income, where people live, age and marital status combined with information on alcohol spend and preferences in both the on and off trade, resulting in eight clear-cut consumer types:
- Moneyed Minority - Money is no object
- Urban Professionals
- New Nesters - Putting family first
- Mature Foodies - Investing in quality
- Traditional Communities - Everything in moderation
- Suburban Families - Occasional treats
- Big Weekenders - Let's stay out
- Stretched Spenders - Cash-strapped consumers
Bibendum has used drinks industry data, flavour profiling and research to provide detailed information about the drinking habits of each consumer type. For example, according to the profiles, the New Nesters make up a 10% share of the UK population. They are affluent young families aged between 25 and 45, and make up a 12% share of the UK's on trade wine market and an 11% share of the off trade wine market. 47% of them would choose wine as their first choice of alcoholic drink over spirits, beer or cider. They prefer fresh and smooth styles of wine and are fairly confident when choosing a wine from a list.
New Nesters are considered to be the consumer type that puts the most emphasis on value over price - they are looking to get the most out of their money. They are the least likely consumers to consider ABV when ordering a wine, and are more likely than most to be of the 'Anything But Chardonnay' opinion.
Alex Linsley, head of market insights for Bibendum, explained: "We have been working on these consumer portraits for a long time now - it was really important to us that they were accurate and helpful. This information can and will be regularly updated, based on changing data and moving trends.
"Our partnership with CACI gives us access to market-leading demographic data, which is also used by the government. This means that we analyse the most comprehensive information about UK consumers and spend available.
"When we then combine this with drinks specific information from our own unique data sources and YouGov consumer surveying, we create an invaluable tool that will help us advise our customers on how to make their drinks range relevant and exciting for their consumers."