A price of 35 euros per bottle is the psychological threshold not to be exceeded during wine fairs. : Bonial, pioneer and leader in drive-to-store in Europe, dress, at the time of the wine fairs, an inventory of the relationship of the French with their consumption of wines and champagnes.
In Europe, more than 400 major brands trust Bonial to strengthen the attractiveness of their points of sale. The results of this study carried out with the assistance of OpinionWay provide insightful insight into consumer preferences and purchasing intentions.. 70% of French consumers say they buy wine and 55% at least once or twice a month : this is what makes France the second largest wine consuming country in the world, behind the United States. Champagne is not left out, 74% of our compatriots say they buy them and 20% at least once or twice a month. To obtain blood from the earth, 70% of respondents set their sights on mass retail brands and 61% when it comes to champagne. In parallel, 37% of French people buy their wines directly from producers and 30% when it comes to champagne. For 33% of respondents, the wine merchant, never short of advice, remains the ideal place to find a bottle of wine. Finally, others will prefer local fairs and events (17%), e-commerce (10%) or even the markets (7%). At the time of choice, without real surprise, 42% of French people buy red wine as a priority, 22% you champagne, 18% of white wine and 16% of rosé wine.
Favored mass distribution brands
Large retail chains are the French's favorite place to stock up on wine. If completeness in the choice of products represents one of the essential pillars to encourage the consumer to frequent a brand, It is clear that two hypermarket brands dominate this ranking for both wine and champagne.. So, nearly one in two French people who say they buy wine from a major retailer choose E.Leclerc (45%) and Crossroads (41%). On the third step of the podium, Intermarket (30%) ahead of Lidl (24%), Auchan (19%) and System U (18%).
Wine fairs : 12 bottles of wine per purchase on average
45% of French people buying wine intend to stock up on wine fairs. On the occasion of wine fairs, French consumers on average plan to buy 12 bottles when it comes to wine and 4 bottles when it comes to champagne. In details, those aged 65 and over represent the age group who spend the most with an average of 17 bottles compared to only 12 for those aged 25-34. Note also that on average men plan to buy 14 bottles compared to 9 bottles for women.
Wines and champagnes : who prefers what
If the French relationship with wine has evolved a lot over the last twenty years, red Bordeaux is still popular. Indeed, 38% of respondents plan to buy some at wine fairs. Note, however, that with 50%, those aged 65 and over represent the largest segment of red Bordeaux consumers. Burgundy and its pinot noir grape variety (30%) or the Rhône, land of syrah and grenache (28%), are not left out, but the Bordeaux vineyard remains in the lead. In the champagne, while 22% of men plan to buy champagne at wine fairs, nearly one in three women (32%) consider doing the same.
Budget : the psychological threshold
If more than one French (36%) out of three consider that a bottle of wine between 11 and 20 euros is too expensive, the average of our sample is much more spendy. So, 35 euros represents on average the psychological threshold not to be exceeded to prevent a wine lover from passing on.. Everyone knows the adage, price is the crux of the matter and wine lovers are not lacking in it ! The average consumer hopes to benefit from a 25% discount on their favorite wines.. In details, almost one in two French people (49%) would like to benefit from a discount of 16 to 30%.
METHODOLOGY
The sample (1004 people representative of the French population) was interviewed by self-administered online questionnaire. The interviews were carried out from September 15 to 16, 2021.
