Wine... A Sophisticated And Stylish Drink For Indians: Nielsen
Indians Love Red Wines More Than Any Other Variant; Majority Of Indians Consume Wine Out Of Home
Tweet-- Indian wine industry has been witnessing phenomenal growth in recent years and the proliferation of brands has only led to an evolution in consumer taste. The Indian consumers are becoming more and more discerning, an outcome of the increasing choices that they have available in the market. But one thing is for sure, whatever wine they consume Indians consider the drink a stylish, sophisticated drink meant for successful people, according to the Nielsen Syndicated Wine Study 2010. Some consider wine a drink for romantic occasions and also consider it for gifting purposes. The Nielsen survey was conducted across the three metros - Mumbai, Delhi, and Bangalore, and gauged consumer perceptions about wine and their consumption and purchase habits.
Across cities there is a differing association on the beverage. Wine has a high association with business occasions in Delhi. However Bangalore, considers wine a drink for successful people and for relaxation purposes. In Mumbai wine is perceived to be a drink suited for any season.
When it comes to price, both Delhi and Bangalore consider wine an expensive drink. However in Mumbai price is not a concern for consumers of the beverage. Possibly the existence of a more evolved consumer base with a higher proportion of entrenched users that cuts across age groups might be a reason for this attitude towards wine prices in Mumbai.
Among the different variants of wine available in India, the red wines are consumed the most with 82 percent consuming it in the last three months and red wine has a more stable base of consumers. They are the category drivers. Though consumers have experimented with white wine, after a brief flirtation they prefer to go back to red wine. The level of experimentation with different variants of wine and different brands is higher in Delhi and Bangalore and amongst men. Bangalore despite having a younger consumer base is conservative when it comes to wine experimentation.
"Wine holds a distinct position in the Indian consumers' mind. It is seen as a sophisticated, stylish drink as compared to other alcoholic beverages, like Whiskey, Scotch and Rum that are considered men's drink or Gin, which is considered a woman's drink. Lately with more international players entering the market, the Indian consumer has only progressed in their indulgence of wine," said Arti Verma, Associate Director, The Nielsen Company.
Perceptions about wine
Perceptions about wines are galore, including some myths and some realities. Nearly eight in ten (78%) Indian wine consumers believe that wine should be served in wine glasses only. While 76 percent believe that the wine should match the type of food eaten, very few actually put that to practice.
"Wine does not dictate the choice of food. Lack of proper knowledge about wines is a reason for such consumption patterns. There is scope to educate the Indian consumer on the right pairings of food and wine so that the experience with the wine can be enhanced for the consumer," said Verma.
Consumption habits
More than six out of ten (62%) Indians consume wine only out of home, typically at a friend's place or in restaurants and pubs. Even for those who consume wine both in and out of home (32%), out of home consumption is much higher. Wine consumption is mainly during special occasions like birthdays, anniversaries, etc. for both in home and out of home consumption. Other occasions include change in taste and before or with any meal, for in home consumption and business meetings and giving company to someone, for out of home consumption.
About the Survey
Nielsen Syndicated Wine Study 2010 delves into the growing wine consumer base in India to understand consumer perceptions and interaction with the category and brands. The survey was conducted across three cities, Mumbai, Delhi, and Bangalore, among SEC A over legal drinking age. Respondent was someone who consumes wine at least once a month and who has been consuming wine for the past six months. A total of 460 respondents were surveyed.
Notes to Editor
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications. The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com.
