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CONSUMERSBRANDS

Targetaudience:Winedrinkers

inGermanConsumerInsightsreport

September2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumerswhoanswered’’Wine’’(onlyshowntorespondentsoflegaldrinkingage)tothemulti-pickquestion’’Whichofthesebeverageproductsdoyouconsumeregularly?’’.

ThereportoffersthereaderacomprehensiveoverviewofwinedrinkersinGermany:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkwinedrinkersinGermany(’’targetaudience’’)againsttheaverageGermanconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingGermany)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofSeptember2024

WinedrinkersinGermany

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

Winedrinkerstendtobeolder,16%areBabyBoomers.

51%ofwinedrinkersaremale.

Manywinedrinkershaveahighannualhouseholdincome.

Winedrinkersaremorelikelytoliveincitiesandurbanareasthantheaverageconsumer.

Learningnewthingsisarelativelyimportantaspe