purchase habits of people 35 years old and younger: an analysis of american and italian consumer
DESCRIPTION
Analysis of the purchase habits of American and Italian costumersTRANSCRIPT
PURCHASE HABITS OF PEOPLE 35 YEARS OLD AND YOUNGER: AN ANALYSIS OF AMERICAN AND ITALIAN CONSUMER
Created For: Gianluca Garofoli
Prepared By: Erik Schuth, Davide Fanesi, Giacomo Valeriani, Sara Perozzi & Arianna Fiorelli
July15th, 2011
Research Findings
U.S. wine consumption is increasing
Italian wine consumption is decreasing
We have compiled research data from primary and secondary resources and as a result we believe:
American Market: A Profitable Venture
Total U.S. Wine Sales 1991-2010
0,0
50,0
100,0
150,0
200,0
250,0
300,0
350,0
19911993
19951997
19992001
20032005
20072009
Year
Tota
l Sal
es
I. 17 years of consecutive growthII. In 2010 the U.S. became the largest wine consuming nation in the worldIII. Younger generations are adopting wine faster than any other previous generation
Italian Wine Market: A Saturated Market
Exports are growing
Domestic consumption is going down
Total sales are increasing thanks to exports
Value of Italian Wine Sales in Billion Euros
2009 2010 % Change
Italy 4.09 3.89 -4.8
Abroad 3.51 3.93 12
Total 7.6 7.82 3.2
Using Facebook to Reach Our Target Audience
1/5 people in the world has oneTherefore, its the easiest way to reach out target audience.
Our Facebook Survey was answered only by people under 35
Italy: 56% female, 44% maleUS: 40% female, 60% male
Sample size: 244 observations for Italy, 53 for America
Survey 1: Primary Research Results
Italians drink wine more often per week than Americans
1st • Wine
2nd • Liquor
3rd • Beer
4th • Sparkling Wine
Italian Drink Preference American Drink Preference
1st • Sparkling Wine
2nd • Beer
3rd • Liquor
4th • Wine
Comparing the Most Preferred Drink
Place of Purchase Habits
Liquor Stores have a major impact on US purchases because they offered such a wide variety of options for consumers
Main Reason for Not Buying Wine
US: wine is not a cool product. Italy: Wine does not match their new diet habits
US: taste is an obstacle in buying wine.Italy: high price lower the intention to buy
Several Americans surveyed do not drink wine at all.
Survey 2: Restaurant Questionnaire
Sample size: 80 people
Gender of the client: 64% male, 36% female
Over 3525-35
20-25
Under 20
Age groups
All people asking for wine were over 35 years old
Asking for wine16%
No wine84%
Proportion of clients asking for wine
Survey 2: Restaurant Questionnaire
not refresching53%
too much alcohol21%
makes themfeel tired
16%
the answer was "I have to drive"
10%
Reasons For Not Consuming Wine
The majority of people do not find wine refreshing to drink during their meal
Problem: Product Doesn’t Match Their Use!
They wantto be
hyperactive
They drink while
socializing
Problem ofchanging
habits
They prefer drinking a quantity in a single day, than the same splitted in several days
Occasional consumption
Usual consumption
More than 1/2
liter per day 1-2 glasses
per day rarely
11-35 y.o.
7,8% 9,3%
29%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
1) Growing of Binge-drinking
They drink to socialize, not for the taste of the beverage
With food consumption
Social consumption (without food)
2) Change in the occasions of consumption
-50,00%
-40,00%
-30,00%
-20,00%
-10,00%
0,00%
10,00%
20,00%
30,00%
40,00%
Male Female Male Female
Everyday
consumption
Social consumption
(without food)
Percentage change in the consumption of alcoholic
beverages from 2000 to 2010
14-17 years old
18-24 years old
25-44 years old
Recommendations
• Cost $985 USD
• Will proved much more information about U.S. sales and trends
Purchase The Beverage Information Group 2011 Wine Handbook
• Events, Concerts etc
• Social Media
Change the promotion channels Italy