Wine drinkers are more interested in knowing the ingredients in the wine they drink than the nutritional values. But neither ingredient nor nutritional labeling would affect purchase decisions for the majority of respondents, a survey by Wine Opinions and co-sponsored by Colangelo & Partners, found.
The survey size was 1,053 (split fairly evenly between male and female), 84% of whom identify as high frequency wine drinkers (those who consume wine ‘a few times per week’ or more often).
“While enthusiasm for ingredient and nutrition labeling is evident, the purchase decision effect was somewhat muted,” said John Gillespie, Founder/CEO of Wine Opinions. The nutritional values of most interest, according to the survey, were calories (83%) and carbohydrates (58%). “While this survey was not comprehensive, the fact that more than half of the highly involved wine drinkers who participated showed interest in having more information about the wines they buy should be a wakeup call for wine producers and the industry as a whole,” he said.
In total, 69% of survey respondents answered that they would be interested in ingredient information on the label and 54% expressed interest in nutritional information, suggesting a connection between ‘wellness’ and wine consumption. However, 57% of respondents said ingredient labeling would not affect their purchases decisions and 4% expressed that ingredient labeling would actually make them less inclined to purchase.
“Our clients need to keep their fingers on the pulse of wine drinkers’ interest in nutrition and ingredient labeling as well as the ‘wellness’ trend and how it relates to wine consumption,” said Gino Colangelo, president of Colangelo & Partners. “This survey, while certainly not conclusive, contributes to the ongoing discussion about labeling.”