Chinese women key wine buyers: Vinexpo

  • Monday 10 May 2010

Women may play a central role in the future of wine consumption in China, according to new research by Vinexpo.

The study undertaken by Vinexpo surveyed the behaviour of 2,810 women in four Asian countries to compare and contrast their consumer habits, depending on whether they lived in China, Japan, Hong Kong or South Korea.

The research found that over 40% of female consumers in Japan, the most established wine market in Asia, drank wine more than twice a week.

It also suggests that the wine world should pay more attention to Chinese women who are now consuming wine at ‘significant levels’.

50% of the Chinese women surveyed were solely responsible for purchasing their wine, never seeking recommendations from third parties. By contrast, Japanese women often allow other parties to influence them when choosing wine.

In addition, while 92% of the Japanese respondents and 74% of the Koreans interviewed selected wine for its taste, health is a big concern for female consumers in China. 38% claim that they drink wine because it is good for health, while only 22% claimed to drink wine for its taste.

One area of consensus for Asian female wine lovers was their preference for red wine.

More than two Asian women out of three prefer red wine in contrast to women in the UK and the US, who consume much larger quantities of white wine, according to Richard Halstead, Wine Intelligence's Operations Director.

Vinexpo CEO Robert Beynat said that Asian women had ‘a non-conventional relationship with wine with no associated fears or taboos’.

‘They choose their wines freely depending on the price and their taste’, he added.

Wine Intelligence research shows 55% of all wine purchased in the UK is bought by women, and that western women buy wine primarily for enjoyment and social reasons, rather than perceived health benefits.

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