5 Key Insights from Women about Buying Alcohol
This month’s insights are all about the topic of buying alcohol. We asked women from our trusted panel to tell us their views on buying alcohol, where they buy it and what influences them. Read on to find out more about 5 Key Insights From Women About Buying Alcohol and to download our free insights report.
Would you like these types of insights for your business? Use our panels of engaged women and our dedicated private platform to gather critical insights to help influence women to deliver long term profitability. Contact us now to find how we can help.
This month’s Insights report gives feedback from women and insights into their views on buying alcohol for home consumption. To gather this, we partnered with Innovate Solutions who carried out an online survey, then ParentsandBrands ran an online focus group with our trusted panel on our private platform.
5 Key Stats on Buying Alcohol
An online quantitative survey of 33 questions was distributed via email to 150 Irish female consumers across the country. The survey was active for 5 days and the total number of complete responses was 94.
Key stats for Buying Alcohol
- 70% of respondents buy alcohol for home consumption from the supermarket
- 50% actively go where the cheapest offers are
- 81% have tried a new brand of alcohol in the last 6 months
- Only 12% of consumers are faithful to the same brand of wine
- 73% of consumers say they have never bought alcohol online
Online Focus Group Insights
An Online Focus Group was carried out on the ParentsandBrands private platform in August 2020 with 25 women from our trusted panel from across Ireland.
Here are some of the key insights and feedback:
Where People Buy Alcohol For Home Consumption
“I buy in Dunnes or Centra/Londis, depending on where the offers are. I don’t drink too much but when I do have some, I like to have a nice drink so I go for the branded drinks.”
How Price Affects Alcohol Buying Decisions
“I very seldom drink at home but I’m a pink gin girl so that’s all I’d be looking for regardless of price. My partner drinks wine so he usually looks for offers.”
Influences for Trying New Alcohol Brands
“I like to try new wines when Tesco do their 6 for €50 offer. Recently they had the Graham Norton wine so I tried that. I’m also influenced by recommendations from friends or family and reviews online.”
Faithfulness to Alcohol Brands
“We are loyal to Baileys at Christmas as none of the cheaper versions are as nice. Also would only buy Smirnoff or Grey Goose vodka, I am always afraid of alcohol levels in other vodka. Wine I mostly buy in Aldi but if looking for nice wine I buy Oyster Bay or Yellow Tail mainly because I like wines from that part of the world and they are at a reasonable but not overly cheap price point.”
Online Purchasing of Alcohol
“I have bought alcohol with my online shopping during lockdown but never ordered from an alcohol website or anything like that! I suppose I kind of think of alcohol as a supermarket product that I get with my groceries and have never really considered looking for online wine sellers although I have seen some advertised but just never really thought of alcohol as something coming in the post.”
Key Recommendations for Brands
- Consumers do their research online and will go where the offers are. Make sure your offers are visible and communicated well across your online channels.
- People are open to trying new brands. Recommendations from friends and family are the best way to influence consumers. What can you do to get consumers trying and recommending your brand i.e. home tastings, recipe ideas, taster sizes etc.
- Online sales of alcohol are very low in Ireland. Look at ways of incentivising and communicating benefits to consumers of online ordering, e.g. different products they can’t get through the supermarket, or discounts for case purchase etc.
Download This Month’s Free Insights Report
For more stats and insights into what influences women when it comes to buying alcohol, download this month’s free Insights report on 5 Key Insights From Women About Buying Alcohol.
In the report you’ll get in-depth survey stats, drill-down insights and recommendations.
Would you like these types of insights for your business? Use our panels of engaged women and our dedicated private platform to gather critical insights to help influence women to deliver long term profitability. Contact us now to find how we can help.
