In recent years, a new model for making purchases has emerged. Instead of consumers having to spend time deciding on every single purchase, they can now sign up for subscription services in a variety of different niches that will deliver a selection of products to them on a regular basis for a monthly or yearly fee. According to subscription commerce platform Cratejoy, the market for these types of businesses has grown rapidly over the last few years. This model has even caught on with some wine consumers through wine subscription services like Club W and Glassful. So how many consumers like the idea of wine subscriptions? And how many are likely to actually use them?
In Ask Your Target Market’s latest survey, 3% of consumers said that they last purchased wine within the past day. 9% have done so within the past week. 11% last purchased wine within the past month. Another 11% said that it’s been between one and three months. 8% have done so within the last year. 14% last purchased wine over a year ago. And 43% said that they are not wine consumers.Of those who have purchased wine at least within the past year, 62% said they usually purchase wine at grocery stores. 33% buy wine at specialty wine stores. 22% purchase it at restaurants. 14% go to vineyards or wineries to make those purchases. 6% said they buy wine online. 2% have signed up for wine subscription services. And 9% make purchases from other types of stores, like discount liquor stores or warehouse stores.
There are plenty of different factors for consumers to consider when making their wine purchases. 41% of wine consumers said that their top determining factor when choosing wine is taste. 25% selected cost as their most important factor. And 20% said that the type of wine is most important to them. Quality, brand name, label and location of origin were less important to wine consumers.When it comes to brands, some big names made it to the top of respondents’ lists. Barefoot, Beringer, Gallo, Yellow Tail and Cupcake were named as favorite wine brands. However, a fair amount said they don’t have a particular favorite, which could be a good sign for wine subscription services that look to include some new or different wine brands for subscribers.
So far, 5% of respondents said that they currently subscribe to multiple different subscription services for various types of products. 9% subscribe to one such service. And 10% have in the past, but don’t currently. Amazon, Birchbox, Ipsy and Graze were all mentioned by respondents as some of the subscription services they’ve used.Looking forward, 16% of overall respondents said that they would be likely to sign up for a subscription service (or another subscription service) at some point in the future. And 12% said that they would be likely to sign up with a subscription service specifically for wine. Those who already have signed up for subscription services were more likely to be interested in signing up for more. In addition, wine drinkers were more likely to currently use subscription services and to be interested in signing up for more in the future. And 21% of wine drinkers said they would be at least somewhat likely to sign up for a wine subscription.
While there isn’t a huge number of consumers currently interested in signing up for wine subscription services, there is still some room for growth in the industry. In fact, the number of people interested in wine subscriptions isn’t much smaller than the number of people interested in subscription services in general. Since those who have already used subscription services are more likely to be interested in signing up for more, there could be an opportunity for wine subscription services to partner with subscriptions in other niches that have some overlapping consumers just to build some brand awareness. And over the long run, it could be beneficial for those services to call attention to some of the benefits of that model, like convenience and the introduction of new and interesting brands.You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: wine by Ryan Lackey under CC BY 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on June 9 via AYTM’s online survey panel.