A change in consumer habits. The new consumers are intelligent, they seek good value, and spend more time
socializing at home, especially as a result of the economic crisis. They are trading down for personal consumption,
but trading up with friends and family. For example, 53% of the consumers in the United States are dining at
home more often. Television food channels and food-related blogs are increasing in popularity. Once the crisis has
passed, we can expect that these consumers will return to higher priced wines, although they will not reach the
same levels they did in the late 1990s and early 2000s
A new segment has appeared. The “Millennials” are consumers from 21 to 29 years of age and represent
70 million consumers in the United States alone. 40% of the wine they drink is imported. They learn and
communicate on-line. These new consumers drive the new trends
A change in consumer habits. The new consumers are intelligent, they seek good value, and spend more timesocializing at home, especially as a result of the economic crisis. They are trading down for personal consumption,but trading up with friends and family. For example, 53% of the consumers in the United States are dining athome more often. Television food channels and food-related blogs are increasing in popularity. Once the crisis haspassed, we can expect that these consumers will return to higher priced wines, although they will not reach thesame levels they did in the late 1990s and early 2000sA new segment has appeared. The “Millennials” are consumers from 21 to 29 years of age and represent70 million consumers in the United States alone. 40% of the wine they drink is imported. They learn andcommunicate on-line. These new consumers drive the new trends
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