THE WINE MERCHANT. An independent magazine for independent retailers
Issue 129, October 2023
Dog of the month: Tina Macknade, Faversham
Cash-strapped consumers keep faith with merchants Hallgarten research of more than 1,000 customers shows relationships with independent wine shops remain solid
I
ndependents are doing the right things to maintain their market share in a cost-of-living crisis, according
to consumer research commissioned by Hallgarten & Novum Wines. The supplier worked with market research consultancy KAM to interview 1,185 people who buy wines from the independent sector about their shopping habits. Tom Bennett, Hallgarten’s customer marketing manager, says the research shows that indies are doing “a really good job” despite the economic challenges that they and their customers are facing. Eight in 10 respondents say they are more conscious than they used to be about the value for money that their wine purchases represent. The most popular reason given for buying from independents is to support a local business, followed by the desire for a personal treat, a belief that the store will provide better quality wines, and that the advice available will be good.
The most common reason for buying from independents is to support local business
Most consumers surveyed believe that indies offer good value for money, and just over half said they would be tempted
with three in 10 saying they pick up bottles
to spend more money at an independent
from Aldi or Lidl.
merchant if a loyalty scheme was in place.
The research also shines a light on
When asked how they prefer to see wines displayed in a shop, four in 10 say merchandising should be arranged by
the language of wine. Descriptors such
country and region of origin. The next most
exclusively on people who buy from indies,
as “full-bodied” and “smooth” resonate
popular option is by grape variety, and
about seven in 10 respondents say they
with far more consumers than words like
then by wine style.
also buy wine on visits to supermarkets,
“mineral”.
Although the research focuses
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