Organic Wines Aren't In High Demand

Wine Research

"Organic" is today's hot wine buzzword. You've heard it and you've used it, but is it working? Are producers making better wines, or merely marketing their wines more effectively?

We'll leave that answer up to you, but we can answer an even more important question, do consumers really care? Sadly, the answer appears to be no.

Results from our research panel show that only 18% of wine consumers consider an organic certification to be an important influencing factor when purchasing wine*. Though this number may seem significant when looked at alone, it pales in comparison to the more than 80% of consumers who find other factors, such as price, varietal, style and past experience, to be important. It becomes even clearer when looking at a 54% average importance rating across all 22 other factors tested.

Up Next: Moms on Wine

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*Reference question: When purchasing wine at a store, how important is each of the following factors in determining which wines you select?

To purchase the full report, please contact:

EAST COAST
Lisa Gorkin
Merrill Research
650-954-2940
lgorkin@merrill.com
WEST COAST
Patrick Merrill
Merrill Research
650-954-2932
pmerrill@merrill.com

Download the Free Summary Report

  • Need to know insights
  • Consumer opinions
  • Buying influences and behaviors

By downloading this report you agree to sign-up for our free biweekly industry newsletter; you can unsubscribe at any time.

To purchase the full report, please contact:

EAST COAST
Lisa Gorkin
Merrill Research
650-954-2940
lgorkin@merrill.com
WEST COAST
Patrick Merrill
Merrill Research
650-954-2932
pmerrill@merrill.com

What is the Grapes and Grain Opinion Panel?

The largest consumer panel in North America dedicated to wine and spirits drinkers, created by Snooth Media and Merrill Research.

The panel includes 10,000 people from every state in the U.S., as well as a limited number of people in Canada and the U.K. Nine in ten are core wine drinkers (drink wine weekly or more).






Snooth Media Network