Analysis of the purchase habits of American and Italian costumers

1. PURCHASE HABITS OF PEOPLE 35 YEARS OLD AND YOUNGER: AN
ANALYSIS OF AMERICAN AND ITALIAN CONSUMER
Created For: Gianluca Garofoli
Prepared By: Erik Schuth, Davide Fanesi, Giacomo Valeriani,
Sara Perozzi & Arianna Fiorelli
July15th, 2011

2. Research Findings
We have compiled research data from primary and secondary resources and
as a result we believe:
U.S. wine consumption is
increasing
Italian wine consumption
is decreasing

3. American Market: A Profitable Venture
Total Sales
Total U.S. Wine Sales 1991-2010
350,0
300,0
250,0
200,0
150,0
100,0
50,0
0,0
09
20
07
20
05
20
03
20
01
20
99
19
97
19
95
19
93
19
91
19
Year
I. 17 years of consecutive growth
II. In 2010 the U.S. became the largest wine consuming nation in the world
III. Younger generations are adopting wine faster than any other previous generation

4. Italian Wine Market: A Saturated Market
Value of Italian Wine Sales in
Billion Euros
2009
2010
%
Change
4.09
3.89
-4.8
Abroad 3.51
3.93
12
Total
7.82
3.2
Exports are growing
Italy
Domestic
consumption is
going down
7.6
Total sales are increasing thanks to exports

5. Using Facebook to Reach Our Target Audience
1/5 people in the world has one
Therefore, its the easiest way to reach out target audience.
Our Facebook Survey was answered only by people under 35
Italy: 56% female, 44% male
US: 40% female, 60% male
Sample size: 244 observations for Italy, 53 for America

6. Survey 1: Primary Research Results
Italians drink wine more often per week than Americans

7. Comparing the Most Preferred Drink
Italian Drink Preference
1st
• Wine
2nd
• Liquor
3rd
• Beer
4th
• Sparkling Wine
American Drink Preference
1st
• Sparkling Wine
2nd
• Beer
3rd
• Liquor
4th
• Wine

8. Place of Purchase Habits
Liquor Stores have a major impact on US purchases because they
offered such a wide variety of options for consumers

9. Main Reason for Not Buying Wine
US: wine is not a cool product.
Italy: Wine does not match their new diet habits
US: taste is an obstacle in buying wine.
Italy: high price lower the intention to buy
Several Americans surveyed do not drink wine at all.

10. Survey 2: Restaurant Questionnaire
Sample size: 80 people
Gender of the client: 64% male, 36%
female
All people asking for wine were
over 35 years old
Proportion of clients asking for
wine
Asking for
wine
16%
No wine
84%
Under
20
20-25
Age groups
25-35
Over
35

11. Survey 2: Restaurant Questionnaire
Reasons For Not Consuming Wine
the answer was
"I have to drive"
10%
makes them
feel tired
16%
not refresching
53%
too much alcohol
21%
The majority of people do not find wine refreshing to drink during their meal

12. Problem: Product Doesn’t Match Their Use!
They want
to be
hyperactive
They drink
while
socializing
Problem of
changing
habits

13. They prefer drinking a quantity in a single day, than
the same splitted in several days
1) Growing of Binge-drinking
Occasional
consumption
Usual
consumption
29%
30,0%
25,0%
20,0%
15,0%
7,8%
9,3%
10,0%
5,0%
0,0%
More than 1/2
liter per day 1-2 glasses
per day
11-35 y.o.
rarely

14. They drink to socialize, not for the taste of the
beverage
2) Change in the occasions of consumption
Social consumption
(without food)
With food
consumption
Percentage change in the consumption of alcoholic
beverages from 2000 to 2010
40,00%
30,00%
20,00%
10,00%
0,00%
-10,00%
-20,00%
-30,00%
-40,00%
-50,00%
14-17 years old
18-24 years old
25-44 years old
Male
Female
Everyday
consumption
Male
Female
Social consumption
(without food)

15. Recommendations
Purchase The Beverage Information Group 2011
Wine Handbook
• Cost $985 USD
• Will proved much more information about U.S. sales and trends
Change the promotion channels Italy
• Events, Concerts etc
• Social Media