Do you know what the profile of wine consumers in Spain is? Who are the people who regularly buy wine and what type do they prefer to purchase?
What is the profile of wine consumers in Spain?
Wine consumption in Spain is going through a structural transition phase that reflects profound changes in the social, cultural and economic habits of the population. This has meant that, far from responding to a homogeneous profile, today’s wine consumer in our country is defined by increasing segmentation. A space where traditional patterns of wine consumption coexist with new ways of consuming it, more closely linked to experience, identity and lifestyle.
Therefore, today we cannot speak of a single consumer profile, but rather of different ways of enjoying wine.
Traditional consumption and new consumers
Historically, wine has been a daily consumption product in Spain. However, according to the figures provided in the latest edition of the Food Consumption Report in Spain from the Ministry of Agriculture, Fisheries and Food, this consumption has progressively declined and has changed in terms of consumer profile, total litres, and preferred varieties.
One of the most consistent data points in the report is that wine consumption stands at around 7–8 litres per person per year in the household context, a figure far below what was reached in previous decades.
However, this drop in volume does not imply an equivalent loss in economic value. On the contrary, the data shows a premiumisation process. In other words, consumers buy less quantity but choose higher-quality products or those with a higher average price. This translates into an increase in spending per unit consumed, which helps maintain a high level of business volume.
Wine consumer profile in Spain
When profiling the typical wine consumer in Spain, the Food Consumption Report in Spain confirms a clear trend: wine remains an ageing beverage in terms of consumption. In this regard, it is important to note that:
- People over 50 account for the majority of household consumption.
- Households made up of adult couples without children or retirees show the highest consumption levels.
- Young people under 35 show very low participation as wine consumers.
These data highlight that traditional consumption patterns remain, but also the lack of generational renewal, which threatens the future evolution of the market if not addressed through specific strategies. For this reason, at WINERYON we consider it urgent to implement actions that help the sector connect with the general public.
Changes in wine consumption habits
Daily or habitual wine consumption at home has decreased significantly in recent years in favour of other types of habits, such as those linked to specific occasions and settings outside the home.
In this regard, according to the report from the Ministry of Agriculture:
- There has been an increase in occasional and social wine consumption, linked to weekends, hospitality, and leisure.
- Wine has lost weight as a daily staple and has gained presence as an experiential product.
- Red wine continues to lead total consumption in terms of volume.
- Consumption of white and rosé wines has grown, especially among younger consumers and typically in informal contexts.
- Sparkling wines have gained relevance in celebration moments.
DEMUERTE and consumer segmentation
At WINERYON, we are aware of consumer segmentation, which is why we offer a wide and varied range of wines in our DEMUERTE series. In it, consumers can find wines of different types, with varying alcohol content, and diverse flavours… Everything so they can choose the wine that best fits their tastes and lifestyle.
With the aim of attracting a younger or less experienced audience, in recent years we have also included white and rosé wines. A commitment that has brought us great results.
