NEWS
IWSR: 60% OF CHINESE CONSUMERS BUY ALCOHOLIC DRINKS ONLINE
By Susan Lewis
7-12-2021
Credit: Paul Felberbauer/Unsplash
Nearly 60 percent of Chinese consumers bought their alcoholic beverage online, the highest among16 global markets, according to a report by IWSR Drinks Market Analysis.
While the USA has the highest proportion of online buyers who made their first purchase during the pandemic at 54 percent.
Globally, IWSR found that around 25 percent of alcohol drinkers now report buying alcohol online.
Online sales of alcoholic beverages in 16 key global markets will increase by 66 percent over the next five years to more than USD42 billion, according to IWSR projections.
By 2025, it believes that ecommerce will account for around 6 percent of all volume sales of alcoholic drinks, up from just 2 percent in 2018.
These global markets are Australia, Brazil, Canada, China, Colombia, France, Germany, Italy, Japan, Mexico, Netherlands, Nigeria, South Africa, Spain, the UK and the USA.
“Given the pandemic and overall changing consumer shopping behaviour, it’s certainly not surprising that alcohol ecommerce is growing very quickly,” said Guy Wolfe, strategic insights manager at IWSR Drinks Market Analysis.
“But what’s interesting is to see the significant variations that have developed both across and within markets in how different consumer groups shop via ecommerce and what their priorities are.”
“Ecommerce has clearly become engrained for many consumers, cementing its place as the third sales channel for beverage alcohol purchase.”
In most markets, wine is the largest major alcoholic drinks category in ecommerce (representing about 40 percent of total ecommerce value), with notable exceptions being China, Colombia, Mexico, and Nigeria, where spirits lead online sales by value.
Although currently accounting for less than 20 percent of total ecommerce value, beer, cider, and RTDs are expected to grow strongly over the next five years, gaining share mainly from wine, according to IWSR.
(the writer can be contacted at: info@thewinechronicle.com)
ALL RIGHTS RESERVED
**IF YOU THINK THE WINE CHRONICLE IS WORTH SUPPORTING, PLEASE MAKE A DONATION TO HELP US IMPROVE AND CONTINUE OUR WORK**
TRENDING│ FOCUS│ MISSION│ ABOUT US│ CONTACT
| 