Gender and wine consumption: sociodemographic profiles

Abstract

Purpose

The globalization of wine markets together with a prolonged decline in wine consumption, especially in traditional wine-producing countries such as Spain, make it more relevant than ever to study population segments such as female wine consumers. Such segments could contribute to increasing consumption. The purpose of this paper is to investigate the distinctive features of wine consumption according to gender, identifying sociodemographic profiles of female wine consumers and non-consumers in Tenerife (Canary Islands). The Canarian archipelago is one of the Spanish regions with a long tradition in wine production.

Design/methodology/approach

This study uses data from a survey carried out on a representative sample of 1,028 Tenerife residents. Independent tests and correspondence analyses were performed. Moreover, an ordered mixed logit model was estimated.

Findings

Gender is a determining factor when analysing the frequency of wine consumption. The profiles of female consumers and female non-consumers differ substantially. Considering unobserved heterogeneity in the estimated model also allows us to verify the variability of the effects on the probability of women with the same sociodemographic characteristics having the same consumption pattern.

Research limitations/implications

Non-sociodemographic variables could be considered in this paper.

Practical implications

Marketing strategies should not consider women as a homogenous group.

Originality/value

This study examines in depth the sociodemographic factors that influence the frequency of wine consumption according to gender. It is relevant given the scarcity of studies that analyse these factors. Likewise, unobserved heterogeneity in consumer decisions is taken into account, an aspect that has not been sufficiently considered in wine consumption literature so far.

Citation

Rodríguez-Donate, M.C., Romero-Rodríguez, M.E., Cano-Fernández, V.J. and Guirao-Pérez, G. (2020), "Gender and wine consumption: sociodemographic profiles", British Food Journal, Vol. 122 No. 1, pp. 242-257. https://doi.org/10.1108/BFJ-02-2019-0128