Recent changes in the Hungarian wine consumption habits

Authors

DOI:

https://doi.org/10.15170/MM.2023.57.KSZ.03.04

Keywords:

wine consumption habits, changes in consumption, Covid-19 pandemic

Abstract

THE AIMS OF THE PAPER

There have been important changes in the Hungarian wine culture in the last decades. Consumption, its composition and consumers’ preferences have been constantly developing. The aim of the paper is to examine the changes in wine consumption over the last few years, and to explore the possible effects of the Covid-19 disease. Shifts in quantity, location, and composition of the consumption have been analysed.

METHODOLOGY

The analysis is based on the data of the Great Wine Test, which scans the Hungarian wine consumption and purchase habits using an online questionnaire. The annual data collection enables the comparison of the wine consumption habits before and after the Pandemic. In this paper, the changes are examined by using the data collections of 2016, 2018 and 2021. Despite the different sample sizes (27993 in 2016, 8552 in 2018, 1461 in 2021), the results showed high stability.

MOST IMPORTANT RESULTS

Based on the tracking research, there is no significant change in the volume of the consumption and in the preference towards Hungarian wines. However, the proportion of home consumption has increased, as the aim of wine purchasing changed, which can be caused by the Covid pandemic. Some changes can be seen regarding the consumption of dry white and sweet red wine, which is presumably not connected to the epidemic.

RECOMMENDATIONS

For market actors such as wineries the results show the on-going changes of the market, which should be taken into consideration when developing their strategy, marketing and communication activity. The growth in home consumption may increase the sales in shops and webshops, so these channels should be strengthened. By analysing and perhaps modifying the product range they can adjust to the changing consumer preferences.

Author Biographies

Dávid Harsányi , Budapest Business University

Associate professor

Erika Hlédik, Eötvös Loránd University

Associate professor

Kornélia Zarándné Vámosi, Budapest Business University

Associate professor

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Published

2023-12-22

How to Cite

Harsányi , D., Hlédik, E. and Zarándné Vámosi, K. (2023) “Recent changes in the Hungarian wine consumption habits”, The Hungarian Journal of Marketing and Management, 57(Különszám EMOK 3), pp. 37–47. doi: 10.15170/MM.2023.57.KSZ.03.04.

Issue

Vol. 57 No. Különszám EMOK 3 (2023)

Section

Papers

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Copyright (c) 2023 The Hungarian Journal of Marketing and Management

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