UK consumers discover the origin

A survey carried out by the Discover the Origin campaign has confirmed that 32% of UK consumers now choose their wine based on its country of origin.

The nation’s growing interest in provenance now means that over 55% of consumers like to know where the product they buy comes from.

As the three year campaign continues its mission to promote Parma Ham, Parmigiano-Reggiano, Burgundy, Port and Douro Valley wines, the survey reveals just how much progress has been made in communicating to consumers the connection between product and place.

Nearly all of those who took part in the survey agreed that labels with quality assurances such as PDO (Protected Designation of Origin) for food and AOC or DOC for wine not only helped them to differentiate between products, but also provided a recognisible guarantee of quality.

The survey revealed some positive news for the Port industry, with 29% of participants choosing it to help celebrate a special occasion. More importantly for the category’s attempts to broaden its appeal beyond the Christmas season, those consumers revealed that they choose different styles of Port to enjoy as a summer drink.

The results also highlighted areas of misconception which still need to be addressed. While 85% of consumers associate Burgundy with red wine, in fact over 60% of the region’s current production is white.

Significantly for those looking to target the foodie market, the “Delia effect” continues to play a major role in the nation’s food habits, with Delia Smith sharing the stage with Jamie Oliver as the most influential TV personality.

When it comes to deciding which wine to buy, UK consumers cited Oz Clarke as the nation’s leading expert.

Gabriel Savage, 07.07.2010