There has been a surge in consumer demand for Bag-in-Box wines this year according to new data, partially caused by changing behaviour due to the Covid-19 pandemic. Research by Smurfit Kappa in collaboration with Wine Intelligence found that Bag-in-Box wine attracted 3.7m new consumers in France and the UK during the past six months. The survey analysed the behaviour of monthly wine drinkers in France and the UK, who have increasingly moved to drinking and entertaining at home due to Covid-19 restrictions.
France is the biggest market for Bag-in-Box wine and the UK is currently one of the fastest growing. Consumers noted freedom of consumption, ease of transport and value for money as the main motivations when purchasing Bag-in-Box wines. Other benefits of Bag-in-Box wine include its ability to preserve wine for up to 6-8 weeks after opening compared to 2-3 days in a glass bottle, and its lower carbon footprint.
The Bag-in-Box wine consumer market currently stands at nearly 12m consumers in France and 4m consumers in the UK. The survey reveals the growth potential of Bag-in-Box wines with an additional 4.4m consumers open to purchasing the product in the future representing a potential 27% increase in consumers.
Commenting on the survey findings, Thierry Minaud, CEO of Smurfit Kappa Bag-in-Box, said, “The future is bright for our Bag-in-Box solutions with the research finding that 4.4 million consumers are potential buyers of the product in the next six months. Bag-in-Box offers brands a more sustainable, cost effective and consumer-friendly packaging solution that meets current consumer expectations, explaining its unrivalled success and its strong market growth.”
The survey found four in ten potential Bag-in-Box wine buyers were under the age of 35 and would like to see smaller formats of the product. Of those who frequently purchase Bag-in-Box wine, the research found the three litres option is the most favoured Bag-in-Box wine product.