Asian women consumers are changing the Asian wine market, according to a survey from Vinexpo. Asian women constitute a new market in the wine industry that is growing in importance, according to the results of a survey conducted by Vinexpo. The questionnaire sought to identify Asian women's habits, attitudes and expectations with regard to wine, as well as the similarities and differences between the countries they came from. Developed in partnership with Trendshealth and Elle, the survey interviewed 2,810 female wine consumers above the age of 18 in four countries: China, Hong Kong, South Korea and Japan. 48% of all the women were aged under 30. Vinexpo summarised the findings as follows:
1. Asian women constitute a new growing market In Japan, the most mature market in Asia, 42% of the women interviewed drink wine more than twice a week. In the three other survey countries, the number of women who drink wine is becoming significant, thus creating a new market. Consumption without inhibition Asian women talk about drinking wine quite openly. More than 70% of them say that they drink wine for enjoyment. For 76% of the Korean women interviewed, wine contributes to "a friendly atmosphere". More than one Chinese woman out of two says that they choose their wine themselves, and notably 86% of all Asian women claim that drinking wine is compatible with maintaining a balanced diet.
3. An elegant product More than half the Asian women interviewed described wine as being "elegant". 72% of Chinese female drinkers said wine was "elegant" or "the reflection of a style of living". Only the Japanese women (34%) reported wine to be a "traditional" product, while 38% of women in Hong Kong described it as "modern".