{"id":2048,"date":"2019-04-04T00:00:00","date_gmt":"2019-04-04T00:00:00","guid":{"rendered":"https:\/\/jeanleon.com\/2019\/04\/04\/quin-es-el-perfil-del-consumidor-de-vi-a-espanya\/"},"modified":"2023-08-11T12:24:36","modified_gmt":"2023-08-11T12:24:36","slug":"quin-es-el-perfil-del-consumidor-de-vi-a-espanya","status":"publish","type":"post","link":"https:\/\/jeanleon.com\/ca\/quin-es-el-perfil-del-consumidor-de-vi-a-espanya\/","title":{"rendered":"Quin \u00e9s el perfil del consumidor de vi a Espanya?"},"content":{"rendered":"<p>Home de m\u00e9s de 35 anys i amb un nivell d\u2019ingressos mitjans. Aquest \u00e9s el perfil tipus del consumidor de vi a Espanya. Aix\u00ed s\u2019extreu de <a href=\"http:\/\/marketing.eae.es\/prensa\/SRC_Vitivinicola.pdf?_ga=2.50344618.203854557.1552409216-355820085.1552409216\">l\u2019estudi de l\u2019EAE School of Business<\/a> que fa un an\u00e0lisi a nivell internacional, nacional y per autonomies del tipus de consumidor de vi. M\u00e9s enll\u00e0 del titular i dels perfils purament sociodemogr\u00e0fics i socioecon\u00f2mics, hi ha molts aspectes d\u2019inter\u00e8s quant a les diverses tipologies dels consumidors de vi i les prefer\u00e8ncies d\u2019aquests.<\/p>\n<p>Gaireb\u00e9 tantes dones com homes consumeixen vi. Els homes representen el 57% del total, davant del 43% de dones, un percentatge que ha anat clarament en ascens els darrers anys. Destaca tamb\u00e9 que com m\u00e9s edat, el consum de vi augmenta. La penetraci\u00f3 del vi entre els joves d\u2019entre 18 i 34 anys \u00e9s d\u2019un 26%. Aquesta xifra s\u2019eleva al 36% als consumidors en edats compreses entre els 35 i els 54 anys i arriba al 38% en majors de 54 anys.<\/p>\n<p><strong>Sis perfils diferenciats de consumidors<\/strong><\/p>\n<p>En <a style=\"background-color: #ffffff;\" href=\"http:\/\/marketing.eae.es\/prensa\/SRC_Vitivinicola.pdf?_ga=2.50344618.203854557.1552409216-355820085.1552409216\">l\u2019estudi de l\u2019EAE School of Business<\/a> es defineixen unes tipologies diferenciades de consumidors: tradicional, urbanita inquiet, trendy, rutinari, ocasional interessat i social.<\/p>\n<ul>\n<li>El <strong>consumidor tradicional<\/strong> t\u00e9 una vinculaci\u00f3 estreta i familiar amb el sector vitivin\u00edcola i representa el 6,9% del total. \u00c9s conservador i t\u00e9 poc inter\u00e8s en explorar nous vins i noves tend\u00e8ncies del sector.<\/li>\n<li>A difer\u00e8ncia d\u2019aquest, el consumidor <strong>urbanita inquiet<\/strong>, que representa un 7,6%, es caracteritza per estar obert a noves experi\u00e8ncies. El vi \u00e9s un tema de conversa amb els seus amics i t\u00e9 un alt component social.<\/li>\n<li>La tipologia de consumidor m\u00e9s estesa \u00e9s l\u2019anomenat<strong> trendy<\/strong>, que representa el 26,4% del total de consumidors. Aquest perfil es defineix com una persona a qui li agrada experimentar amb les \u00faltimes tend\u00e8ncies, un fet que afavoreix els seus coneixements vitivin\u00edcoles. El vi \u00e9s la seva beguda preferida del dia a dia per\u00f2 tamb\u00e9 beu cervesa en els moments dedicats a l\u2019oci.<\/li>\n<li>Per altra banda, el <strong>rutinari<\/strong>, que representa el 21,6% de consumidors de vi, no t\u00e9 gaires coneixements, sol consumir-ne a casa els caps de setmana i t\u00e9 un inter\u00e8s esc\u00e0s pel m\u00f3n del vi.<\/li>\n<li>El <strong>consumidor ocasional<\/strong> interessat representa el 24,5% del total. El vi no \u00e9s la seva beguda preferida, per\u00f2 est\u00e0 interessant en el sector a conseq\u00fc\u00e8ncia d\u2019un fort component social lligat a moments d\u2019oci i de diversi\u00f3.<\/li>\n<li>Finalment, el <strong>consumidor social<\/strong>, que representa el 13% del total, es tracta d\u2019una tipologia de consumidor espor\u00e0dic que aprofita moments de celebraci\u00f3 o de relacions socials. Generalment no mostra inter\u00e8s per con\u00e8ixer nous aspectes sobre el vi.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-25923\" src=\"https:\/\/jeanleon.com\/wp-content\/uploads\/2019\/04\/JeanLeon_consumidorvino-copy-850x560.png\" alt=\"\" width=\"850\" height=\"560\" \/><\/p>\n<p><strong><br \/>\n<\/strong><strong>El vi negre, el preferit<\/strong><\/p>\n<p>El 60% de la poblaci\u00f3 espanyola es considera consumidora de vi, de la qual el 80% ho fa de forma habitual i el 20% ho fa de forma espor\u00e0dica. Les prefer\u00e8ncies dels consumidors respecte el tipus de vi evidencien que una gran majoria aposten pel vi negre. El consum de vi es concentra un 72,9% en vi negre; un 12,9% en vi blanc; un 6,4% en rosat; un 6% en escumosos; i, finalment, un 1,8% en vins de Jerez i dol\u00e7os.<\/p>\n<p>Tamb\u00e9 s\u2019ha de destacar la tend\u00e8ncia respecte el lloc de consum. La prefer\u00e8ncia dels consumidors \u00e9s gaudir dels vins a casa, sobretot a conseq\u00fc\u00e8ncia de la notable difer\u00e8ncia de preu quan el consum realitzat fora de la llar.<\/p>\n<p>I tu, quin tipus de consumidor ets?<\/p>\n<p>&nbsp;<\/p>\n<p>*Refer\u00e8ncies per l\u2019elaboraci\u00f3 de l\u2019estudi:<\/p>\n<ul>\n<li>Organizaci\u00f3n Internacional de la vi\u00f1a y el vino (OIV)<\/li>\n<li>Statista<\/li>\n<li>Marketline Advanced<\/li>\n<li>INE<\/li>\n<li>Observatorio Espa\u00f1ol del Mercado del Vino (OEMV)<\/li>\n<li>Ministerio de Agricultura, Alimentaci\u00f3n y Medio Ambiente.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Home de m\u00e9s de 35 anys i amb un nivell d\u2019ingressos mitjans. Aquest \u00e9s el perfil tipus del consumidor de vi a Espanya. Aix\u00ed s\u2019extreu de l\u2019estudi de l\u2019EAE School of Business que fa un an\u00e0lisi a nivell internacional, nacional y per autonomies del tipus de consumidor de vi. M\u00e9s enll\u00e0 del titular i dels [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1114,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"class_list":["post-2048","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vi"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quin \u00e9s el perfil del consumidor de vi a Espanya? - Jean Leon<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jeanleon.com\/ca\/quin-es-el-perfil-del-consumidor-de-vi-a-espanya\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Quin \u00e9s el perfil del consumidor de vi a Espanya? - Jean Leon\" \/>\n<meta property=\"og:description\" content=\"Home de m\u00e9s de 35 anys i amb un nivell d\u2019ingressos mitjans. 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