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Two studies, in Australia, South Korea and Usa, indicate that wine preference is related to educational, health and lifestyle characteristics. $11–$19 was the preferred price range for both groups
The School of Agricultural and Wine Sciences in Australia and the Pacific Institute for Research and Evaluation Prevention Research Center examine consumer preference and consumption behaviour with respect to the health benefits of wine.
In the Australian reaserach participants were required to be wine consumers over the age of 18. Responses were collected by means of an online questionnaire.
The results indicated that perceived health benefits of red wine were higher in the Australian sample than the Korean sample. Similarly, Australian consumers had more health related wine knowledge than Korean consumers. Red wine was the preferred wine style for both Korean and Australian consumers; however, the proportion of preference for red wine was significantly higher in the Korean sample. With respect to the expenditure on wine products, $11–$19 was the preferred price range for both groups. The results also indicated that health-oriented wine is more attractive to Korean consumers than Australian consumers. In relation to gender, Korean women preferred red wine as much as men, but Australian women consumed significantly more white wine than men.
This US study examined relationships between wine preference and selected health determinants in a U.S. national sample of young adults to improve understanding of the association between light-moderate wine consumption and long-term morbidity and mortality risk.
Interview data collected from 12,958 young adults who participated in the National Longitudinal Study of Adolescent Health were analyzed to determine whether wine preference was related to educational, health and lifestyle characteristics that are predictive of long-term morbidity and mortality.
Wine drinkers generally had more formal education, better dietary and exercise habits, and more favorable health status indicators (e.g., normal body mass) than other drinkers and non-drinkers. A larger proportion of wine drinkers were light-moderate drinkers compared to beer or liquor drinkers, and wine drinkers were less likely to report smoking or problem drinking than beer or liquor drinkers.
These findings indicate that wine preference in young adulthood is related to educational, health and lifestyle characteristics that may help to explain the association between light-moderate wine consumption and morbidity, and mortality risk in later adulthood.
by Graziano Alderighi
03 june 2013, Technical Area > Grapevine & Wine