Covid-19 lockdown and wine consumption frequency in Portugal and Spain

João Rebelo,Samuel Faria,Katrin Simón-Elorz,Tânia Gonçalves,Raúl Compés,Vicente Pinilla

doi:10.5424/sjar/2021192r-17697

Abstract

Aim of study: This study aims to analyse how psychological factors related to the Covid-19 lockdown affected the frequency of wine consumption among Iberian consumers.Area of study: To achieve this goal, we used data collected from an online survey in Europe comprising 4489 observations from Portuguese and Spanish samples.Material and methods: Using an ordered probit model, we analysed the wine consumption frequency as a function of a set of explanatory variables related to psychological factors, sociodemographic variables, consumption characterisation and channels of trade variables.Main results: The identification of the hedonic nature of wine consumption explains the increase in frequency, while the negative feelings associated with the lockdown and health concerns are not relevant, which implies a different effect on consumption than in the case of other disasters. Consumer loyalty before the lockdown and the role that technology has played in explaining the frequency of consumption in the form of apps, online purchasing and digital drinks opens up a new horizon in the study of consumer behaviour.Research highlights: Although econometrically different, the impact of the Covid-19 crisis tend to be felt similarly among the Iberian countries. The effects of psychological impacts related to feelings of Covid-19 of the lockdown does not show impact in wine consumption behaviour. The consumer background and behavioural attitude towards wine explain most changes in consumption patterns

Highlights

Since the Second World War global wine consumption has increased remarkably
Aim of study: This study aims to analyse how psychological factors related to the Covid-19 lockdown affected the frequency of wine consumption among Iberian consumers
This study aims to analyse how psychological factors related to the Covid-19 lockdown crisis have affected the wine consumption frequency of Iberian consumers

Summary

Introduction

Since the Second World War global wine consumption has increased remarkably. This trend has been driven by increasing globalisation, the emergence of new producing countries and regions, greater openness and expansion of international trade, and a growing standardisation of the typology, habits and attitudes of consumers (Anderson & Pinilla, 2018). In the traditional producing countries of Southern Europe, namely France, Italy, Portugal and Spain, consumption has decreased notably, while that of other alcoholic beverages, beer, has increased. In Western countries, there has been some convergence in the consumption patterns of alcoholic beverages. There is abundant literature explaining these trends and analysing the determinants of alcoholic beverage consumption (Fogarty, 2010; Holmes & Anderson, 2017; Anderson et al, 2018). The behaviour of alcoholic beverage consumers can be affected by unexpected shocks, such as economic or financial crises (Bor et al, 2013; Garbinti et al, 2020), wildfires (Thach & Eyler, 2017), earthquakes (Forbes & Wilson, 2018) and threats or terrorist attacks (Gergaud et al, 2018)

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