MILLISIME BIO TRADE SHOW

Presentation results Organic wines in the Netherlands: trends, expectations and developments A survey among wine professionals and wine consumers, executed by Pitch Communication & PR on behalf of Millésime Bio

Chris Alblas Wine Writer Director SVBE Wine professionals Organic wine buyer Founder of www.biowijn.info, a webshop for organic and biodynamic wines International member of the jury Concours Mondial de Bruxelles and Mundus Vini Committee member Wine Academy

Methodology Online survey: image of organic wines in the Netherlands 409 wine consumers, : Average amount of money spent Motivation to purchase organic wines Qualitative research among eight renowned Dutch wine professionals: How do they think consumers perceive organic wines? Quantitative research among wine importers

Organic wines Benefits for environment and consumer No pesticides, which is better for the biodiversity; Less contaminated vineyard soils and groundwater; Working conditions in the vineyards are improving for employees; Less sulfites. Does the consumer know? How popular are organic wines?

How do consumers and wine professionals think about organic wine? Wine consumers? Wine professionals? Research among Dutch wine consumers in cooperation with WINELIFE Magazine Research among wine professionals - telephone Research among wine importers - online survey

Online survey among wine consumers

Frequency consumption organic wines (gender / age) Gender Always Often Some times Rarely Never / Don t know Man 1,2% 35,8% 37,7% 12,3% 13,0% Woman 1,7% 21,1% 45,3% 20,6% 11,4% Age Always Often Some times Rarely Never / Don t know 18 24 0% 9,4% 32,1% 34,0% 24,5% 25-34 0% 31,1% 38,6% 20,5% 9,8% 35 44 2,9% 21,6% 51,0% 11,8% 12,7% 45 54 3,4% 36,2% 48,3% 6,9% 5,2% 55+ 1,6% 32,8% 39,1% 15,6% 10,9%

35% states to never or rarely buy organic wine, how to motivate this group?

Organic wine consumers could be even more motivated..

Important criteria for organic wine consumers (N=267) while purchasing:

Average spending

Supermarket is the most popular point of sale

Environmental friendly most popular description

Environmental aspects

Conclusions research Dutch wine consumers 89% of wine consumers have tried an organic wine Reasons for not drinking organic wine (35%): too little information available and the wines aren t easy to find Organic wines are environmental-friendly Sympathy for wine maker Higher average spending Need for additional information Willing to pay more

Qualitative research among eight wine professionals

Alexandra Pouderoyen Jumbo Supermarkets Berry Schapendonk Sligro Food Group Birthe van Meegeren Gall&Gall Carlijn Drenth Oud Reuchlin & Boelen Hans van de Meeberg Journalist Harold Hamersma Journalist Larry Renardel de Lavette Wijnkoperij Okhuysen Spike Huisman Albert Heijn

Conclusions wine professionals; a selection More information would help More attention for the wine maker Add an organic version of existing and familiar brands More organic house wines in wine stores and supermarket chains are needed for growth The urge for sustainability and quality improvement will stimulate purchases. Too many logos and certificates which are confusing

Quantitative research among wine importers

69% supplies both the hospitality industry and consumers

In the next 5 years, organic wines will be a substantial part of the product range

Average price range

How to motivate the import of organic wines: Incentives that would motivate to import more organic wine: Lower purchase price Broader market offer More media attention for organic wine More organic wines from large/well-known producers More (accessible) information on the label None of the above 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Conclusion research Dutch wine importers A significant growth in both hospitality as consumer demand for organic wines Organic wine will become a more substantial part of the product range The average selling price is often 8 or more A lower purchase price and broader market supply would motivate the import of organic wines

Final overall conclusions More information is required Information creates desire Organic wines are difficult to find on the shelves Too many logos and certificates Consumers have more sympathy for organic wine makers Consumers describe organic wines as environment friendly Popularity of organic wines is increasing

Thank you for your attention!

Tosca Winters Wine importer Register wine expert

Final (overall) conclusion Great need for information To know = to want Organic wines have to be easier to find Too many logos and quality marks Consumer has sympathy for wineproducer Environmental friendly most important to the consumer Organic wines will become more popular

Consumer sympathy for wine producer To know = to want Great need for information Organic wines have to be easier to find To many logos and quality marks Environmental friendly most important to the consumer Producer Importer Consumer

Consumer sympathy for wineproducer To know = to want Great need for information Producer Importer Consumer Organic wines have to be easier to find Too many logos and quality marks Environmental friendly most important to the consumer

Thank you for your kind attention! Tosca Winters January 30th, 2018