The wine market of Ukraine in 2024

Authors

DOI:

https://doi.org/10.31617/2.2025(53)04

Keywords:

viticulture, wine, consumer, buyer behavior, motivational factors, marketing strategy, wine tourism.

Abstract

Abstract. The relevance of the study lies in understanding consumer preferences in wine selection, essential for adapting to current trends, improving consumer satis­faction, and ensuring the competiti­veness of local producers. The purpose of the study is to analyze consumer behavior in wine selection across different categories of con­sumers, in the context of growing demand for a variety of wines, both local and imported, and to identify the key factors influencing these preferences. The research methods involved surveying 112 respon­dents aged 18 to 56+, using closed-ended questions to collect data on demographics, purchase frequency, preferred purchase loca­tions, taste preferences, and percep­tions of local wines. The results showed that the largest group of consumers (55.4%) was in the 36–45 age category. White wine emerged as the most popular choice, with 69.6% of respondents selecting it most frequently. Gender analysis revealed a slight difference in preferences: 70.6% of men and 68.4% of women prefer white wines, sug­gesting nearly equal interest between genders. Supermarkets were the most popular pur­chase channel across all age groups. Older consumers, in particular, show a preference for super­markets and specialized wine shops, valuing the shop­ping experience and expert recom­menda­tions. Imported wines from France, Italy, and Spain were the most preferred, though there is growing interest in local wines from certain consumer groups. The practical value of the study lies in providing recom­mendations for local winemakers, marketers, retailers, online wine shops, and tourism businesses to improve their marketing strate­gies and better align with consumer prefe­rences, ensuring sustainable growth and consumer loyalty.

Author Biography

Inna BEZHENAR, National Scientific Centre "Institute of Agrarian Economics"

PhD (Еconomics), Senior research associate

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Published

2025-03-12

How to Cite

[1]
BEZHENAR І. 2025. The wine market of Ukraine in 2024. INTERNATIONAL SCIENTIFIC-PRACTICAL JOURNAL COMMODITIES AND MARKETS. 53, 1 (Mar. 2025), 54–91. DOI:https://doi.org/10.31617/2.2025(53)04.