Summer – the perfect excuse for something cold and fizzy. With the warm weather stoking our thirst, supermarkets will be looking to their customer insights and consumer analytics to find out how to pitch their prosecco in a way which boosts sales.
However, prosecco drinkers are not all the same. As with all mass market products, different consumers have their own reasons for supping the drink. Some may want some bubbles for a gathering of family and friends, while others just want a nice glass to pair with a meal. Understanding what it is consumers want when purchasing prosecco is vital.
To find out just how stark these consumer differences are, we analyzed customer reviews from two very different supermarket chains: budget retailer Aldi and upmarket Waitrose. We used Relative Insight’s customer insight tool to conduct consumer analysis of prosecco reviews on each supermarket’s website. Rather than worry about the rating of the prosecco itself, we analyzed the words each consumer group used to find out just what matters to them when it comes to a bottle of fizz. The results were flute dropping to say the least…
Fizz with food or fizz for fun?
Our consumer analytics found clear differences as to why Aldi and Waitrose shoppers drunk prosecco.
Reviews of Aldi drinks found that customers were 5.3x more likely to use language surrounding hangovers and the after effects of drinking. This includes infinitely higher use of the words ‘hangover’ and ‘headache’, meaning they were not present in Waitrose reviews. This demonstrates that consumers were looking for bottles which didn’t leave them regretful the next morning.
“Wonderful prosecco. great for sharing party product and no hangover“
“By far the best prosecco around and I’ve never had a hangover from it!“
“Hangover free, what more do you need!?“
The discussion about hangovers suggests that Aldi drinkers indulge in more than one glass at a time, whether for celebrations, to guzzle at parties or just for refreshment on a nice day. This is in contrast to Waitrose shoppers, who very much have one activity in mind when buying prosecco: eating.
Our customer analysis uncovered that these consumers are 1.8x more likely to use food-related words, including a 37.3x relative difference in the use of the word ‘meal’. Waitrose reviewers were also 1.9x more likely to use prepositions such as ‘with’.
“Wonderfully bubbly and went really well with the meal we had selected. Very enjoyable.“
“This prosecco is tasty, subtle and comfortable. I love how easy it is to drink. Nice with food or nibbles with friends around the fire pit! Buy this regularly as so yummy xx“
“Great addition to a meal“
While Waitrose shoppers may also quaff prosecco in celebration, it’s clear that pairing it with a nice meal is also another reason for them to purchase the drink.
Customer analysis highlights differences in drink descriptions
As might be expected from customers at the higher-priced brand, Waitrose customers’ descriptions of the drinks are more discerning. They’re 4.0x more likely to use descriptive words akin to sommeliers, including ‘light’, ‘fruity’, ‘carbination’ and ‘body’. They can also be harsher in their criticism: they’re infinitely more likely to describe some proseccos as ‘mouthwash’.
“Fantastic prosecco. Fine carbonation, a light- medium body with a great flavour, and no hint of sharpness or bitterness. In a blind taste test, I would probably rank this above many fine sparkling wines or champagnes. Considering the price, this is an absolute steal.“
“Would buy again, really enjoyed taste great flavour and sparkle.“
“Bought Waitrose Prosecco to enjoy on our anniversary with strawberries. Horrid metallic taste forcibly reminding us of mouthwash. So unpleasant we threw it away after a couple of sips. Will not buy again.“
Our customer insights highlight that Waitrose customers are happy to go very granular when it comes to the taste of prosecco, and clearly care a lot about the combination of elements which make up the drink.
While Aldi shoppers also care about the taste, their descriptions are in much broader terms. They are 2.2x more likely to use superlatives like ‘best’, and are infinitely more likely to use the words ‘beautiful’ and ‘gorgeous’. They also use the exact phrase ‘best prosecco’ 4.8x more than Waitrose customers.
“Amazing!! This is by far the best prosecco I’ve had. Perfect with peach liqueur, makes the best Bellini.“
“An absolutely gorgeous prosecco, well worth every penny…. yummy!“
“Beautiful taste and delicious too. I drank it with friends and family“
Aldi shoppers are more likely to be effusive in their praise for prosecco. This customer insight is key when considering how this recommendation influences other shoppers.
Aldi customers recommend, Waitrose’s want value
When it comes to purchases, our consumer analytics found clear differences in how both types of customers went about it.
Those purchasing prosecco at Aldi were far more likely to try different bottles and were all too keen to make recommendations. They were 12.5x more likely to use words surrounding recommendations and ‘trying’ drinks.
“I was recommended to try Aldi’s organic prosecco whilst on holiday in Mexico, so purchased a bottle last week and now have been wowed by this very crisp, dry and fruity prosecco.“
“Absolutely delicious, a friend brought it over to try and have been hooked ever since!! It’s gorgeous I bought two cases!“
“Bought a pre xmas tasting bottle. Delicious, dry and peachy. Have now bought another 12 for xmas day. Try it you won’t be disappointed.“
Aldi customers who are leaving reviews clearly see themselves as part of a community. The number of verbatims highlighting that they bought a drink from an offline recommendation also highlights that this prosecco-drinking community extends to the ‘real world’.
In contrast, Waitrose customers are looking for ‘the one’ – the favored bottle they’ll stick with forever. They were 5.5x more likely to use the language of regularity, with the word ‘regularly’ appearing 29.0x more often when compared with Aldi shoppers, while Waitrose shoppers used the phrase ‘regular basis’ infinitely more.
“I buy this regularly as it is good value and excellent fizz. Makes a perfect kir royale with creme de cassis“
“I buy this regularly because it tastes like champagne but at half the price.“
Surprisingly, for one of the most expensive supermarket chains, shoppers are also very concerned about price. Shoppers mentioned price 1.4x more and were infinitely more likely to use the phrase ‘good value prosecco’.
“Grabbed this quick but was pleased that it did not disappoint, great flavour and good value prosecco.“
“When prices are rising it’s good to find a product that really does offer value for money. This prosecco makes an excellent aperitif & can even be used to make a jelly with summer berries without breaking the bank.“
Consumer analytics reveal different views on prosecco
By using our customer insight tool to uncover differences in conversation between Aldi and Waitrose customers, there are some clear takeaways both brands can use to increase their prosecco sales.
The consumer analytics outlined above show that people buying prosecco from Aldi want to try different bottles, are happy to express their happiness about the drink to people they know, and will have prosecco for all occasions (as long as it doesn’t give them a hangover). Therefore, Aldi should mirror the language its customers use (‘beautiful’, ‘gorgeous’) across numerous bottles of prosecco, as they’re likely to try a variety. It should also highlight any proseccos which offer minimal after effects after drinking, organic versions for example, to attract customers looking to mitigate feeling lousy the following day.
Waitrose shoppers, according to our customer analysis, are keen to examine every aspect of the drink, want to have it with a meal, are cost conscious and want to stick to the one bottle they like. To maximise sales, the supermarket should ensure product descriptions are equally descriptive and highlight the best food to pair with each drink. Its prosecco should be competitively priced, and they should use customer data to target repeat drinkers with offers and promotions for their favorite bottles.