Consumer expectations and values: The role of digitalization in understanding and meeting consumer needs in the wine industry

• Published in: BIO web of conferences Vol. 68; p. 3012
• Main Authors: Chaillet, Audrey, Bastard, Alexandre
• Format: Journal Article
• Language: English
• Published: 06-12-2023
• ISSN: 2117-4458; 2117-4458
• DOI: 10.1051/bioconf/20236803012

This review begins by examining the changing expectations and values of wine consumers, focusing on the growing interest in sustainability, authenticity, and health and wellness. The authors then discuss how digitalization can help the wine industry better understand and meet these expectations and values. The review highlights several examples of digital technologies being used to gather data on consumer preferences and behaviour, including social media monitoring, sentiment analysis, and consumer surveys. The authors also discuss the importance of developing digital tools and platforms that facilitate direct communication between wine producers and consumers, allowing for personalised marketing and sales strategies. The review concludes by emphasising the importance of adopting a customer-centric approach to digitalization in the wine industry, which requires a deep understanding of consumer psychology and preferences. The authors argue that by leveraging digital technologies to gain insights into consumer needs and values, the wine industry can create more authentic and meaningful products and experiences, while also driving growth and profitability.