The evolution of the rosé wine market in the main supermarkets from Timișoara
DOI:
https://doi.org/10.59463/v11q5w80Keywords:
assortment, consumer behavior, local wines, price, wine retailAbstract
The increasing trend in wine consumption in Romania has substantially influenced the marketing strategies of leading supermarket chains, resulting in the progressive expansion of their wine departments. These developments have positioned supermarkets to compete effectively with specialized wine retailers with regards to product option and diversity. The study was conducted over three non-consecutive years in three different supermarkets, each representing a distinct retail chain in the city of Timișoara. Across all locations, a consistent year-over-year increase was recorded in both the number of wine products available and the diversity of producers represented. The majority of wine producers available on supermarket shelves originated from European Union member states; however, products from non-EU European countries and other global regions were also present. Notably, a continuous increase in the presence of Romanian wine producers was observed in all three supermarkets. This pattern reflects the positive outcomes of Romania’s national vineyard conversion and restructuring program, which has played a pivotal role in both the expansion of the domestic viticulture sector and the enhancement of wine quality—across both traditional wineries and newer market competitors. Furthermore, the study identified a significant diversity of the varietal wine assortment. The current market options include a diverse range of grape varieties, quality level, and price categories, thereby responding to a broad spectrum of consumer preferences and income level. This diversity demonstrates the growing sophistication of wine retailing strategies, as well as the changing nature of customer demand in Romanian wine market.
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