Ethicality as a trend in the future wine market

Predicting future trends can be valuable for companies working in the wine industry. To understand the future trends, futurists often conduct trend analysis’ that contemplate changing consumer behaviour through megatrends and weak signals. Megatrends are trends that are slow to form and influence on a global scale, where weak signals refer to issues that are potentially emerging that could have significance in the future. In the wine industry many organizations conduct trend reports to keep up with the current demand and to enhance their position in the market. When predicting trends, the scholars own background and motives influence the results deducted from the given signals. Understanding the changes in present is the base when creating different scenarios that could take place in the future. The purpose of this thesis was to identify the most important future trends taking place in the Finnish wine market. The research was designed to be beneficial for the companies involved in the wine trade. The results of this thesis can be helpful in preparedness for the future, creating marketing strategies, and to conduct more efficient trend analyses. The theoretical framework focuses on defining the term trend more specifically and clarify the roles people have in the creation and spread of trends and about the ways trends can be predicted. Megatrends that have the most impact on the future wine market are researched and the role of weak signals in trend analyses. Study of consumer behaviour reveals what kind of factors influence consumer decision making and how consumers choose their wines. Ethicality in wine trade was examined more closely. This included ethicality in the wine trade, ecologically produced wines, health trends impacting consumer behaviour and the rising demand for no-and low alcohol products. Qualitative research was conducted by semi-structured interview for two experts from the Finnish wine market. Representing Alko and wine importing company called Viinitie. Due to the subjective nature of trend research the emphasis of the thesis was on the literature research. The research results indicated that the future consumers will increasingly favour ethically and ecologically produced wines. A rising segment among wines will be the no- and low alcohol (NoLo) products. These findings we’re in line with Alko’s latest trend report