In an era where material goods are abundant and personal interaction is dwindling, the desire for genuine shared experiences with lasting value is growing. This is the key takeaway from the fourth Rotkäppchen-Mumm (RM) trend study, presented today by outgoing CEO Christof Queisser during a digital press event.
The study, conducted between October 4 and 11, 2024, surveyed 1,500 individuals aged 18 and older. It highlights freedom as a core value, second only to health and family. "Pleasure represents freedom and individuality," said Queisser, noting that 68% of respondents feel indulgence gives them a sense of freedom, and 89% want to decide for themselves when to enjoy such moments. Additionally, 30% expressed a desire to treat themselves to premium products in their daily lives.
A Shift Toward Real-Life Connection
The study reveals a declining interest in digital interactions, with one in five respondents across all age groups wishing to spend less time online. Among 18- to 29-year-olds, 78% value creating meaningful memories over owning material possessions, and 62% long for deeper in-person connections. Across all age groups, 46% desire more social connection in real life, while 61% prefer to spend money on unique experiences. An equal proportion wants to dedicate more time to friends and family.
Tradition Meets Personalization
While attitudes toward conventions are becoming more flexible, traditional celebrations remain important as a way to foster community and togetherness. According to the study, 73% of respondents appreciate how traditional festivities bring familiar groups together, with 69% citing Christmas as a time that fosters connection. Moreover, 62% value the ability to reinterpret traditions, and 66% celebrate Christmas with their unique customs. Importantly, 77% see community as more meaningful than gift-giving.
Freedom in Beverage Choices
The study also indicates a growing desire for individuality in beverage preferences, reflecting a broader shift toward prioritizing authentic personal needs. Whether classic, low- or no-alcohol, 78% of respondents want the freedom to choose their preferred drink when toasting, rather than following conventions. Among younger participants aged 18 to 29, 57% would like to see a broader selection of non-alcoholic and low-alcohol products. Additionally, 61% prefer conscious enjoyment over complete abstinence.
AI's Role in Shopping Decisions
The study found that younger "digital natives" increasingly appreciate the simplicity and support provided by AI tools. While 19% of all respondents have had positive experiences with recommendations from AI applications like ChatGPT and Wine.Finder, the figure rises to 32% among 18- to 29-year-olds. However, personal advice remains the most trusted source for purchasing decisions, with 46% of respondents relying on recommendations from friends and family and 42% turning to their local specialist retailer.
About the Study
The Rotkäppchen-Mumm study was conducted in collaboration with Bonsai Research, experts in analyzing social trends, and the panel provider Bilendi. It underscores the evolving values and preferences of modern consumers, highlighting the growing importance of community, individuality, and innovation in the wine and spirits industry.
