Seasonal sparkle: Henkell Freixenet publishes positive results of ‘celebrate life’ study

Henkell Freixenet commissioned a study to explore how different European nationalities are celebrating life in 2021 and what their plans are for the holiday season

Sparkling wine specialist Henkell Freixenet has published the results of a ‘Celebrate Life’ study, commissioned to explore European consumer perceptions about enjoyment today.

The Celebrate Life Index was conducted by market research institute YouGov Deutschland GmbH and investigated how people in Germany, Spain, France and the UK have discovered enjoyment in their daily lives during the pandemic. It also offered some insights into how consumers are planning to celebrate the holiday season.

The study showed that more Europeans are planning to spend the holidays with extended family and friends with 69% of respondents planning to celebrate Christmas ‘as usual’.

62% of respondents expressed positive hopes for 2022, with the Celebrate Life index rising from 4.5 points in 2021 versus 3.5 in 2020.

“The last two years have been very challenging for all of us, and for many people enjoyment has been neglected,” commented Henkell Freixenet CEO Andreas Brokemper. “It’s all the more beautiful to see how pleasure is slowly returning to everyday life. This is also evident across countries in the high value placed on

good food and drink. We are learning to enjoy life again.”

Despite pandemic-related uncertainties, survey respondents from Spain, France, Germany and Great Britain are ready to enjoy life again, the study reveals

Celebrating life in the pandemic world

Sparkling wines, in which Henkell Freixenet is a leader, will be popular among survey participants this holiday season

46% of total respondents said they were able to enjoy their lives in 2021 versus 31% in 2020. Among Spanish people, 53% of respondents said they enjoyed their lives this year compared to 26% in 2020. That figure was 50% for French correspondents and 47% among the British. Meanwhile, only 39% of German correspondents said that they were able to enjoy life in 2021.

Time with family and friends was the most valued enjoyment activity among all respondents, and 62% among British participants. Enjoying time alone also ranked highly among 51% of German correspondents. Good food and drink and time outdoors was another popular choice among all participants, while celebration was high on the list of priorities for Spanish survey participants.

Christmas as usual

75% of all participants plan to get together with their loved ones for Christmas. 76% only plan to do so within a small family unit. However,  51% of Spanish and 45% of French participants are planning to celebrate the holidays in larger groups. At 69%, a clear majority want to celebrate the holidays ‘as usual’ over being cautious with COVID restrictions.

In terms of New Year’s Eve, 60% of respondents said they will be spending this at home with their partners. French and Spanish participants, at 34% and 29% respectively, have expressed the desire to celebrate with big parties.

Sparkling drinks are leading the way as the New Year’s Eve beverage of choice across all nationalities, reaching a 54% ranking, including 8% who are opting for a non-alcoholic variety. 74% of Spaniards will toast the New Year with sparkling wine, followed by the Germans at 63%, the French at 59% and the British at 34%.

Stay tuned for an exclusive interview with Henkell Freixenet CEO Andreas Brokemper via The Moodie Davitt Report