Opposite groups drink spirits

According to data from the joint database of GfK Hungária and Szonda Ipsos called Product Media Index, less than one out of three Hungarians drink spirits. 6 per cent of the population can be regarded as intensive consumers. Spirits are more popular with the over 40 age groups than younger consumers. Regarding education, the old stereotype about consumers of spirits being less educated seems to have been wrong. People with a secondary school education seem to be over represented among consumers of spirits. Regarding lifestyle attributes defined in PMX, many consumers of spirits come from the – group referred to as “winners” (14 per cent), who are successful at work and the group called “work and family centred” (14 per cent). At the same time, the groups described as “overstrained and resigned”, “isolated and depressed” and “home addicts” are also very significant (13 per cent) among consumers. Regarding consumption habits, 20 per cent of consumers are conservative and quality-focused, while another 20 per cent are “non-consumers”, who have a negative attitude to everything related to shopping and consumption. The same contradiction is also present when we group consumers according to how open they are to the world. 14 per cent are very open to diverse things, while another 14 per cent are indifferent, passive and reserved.