GfK- Analysis: Stable German wine market in 2009

In Germany, sales value already increased by 2.2% or 1.2% in 2007 and 2008. However, wine sales volume decreased slightly last year, by 1.5%. “Overall, we had quite a stable wine market in 2009. The shift from out-of-home consumption towards a more at-home consumption has certainly contributed to this development”, comments DWI chief executive Monika Reule, on the current situation in the wine market.

In 2009, wines from German winemaking areas developed slightly weaker than the total market. Volume sales declined by 4.5%, but managed to maintain their sales value level due to better sales revenues. “On average, German wines were sold in food retailers at a price of 2.81€/liter, which corresponds to an increase of 14 cents. In terms of direct sales from producers and specialized trade, the average price is now 5.65€/liter. Given the large selection of international wines available on our very price-sensitive and highly competitive market, price adjustments can quickly result in a decrease of volumes sales”, explained Reule.

German wine producers continued to be the market leaders in their home country with a market share of 54% of total wine sales value and 48% of volume, despite the fact that each figure decreased by one percent point. France and Italy are in second and third place respectively; both relatively stable with a market share of 13% in both sales value and volume, followed by Spain with six per cent. In 2009, the market share for “New World” wines accounted for five per cent.

The red wine boom of recent years appears to have diminished gradually. With a share of 51% in terms of total volume sales, still more red than white wine was sold in 2009. However, the share of red wine dropped by two per cent, a development in favor of white wines. In 2009, 40% of all purchased wines were white. Rosé wines maintained their market share of 9%. (aw.yoopress)