In Germany, significantly less wine was consumed from August 2023 to July 2024 than in the twelve months prior, reports the German Wine Institute (DWI). The amount of wine purchased decreased by four percent, and the revenue generated fell by five percent. Four percent fewer households bought wine compared to 2022/2023. The data was collected by the market research company NielsenIQ.
The average prices of German and foreign wines have fallen for the first time since 2010, by four cents per liter each. Since international wines cost an average of 3.72 euros per liter, which is less than the German wines at 4.47 euros per liter, German wines were more affected with a five percent decline in sales and six percent in revenue. Therefore, the market share of domestic wines decreased by one percentage point compared to the previous year – to 41 percent in sales and 45 percent in revenue. Italy holds the largest market share in the international segment with 18 percent of the quantity, followed by Spain with 14 percent (-1 percentage point) and France with eleven percent (+1 percentage point).
In the current wine consumption balance, which also records out-of-home consumption in addition to wine purchases, each German over the age of 16 drank 22.2 liters. This is 0.3 liters less than in 2022/2023. The consumption of sparkling wines also decreased: by 0.2 liters to 3.6 liters per person per year. In total, 15.9 million hectoliters of still wine and 2.6 million hectoliters of sparkling wine were consumed in Germany during the examined period.
DWI Managing Director Monika Reule cites demographic change, changing consumption habits, and a more cost-conscious shopping behavior of Germans due to economic conditions as reasons for the decline.
(al / Source: Press Release)
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