O.I.V. Meeting Siena, 28.5.2005 Data on the German Wine Market Dr. Rudolf Nickenig German Winegrowers‘ Association, Bonn
Jan 12, 2016
O.I.V. Meeting Siena, 28.5.2005
Data on the German Wine Market
Dr. Rudolf NickenigGerman Winegrowers‘ Association, Bonn
O.I.V. Meeting Siena, 28.5.2005
S U R V E Y
• Global and EU Wine Trade
• German Wine Market
• Wine Consumption
• Sales Structure
• Points of Purchase
• Consumer Expenditure
• Wine Price Development
• Distribution Channels
• Consumer Age
O.I.V. Meeting Siena, 28.5.2005
30
35
40
45
50
55
60
65
70
75
86-90 91-95 96-00 00 01 02 03
Mio hl
43,7
74,0
Global Wine Trade [Mio hl]
Basis: Export Volume OIV
+ 69 %
O.I.V. Meeting Siena, 28.5.2005
-
5
10
15
20
Mio
HL
IMPORT EXPORT
10,8 Mio hl (+107%)
12,8 Mio hl (-10 %)
EU External Wine Trade
O.I.V. Meeting Siena, 28.5.2005
-
10
20
30
40
an
d
PL
SL
W TS
SW DK
ÖS
BE
GR
NL
HU
PT
UK
ES
DE IT FR
Mio hl
Internal EU: Wine Consumption 2004 by country
(ca. 134 Mio hl)
O.I.V. Meeting Siena, 28.5.2005
Tabel Wine Tabel Wine2 0 0 4 Total D-Wine Imp.-Wine Sparkl. Wine
Produktion Mio hl 10,0 9,3 0,7
Export Mio hl 2,8 2,0 0,7 0,1
Import Mio hl 13,1 10,5 2,6
D-Markt Mio hl 19,5 7,2 9,4 2,9
Per Capita Liter 23,6 8,7 11,4 3,5
* rounding differences possible
German Wine Market 2004
O.I.V. Meeting Siena, 28.5.2005
0
5
10
15
20
25
1963 1967 1971 74/75 78/79 82/83 86/87 90/91 94/95 98/99 02/03
D-Wine Imp.-Wine Sparkl. Wine
Mio hl
Wine Consumption 1963 - 2004
O.I.V. Meeting Siena, 28.5.2005
German Market: Global Data
Purchase of Wine by Volume
• 80 % private households
• 20 % gastronomy, festivities, ...
• population: 82,5 Mio
• private households: 35 Mio
O.I.V. Meeting Siena, 28.5.2005
49 49 49 48 45 46 43
51 51 51 52 55 54 57
0
25
50
75
100
1998 1999 2000 2001 2002 2003 2004
Import Wine
German Wine
Sales Structure of Still Wine Purchase: German Wine, Import Wine
Basis: %-volume
O.I.V. Meeting Siena, 28.5.2005
8,4 8,2 8,4 8,3 7,7 8,3 7,8
40,2 40,0 41,2 41,1 43,3 48,4 48,3
51,7 51,1 50,6 48,4 43,5 43,2
52,0
0
25
50
75
100
1998 1999 2000 2001 2002 2003 2004
Rosé
Red
White
Sales Structure of Still Wine Purchase: White, Red, Rosé
Basis: %-volume
O.I.V. Meeting Siena, 28.5.2005
Still Wine: Points of Purchase
basis: %-voulme
O.I.V. Meeting Siena, 28.5.2005
Still Wine: Points of Purchase
basis: %-value
O.I.V. Meeting Siena, 28.5.2005
Still Wine Market Development in Germany
Average freqency of shopping (priv. hh)
% of wine buying priv. hh
year
O.I.V. Meeting Siena, 28.5.2005
Consumers AgeBasis: Wine Consumption by %-Volume
7,7
27,5 29,6 35,2
0
10
20
30
40
< 34 Jahre 35 - 49 50 - 64 > 65 years
O.I.V. Meeting Siena, 28.5.2005
Germany: M a r k e t s 2 0 0 4
Change of Expenditure of Private Households
Total
- non alcoholics
- alcoholics
Confectinonery
Fresh Products
Food
Beverages
- hot beverages
2004
O.I.V. Meeting Siena, 28.5.2005
Total beveragealcoholicswine
Private Household Expenditure Budget [Mrd. €]
O.I.V. Meeting Siena, 28.5.2005
Alcoholic Beverages
Consumer Expenditure (priv. hh)
spirits
table wine
sparkling wine
beer
alc. mixeries
all othersTotal Mrd. €
O.I.V. Meeting Siena, 28.5.2005
Attention on
- quality
- price
Price is the main decision factor for Germans
O.I.V. Meeting Siena, 28.5.2005
Wine Price Developement
in Germany
€ / 0,75 l bottle
O.I.V. Meeting Siena, 28.5.2005
Frequency of Prices, Price Corridors
basis: volume per price segment
> 3,00 € / 0,75 l
> 2,00-2,99 € / 0,75 l
< 1,99 € / 0,75 l
O.I.V. Meeting Siena, 28.5.2005
New World
Germany
France
Italy
Wine Price Developement
by Countries [€ / 0,75 l]
O.I.V. Meeting Siena, 28.5.2005
Consumer share %
(priv. hh)
Market Share
of New World Wines
Market share%
O.I.V. Meeting Siena, 28.5.2005
Wine: Price Development and Distribution Channels
Premium
Food trade
Discount
€ / 0,75 L
O.I.V. Meeting Siena, 28.5.2005
2,08 €
1,99 €
2,36 €
2,48 € 2,47 €
2,34 € 2,32 €2,24 €
2,10 €2,15 €
2,04 € 2,05 € 2,02 €
1,72 €1,76 €
2,20 €2,19 €2,18 €2,14 €
2,04 €
2,52 €
1,60 €
1,70 €
1,80 €
1,90 €
2,00 €
2,10 €
2,20 €
2,30 €
2,40 €
2,50 €
2,60 €
1998 1999 2000 2001 2002 2003 2004
White
Red
Rosé
Price Development by Colour (all Wines) [average price in € / 0,75 l]
O.I.V. Meeting Siena, 28.5.2005
quantity change change
%-market share
€/Liter €/Liter in %
Wine-TOTAL 100 2,81 - 0,02 - 0,6
- White 40 2,65 - 0,06 - 2,3 - Red 52 2,99 0,01 0,3 - Rosé 8 2,35 0,06 2,6
German Wine 43 3,13 0,01 0,3 - White 25 2,92 - 0,08 - 2,7 - Red 14 3,65 0,16 4,2 - Rosé 4 2,47 0,11 4,3
Import Wine 57 2,56 - 0,04 - 1,7 - White 15 2,19 - 0,05 - 2,2 - Red 38 2,74 - 0,05 - 1,8 - Rosé 4 2,25 0,02 0,7
* rounding differences possible
Still Wine Market 2004
O.I.V. Meeting Siena, 28.5.2005
%-Veränd.2004/2003
2001 2002 2003 2004*)€/l €/l €/l €/l W e r t
Wine TOTAL 3,10 2,94 2,87 2,81 - 2,1 White 2,93 2,77 2,72 2,65 - 2,6 Red 3,29 3,12 3,09 2,99 - 3,2 Rosé 2,77 2,69 2,29 2,35 2,6
German Wine 3,33 3,36 3,21 3,13 - 2,5 White 3,03 3,02 2,98 2,92 - 2,0 Red 4,06 4,02 3,83 3,65 - 4,7 Rosé 2,91 3,12 2,38 2,47 3,8
Import Wine 2,88 2,6 2,58 2,56 - 0,8 White 2,68 2,32 2,24 2,19 - 2,2 Red 2,98 2,75 2,76 2,74 - 0,7 Rosé 2,62 2,28 2,18 2,25 3,2
*) priliminary
Ausgaben pro Liter Wein
Still Wine: Consumer Spendings on Wine (priv. hh)
O.I.V. Meeting Siena, 28.5.2005
Still Wine Market 2004Regional Share by volume in %
%-Population %-Wine Consumption
D-West 83 79D-Ost 17 21
Berlin 5 4Südost 9 7Nordost 9 7Bayern 14 17Baden-Württemberg 12 15Mitte 13 16Nordrhein-Westfalen 22 18Nordwest 16 16
O.I.V. Meeting Siena, 28.5.2005
Thank you for attention !