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Data on the German Wine Market. Dr. Rudolf Nickenig German Winegrowers‘ Association, Bonn. 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 - PowerPoint PPT Presentation
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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 !
