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Data on the German Wine Market

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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

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slide1

Data on the German Wine Market

Dr. Rudolf Nickenig

German Winegrowers‘ Association, Bonn

slide2

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
slide3

Global Wine Trade [Mio hl]

Basis: Export Volume OIV

+ 69 %

slide5

Internal EU:

Wine Consumption 2004 by country(ca. 134 Mio hl)

slide6

German Wine Market 2004

* rounding differences possible

slide8

German Market: Global Data

  • population: 82,5 Mio
  • private households: 35 Mio
  • Purchase of Wine by Volume
    • 80 % private households
    • 20 % gastronomy, festivities, ...
slide9

Sales Structure of Still Wine Purchase:

German Wine, Import Wine

Basis: %-volume

slide10

Sales Structure of Still Wine Purchase:

White, Red, Rosé

Basis: %-volume

slide11

Still Wine:

Points of Purchase

basis: %-voulme

slide12

Still Wine:

Points of Purchase

basis: %-value

slide13

Still Wine Market Development in Germany

year

% of wine buying priv. hh

Average freqency of shopping (priv. hh)

slide15

Germany: M a r k e t s 2 0 0 4

Change of Expenditure of Private Households

2004

Total

Food

Fresh Products

Confectinonery

Beverages

- hot beverages

- non alcoholics

- alcoholics

slide17

Alcoholic Beverages

Consumer Expenditure (priv. hh)

spirits

table wine

sparkling wine

beer

alc. mixeries

all others

Total Mrd. €

slide18

Price is the main decision factor for Germans

Attention on

- quality

- price

slide19

Wine Price Developement

in Germany

€ / 0,75 l bottle

slide20

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

slide21

Wine Price Developement

by Countries [€ / 0,75 l]

New World

Germany

France

Italy

slide22

Market Share

of New World Wines

Market share%

Consumer share %

(priv. hh)

slide23

Wine: Price Development and Distribution Channels

€ / 0,75 L

Premium

Food trade

Discount

slide26

Still Wine:

Consumer Spendings on Wine (priv. hh)

slide27

Still Wine Market 2004

Regional Share by volume in %

%-Population %-Wine Consumption

D-West 83 79

D-Ost 17 21

Berlin 5 4

Südost 9 7

Nordost 9 7

Bayern 14 17

Baden-Württemberg 12 15

Mitte 13 16

Nordrhein-Westfalen 22 18

Nordwest 16 16

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