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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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Data on the German Wine Market


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    1. Data on the German Wine Market Dr. Rudolf Nickenig German Winegrowers‘ Association, Bonn

    2. 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

    3. Global Wine Trade [Mio hl] Basis: Export Volume OIV + 69 %

    4. EU External Wine Trade

    5. Internal EU: Wine Consumption 2004 by country(ca. 134 Mio hl)

    6. German Wine Market 2004 * rounding differences possible

    7. Wine Consumption 1963 - 2004 Mio hl

    8. German Market: Global Data • population: 82,5 Mio • private households: 35 Mio • Purchase of Wine by Volume • 80 % private households • 20 % gastronomy, festivities, ...

    9. Sales Structure of Still Wine Purchase: German Wine, Import Wine Basis: %-volume

    10. Sales Structure of Still Wine Purchase: White, Red, Rosé Basis: %-volume

    11. Still Wine: Points of Purchase basis: %-voulme

    12. Still Wine: Points of Purchase basis: %-value

    13. Still Wine Market Development in Germany year % of wine buying priv. hh Average freqency of shopping (priv. hh)

    14. years

    15. 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

    16. Private Household Expenditure Budget [Mrd. €] Total beverage alcoholics wine

    17. Alcoholic Beverages Consumer Expenditure (priv. hh) spirits table wine sparkling wine beer alc. mixeries all others Total Mrd. €

    18. Price is the main decision factor for Germans Attention on - quality - price

    19. Wine Price Developement in Germany € / 0,75 l bottle

    20. 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

    21. Wine Price Developement by Countries [€ / 0,75 l] New World Germany France Italy

    22. Market Share of New World Wines Market share% Consumer share % (priv. hh)

    23. Wine: Price Development and Distribution Channels € / 0,75 L Premium Food trade Discount

    24. Price Development by Colour (all Wines) [average price in € / 0,75 l]

    25. Still Wine Market 2004

    26. Still Wine: Consumer Spendings on Wine (priv. hh)

    27. 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

    28. Thank you for attention !