Published in Marketing
Quality and Pricing Drive the Still Wine Industry in Germany to 2017

German consumers are price-conscious, so retailers need to put effort into communicating value-for-money with their Wines. According to research by Canadean, Still Wine was the largest category in the German Wine sector in 2012, with a 70.9% value share and a volume share of 83.6% of the entire market. Still Wine’s Compound Annual Growth Rate (CAGR) is above the sector average for both volume and value, at 1.4% and 1.6% respectively.

In spite of the pressures caused by the Eurozone crisis, the wine sector is showing steady growth to 2017. Wine is projected to grow at an average value CAGR of 1.2% with volume expected increase by 1.3% to 2017.

Germans are the world’s largest consumers of Sparkling Wine and in 2012 the category recorded a volume share of 14.6% of the sector. However, the data suggests that category growth may have slowed, with a volume CAGR of just 0.5% to 2017.

Fortified Wine is also forecast to have only a small CAGR for the same period, with value increasing 0.2% and volume 0.6%. The category made up a tiny proportion of the German Wine sector in 2012, at below 2% for both value and volume, with consumers opting for still wine, and clear spirits, rather than the heavier and sweeter Fortified Wines.

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