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Sales of wine, beer and spirits fell by 2.7 billion euros or 4 per cent in all major European markets in 2022. This was calculated by the market research company IRI from the sales of retailers in the six key markets of France, Germany, the Netherlands, Italy, Spain and the UK. This means that sales of alcoholic beverages are below pre-pandemic levels.
Ananda Roy, Global Senior Vice President, Strategic Growth Insights at IRI, comments on the figures: "It is becoming increasingly clear that demand has changed in response to post-pandemic trends, with new consumption patterns and choices set to influence category growth over the next few years. Households are having to make trade-offs to mitigate the impact on their disposable income. They are prioritising staple foods and small indulgences over consumer goods such as alcohol."
Sparkling wine, on the other hand, proved resistant to this trend. On special occasions, consumers wanted "special indulgence, even if that means buying champagne and prosecco from discounters rather than large supermarkets," Roy explained the change.
The reduced-alcohol and non-alcoholic drinks category in the UK bucked the trend, growing by 3.7 per cent in volume to 5 million litres and by 5.3 per cent in value to £16 million. The report predicts that sales in this segment will continue to rise in 2023 as major retailers invest in product ranges and shelf space - and promotions such as "Dry January" become increasingly important.
According to IRI, price increases could further dampen demand, particularly in Germany and the UK. People there are most affected by the rising cost of living. However, "strong brand values generally encourage customers to buy their favourite beer, wine and spirits brands. However, as prices rise, we might also expect more people to switch to supermarket own brands, as they do in other categories where they are perceived to be as good as established brands."
(al / source: harpers.co.uk; photo: 123rf)