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In Germany, less and less wine is being purchased. This was revealed by the new figures from the NielsenIQ HomeScan Panel. Only private consumption is considered, not out-of-home sales. Thus, in the third quarter of 2024, less wine was purchased than in the same period last year. This time, the decline was 2.6 percent. The market share of German wines was slightly declining and fell to 41.4 percent, followed by Italy (17.5%), Spain (14.3%), and France (10.2%).
The figures were presented by Eberhard Abele from the German Wine Institute (DWI) during the specialist conference of the Association of German Oenologists (BDO) at the Geisenheim University. "The big challenge for the industry is that fewer and fewer people are drinking wine. Moreover, consumption is also declining among the regular customer base," said Eberhard Abele, DWI department head for advertising and market research.
According to the figures from the DWI, one buyer group in particular is a cause for concern: The buyer reach among young singles up to 35 years old decreased by 36.4 percent last year compared to 2021. They also purchased 65.3 percent less wine than in 2021. Although, according to the DWI, the share in volume is manageable, the figures provide insight into future consumption behavior. "Alcohol will no longer play such a significant role in everyday life as it did 30 years ago. The younger generation will also drink significantly less in the future," says Eberhard Abele.
Only the demand for non-alcoholic wines is continuing to develop positively. "In the past three years, there has been enormous dynamism in non-alcoholic wines. This segment is still relatively small, but it will continue to grow," said Abele at the end of his presentation.
(ru / DWI)