In 2016, German consumers will have covered their wine requirements in the classic supermarkets even more often than before. According to the German Wine Institute (DWI), 18 percent of all wines were purchased there last year, which corresponds to a market share increase of one percentage point compared to the previous year and five percentage points compared to 2012. This is the result of the current GfK wine market analysis commissioned by the DWI every year.
In the supermarket distribution channel, wines from German wine-growing regions increased last year by eight percent in terms of volume and sales. "By expanding the range of wines offered by regional producers, supermarket operators are responding to the continuing popularity of regional products on the one hand, and to the general trend towards 'one-stop shopping', i.e. doing all your household shopping in one place if possible," explains DWI Managing Director Monika Reule.
According to the DWI, food retailers (LEH), including discount stores, account for 77 percent of total wine purchases in Germany. In terms of German wines, the share of food retailers in 2016 amounted to 66 percent; 24 percent were sold directly from the farm and five percent via specialist retailers. Last year, the average price of wine in the retail trade fell slightly by five cents to 2.92 euros per litre for the first time in seven years. Although German consumers spent more on wines from their own country, at an average of 3.20 euros per litre in the food retail trade, they also spent three cents less than in 2015. The average price for wine sold on the farm and in specialist and online retail outlets was 6.72 euros per litre, an increase of 39 cents over the previous year.