The German wine trade remains under pressure in 2026. In the first half of the year, private households bought 4.4 percent less wine than in the same period last year. Spending decreased even more sharply by 5.8 percent. This was due to both the lower quantities and slightly decreased average prices. This is evident from the market research newsletter 3/2026 of the German Wine Institute (DWI).

However, slightly more households turned to wine again: The buyer reach increased slightly from 42.6 to 43 percent. However, this could not stop the negative trend: Consumers bought less frequently and took home less wine. Thus, the consumption restraint observed for several years continues.

German wines were more affected than imported wines. Their sales volume fell by 5.7 percent, and spending decreased by 7.2 percent. For foreign wines, the declines were 3.4 and 4.5 percent, respectively. Accordingly, domestic wines lost market shares: In terms of quantity, they accounted for 42.5 percent, and in terms of revenue, 46.4 percent.

A glimmer of hope is seen in the number of buyers of German wines. Their share increased slightly to 31.1 percent, while foreign wines lost buyers. Particularly, Italy was able to gain market shares, especially with white wine.

The figures come from the household panel of NielsenIQ and only capture the wine purchases of private households. Gastronomy and other out-of-home consumption are not included.

(ru – Image: 123rf)

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