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The number of people in Germany buying wine continued to fall in the first quarter of 2024. As in the past five quarters, the decline was particularly pronounced among buyers of German wines. The declining consumer reach is the main cause of further volume losses. This was reported by the German Wine Institute on the basis of current data collected by the market research institute NielsenIQ on private household purchases in Germany.
According to the data, only just over 34 per cent of German households bought wine in the first quarter of 2024. Compared to the first quarter of 2019, this represents a loss of six percentage points. If the coronavirus effect is factored out in 2021, market researchers have recorded a continuous decline in consumer reach of one to two percentage points per year over the past five years. However, spending on wine has actually increased slightly overall due to higher spending per purchase. Sales of foreign wines increased by two per cent, while sales of German wines fell by 1.5 per cent.
The significant decline in the value of Spanish white wines, which had increased by more than 40 per cent in the first quarter of 2023 and have now fallen by around 31 per cent, is remarkable. The market researchers were also surprised by the growth in the value of Italian wines: Rosés increased by almost 42 per cent after all, while red wines achieved 12.4 per cent more. Wines from the New World were of least interest to buyers during the period. Their value share fell by around 30 per cent for rosé and white wine and by just under 22 per cent for red wine. The purchase value of German white wines increased by 3.3 per cent, while that of red wine fell by more than 13 per cent.
Out-of-home consumption is not included in the NielsenIQ statistics.
(uka / Source: DWI)