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Only a few German consumers are currently aware of the existence of non-alcoholic wine. According to a representative study conducted by the Nielsen market research institute on behalf of the German Wine Institute (DWI), only 15 percent of those questioned knew that there is white wine without alcohol. Twelve percent knew alcohol-free red wine and nine percent knew rosé. At 53 percent, the level of awareness of non-alcoholic sparkling wines was already significantly higher.
However, the market share of non-alcoholic wine and sparkling wine in total consumption is currently likely to remain below one percent, but according to the DWI, almost all suppliers are reporting increasing sales figures. In the case of non-alcoholic sparkling wine, the market share is now significantly higher at around five percent of sparkling wine consumption. Almost two thirds of the people who knew non-alcoholic sparkling wine had already consumed it.
With a share of 60 to 66 percent, according to Nielsen, more women tend to consume non-alcoholic wine and sparkling wine than men. Non-alcoholic white wine is drunk above average by consumers with a high level of prosperity and, with regard to the age groups, disproportionately by those with children out of the house.
Nielsen interviewed a total of 16,883 people from his household panel for the study.
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