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German wine market grows in 2020

03/11/2021

Last year, Germans bought more and higher quality wine in food retailers.


As reported by the German Wine Institute (DWI), wine sales volume in food retailers grew by around six percent compared to the previous year, while revenue rose by eight percent. The average price has risen by eight cents to 3.64 euros per litre. This emerges from the data of the Nielsen market research institute, which has been analyzing the domestic wine market on behalf of the DWI since 2020. A direct comparison with the wine market data from previous years is therefore only possible to a limited extent.

As DWI managing director Monika Reule explains, the growth of the wine sector in the food trade is primarily due to a shift away from gastronomy, which was closed due to the Covid restrictions. "In a survey by the Nielsen Homescan Panel, 74 percent of wine-buying households stated that they had not changed their wine consumption due to the influence of Covid-19, and 21 percent stated that they had reduced consumption," said Reule. Moreover, almost half of the households reported that their out-of-home consumption had completely or partially shifted to home.

According to the Nielsen survey, 66 percent of the wines in Germany were bought in grocery stores last year and twelve percent from local producers. The share of wine purchases via the various online channels and in specialist wine shops was nine percent each.

German wine market share increases

The suppliers of German wines were able to increase their market share in terms of purchased quantities by one percentage point to 45 percent in 2020. Italian wines accounted for 15 percent of wine purchases, French for twelve and Spanish for eleven percent.

In the past year, the number of households that consumed local wine also rose by one percentage point to 49 percent. The market share of German wines in total wine sales revenue remained constant at 47 percent.

Rosé and organic wines on the rise

The increasing popularity of rosé wines is also reflected in the 2020 wine sales. Their market share has increased by one percentage point to twelve percent. The growth was at the expense of the white wines, which have reduced accordingly and now have a 46 percent market share. Red wines remained unchanged at 42 percent.

Wines from organic production also became more popular with consumers last year. As the Nielsen analysis showed, eleven percent of households bought organic wine (+2 percentage points), which led to an increase of around 0.5 percentage points in market share to three percent in volume sales and four percent in revenue sales.

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