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Germans buy more wine in supermarkets


Last year German consumers met their wine needs more often in the traditional supermarkets. According to the German Wine Institute (DWI), 18 per cent of all wines were purchased there in 2016, representing a one point increase in market share on the previous year and a five point increase compared with 2012.

This follows from the current wine market analysis of the GfK (consumer research organization), which is commissioned by the DWI every year.

German suppliers in particular intensified their domestic sales activities in supermarkets last year. In this distribution channel, sales and turnover of domestic wines rose by 8 per cent. “By expanding their range of wines from regional producers, supermarket operators are reacting on the one hand to the continuing popularity of regional products and on the other to the general trend to “one stop shopping”, ie. to do all of one´s household shopping as much as possible at a single location,” explained DWI managing director Monika Reule.

The food retail sector, including the discount markets, now has a 77 per cent share of all wine purchased in Germany. In terms of German wines only, it accounted for just 66 per cent last year, as 24 per cent was also purchased at the cellar door and 5 per cent at specialist retail outlets.

In 2016, the average price for wine in the German food retail sector fell slightly for the first time in seven years by 5 cents to 2.92 €/l. German consumers spent a little more in this sector on wines from their own country (3.20 €/l on average), yet this was also three cents down on 2015. Via cellar-door sales as well as distribution through specialist retailers and the online trade, German producers were able to obtain a significantly higher average price of 6.72 €/l, which represents an increase of 39 cents compared with the previous year.