New study on the Consumption of Alcohol-free Wines
In terms of taste, alcohol-free wines have also developed extremely positively in recent years, thanks to new, aroma-preserving technologies. Although the market share of these non-alcoholic wine alternatives is currently still less than one percent of total wine consumption, almost all suppliers report increasing sales figures. Alcohol-free sparkling wine is leading the way, with a significantly higher market share of around five percent of total sparkling wine consumption.
This trend is confirmed by the market research institute Nielsen, which has been analyzing the domestic wine market for DWI since the beginning of this year. In spring 2020, they conducted a consumer survey on the consumption of alcohol-free sparkling and still wines.
Alcohol-free wine is not yet well-known
Of the 16,883 people interviewed from the Nielsen household panel, it was unknown to most that wine without alcohol exists. Only 15 percent of those questioned knew about alcohol-free white wine, twelve percent knew about a red alternative and nine percent about a rosé-colored one. Of these groups of people, around a quarter had already drunk the specified non-alcoholic wine. The level of awareness of non-alcoholic sparkling wines was significantly higher at 53 percent. Almost two thirds of the people who knew about alcohol-free sekt, had already consumed it.
Three good reasons
Alcohol-free sparkling and still wine are drunk on special occasions and for social reasons, for example, to be able to toast with friends. The most important motive for its consumption is when one is driving, but also a general avoidance of alcohol is playing a greater role.
More female consumers
With a share of 60 to 66 percent, more women than men tend to consume alcohol-free wine and sparkling wine. Non-alcoholic white wine is drunk above average by consumers with a high level of prosperity, and disproportionately, in terms of age groups, by those whose children have left home.
Around a third of those who do not consume alcohol-free sparkling or still wine, prefer other non-alcoholic beverages. The biggest barrier to consumption is taste. But the lack of supply and the comparatively poor availability are also relevant factors for the low consumption rate and popularity of alcohol-free wines.