The Changing World of Consumer Buying Trends in Germany


In Germany, consumers have clearly changed their habits of buying wine in recent years. Just prior to the ProWein international wine trade fair in Düseldorf, Monika Reule, director of the German Wine Institute/Mainz, pointed out that wine consumers in Germany have become much more interested in trying new things.

They appreciate the diverse selection of wines available in Germany, yet remain very sensitive to price. Price increases can lead to choosing an alternative.

Nevertheless, when buying wines, consumers have become slightly more quality conscious in recent years. According to Reule: “'Consumers are purchasing slightly larger quantities of higher-priced wines. As such, the average price per liter of wine in grocery stores has increased from 2.52 euros in 2010 to 2.89 euros in 2014.” Fortunately for German wine producers, consumers are willing to pay even more for their wines. On average, the per-liter price in grocery stores was 3.11 euros and in wine shops or on site at estates, 6.24 euros.

Based on buying trends in recent years, the traditional grocery shop (less than 5,000 square meters in size) has enlarged its selection of regional and higher-priced wines, particularly from German wine regions. In 2014, both the volume and value of German wines sold via this distribution channel increased by five percent; in 2013, by fifteen percent. In all, the market share of German wine sales in supermarkets since 2012 has increased from ten to fourteen percent points. To some extent, more German wines are now sold in supermarkets rather than on site at wine estates.

With reference to the age groups of those buying wine, there’s a notable trend: consumers in Germany under the age of 29 are increasingly likely to reach for a bottle of German wine. Often, they attach more importance to sustainability and locally, organically produced wines than their older counterparts.