In Germany, wine consumption continues to decline. According to a Nielsen analysis commissioned by the German Wine Institute (DWI), the purchased volume of wine decreased by 4%, and sales decreased by 5%.
German wines recorded even greater losses of 1% each (-5% in sales volume, -6% in sales revenue), which DWI Managing Director Monika Reule attributes to demographic change, changing consumer habits, and more cost-conscious purchasing behavior due to the economic situation. "Last year, 4% fewer households bought wine and paid particular attention to the price," says Reule. Since 2010, prices have dropped slightly for the first time, by four cents per liter. Wines from abroad are in slightly higher demand, as the average price of €3.72/L is still cheaper than for German wine (€4.47/L).
Wines of foreign origin are also ahead in sales volume. According to the Nielsen analysis, Italy holds the highest market share in terms of volume (18%), Spain recorded a slight decrease in sales volume of 1% compared to the previous year (14%), and France accounts for 11%. The market share of domestic wines fell by 1% each in sales volume to 41% and in sales revenue to 45% compared to the previous year.
Overall, Germans (over 16 years of age) drank 22.2 liters of wine per capita in the past business year (wine purchases including out-of-home consumption). That was 0.3 liters or, as the DWI puts it, "a good glass less" than in the previous year's period. Sparkling wine recorded a decrease of 0.2 liters per capita.
