According to data from the Nielsen Home Scan Panel/German Wine Institute, wine sales in Germany fell in volume by 3.9% compared to the same period last year - when it fell by around 5%. The fall in value was almost identical (4%), compared to -0.9% between 2022 and 2023. Unlike in 2023, volume losses cannot be partially offset by higher prices.
Sales of domestic wine fell by 4.9% in volume - a relatively successful result when compared to the falls of 11.5% last year and 17.5% in 2022: -17.5%). Value, fell slightly further tn volume however, will a drop of 5.4%, (compared to -5% in 2023 and -12.5% in 2023: -5%, 2022).
New world loses dramatically
In 2023, imports grew in value by 3% and marginally by volume (0.3%. This year, they lost 3.3% and 2.5% respectively. This means that German wine lost 0.4% of its volume market share and 1.5% by value. In absolute terms, domestic wines accounted for 45.5% of wine sales and 41.8% of value.
Neighbouring European countries increased overall sales. The biggest winner is Italy which saw an increase in prices. France also grew its market share after a long dry spell, but neither Spain and France won much ground.
New World countries collectively only have a 27% share of the German market and, judging by the first six months of this year, this appears to be shrinking.
Fewer people buy wine
In 2019, before the pandemic, nearly 50% of German households bought wine. Today, that figure has dropped to 42.8% of households/ KA
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