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German consumers bought slightly fewer wines of foreign origin last year. This is the result of the current wine market analysis by the market research institute GfK on behalf of the German Wine Institute (DWI). According to the analysis, sales of German wines remained stable in 2019 compared to 2018. However, wine sales as a whole were 0.9 per cent lower. The value of all wines purchased in Germany declined by 0.6 per cent.

German wines were able to maintain their market share of 45 per cent of total wine purchases. Wines from Italy followed with a market share of 16 per cent, followed by those from France with twelve per cent and Spain with nine per cent. Wines are mainly bought in food retail stores: 79 per cent of all wines were purchased there last year. According to the GfK study, the discount markets have a constant market share of 50 percent. Four per cent of wines were sold via online retail in 2019.

The preferences of Germans for white, red and rosé wines did not change in 2019 compared to the previous year: 46 per cent of the wines purchased were still white, 44 per cent red and ten per cent rosé.

Consumers spent an average of €3.12/litre on their wine purchases in the food trade last year, three cents more than in the previous year. German wines were offered at an average price of 3.31 €/litre. According to GfK, this corresponds to a decrease of eight cents per litre compared to the previous year's price, which is due to the larger wine supply following the high-yield 2018 vintage. In contrast, the average price when purchasing domestic wines directly from the producer and in specialist wine retailers has risen by nine cents to €6.89/litre according to the study.

The analysis of wine buyers in the retail trade according to age groups showed that German wines were more in demand than before among those under 30. According to the study, eight per cent more young consumers reached for wines from German regions last year than in 2018.

(uka / Photo: German Wine Institute)

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