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Wine sales in Germany increased by around one per cent in 2018, although the sales volume declined by three per cent during this period. This was announced by the German Wine Institute based on the current figures of the GfK wine market analysis. The increase was due to higher wine prices in the food retail trade (LEH). Accordingly, the average price for any litre of wine in the retail trade increased by 17 cents to 3.09 euros per litre.
According to GfK figures, consumers spent an average of 3.39 euros per litre on German wines, which corresponds to an increase of 24 cents per litre. The average price for the purchase of domestic wines directly from producers, wine retailers and online shops rose moderately by five cents to 6.80 euros per litre.
DWI managing director Monika Reule sees the reason for this development in the low harvest volumes of the 2017 vintage in Germany and the other European wine-growing nations, which made the wines more expensive.
In 2018, German producers had an unchanged high market share of 51 per cent of the total value of wines purchased and 45 per cent of the wine volume sold. Furthermore, wines from Italy each achieved 15 per cent of the total turnover and sales volume, followed by France with twelve per cent turnover and 13 per cent volume, and Spain with eight per cent turnover and nine per cent volume.
According to the GfK figures, the food trade maintained its position as the most important wine purchasing location in Germany in 2018. 78 per cent of all wines were purchased there, of which 50 per cent remained in discount markets. The classic supermarkets sold slightly less wine than in the previous year. They now have a market share of 17 per cent and the large hypermarkets a stable eleven per cent.
Purchases directly from wineries have developed slightly positively. In the German wine market, which is declining overall in terms of volume, the direct marketers were able to increase their sales by one per cent and expand their market share by one percentage point to eleven per cent. The online wine trade, which the study assigns to the specialised trade, came to a market share of four percent of all wines purchased last year.
(uka / Photo: German Wine Institute)