Wine - Europe - December 2010

As the consumption of wine declines, in particular in the mature EU markets, wine makers continue to diversify their ranges and develop new wines to suit changing consumer demand. Recent product launches therefore featured a large number of lighter, refreshing wines designed to meet the current demand for versatile wine that is equally good with food and to share with friends.

As markets recover from the recession, the challenge for the wine makers is to develop stronger brand identities in order to offer a clearer choice to consumers and withstand the pressure from New World wines.

Table of contents

Issues in the Market
Definition
Consumer research
Abbreviations
Market in Brief
Wine consumption in long-term decline
NPD focuses on changing consumer preferences
Scandinavian and CEE markets more dynamic
Growing demand for rosé and sparkling wines
Wine needs stronger and clearer marketing
European Market Size and Forecast
Key points
The ‘Big 5’
Figure 1: Retail value sales of wine in local currency, by country, 2004-14
Figure 2: Volume consumption of wine, by country, 2004-14
Figure 3: Per capita expenditure, by country, 2004-14
Other European countries
Figure 4: Retail value sales of wine in local currency, by country, 2004-14
Figure 5: Volume consumption of wine, by country, 2004-14
Figure 6: Volume consumption of wine, by country, 2004-14
Figure 7: Per capita expenditure, by country, 2004-14
Market Segmentation
Key points
The ‘Big 5’
France
Figure 8: France – Wine: market segmentation, by volume, 2009
Figure 9: France – Wine: market segmentation, by value, 2009
Germany
Figure 10: Germany – Wine: market segmentation, by volume, 2009
Figure 11: Germany – Wine: market segmentation, by value, 2009
Italy
Figure 12: Italy – Wine: market segmentation, by volume, 2009
Figure 13: Italy – Wine: market segmentation, by value, 2009
Spain
Figure 14: Spain – Wine: market segmentation, by volume, 2009
Figure 15: Spain – Wine: market segmentation, by value, 2009
UK
Figure 16: UK – Wine: market segmentation, by volume, 2009
Figure 17: UK – Wine: market segmentation, by value, 2009
Other European countries
Western Europe and Portugal
Figure 18: Netherlands – Wine: market segmentation, by volume, 2008
Figure 19: Portugal – Wine: market segmentation, by volume, 2008
Scandinavia
Figure 20: Denmark – Wine: market segmentation, by volume, 2008
Figure 21: Finland – Wine: market segmentation, by volume, 2008
Figure 22: Norway – Wine: market segmentation, by volume, 2009
Figure 23: Norway – Wine: market segmentation, by value, 2009
Figure 24: Sweden – Wine: market segmentation, by value, 2009
Figure 25: Sweden – Wine: market segmentation, by volume, 2009
Central Europe
Figure 26: Hungary – Wine: market segmentation, by volume, 2009
Figure 27: Hungary – Wine: market segmentation, by value, 2009
Figure 28: Czech Republic – Wine: market segmentation, by volume, 2009
Figure 29: Poland – Wine: market segmentation, by volume, 2008
Figure 30: Poland – Wine: market segmentation, by value, 2008
Figure 31: Slovak Republic – Wine: market segmentation, by volume, 2008
Eastern Europe and Turkey
Figure 32: Russia – Wine: market segmentation, by volume, 2009
Figure 33: Ukraine – Wine: market segmentation, by volume, 2009
Figure 34: Ukraine – Wine: market segmentation, by value, 2009
Companies and Product Innovation
Key points
Figure 35: Percentage of new product launches, by region, September 2009-October 2010
Figure 36: Percentage of new product launches, by top ten European countries, September 2009-October 2010
Figure 37: Percentage of new product launches, by category, by the ‘Big 5’ countries, September 2009-October 2010
Figure 38: Percentage of new product launches, by top five claims, by the ‘Big 5’ European countries, September 2009-October 2010
France
Figure 39: Percentage of new product launches, France, 2007-10
Figure 40: Top five claims on new product development, France, 2007-10
Most innovative products
Germany
Figure 41: Percentage of new product launches, Germany, 2007-10
Figure 42: Top five claims on new product development, Germany, 2007-10
Most innovative products
Italy
Figure 43: Percentage of new product launches, Italy, 2007-10
Figure 44: Top five claims on new product development, Italy, 2007-10
Most innovative products
Spain
Figure 45: Percentage of new product launches, Spain, 2007-10
Figure 46: Top five claims on new product development, Spain, 2007-10
Most innovative products
UK
Figure 47: Percentage of new product launches, UK, 2007-10
Figure 48: Top five claims on new product development, UK, 2007-10
Most innovative products
The Consumer
Key points
Wine
General European consumer trends
Figure 49: Drink bottled wine, France, Germany, Spain, GB, 2005-09
The French consumer
Figure 50: Number of bottles of bottled wine drunk in the last month, France, 2005-09
Figure 51: Number of bottles of bottled wine drunk in home in the last month, France, 2005-09
Figure 52: Number of bottles of bottled wine drunk elsewhere in the last month, France, 2005-09
Figure 53: Types of bottled wine drunk most often, France, 2005-09
Figure 54: Varieties of bottled wine drunk most often, France, 2007-09
Figure 55: Origin of the table wine drink most often, France, 2005-09
Figure 56: Varieties of aoc wine drink most often, France, 2005-09
The German consumer
Figure 57: Number of bottles of bottled wine drunk in the last month, Germany, 2005-09
Figure 58: Number of bottles of bottled wine drunk in home in the last month, Germany, 2005-09
Figure 59: Number of bottles of bottled wine drunk elsewhere in the last month, Germany, 2005-09
Figure 60: Types of bottled wine drunk most often, Germany, 2005-09
Figure 61: Varieties of bottled wine drunk most often, Germany, 2005-09
The Spanish consumer
Figure 62: Number of bottles of bottled wine drunk in the last month, Spain, 2005-09
Figure 63: Number of bottles of bottled wine drunk in home in the last month, Spain, 2005-09
Figure 64: Number of bottles of bottled wine drunk elsewhere in the last month, Spain, 2005-09
Figure 65: Types of bottled wine drunk most often, Spain, 2005-09
Figure 66: Sort of bottled wine drunk most often, Spain, 2005-09
Figure 67: Types of bottled wine drunk most often, Spain, 2005-09
Figure 68: Varieties of bottled wine drunk most often, Spain, 2008-09
Figure 69: Origin of the table wine drink, Spain, 2005-09
The British consumer
Figure 70: Number of bottles of bottled wine drunk in the last month, GB, 2005-09
Figure 71: Number of bottles of bottled wine drunk in home in the last month, GB, 2005-09
Figure 72: Number of bottles of bottled wine drunk elsewhere in the last month, GB, 2005-09
Figure 73: Types of bottled wine drunk most often, GB, 2007-09
Figure 74: Varieties of bottled wine drunk most often, GB, 2005-09
Champagne (Great Britain, France)
Figure 75: Drink champagne, France and Great Britain, 2005-09
Figure 76: Number of bottles of champagne drunk in the last month, France, 2008-09
Figure 77: Number of bottles of champagne drunk in home in the last month, France, 2008-09
Figure 78: Number of bottles of champagne drunk elsewhere in the last month, France, 2008-09
Sparkling wine (excluding champagne) (France)
Figure 79: Drink sparkling wine (excluding champagne), France, 2005-09
Figure 80: Number of bottles of sparkling wine (excluding champagne) drunk in the last month, France, 2008-09
Figure 81: Number of bottles of sparkling wine (excluding champagne) drunk in home in the last month, France, 2008-09
Figure 82: Number of bottles of sparkling wine (excluding champagne) drunk elsewhere in the last month, France, 2008-09
Lifestyle statements
Figure 83: Agreement with selected lifestyle statements, France, 2005-09
Figure 84: Agreement with selected lifestyle statements, Germany, 2005-09
Figure 85: Agreement with selected lifestyle statements, Spain, 2005-09
Figure 86: Agreement with selected lifestyle statements, GB, 2005-09
Appendix – Demographic Data
Figure 87: Number of bottles of bottled wine drunk, by demographics, France, 2009
Figure 88: Number of bottles of bottled wine drunk, by demographics, Germany, 2009
Figure 89: Number of bottles of bottled wine drunk, by demographics, Spain, 2009
Figure 90: Number of bottles of bottled wine drunk, by demographics, GB, 2009
Figure 91: Number of bottles of bottled wine drunk in home, by demographics, France, 2009
Figure 92: Number of bottles of bottled wine drunk in home, by demographics, Germany, 2009
Figure 93: Number of bottles of bottled wine drunk in home, by demographics, Spain, 2009
Figure 94: Number of bottles of bottled wine drunk in home, by demographics, GB, 2009
Figure 95: Number of bottles of bottled wine drunk elsewhere, by demographics, France, 2009
Figure 96: Number of bottles of bottled wine drunk elsewhere, by demographics, Germany, 2009
Figure 97: Number of bottles of bottled wine drunk elsewhere, by demographics, Spain, 2009
Figure 98: Number of bottles of bottled wine drunk elsewhere, by demographics, GB, 2009
Figure 99: Types of bottled wine drink, by demographics, France, 2009
Figure 100: Types of bottled wine drink, by demographics, Germany, 2009
Figure 101: Types of bottled wine drink, by demographics, Spain, 2009
Figure 102: Types of bottled wine drink, by demographics, GB, 2009
Champagne (Great Britain, France)
Figure 103: Number of bottles of champagne drunk, by demographics, France, 2009
Figure 104: Number of bottles of champagne drunk in home, by demographics, France, 2009
Figure 105: Number of bottles of champagne drunk elsewhere, by demographics, France, 2009
Sparkling wine (excluding champagne) (France)
Figure 106: Number of bottles of sparkling wine (excluding champagne) drunk, by demographics, France, 2009
Figure 107: Number of bottles of sparkling wine (excluding champagne) drunk in home, by demographics, France, 2009
Figure 108: Number of bottles of sparkling wine (excluding champagne) drunk elsewhere, by demographics, France, 2009
Figure 109: Agreement with selected lifestyle statements, by demographics, France, 2009
Figure 110: Agreement with selected lifestyle statements, by demographics, Germany, 2009
Figure 111: Agreement with selected lifestyle statements, by demographics, Spain, 2009
Figure 112: Agreement with selected lifestyle statements, by demographics, GB, 2009
Appendix – Market Size and Forecast Data
Figure 113: Retail value sales of wine in local currency, by country, 2004-14
Figure 114: Volume consumption of wine, by country, 2004-14
Figure 115: Retail value sales of wine in local currency, by country, 2004-14
Figure 116: Volume consumption of wine, by country, 2004-14
Figure 117: Volume consumption of wine, by country, 2004-14

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Related research categories

By sector: Wine (in Wine & Champagne)

By market: Europe