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Quality and Pricing Drive the Still Wine Industry in Germany to 2017

06 September 2013

German consumers are price-conscious, so retailers need to put effort into communicating value-for-money with their Wines. According to research by Canadean,Still Wine was the largest category in the German Wine sector in 2012, with a 70.9% value share and a volume share of 83.6% of the entire market. Still Wine’s Compound Annual Growth Rate (CAGR) is above the sector average for both volume and value, at 1.4% and 1.6% respectively.

In spite of the pressures caused by the Eurozone crisis, the wine sector is showing steady growth to 2017. Wine is projected to grow at an average value CAGR of 1.2% with volume expected increase by 1.3% to 2017.

Germans are the world’s largest consumers of Sparkling Wine and in 2012 the category recorded a volume share of 14.6% of the sector. However, the data suggests that category growth may have slowed, with a volume CAGR of just 0.5% to 2017.

Fortified Wine is also forecast to have only a small CAGR for the same period, with value increasing 0.2% and volume 0.6%. The category made up a tiny proportion of the German Wine sector in 2012, at below 2% for both value and volume, with consumers opting for still wine, and clear spirits, rather than the heavier and sweeter Fortified Wines.

Quality and Pricing Drive the Still Wine Industry in Germany to 2017

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