Wine innovation in Europe remains dynamic, although the number of launches has declined in relation to 2009. The markets are recovering after a downturn caused by the recession, which led to reduced volume and value growth. The leading wine markets (France, Italy, Germany, Spain and the UK) are growing again in value terms, but continue to struggle with fairly static volume demand. Growth trends have been much more dynamic in the emerging markets of Central and Eastern Europe, and in particular in Russia, which has caught up with the Big 5 in terms of market size.

Wine innovation in Europe remains dynamic, although the number of launches has declined in relation to 2009. The markets are recovering after a downturn caused by the recession, which led to reduced volume and value growth. The leading wine markets (France, Italy, Germany, Spain and the UK) are growing again in value terms, but continue to struggle with fairly static volume demand. Growth trends have been much more dynamic in the emerging markets of Central and Eastern Europe, and in particular in Russia, which has caught up with the Big 5 in terms of market size.

In this report we answer the key questions:

Premiumisation is the key for sustaining value growth in wine markets, but it is threatened by the continued squeeze on personal income and consumer price sensitivity. How can the market counter this threat?

To what extent is declining per capita consumption of wine an obstacle to volume growth in the mature markets?

Wine penetration and usage frequency are much lower among 18-35-year-old than among the 35+ age group. How can companies expand frequency in the latter?

Consumers still find it difficult to choose wines in supermarkets. How can supermarkets address this in order to boost sales?

Innovation in wine needs to follow lifestyle and social trends more closely. What are these trends and how can they be followed?

The markets need more strong brands to drive future growth. How can this be achieved?

Definition:

This market covers total sales of wine in France, Germany, Italy, Russia, Spain and the UK. Each market covers red, rosé and white still wines: it excludes sparkling wines and Champagne. Market size is based on retail (off trade) and non-retail (on trade and food industry) sales.

Market value is based on retail sales only. Again these figures cover red, rosé and white still wines: it excludes fortified wine, wine mixes, sparkling wines and Champagne. Market size is based on sales through all retail channels (off trade) including direct to consumer.