The on-trade continued to struggle in wine in volume terms in 2021, due to the impact of the government’s request to shorten opening hours for foodservice establishments following the declaration of the state of emergency, and the ban on the serving of alcoholic drinks. The loss of consumption opportunities was particularly notable for wine, as the category has a relatively high proportion of sales from the on-trade channel.
With home seclusion leading to a rapid increase in off-trade demand in 2020, the off-trade also recorded a decline in volume sales in 2021 as a rebound. However, volume sales remained higher than in 2019, and the shift to home drinking remained, as the home seclusion lifestyle dragged on.
2021 was another year of struggle for sake, due to the severe situation in the on-trade. For the second year in a row, demand from restaurants, tourism and banquets declined or disappeared.
As the COVID-19 crisis calms down, the benefits of home seclusion are expected to fade away, which will result in a continued off-trade decline for wine, whilst on-trade sales are set to rebound, but not return to the 2019 level during the forecast period. The wine category will continue to face the challenge of attracting new consumer segments.
The two years of the COVID-19 crisis saw the rapid cultivation of demand for non-alcoholic and low-alcohol wine. Even before the pandemic, there had been a trend, particularly amongst the younger generations, not to drink alcohol.
The growth of functional products such as lower-carb and zero-carb sake is expected to continue, especially amongst the older generation, which account for most volume sales of sake. However, given the decline in the domestic drinking population, there is an urgent need to promote the consumption of sake amongst new consumer groups, particularly the younger generation of legal drinking age.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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