Wine sales recorded a minor increase in volume in 2021, although there was plenty of activity among the various wine categories. Red wine witnessed a decline in total volume as consumers switched to other types of still wine.
Off-trade wine sales have been underpinned by e-commerce through major supermarket chains such as Albert Heijn and Jumbo, as well as Gall & Gall, online supermarket Picnic and other pure plays such as Wijnvoordeel. During the pandemic consumers have become more accustomed to ordering wine online rather than visiting a retail store.
Another major influence on the development of the off-trade is the new legislation on alcohol price promotion which came into effect on 1 July 2021. Wine manufacturers and retailers are restricted from offering price promotions over 25% of the standard retail price.
Wine volume is forecasted to show modest volume growth over the forecast period, underpinned by steady demand for still light grape wine. The on-trade is expected to see a full recovery in the second half of the forecast period as the pandemic subsides.
Wine is expected to see higher average unit prices over the forecast period due to several factors. The poor summer weather in 2021 impacted wine production, restricting supply and putting upward pressure on average unit prices in 2022.
Sparkling wines on the other hand are likely to continue to see a positive trend owing to a change in attitudes. Indeed, sparkling wine used to be largely a celebratory product consumed on special occasions such as New Year’s Eve.
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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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