Wine in Western Europe

June 2020

Ageing populations, a high degree of maturity and high per capita consumption in most Western European markets, along with changes in lifestyle trends towards a reduction in alcohol consumption are putting pressure on wine volume sales. The Covid 19 crisis should accelerate this trend and shift consumers’ preferences towards more affordable wines over the forecast period.

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Key Findings

Decline in wine in Western Europe over 2014-2019

Volume sales of wine in Western Europe posted a slight decline over 2014-2019. The premiumisation and health and wellness trends in much of Western Europe, along with ageing populations and maturity in the largest Western European markets shaped the market over the review period.

Other sparkling wine gaining ground in Western Europe

Strong growth in other sparkling wines (ie excluding champagne), mainly due to the rising popularity of prosecco in Italy and the UK, partly offset the negative trend seen in still light grape wine.

E-commerce gains greater share of distribution

Independent retailers continue to lose ground to supermarkets and hypermarkets, whereas e-commerce gains share across markets and it is expected to benefit from new consumption patterns adopted during the coronavirus crisis.

Castel Group remains the leading wine player in Western Europe

Despite the negative performance of wine in Castel’s domestic market France, the company maintains the lead in the Western European wine market and strengthened its leadership over the review period due to its wide portfolio of economy and mid-priced brands and the acquisition of the still light rosé wine brand Listel in 2017, from Vranken-Pommery Monopole.

Wine expected to recover 2019 volumes by the end of the forecast period

Wine volumes are expected to rebound in 2021 and partly recover the losses linked with the closure of on-trade establishments across countries in 2020. Nevertheless, the recovery is projected to be slow and associated with the positive impact of consumers’ shift towards economy and mid-price wines in volume sales.

Key findings
Western Europe slowed by the premiumisation trend and maturity
Slow recovery expected after the big slump in 2020
Large decline in still grape consumption in France
Italy leads volume growth in Western Europe
Southern European countries rely heavily on on-trade sales (1)
Southern European countries rely heavily on on-trade sales (2)
Still light grape driving sales down in Western Europe (1)
Still light grape driving sales down in Western Europe (2)
Hypermarkets and supermarkets dominate where regulation allows
E -commerce on the rise in Western Europe
Market consolidation set to increase in Western Europe
Competitive landscape remains heavily fragmented
Top three wine players focused on few markets
Martini benefits from the apéritif trend to lead the wine market
Italy expected to lead growth in Western Europe
France set to decline further over the forecast period
GDP per capita becomes the key macro driver for wine
Habit persistence contributes to growth prospects in Italy
Southern European countries harder hit by on-trade closures (1)
Southern European countries harder hit by on-trade closures (2)
Champagne set to continue its downward trend in France
COVID-19 crisis set to impact negatively other sparkling sales
Economy wines gaining ground in Turkey
Austria: market context
Austria: competitive and retail landscape
Belgium: market context
Belgium: competitive and retail landscape
Denmark: market context
Denmark: competitive and retail landscape
Finland: market context
Finland: competitive and retail landscape
France: market context
France: competitive and retail landscape
Germany: market context
Germany: competitive and retail landscape
Greece: market context
Greece: competitive and retail landscape
Ireland: market context
Ireland: competitive and retail landscape
Italy: market context
Italy: competitive and retail landscape
Netherlands: market context
Netherlands: competitive and retail landscape
Norway: market context
Norway: competitive and retail landscape
Portugal: market context
Portugal: competitive and retail landscape
Spain: market context
Spain: competitive and retail landscape
Sweden: market context
Sweden: competitive and retail landscape
Switzerland: market context
Switzerland: competitive and retail landscape
Turkey: market context
Turkey: competitive and retail landscape
UK: market context
UK: competitive and retail landscape
About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models
About Via Pricing from Euromonitor International

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

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