enovitis in campo organic wines on german market 5. guigno 2015 the german wine market and the...
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Enovitis in CampoORGANIC WINES ON GERMAN MARKET
5. Guigno 2015
The German wine market and the position of organic wines vis à vis supply and demand based
on current market data and research
Dr. Hermann Pilz, Chief Editor WEINWIRTSCHAFT
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THE GERMAN WINE MARKET
ORGANIC MARKET AND ORGANIC WINE PRODUCTION AND OFFER
GERMAN ORGANIC WINE CONSUMERS
Structure
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The German Wine Market
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Wine Market Balance Germany (million hl.) 1979-2014
Verbrauch
Import
Weinerzeugung
Export
Nettoexport
0.0
5.0
10.0
15.0
20.0
25.0
16.0
8.5
4.2
1.174
19.7Consumption
Import
Production
Exports
Exports netto
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Market Shares of the Wine Colours 2014
White
Rosé
Red
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Market Share for Wines of GermanyTotal Volume 20 Mill. hl
37.50%
62.50%
German WineForeign Wine
German Wines 7,5 Mill. HlForeign Wines 12,5 Mill. hl
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Basis: Food retail total + DM incl. Aldi – Q1-2009 – Q4-2014
Wein nach Farben - Preis Euro/Menge
Price Development: Average Price Increase
WINE
Red
White
Rosé
1/2009 4/2014
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Retail Stores: Where is Wine Purchased?14.6 million hl. of still wine purchased by households
Vintners & Coop Σ 8.000 6,00 €
Special Trade, Highstreet Σ 4.000 10,00 €
SupermarketsΣ 40.000 3,60 €
Discount Σ 16.000 2,50 €
Average price of wine: 4.65 €/l
DiscountGroceriesSpecial TradeVintners
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Demographic development is reducing wine consumption
– The German population is declining– The percentage of older people is growing, lower consumption – Proportion of people is increasing who, for cultural reasons, do not
drink wine– Market penetration is dropping
The Climate for Wine in Germany Remains Positive, but...
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Organic Wine Production and Offers
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The German market for organic foods is the biggest in Europe
2014 sales of organic food: 7.91 billion euros
German eco-area: 1,089,000 ha. (+ 2,7% compared to last year)
Number of organic farms: 23,937 (2,9% of the total agriculture)
2013 -> 2014 German households spent 4.8% more on organic food
Constant changes in the market and the consumers
Food retailers and discounters offer organic food in a variety of product groups
Target group has expanded and is more difficult to narrow down
Current Situation
11BÖLW 2015
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Retail Stores: Where to buy?
12
Sales 2014
Percentage 2014
Sales 2013
Percentage 2013 Growth
Billion € % Billion € % %
Supermarkets / Grocery Stores 4.21 53% 4.5 54% 9%
Health Food Shops 2.62 33% 2.4 32% 3,6%
Other 1.09 14% 1,1 15% -0,6%
Total 7.91 100% 7.6 100% 4,8%
BÖLW,2014
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Discount Special Offer: Bio Wine from Abruzzo
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Global Organic Vineyard Acreage (2013)
14
Countries Organic Vineyards (ha.)
Percentage of Vineyard Acreage
Percentage of the Global Organic Vineyard Acreage
1 Spain 79,016 7.6% 30.4%2 France 61,055 7.5% 23.5%3 Italy 52,812 6.7% 20.3%4 USA 11,448 2.8% 4.4%5 Turkey 8,871 1.7% 3.4%6 Germany 7,400 7.3% 2.7%
7 Greece 5,001 4.5% 1.9%9 Chile 4,567 2.3% 1.8%
10 Austria 4,178 9.1% 1.6%11 Argentina 3,193 1.5% 1.2%12 Portugal 2,523 1.1% 1.0%13 China 2,000 0.4% 0.8%
Own representation in accordance with DWI, 2013
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Since 2007, the area of German organic vineyards has doubled
2012: 7,400 ha – 7.6% of all Germany’s vineyards
A total of 700 organic wineries – 3.7% of all wineries
Situation 2013/2014
15
Association Businesses Size (ha)
ECOVIN 250 1,900
Bioland 126 1,025
VDP 49 980
Demeter 47 450
Naturland 34 285
Biokreis 2 31
EU-certified X 2,730
According to the associations and AMI 2013
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Calculation on German Market: Model Calculation
16
Organic wine market in Germany: 1,160,000 HL
German production1:560,000 HL
(45%)
Imports2:600,000 hl
(55%)
8,000 hectares of organic vineyards(corresponds to 8% of the entire German vineyard
area)
Percentage of entire German wine market: 6.60%
Number of organic vineyards:700
Consumption per head in litres in Germany:approx. 1.4 litre/head
1: Estimate: Hochschule Geisenheim University; 2: Weinwirtschaft 2015/2, p. 50-52
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17
German Organic Wine -Consumers
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Regularly Purchased Products with Organic Seal
18
0%
10%
20%
30%
40%
50%
60%
38%
16%24%
3%6% 7%
2%
4%
51%
37%
17%
27%
2%7% 6%
2% 3%
48%
2011 2014
Small changes – similar structure
Fruit, vegetables, dairy products, eggs and meat are ahead
n=1225/1322
2009
Hoffmann & Szolnoki, 2010
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Regularly Purchased Organic Products acc. to Social Class
19
More organic products in the upper classes
n=1322
Fresch
Fruits
and Vegetables
Meat a
nd Sausa
ges
Milk
, Cheese
and Eggs
Backerie
s, Sw
eets,
Frozze
n Food
Other Generic
s
Non Alcoholic
Bevera
gesW
ine
Non of this
0%10%20%30%40%50%60%70%
45%
21%30%
3%7% 7% 3% 3%
41%35%
17%28%
1%6% 6%
2% 3%
47%
28%
9%19%
2% 5% 4% 2% 3%
60%
Choise of Products depand on social class
Upper Class Middle Class Lower Class
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Regularly Purchased Organic Products acc. to Gender
20
Women buy more organic produce
Fresch
Fruits
and Vegetables
Meat a
nd Sausages
Milk
, Cheese
, Eggs
Backerie
s and Sweets
frozze
n food
others
generics
Non alcoholic
beverages
Wine
Non0%
10%
20%
30%
40%
50%
60%
31%
14%
25%
2%5% 4%
1% 3%
53%
41%
19%
29%
2%7% 7%
2% 3%
44%
MALE FEMALE
n=1322
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Purchase Frequency of Organic Wine
21
22% of wine drinkers (8.9 million) deliberately buy organic wine now and again
78% of wine drinkers (31.8 million) do not
n=1322
Several times a week 0.1
Ones a week0.3
two- threetimes a week0.3 ones a month
2.4
less a month 18.7
never78.1
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Comparison of Wine Consumers
22
Non-organic wine purchasers
78% of wine drinkers
31.8 million consumers
Organic wine purchasers
22% of wine drinkers
8.9 million consumers
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• Positive developments in the organic sector in the past five years• Positive image of organic products in the minds of consumers• High proportion of organic products in Germany• More and more wineries are converting to organic• Approx. 8000 ha. organic vineyards• Organic wine – higher social classes
Summary
23
• Only 3% regularly buy organic wine• 18% buy organic wine less than once a month• Consumers’ attitude: “100% natural”• Recognition• Deliberate purchase of organic wine
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• Bund Ökologische Lebensmittelwirtschaft (BÖLW) (2014), Zahlen, Daten und Fakten der Biobranche 2014.
• Bundesprogramm Ökologischer Landbau und andere Formen nachhaltiger Landwirtschaft (BÖLN) (2012), Präferenzen und Zahlungsbereitschaft deutscher Verbraucher bei Öko-Wein.
• Deutsches Weininstitut (DWI) (2013), Öko-Weinbau in Deutschland.
• Römmelt, W. (2015), Unruhe trotz Wachstum. Weinwirtschaft, 2015/2, S. 50-52.
• Wechsler, B. (2014), Intensivinterview am 11.11.2014 um 16:00 Uhr, Weinbaudomäne Oppenheim, Weinmarketing: Dienstleistungszentrum ländlicher Raum-Rheinland-Pfalz.
• Hoffmann, D. & Szolnoki, G. (2010), Verbrauchereinstellungen zu Bioweinen in Deutschland. 33rd World Congress of Vine and Wine (OIV), Tiflis, 20.-27.06.2010.
Bibliography
24
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Thank you