Consumer Trends in the German Wine Market

This was announced by the German Wine Institute (DWI) at the press conference of the international wine fair ProWein in Düsseldorf.

Purchase volume of non-alcoholic almost doubled

According to the wine market analysis by NieslenIQ commissioned by the DWI, 86 per cent more non-alcoholic wines were purchased in 2024 compared to the previous year. The purchase value increased by 68 per cent as a result. This wine segment was able to expand its buyer base by 17 per cent last year.

The market analysis also shows that the repurchase rate of non-alcoholic wines is increasing slightly, indicating a higher level of consumer acceptance. The DWI estimates that this may also be due to improved wine quality. Non-alcoholic wines are mainly purchased in addition to normal wines. However, with an estimated market share of about 1.5 per cent of the total German wine market, the prevalence of non-alcoholic wines is still comparatively low.

Rosé increasingly popular

The trend in wine consumption is clearly moving towards fresh and fruity wines. Rosé wines in particular benefited from this last year, increasing their market share by one percentage point to 14 percent compared to 2023. This growth was at the expense of red wines, which dropped to a share of 39 percent of the German wine market.

German white wines on the rise

Within the white wine segment, which remained stable with a 47 per cent market share, German producers were able to expand their market position last year. Fifty-five per cent of the white wines purchased came from domestic cultivation, which corresponds to an increase of two percentage points compared to 2023. Purchases of Pinot Gris and Pinot Blanc were particularly strong.

Customers remain loyal to their shopping locations

German consumers hardly changed their sources of supply for wine last year. With a share of 64 percent of all wine purchases, food retailers remain the major place to buy wine. Discounters have a market share of 37 percent, consumer markets and supermarkets together 27 percent. Thirteen percent of wines in Germany are bought online from various sources. For German wines, direct sales from the producer continue to play a significant role. Twenty-one per cent were purchased in local wineries or from their online shops.