Global market review of sparkling wine forecasts to 2016

Transcription

1 Global market review of sparkling wine forecasts to edition By The IWSR August 2012 Published by Aroq Limited Seneca House Buntsford Park Road Bromsgrove Worcestershire B60 3DX United Kingdom Tel: +44 (0) Fax: +44 (0) Web: Registered in England no: i

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4 Table of contents Chapter 1 Category dynamics Introduction Recent performance Scope of the market Growth drivers Champagne vs non-champagne sparkling wine Spritz phenomenon Leading companies Scope for greater internationalisation Leading supplier countries Premiumisation opportunity Prosecco phenomenon Cava Low-alcohol opportunity in the UK Chapter 2 Global markets review Germany Russia The Ukraine France United Kingdom The Netherlands Belgium and Luxembourg Spain Austria Switzerland Sweden Finland Denmark Poland The Czech Republic Hungary United States Canada Brazil Argentina iv

5 Chile Australia New Zealand Japan China India South Africa Travel retail Italy v

6 List of tables Table 1: Top 25 non-champagne sparkling wine markets, consumption volume ('000s nine-litre Table 2: Top five non-champagne sparkling wine markets by supplying countries of origin, consumption volume ('000s ninelitre Table 3: Top five non-champagne sparkling wine markets sales by quality, consumption volume ('000s nine-litre Table 4: Top non-champagne sparkling wine brands (and market total) in Germany, consumption volume ('000s nine-litre Table 5: Top non-champagne sparkling wine companies (and market total) in Germany, consumption volume ('000s nine-litre Table 6: Top non-champagne sparkling wine brands (and market total) in Russia, consumption volume ('000s nine-litre Table 7: Top non-champagne sparkling wine companies (and market total) in Russia, consumption volume ('000s nine-litre Table 8: Top non-champagne sparkling wine brands (and market total) in Ukraine, consumption volume ('000s nine-litre Table 9: Top non-champagne sparkling wine companies (and market total) in Ukraine, consumption volume ('000s nine-litre Table 10: Top non-champagne sparkling wine brands (and market total) in France, consumption volume ('000s nine-litre Table 11: Top non-champagne sparkling wine companies (and market total) in France, consumption volume ('000s nine-litre Table 12: Top non-champagne sparkling wine brands (and market total) in United Kingdom, consumption volume ('000s ninelitre Table 13: Top non-champagne sparkling wine companies (and market total) in United Kingdom, consumption volume ('000s nine-litre Table 14: Top non-champagne sparkling wine brands (and market total) in Netherlands, consumption volume ('000s nine-litre Table 15: Top non-champagne sparkling wine companies (and market total) in Netherlands, consumption volume ('000s ninelitre Table 16: Top non-champagne sparkling wine brands (and market total) in Belgium and Luxembourg, consumption volume ('000s nine-litre Table 17: Top non-champagne sparkling wine companies (and market total) in Belgium and Luxembourg, consumption volume ('000s nine-litre Table 18: Top non-champagne sparkling wine brands (and market total) in Spain, consumption volume ('000s nine-litre Table 19: Top non-champagne sparkling wine companies (and market total) in Spain, consumption volume ('000s nine-litre Table 20: Top non-champagne sparkling wine brands (and market total) in Austria, consumption volume ('000s nine-litre Table 21: Top non-champagne sparkling wine companies (and market total) in Austria, consumption volume ('000s nine-litre Table 22: Top non-champagne sparkling wine brands (and market total) in Switzerland, consumption volume ('000s nine-litre Table 23: Top non-champagne sparkling wine companies (and market total) in Switzerland, consumption volume ('000s ninelitre vi

7 Table 24: Top non-champagne sparkling wine brands (and market total) in Poland, consumption volume ('000s nine-litre Table 25: Top non-champagne sparkling wine companies (and market total) in Poland, consumption volume ('000s nine-litre Table 26: Top non-champagne sparkling wine brands (and market total) in Czech Republic, consumption volume ('000s ninelitre Table 27: Top non-champagne sparkling wine companies (and market total) in Czech Republic, consumption volume ('000s nine-litre Table 28: Top non-champagne sparkling wine brands (and market total) in Hungary, consumption volume ('000s nine-litre Table 29: Top non-champagne sparkling wine companies (and market total) in Hungary, consumption volume ('000s nine-litre Table 30: Top non-champagne sparkling wine brands (and market total) in United States, consumption volume ('000s ninelitre Table 31: Top non-champagne sparkling wine companies (and market total) in United States, consumption volume ('000s ninelitre Table 32: Top non-champagne sparkling wine brands (and market total) in Brazil, consumption volume ('000s nine-litre Table 33: Top non-champagne sparkling wine companies (and market total) in Brazil, consumption volume ('000s nine-litre Table 34: Top non-champagne sparkling wine brands (and market total) in Argentina, consumption volume ('000s nine-litre Table 35: Top non-champagne sparkling wine companies (and market total) in Argentina, consumption volume ('000s ninelitre Table 36: Top non-champagne sparkling wine brands (and market total) in Australia, consumption volume ('000s nine-litre Table 37: Top non-champagne sparkling wine companies (and market total) in Australia, consumption volume ('000s nine-litre Table 38: Top non-champagne sparkling wine brands (and market total) in New Zealand, consumption volume ('000s nine-litre Table 39: Top non-champagne sparkling wine companies (and market total) in New Zealand, consumption volume ('000s ninelitre Table 40: Top non-champagne sparkling wine brands (and market total) in Japan, consumption volume ('000s nine-litre Table 41: Top non-champagne sparkling wine companies (and market total) in Japan, consumption volume ('000s nine-litre Table 42: Top non-champagne sparkling wine brands (and market total) in Italy, consumption volume ('000s nine-litre Table 43: Top non-champagne sparkling wine companies (and market total) in Italy, consumption volume ('000s nine-litre vii

8 Notes about the data Where - or a blank table cell appears in The IWSR data tables, this indicates no sales recorded by The IWSR. When 0.0 precedes - in previous years, this indicates that the brand had not yet been launched in the year(s). There may be some cases where low sales are registered as 0.0 due to rounding. Low sales may also be recorded as Min to signify minimum sales. Unless otherwise specified, all data quoted in this report refers to 2011 market data. Unless otherwise specified all data quoted in this report refers to total volume (i.e.: both on- and off trade consumption). When cases are quoted, these refer to nine-litre cases unless otherwise specified Data in tables may not sum due to rounding. Terminology CAGR: compound annual growth rate A&P: advertising and promotions viii

9 Chapter 1 Category dynamics Introduction One of the less heralded developments within the global wine and spirits industry has been the performance of the non-champagne sparkling wine. Between 2002 and 2012, the category added some xxxxm nine-litre cases to settle at just under xxxm nine-litre cases. Particularly encouraging has been the broad-based nature of that growth. Twenty out of the top 25 sparkling wine markets posted increases over that period, including four of the five largest markets Germany, Russia, France and Italy, while France was roughly flat. In 2011, there were xx markets selling more than 1m cases. Sparkling wine (excluding Champagne) posted a steady xxx% compound annual growth rate (CAGR) between 2006 and In 2011, the global growth rate for non-champagne sparkling wine xxxx% over 2010 a reasonable performance given that many of the largest markets can be found in economically challenged Western Europe and North America. Europe is the largest single region with sales of xxxxxm cases, up from xxxm cases in 2006 and xxxxm in The question is what is driving this growth? It is a number of factors. The growth of sparkling wine is being driven by both geographic expansion, and more diversity in terms of usage occasions. One common feature shared by all of the largest sparkling wine markets is that their consumers drink it more on an everyday basis rather than its usual celebratory role. This is true of France, Germany, northern Italy and Catalonia. Now, other countries such as the US, UK and Australia, to name a few, are adopting this everyday usage. As in the still light wine market, sparkling wine producers have provided liquid innovations and successfully harnessed the consumer interest for specific varietals or wine styles. Sparkling rosé, in particular, is a key growth driver across many markets and is seen as particularly appealing to women. Liquid innovation is also leading to new growth opportunities. The recent growth of low and no-alcohol sparkling wine is particularly encouraging and partially due to improved dealcoholisation technology. The growth of low and no-alcohol sparkling wine is most evident in the UK and Germany, but is also showing signs of life in a broad array of markets. The category s fortunes are also being transformed by the entry of formerly still light wine producers and spirits multinationals into the sparkling wine arena. Some of these producers are bringing much-needed investment, innovation, marketing nous and distribution clout to the sector. 1

10 Chapter 2 Global markets review Germany Table 1: Top non-champagne sparkling wine brands (and market total) in Germany, consumption volume ('000s nine-litre Brand Owner % Change CAGR CAGR Share 06 Share 11 Total Rotkaeppchen Freixenet Soehnlein MM Extra Mumm Sekt Rotkaeppchen Sektkellerei Freixenet Henkell Rotkaeppchen Sektkellerei Rotkaeppchen Sektkellerei Others Source: The IWSR Table 2: Top non-champagne sparkling wine companies (and market total) in Germany, consumption volume ('000s nine-litre Company % Change CAGR CAGR Share 06 Share 11 Total Rotkaeppchen Sektkellerei Henkell Freixenet Schloss Wachenheim Herres Others Source: The IWSR The economic crisis hit Germany less severely than other European economies, although the wine and spirits market was affected as people went out less and adopted more cautious spending behaviour. The on-premise 2