EU-27 Annual Wine Report 2009; Consumption to Fall Due to Economic Downturn(5)

In Italy, the per capita consumption is estimated to have declined further in 2008, especially
for table and, to a lesser extent, sparkling wines. These changes reflect lower volumes
bought by families and a reduction in the frequency of purchases. At the same time, sales of
VQPRD wines have remained fairly stable, even showing some slight increases.
Despite a continuing decline in French wine consumption, France remains the largest
European wine consumer. During 2007 calendar year, sales of wine in super/hypermarkets
totaled about 9.5 MHL for a value of 3.2 billion Euros. These sales represent 60 percent of
GAIN Report - E49021 Page 6 of 15
UNCLASSIFIED USDA Foreign Agricultural Service
total wine sales, and were virtually unchanged in terms of volumes, but increased in value
compared with 2006. Purchases within the food service sector, such as traditional
restaurants, cafeterias and company restaurants, continued a decreasing trend following
implementation of stricter safety laws and regulations against alcohol. Many French
restaurants now offer wine by the glass to boost consumption.
In both Spain and Portugal, consumption of table wines is decreasing as consumers
preferences are shifting to wines under geographical indications. In general, it is anticipated
that the economic crisis will negatively affect wine consumption, especially in the HRI sector.
In Germany, per capita consumption of still wine has slowly, but continuously, increased to
20.6 liters in CY2007. Nearly two-thirds of the wine consumed in Germany is red and rosé.
The German Wine Institute reports a noticeable increase in production and demand for
domestic red wine in CY2008. However, most recent consumer trends indicate that the
demand for white wine is recovering after years of decline. In general, demand for young
fresh and lower alcohol wine is increasing. The targeted alcohol level for white wines ranges
between 12 and 13 percent. Recent consumer tests conducted on the so-called light white
wines, with 10.5 to 11.0 percent alcohol, received surprisingly positive responses. The
German Wine Institute also reports an increasing demand for domestic wines, at the expense
of imported wine in general. This development may be attributed in part to the preference of
purchasing regional products and the trend of favoring younger wines. The critical discussion
of different oenological practices applied outside Germany during the past several years may
also have an influence on purchasing decisions.