Wine consumption is declining in Europe


The wine consumption is declining in Europe, while China and USA are expected to be the top countries in the world ranking wine consumption by 2027 based on a study for wine conducted by Coface. The main conclusions among others are that China and USA will be the main demand countries for wine, while Europe remains the first in wine production and exports, reaching a proportion of 60% in both.

According to the main conclusions of this study:

  • Wine consumption is declining in Europe but rising in the rest of the world
  • By 2027, demand will mainly be led by China and the USA
  • 60% of wine production and nearly two-thirds of exports emanate from Europe
  • The 60% of wine production and the 60% of wine exports came from Europe
  • Three production models coexist in Europe

As mentioned in the study the world’s wine production is dominated by Italy, France and Spain, who together account for 48% of the total. Each of these three countries has its own production model. French market positioning is based on the creation of value respectively two and five times higher than those of Italy and Spain. For all three countries, crop surface areas are declining (-12% in France, -20% in Italy and -18% in Spain), in line with the downward production trends linked to restructuring. Nevertheless, Spain’s crop surface area remains, on average, 35% higher than those of its neighbouring countries. It is also stated that while Spain became the world’s leading wine exporter, in volume, in 2014, it has the most vulnerable of the three models in terms of competition from the new world. This is due to the low and mid-level positioning of its product lines.

European wine consumption is also declining (down by 17,000 hectolitres between 2003 and 2013). Coface forecasts that by 2027 the highest demand will come from Asia and the rankings are being turned upside down, with China and USA to become the world’s leading consumers.

 

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