WINE TRADE MONITOR 2024:
Who Wins in Tomorrow's Global Wine Market?
WINE TRADE MONITOR 2024:
Who Wins in Tomorrow's Global Wine Market?
The Wine Trade Monitor by HOPSCOTCH SOPEXA is an international,
forward-looking study deciphering the evolutionary trends and the perspectives
in the wine market.
This 10th edition targets 9 key markets:
Canada, United States, Belgium, Germany, Netherlands, United Kingdom,
China, Japan, South Korea.
Nearly 1,000 professionals and local business actors, in wine importation
and distribution, have delivered their forecasts for the evolution of their markets
over the next 24 months.
Over the past 15 years, this methodology has proven sound in previewing
forecasts that have ultimately come true, providing valuable lessons in
understanding and anticipating the trends impacting international wines sales.
France, The origin found amongst
the most operators
French, Italian, and Spanish wines are the most popular
among operators
France / italy: face to face
France
88%
While Italy is well
77%
of operators
sell French wines
referenced on
mature markets,
it falls behind in
italy
72%
of operators China compared VS
sell Italian wines to French wines
of operators
sell Spanish wines
83%
79%
80%
75%
81%
75%
88% 58%
Belgian professionals 51% 46% 24%
have a thirst for new
8
origins
different origins sold
Sell Argentinian wines Sell Greek wines
Sell Chilean wines
on average vs 6.4 in 2021
an overall perception of origins The perception of wine,
that varies according
linked to their origin:
to the market The criteria for which France is most often cited:
55 %
On average, more than half
of professionals cite France special
as the country with the best
global image, ahead of italy
occasions 73%
France
A popular image in Japan (80%)
Consistent
France
that contrasts with the Netherlands (18%)
Quality of taste 28%
18 % 4% CSR
35%
↪
↪
approaches
germany
Italy
A popular image in the
A particularly good perception
in its own territory (26%)
The criteria for which other origins stand out:
Netherlands (43%)
Portugal
that contrasts with a
lack of recognition in
South Korea (3%)
A strong image in the
Netherlands (15%)
29% Australia
united states
A stronger image in South Innovation 21% Italy
Korea (15%)
13% United
States
American wines They are the wines thought of by professionals
are particularly when it comes to the following criteria:
well perceived
30 % Innovation
29% Spain
in south Korea Attractiveness
27% attractiveness to young generations of price
32% effective communication campaigns 18% Chile
professional forecasts Small-scale buyers
are the most optimistic
on the evolution on the
of the wine evolution
24%
market of their sales
40%
28% 11%
:)
↪
↪
:)
49%
progression
stagnation 39%
of operators that
purchase less
of operators that
purchase more
deterioration than 10,000 than a million
bottles per year bottles per year
27% 21% predict that the predict that the
market will grow market will grow
Against this rather somber
backdrop, trade professionals
estimate that France and Italy
will be the wine-producing
countries with the strongest
Online sales are expected to grow
sales-growth.
progression
53%
19% stagnation
40%
36%
43% Portugal
deterioration 7%
spain
France
italy
CSR dimensions to which
operators are the most sensitive
↪ Carbon footprint
reduction
3 large consumer trends
23%
Protection of
natural resources
↪
Naturalness:
19% ↪ ORGANIC, csr, natural wines
Respect for
biodiversity
↪ 19%
new offers:
Promotion of
diversity and
inclusion
low-alcohol wines, vegan wines,
7% orange wines, pet' nats
Low alcohol wines, a category
expected to grow, notably for:
stronger price
41% 35% 27% segmentation:
premium wines, entry-level wines
Germans Canadians and
americans
the English
a desire for diversity
In a particulary dynamic
in appellation preferences segment, Cava is doing uniquely
well, notably to the detriment
Regions or types of wines with the strongest sales growth over the next 24 months,
of Prosecco.
according to trade professionals
n°1 n°1 n°1 55%
25%
20%
59%
CAVA
Loire Valley Languedoc Provence
n°2 n°2 n°2
21%
19%
45%
50%
Languedoc
Bordeaux
Languedoc
Bourgogne Bourgogne
Crémant
n°3 n°3 n°3
20%
Marlborough
19%
Rhone Valley
41%
Italian Rosé 47%
white red
Rosé
wines wines wines champagne
Marlborough dominates
largely in china and south Korea for white wines
47%
in China and South Korea
46%
prosecCo
behind the well known varietals,
the underdogs compete for position
Growth in demand for still wines is driven by a trio of international
grape varieties, but with very marked variations according to country.
Chardonnay
Cabernet
Sauvignon
29%
Pinot
Noir
24%
Sauvignon
blanc
Chenin
A stronger interest
in Belgium (44%)
than in the United States (14%)
22% blanc
A stronger interest
in China (56%)
and South Korea (44%)
16% Grenache
than in Germany (4%)
A stronger interest
in South Korea (43%)
and Canada (34%)
13% Albariño
than in Germany (10%) A level of interest that
is growing in China,
and declining
in the United Kingdom
In the top 3 most dynamic grape
13%
varieties in Belgium (17%),
Canada (20%),
and the United Kindgom (24%) 12%
The grape variety with the second
highest sales growth
in the United States
A stronger demand
in the United States (22%)
and the United Kingdom (20%),
as well as among major operators
Authenticity improves sales...
85 % yes 12% NO
3%
:(
do not know
:)
An opinion stronger An opinion stronger among
among wine large-scale distributors, including
:|
merchants super- and hyper-markets
... a concept that echos
-
different realities
Winemaker’s
Terroir:
Craft:
approach:
China, Japan, United States
Belgium, Germany
South Korea
whatever the container...
The screw cap:
a growing standard
75cl glass bottles remain the format for which professionals anticipate
the strongest sales growth.
Small formats are attracting interest from supermarket buyers.
Already very popular on Anglo-Saxon markets,
Conversely, large formats are losing ground, particularly in Europe.
it is growing in more traditional markets.
Bag-in-Box has stable forecast for overall growth in Belgium,
the Netherlands and Japan.
75 CL bottle,
a dynamic format
79%
Germany
The 75cl bottle is not incompatible
with innovation: it is in this format
that professionals believe packaging
76%
developments will be the most buoyant
in terms of sales.
68%
anglo-saxons
still believe in cans?
Japan
Classic 75cl bottle They are less inclined
to cite cans now than in 2021
24%
Lightweight 32% - 18 points
69%
glass bottle United States United States
17% - 19 points
3% Canada
Bottle made
15%
of cellulose, paper, linen United - 24 points
Kingdom
CONTACT
Our teams remain at your disposal to further discuss the marketing & communications
strategies to be adopted in response to these developments.
Follow us sopexa.com / @sopexa_agency
©Wine Trade Monitor 2024 by Hopscotch Sopexa
