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04 July 2005
Sydney
Sparkling wine sales are growing at more than seven percent per annum – faster than any other wine segment and the fastest growth recorded in the category since its peak during the millennium celebrations at the end of 1999 – according to a recent survey by leading market research company ACNielsen (see chart 1).
Chart 1: Sparkling wine sales 1999 to 2004 (Volume)
Source: ACNielsen | ScanTrack Liquor
The ACNielsen Wine Index survey, which looks at various drivers of growth across the wine sector including consumers trading up to higher priced products, price inflation and increased volume sales, found that sparkling wine sales were growing at 7.3 percent per annum, compared to just 2.8 percent growth across the total wine category. Sparkling wines also accounted for 20 percent of total wine sales.
“What we’re seeing in the sparkling wine sector is completely different to trends across the sector as a whole,” said Michael Walton, Associate Director, Liquor, ACNielsen. “While the total market has seen a drop in value growth to less than three percent, sparkling wine is powering ahead, clocking up over seven percent growth in the past 12 months.”
Walton said volume growth across the wine market was at healthy levels, but value growth was not corresponding, indicating consumers were buying more wine, but paying less for it. In contrast, the average price per unit paid on sparkling wine was up to $10.63, compared to $10.53 in the previous 12 months.
Drilling into the category further, ACNielsen’s Wine Index survey demonstrates sparkling wine growth has primarily been driven by new products such as sparkling rosé and fruit flavoured spumantes, which rose 48 percent and 159 percent respectively in the 12 months to May 2005 (see chart 2).
Chart 2: Sparkling wine value percentage growth by segment MAT May 2005
Source: ACNielsen | ScanTrack Liquor
“Sparkling wine manufacturers have an exciting opportunity here to push brand strength to the trades and position their products within this price point to really take advantage of the trend,” said Walton. “Product innovation and diversity are also key success factors.”
About ACNielsen
ACNielsen, a VNU business, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns.
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