|Champagne and sparkling wine to double market share|
|Written by Gemma McKenna|
|Wednesday, 15 August 2012 14:11|
Champagne and sparkling wine is set to double its market share in the UK and overseas, according to data from TNS.
That’s despite CIVC figures collected earlier this year, which showed Champagne exports to the UK in 2011 fell by 2.7% to 34.5 million bottles. But when you look at the volumes for sparkling wine versus Champagne growth, the consumption of sparkling wine dwarfs Champagne here - Nielsen figures to the end of January 2012 show Champagne volumes in the UK off-trade were 14 million litres, whereas sparkling wine stood at around 43 million litres.
TNS, which is owned by Kantar, surveyed 39,000 people in 17 markets, discovering that the combination of increased spending among current sparkling wine drinkers and the arrival of new drinkers is making the category more appealing.
The data shows that Champagne and other sparkling wines could increase their overall share of total drinking occasions from 5.1-7.8% if all those who wanted to drink them were able to. The greatest growth is likely to come from India and China, where current low shares of 0.4 and 0.7% could quadruple. In more mature markets like the UK and US the share could nearly double, to 9.1 and 6.5% respectively.
Jan Hofmeyr, chief researcher into behaviour change at TNS, said: “While we can see a huge worldwide appetite to drink more sparkling wine and Champagne, most people are still held back by cost. These drinks are perceived as indulgences, enjoyed mainly on special occasions.
"If affordable sparkling wines can be made more accessible, particularly in developing markets, and be positioned as a drink for celebrating life rather than only special occasions, the sector has a sparkling future.”