GLOBALISATION OF THE WINE MARKET DECEMBER 2015
EUROPE’S DOUBLE POSITIONING: QUALITY AND QUANTITY COEXISTENCE OF 3 MODELS Italy, France, Spain
2/3
EU
48%
60%
of world production
of exports in value and around
of world production
Creation of value
50% in volume
Intermediary position
Volume increase
surface area -12% crop
surface area -20% crop
Italy and >35% inFrance
productivity -8% decreasing
productivity +2% feeble
sharp rise in +42% aproductivity
7 Quality ratio
3.3 Quality ratio
1.5 Quality ratio
1
2
2
Quality orientated production
-17% consumption
2
Volume and low and midlevel orientated production
-26% consumption
3
3
1 average
vs crop areas
1
2 relationship
2003-2013 vs 1983-2003
-34% consumption
3
3 in
between export value and volume
2013 vs 2003
ASIA, THE WORLD’S FUTURE LEADING CONSUMER, FRANCE TO LEVEL OFF FRANCE
BY 2027, DEMAND EXPECTED TO MOVE TO ASIA
43,8 litres /year, leading wine consumer
China
but on a declining trend
United States France
EUROPE
Germany
consumption decreasing
4 beteween
Growing popularity of wine thanks to the growing middle class population
Italy
17000 hectolitres
Increase in urbanisation
Russia 4
+1
+4 vs 2013
Alignment with Western standards
vs 2013
2003 and 2013
EUROPEAN EXPORTERS WEAKENING OVER THE LONG TERM Competition between European and new world producers on low and mid-level products Spain is vulnerable
5
Free-trade agreements 5 exempt from taxes
between China and Australia, Chile, New Zealand
Lower exchange rates in Chile and South Africa strengthen their price competitiveness
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