GLOBALISATION OF THE WINE MARKET

Page 1

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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