TNS: sparkling wines set to quadruple market share via developing markets


Sparkling wines are poised to quadruple their market share if they harness growth opportunities in developing markets including China and India, according to new research released today by TNS.

The Commitment Economy, an independent global survey of over 39,000 people in 17 markets, reveals a combination of increased spending among current sparkling wine drinkers and new drinkers in the developing world is presenting manufacturers with an opportunity to entice consumers away from traditional alcohol favourites.

TNS’s modelling exercise found Champagne and other sparkling wines could increase their overall share of total drinking occasions from 5.1% to 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 to 1.9% and 2.5% respectively, said researchers.

In more mature markets, like the UK and US, the share could nearly double, to 9.1% and 6.5% respectively, as consumers buy into these drinks for their taste, sophistication and the indulgence they afford.

Jan Hofmeyr, chief researcher, 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. The good news for winemakers is people consider sparkling wines both taste better and offer greater enjoyment than other alcoholic drinks. So, 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.”

Of all the markets studied, Spain was the only one where consumption of sparkling wines is set to decline, with a potential 0.4% drop in market share. However, with increasing international demand, cava producers need not fear if their distribution model is right.

Hofmeyr said: “The study does not indicate consumers plan to increase their alcohol consumption overall, more they would like to drink sparkling wines more regularly. Manufacturers of other alcoholic drinks should take note, as they will need to build loyalty and commitment to ensure their own market share is not affected by this desire to drink more fizz.” 

  Champagne and sparkling wine
  Current share Growth potential
Global 5.1% +2.7%
Australia 7.6% +1.7%
Brazil 3.5% +4.2%
China 0.7% +2.5%
Germany 9.9% +1.9%
Spain 8.7% -0.4%
France 12.5% +2.2%
India 0.4% +1.9%
Nigeria 3.6% +5.4%
Netherlands 2.8% +3.5%
Poland 4.5% +1.6%
Russia 8.1% +2.9%
South Africa 2.4% +4.2%
Turkey 2.8% +1.8%
UK 5.0% +4.1%
USA 3.5% +3.0%