TNS Worldpanel monitors a group of 25,000 British households who track everything they buy in supermarkets and co-ops. Account executive Alex McGuckian looks at how wine is selling.
Total wine expenditure grew by 6.3 per cent in the past year. This is a significant improvement on th e previous year's 3.4 per cent growth and was driven chiefly by a general price increase, coupled with shoppers purchasing more often - the average wine shopper now buys wine once every two-and-a-half weeks.
In total 18.5 million households bought wine in the past year, bringing its penetration to three-quarters of British households. Red and white wine, which combined account for 86 per cent of category expenditure, have grown at 2.6 per cent and 8.7 per cent respectively. That means red wine is significantly underperforming in the context of the overall category growth. Rosť has yet again set the pace within the category, with dramatic 25 per cent year-on-year growth.
Tesco, Sainsbury's and the hard discounters have all successfully grown their shares of the market, with strong performance and double-digit growth in Sainsbury's case.