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Imports Down, Domestics Edge Up, $20+ Wines Lead Way

June 2, 2010 | Filed under Featured Articles | Posted by

A 6 percent decline in imported wines nudged overall U.S. consumption down half a percentage point for the four-week period ending May 1, but domestic sales increased 1.7 percent led by wines costing more than $20 per bottle, according to scanner data from The Nielsen Company. (NOTE: This article and several others in the coming days are later than usual due to the editor’s recovery from surgery. We regret the delay.)

nielsenwii-4wk-050110-xls

The original analysis, interpretation and custom calculations performed by Wine Industry Insight and based on data from The Nielsen Company and the complete WII article are available to VIP Premium Subscribers. Wine Industry Insight does not sell or market data from the Nielsen Company.

NIELSEN DATA SHOWS TRADING UP IS SLOWING DOWN

Wines costing an average of $25.10 per bottle gained 3.1 percent. That’s up from April’s average price of $24.83 per 750ml bottle.

However, the off-premise “trading up” phenomenon seems to be losing some steam since it was first noted by Wine Industry Insight in March. Wines in the $20+ price segment gained 19.2 percent in for the period ending April 3, up from a 12.6 percent gain the previous period.

PRICE SEGMENT LOSSES OUTNUMBER GAINS

While the $20+ segment continues to lead gains, only three price segments gained dollar share while four posted declines

Price gainers (by average bottle price) were:

  • $25.10, up 3.1%
  • $4.63, up 2.9%
  • $10.03, up 1.1%

Losing dollar volume were:

  • $12.47, down 0.2%
  • $2.22, down 1.7%
  • $16.34, down 2.9%
  • $6.84, down 5.8%

FULL SPREADSHEET AVAILABLE

The Nielsen Company spreadsheet that includes the data on which this article is based is available here for VIP Premium subscribers. Even this full spreadsheet represents just a very small fraction of that available to Nielsen clients.

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