Nielsen: Trading Down Shows Legs, Imports & $20+ Bottles Suck

Trading down continued to hammer U.S. wine sales in November, with imports and the over-$20-per-bottle segments leading the decline. Domestic wines managed small to moderate gains according to The Nielsen Company.

Overall wine sales varied inconsistently with the time period being examined.

OVERALL SALES: U.S. UP, IMPORTS DOWN

Nielsen scanner data showed that, for the period ending Nov 14, 2009, overall U.S. table wine sales at food, drug, convenience, liquor stores and other select channels slid 0.2 percent for the four-week period, but increased 3.4 percent for the 52-week period versus one year ago.

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Domestic wine sales inched up overall gaining 1.4 percent for the four weeks and 5 percent for the 52-weeks.

Imports slid 4.4 percent for the 4-week period and 0.4 percent for the 52 weeks.

Also In This Article:

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• TRADING DOWN SHOWS LEGS, HURTS IMPORTS MOST

• VARIETAL DOLLAR MARKET SHARE REMAINS STATIC

The relative dollar market share of  the top-13 varietals remained virtually static with changes that fall into the noise-level category.

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