Despite a slight decline, the consumption of rosé wines in the world is doing well and resisting better than still wines in general with many growing markets and a French market which is still the leader in all categories.
Although world consumption of rosé has risen sharply since 2002 by more than 20%, its growth has nevertheless encountered some jolts and even seems to have declined slightly since 2019 (-2.3%) to now reach 23.6 M hl, i.e. 10 .5% of still wines (19.8 M in 2019). This still represents 34% of the world total, ie 4% more than ten years ago. A large majority of countries are still seeing an increase in their consumption of rosé and France remains in the lead with 6.6 M hl (following a peak of 7.2 M in 2017), with the Covid years accounting for three quarters of the drop. It has just over a third of rosé consumers (it had reached 37% 10 years ago) who consume 94% of French wines.
Germany (12%) which has just overtaken the United States (11%) in sharp decline is establishing itself as the second consumer country, Great Britain and Italy remain in the top 5. The first three markets monopolize more than half of the world’s rosé consumption. Contrary to the United States where the market is crumbling following a sharp rise, there is an opposite trend in Great Britain where following a drop from 2012 to 2019, rosés experienced a strong rebound of 12.3% in 2020.
France still the leader in all categories
Per capita, we find France in the lead ahead of Uruguay, Benelux, Denmark, Germany, the Netherlands and Greece, but in terms of actual consumers, it is Germany that follows France ahead of the Kingdom. UK, Italy and USA. In terms of the share of rosés in country consumption, France, still on the rise, posted 35.5% behind Tunisia at 57.8% but down and ahead of Uruguay and Morocco but with lower volumes.
Compared to the fall in still wines, particularly in Western Europe, rosés remain stable. Only Africa posted an increase in both categories, while North America and Asia-Oceania increased their consumption of rosés in a context of a drop in still wines. Some countries even posted double-digit increases such as New Zealand at +47%, Australia at +31%, Brazil at +22%, but also Hong Kong and Benelux and at lower volumes, Poland and South Korea. In 2021, consumption is still concentrated in Western Europe and North America, with Asia not yet having significant markets for rosés.
Clearer and clearer rosés
In terms of color, France continues its trend towards lightening and pale rosés and a policy of higher prices (5.1€ on average) compared to those of Spanish wines at 2.70€ and Moroccan wines at 3 ,80€. “ The consumption of rosé wines here is a reflection of world consumption in terms of colors notes Nans Brochart of FranceAgriMer. ” With a continuous increase in rosés and despite a decline which a priori is not structural but due to the pandemic and which is less than still wines overall, France remains the leader in all categories. But it must be recognized that the growth drivers today are mainly in Eastern Europe, Asia and Africa says Brice Amato, in charge of economic studies at the CIVP.
In Germany, where we consume as many local wines as French wines (26% each), we also display the color on lightening with French and Italian wines better valued than Spanish, South African and even German wines, hence a price war and a fall in the average price. Same trend for pale rosés in the United States, which still favors local production (90% of rosés consumed are American and particularly Californian) but France and Italy manage to value their bottles well respectively at €17.2 and €15.5 € on average.
These figures and trends are compiled by the World Observatory for Rosé created in 2002 by the CIVP and FranceAgriMer. It compiles analyzes and data from 47 countries, representing 94% of world consumption, Mexico and South Korea having been included in 2019 and Algeria having been removed from the panel due to a lack of volumes and reliable information. But rosé still does not have an official definition.
A special rosé event organized by Terre de Vins will take place on May 27, more info to come in 13 days!
