New Year’s Eve-period buyers rule the sparkling wine market

In the 12-month period between September 2011 and August 2012 44 percent of Hungarian households purchased sparkling wine. This represents a small drop from the previous such period. Sparkling wine is a real seasonal product: while in an average month only 3-5 percent of households buy it, in December this ratio goes above 30 percent.

Az In December typically housewives in their 40s, families of five or bigger families, families with small children, people with medium income and people living in small towns or villages buy sparkling wine above the average level. Three quarters of sparkling wine sold are sweet, but this ratio was 80 percent a year ago. Hypermarkets realised 45 percent of volume sales in the examined period; supermarkets’ share was below 18 percent (but in dry and semi-dry sparkling wines sales their share was above 25 percent). Private label products’ proportion was way below the consumer goods average at 9 percent.