Retailer exclusive Champagnes have been hit hard by a decline in the Champagne category, claims a new report.
Sales of supermarket exclusives have fallen 11.5% year-on-year compared with a 3.8% drop across the market as a whole, according to the second annual market report from Champagne house Lanson.
Sales of other sparkling wines, however, have grown 10.5% by value, driven by growing consumer demand for prosecco and cava, says the report, which cites Nielsen data [52 w/e 4 February 2013].
Retailer tertiary Champagnes were losing out as shoppers opted for premium sparkling wine or Champagne brands, said Lanson MD Paul Beavis.
The category was polarising, with many own-label and premium Grand Marques growing as some non-premium Grandes Marques and retailer-exclusives declined, added Moët & Chandon. “This trend highlights consumers’ increasing desire for reassurance on the quality of the wine,” said a spokesman.
The report showed strong growth in sales of some Grandes Marques, although the overall Grandes Marques sector dipped 1.3% by value, while non-premium Champagne brands rose 2.4%. Bollinger enjoyed the greatest growth (16.8%), followed by Lanson (13.2%), Mumm (11.1%) and market leader Moët & Chandon at 7.6%.
But Laurent Perrier fell 25.8%, while Taittinger dropped 20.8% and Piper Heidsieck fell 19.1%.
Morrisons is currently overhauling its own-label Champagne range.