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.

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