Christmas 2024: Sparkling Wine Sales Surge Amid Festive Cheer

6

Christmas 2024 saw a record boost in sparkling wine sales, with shoppers spending big on festive fizz. Discover the trends and insights behind this surge.

Introduction

The holiday season of 2024 brought a delightful surprise for the wine industry, particularly for sparkling wines and Champagne. As Christmas approached, consumers were eager to indulge in festive fizz, leading to a significant increase in sales. According to Kantar, household spending reached new heights, marking December as one of the busiest months for grocery shopping since before the pandemic. This article explores the remarkable trends in premium beverage sales during this festive period.

Record Sales Figures

December 2024 recorded a 2.1% increase in overall take-home grocery sales compared to the previous year. Sparkling wine and Champagne stood out as stars during this time, achieving an impressive 4.4% year-over-year growth with total sales hitting £187 million. This surge reflects not only consumer preference but also a willingness to spend more on quality beverages during celebrations.

Fraser McKevitt from Kantar noted that this Christmas was marked by heightened spending, with total grocery sales surpassing £13 billion in just four weeks. This is the first time such figures have been reported, indicating a robust recovery and renewed enthusiasm among shoppers.

Shifting Consumer Trends

Interestingly, alongside the rise of traditional festive drinks, there has been a noticeable shift towards low and no-alcohol options. Approximately 11% of shoppers opted for these beverages this holiday season, up from under 10% last year. This trend highlights a growing awareness around health and moderation while still enjoying festive cheer.

Moreover, premium own-label products saw remarkable growth of 14.6%, now accounting for 7% of all grocery sales. With nine out of ten households purchasing at least one premium item, it’s clear that consumers are prioritizing quality over quantity when it comes to their holiday selections.

Supermarket Performance

In terms of market performance, Tesco emerged as the largest winner during this festive season with a market share increase to 28.5%, thanks to strong performances across its various retail channels including convenience stores and online platforms. Sainsbury’s also made notable gains with a market share of 16%, benefiting from growth rates that outpaced overall market trends.

Morrisons and Waitrose maintained steady performances as well; however, discount retailers like Lidl and Aldi captured impressive market shares of 7.3% and 10%, respectively—demonstrating that value-oriented shopping remains popular even during premium product spikes.

Online Shopping Boom

Another noteworthy trend was the shift toward online grocery shopping. Over 5.6 million households utilized delivery or click-and-collect services at least once throughout December 2024, contributing to record online spending of £1.6 billion within the month alone.

Ocado reported a significant boost in sales by 9.6%, reflecting changing consumer habits where convenience plays a crucial role in shopping decisions during the busy holiday period.

Conclusion

The results from Christmas 2024 indicate a vibrant resurgence in sparkling wine sales fueled by enthusiastic shoppers looking to celebrate in style. The combination of record-high supermarket performance and evolving consumer preferences towards premium products paints an optimistic picture for the wine industry moving forward into 2025.

As we reflect on these trends, it’s clear that sparkling wines will continue to be at the forefront of festive celebrations as consumers seek quality experiences even amidst economic challenges.

Photo by Matteo Vistocco on Unsplash