TRENDS IN THE GLOBAL WINE MARKET AND THEIR IMPACT ON THE UKRAINIAN WINE INDUSTRY - Научное сообщество
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TRENDS IN THE GLOBAL WINE MARKET AND THEIR IMPACT ON THE UKRAINIAN WINE INDUSTRY

18.01.2025 15:21

[1. Экономические науки]

Автор: Pechko Volodymyr, Candidate of Economic Sciences, Associate Professor of the Department of Agricultural Products Processing, National University of Food Technologies, Kyiv, Ukraine



Ukraine's wine industry plays a key role in the development of the agro-industrial complex, preservation of cultural heritage and strengthening the country's international image. It provides jobs in regions with viticultural traditions, stimulates rural development, and contributes to the preservation of cultural heritage. At the same time, Ukrainian wines are becoming increasingly popular on global markets, which contributes to export growth and economic resilience. Innovations in production and organic winemaking add to the industry's competitiveness, making it an important factor in national branding and economic growth.

Due to its cultural significance and global spread, winemaking influences the development of tourism, art, and is also part of a healthy lifestyle in many cultures around the world. The relevance of the research is due to the fact that market research on wine products is key to ensuring the stable development of this industry and adapting to global challenges. They allow for a deeper understanding of market trends, changes in supply and demand, price fluctuations, as well as analyzing the impact of climatic and technological factors on production. 

Data from the OIV (International Organization of Viticulture and Winemaking) show a general downward trend in wine production and consumption, driven by both climatic conditions and the “echo” of the COVID-19 pandemic, global changes in food demand, and a decline in the purchasing power of the population in most regions (Fig. 1). Nevertheless, the demand for wine is likely to continue to grow, but this growth will be uneven depending on the region and type of wine. At the same time, current trends in the global wine industry reflect significant changes in the structure of production and consumption. Organic and eco-friendly wines will also grow in popularity as consumers increasingly pay attention to sustainability and product quality.




Fig. 1. Wine consumption in the world, 2000-2023, mhl  

Source: based on data from [1].

The global volume of wine exported in 2023 decreased by 6.3% to 99.3 million dal compared to the previous year, which is the lowest level since 2010. Despite this decline, the value of global wine exports in 2023 reached EUR 36.0 billion, the second highest figure in history. France, Italy and Spain remained the traditional leaders in 2023, accounting for 56% of global wine exports by volume. Together, France, Italy, Spain, Chile and Australia exported wines worth more than EUR 25.2 billion in 2023, which is 70.0% of the global total.

Globalization is contributing to the expansion of the global wine market, making wines from different countries available to consumers around the world. Open markets and lower trade barriers allow winemakers to export their products to new regions, which increases competition on an international level. This enables new wine-producing countries such as Chile, Argentina, South Africa and Australia to actively develop their own brands and compete for market share alongside traditional leaders such as France, Italy and Spain.

Wine consumption in Ukraine in 2022 was at 1084 thousand hl and was mainly covered by wine imports from Italy, France, Georgia, Moldova, and Spain. The war in Ukraine has affected the way people consume alcoholic beverages and their consumption habits. After a significant collapse of the wine market in 2022 by more than 1/3 amid a complete ban on the sale of alcoholic beverages in most regions of Ukraine, starting in the summer of 2022, volumes gradually recovered in 2023-2024, but are significantly lower than in pre-war 2021 due to restrictions on the sale of alcohol at night and in the evening, as well as a significant population outflow due to forced migration. At the same time, Ukraine remains an important player in the global wine market, ranking 28th among the top producing countries in 2022. The natural and climatic conditions, particularly in the southern regions, Crimea and Zakarpattia, have contributed to the formation of long-term traditions in viticulture and wine production, which has created a unique brand - “Wines of Ukraine”.

European integration opens up new opportunities for the export of Ukrainian wines, but at the same time, it puts demands on the industry to improve product quality, introduce innovative technologies and modernize production processes. Studying these trends is key for strategic planning, which will allow Ukrainian producers to successfully integrate into the European market while preserving and developing the national identity of the wine industry.

Thus, in the context of European integration, domestic producers have to compete with European producers, which necessitates strategic management of the development of Ukrainian viticulture and winemaking based on innovations. This will help to bring the industry's development indicators closer to international standards and best European practices. 

References: 

1. International Organisation of Vine and Wine (2024), available at: https://www.oiv.int/ (accessed 09 January 2025).

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