Chile overtakes Spain and South Africa in UK off-trade

Chile has leap-frogged South Africa and Spain to take its place in the top five countries of origin by value on the UK off-trade market.

The latest figures from IRI show Chile entering into the top five for the first time, with sales up 4.5% by value to £441 million in the 52 weeks to 8 October 2016 compared to £422m a year ago.

It was the only country to see value growth in the top five, the figures revealed, which is believed to be driven by gains in the convenience sector.

Growth in Australia – whose value sales were still more than £500 million more than the next nearest nation – saw sales dipping -0.9% to £1,153.1 million, Italy falling -7.9% to £642.7 million, and the US down 6.3% to £633.5m million. Meanwhile South Africa saw an even steeper fall, down 8.5%, with Spain down 10.3% to £401.1 million down from £447.2m last year.

Within the top ten only Chile, New Zealand and Argentina were in growth,with the latter two up 13.1% and 34.1% respectively.

Concha y Toro UK said growth was also being driven by its market leading Chilean wine brands, Casillero del Diablo and Cono Sur, with growth of 37% and 11.3% respectively.

The company’s commercial director Clare Griffiths said consumers recognised the value that the range of wines from Chile delivered at the price point.

“We have no doubt we will continue to see growth from this category given the strength of the branded propositions such as Casillero del Diablo and Cono Sur that not only provide consumers with reassurance and value for money but also drive category value for our customers,” she said.