Wine - Philippines

  • Philippines
  • Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Wine market amounts to €122.2m in 2024.
  • Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to €22.1m in 2024.
  • Revenue, combined amounts to €144.2m in 2024.
  • The revenue, at home is expected to grow annually by 1.42% (CAGR 2024-2029).
  • In global comparison, most revenue, at home is generated in the United States (€36,800m in 2024).
  • In relation to total population figures, the average revenue per capita, at home of €1.03 are generated in 2024.
  • In the Wine market, volume, at home is expected to amount to 10.4m L by 2024.
  • Volume, out-of-home is expected to amount to 1,738.0k L in 2024.
  • Volume, combined is expected to amount to 12.2m L in 2024.
  • The Wine market is expected to show a volume growth, at home of -2.4% in 2025.
  • The average volume per person, at home in the Wine market is expected to amount to 0.09L in 2024.

Key regions: Worldwide, Philippines, India, China, United Kingdom

Comparaison de régions

Analyst Opinion

The Wine market in Philippines has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences:
In recent years, there has been a noticeable shift in customer preferences towards wine in the Philippines. Traditionally, the country has been known for its preference for beer and spirits. However, with the increasing exposure to international cuisines and the influence of Western culture, Filipinos are now developing a taste for wine. Wine is seen as a sophisticated and elegant beverage, and consumers are increasingly choosing it for special occasions and social gatherings.

Trends in the market:
One of the key trends in the wine market in the Philippines is the growing demand for imported wines. As the local wine industry is still in its nascent stage, consumers often look to imported wines for their quality and variety. Wines from countries such as France, Italy, Spain, and Australia are particularly popular among Filipino consumers. This trend is expected to continue as consumers become more knowledgeable about different wine regions and grape varieties. Another trend in the market is the rise of online wine retailers. With the increasing popularity of e-commerce in the Philippines, more and more consumers are turning to online platforms to purchase their favorite wines. Online retailers offer a wide selection of wines, often at competitive prices, and provide the convenience of doorstep delivery. This trend has been further accelerated by the COVID-19 pandemic, as consumers have increasingly embraced online shopping.

Local special circumstances:
The Philippines has a unique cultural and social landscape that influences the wine market. The country is known for its vibrant food culture, with a wide variety of cuisines and flavors. Wine is often seen as a complement to these diverse culinary experiences, and consumers are increasingly pairing it with their meals. Additionally, the growing middle class in the Philippines has led to an increase in disposable income, allowing more consumers to afford and appreciate wine.

Underlying macroeconomic factors:
Several macroeconomic factors have contributed to the growth of the wine market in the Philippines. The country's strong economic growth in recent years has led to an increase in disposable income, allowing consumers to spend more on luxury goods such as wine. Additionally, the growing tourism industry in the Philippines has attracted international visitors who bring with them a taste for wine. This has further fueled the demand for wine in the country. In conclusion, the Wine market in Philippines is experiencing growth due to changing customer preferences, the rise of online wine retailers, local special circumstances such as the vibrant food culture, and underlying macroeconomic factors such as strong economic growth and increasing tourism.


Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.

Vue d’ensemble

  • Revenue
  • Volume
  • Price
  • Demographics
  • Sales Channels
  • Global Comparison
  • Analyst Opinion
  • Methodology
  • Key Market Indicators
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