The U.S. Wine Market in 2030 and Export/Import Market Dynamics James Lapsley, Ph.D. Researcher, Agricultural Issues Center Adjunct Associate Professor, Viticulture and Enology, UC Davis
Topics to Cover Demand for wine in 2030 Population growth and possible per capita consumption changes Where will the grape supply come from? Planting dynamics in District 13 Understanding the effect of “Drawback” History and effect on bulk wine shipments Can Winegrapes Compete with Almonds?
U.S. Population Projections Millions of People 2010
2020
2030
Increase
“White”
231
255.3
267.6
36.6
Black
42
44.8
49.2
7.2
Asian
17.3
18.8
22.8
5.5
Other/Mixed
18.4
15
18.9
.5
Total Population 308.7
333.9
358.5
49.8
“Hispanic”
50.4
63
78.6
28.2
Over 20 years
224.6
249.3
269.5
44.9
Source: U.S. Census Projections
Two Straight Line Projections Total U.S. population is expected to grow from 308.7 million in 2010 to 358.5 million in 2030—a 16% increase. Table wine sales in 2010 were 278 million cases. A 16% increase would mean 322 million cases in 2030 Total adult population is expected to grow from 222 million to 269 million—a 20% increase. That projects to 333 million cases in 2030
Adults and Per Capita Consumption, 19702012
200
173
2.58
2.48
2.29 1.98
1.78
4
182
134
100
228
194
2.81
2.98 3.08
2012
2010
2005
1995
1990
1985
1 1980
1975
1.05
50
3
2
2.13
2000
150
154
147
164
211
222
5 Per Capita Consumption (gallons)
Adults Per Capita Consumption
1970
Adults (millions)
250
2010 Wine Market Council Study Percent Adult Population
Core Consumers enjoy at least one glass of wine a week or more. At 21% of the adult Beer/Spirits population in 25% 2010 they numbered about 47 million and Marginal they consumed 14% 91% of all table wine—averaging Core 70 liters per 21% person Source: Wine Market Council
Abstainer 40%
Marginal consumers drink less than 1 glass a week, although they say they enjoy wine . They drank the other 9%
Percent Adult Abstainers by Country, 2004 % Adult Abstainers
40 30 20 10
Source: WHO Global Status Report on Alcohol 2004
U.S.
Canada
Argentina
Japan
U.K.
France
Germany
0
Hispanics account for 58% of the increase in population In 2010, Core Hispanic consumers were 3% of their ethnic group. A 2005 study showed 23% of Hispanics drank some wine, lower than the general market But Hispanics under 40 years old drank one more glass a month than did the general market. Acculturated Hispanics drank more wine than their cohort Hispanics have lower levels of abstaining than the general population Source: Wine Market Council Private Study
What if by 2030??? Hispanics adopt wine as they acculturate? Abstention decreases from 40% to 25% of adult population? Wine consumption increases from 35% to 50% of adults and Core Consumers grow from 21% to 30% of adults?? Core Consumers increase from 44 million to 81 million and continue at 70 liters?
Adults and Per Capita Consumption, 19702030 Per Capita Consumption
250 200 134
249
3.56 2.81
3.8
4
5 4.2
100
2
1.05
2030
2025
2020
2015
2010
2005
2000
1995
1990
1985
1 1980
50
4 3
2.98
2.58 2.48 2.29 1.98 2.13 1.78
1975
150
147 154
164
173
182
194
211
222
239
260
270
6 Per Capita Consumption (gallons)
Adults
1970
Adults (millions)
300
Well, if that happens. . . Table wine consumption would increase by 50% to about 430 million cases We would need about 360 million gallons of wine more than in 2010 Which at 170 gallons/ton comes to 2.1 million tons of grapes Where will the wine come from? Imports or Domestic production? Both?
Percent Winegrapes Crushed 2012 The San Joaquin Valley is VERY important in supplying wine grapes
All Other Districts 34%
District 14 8%
District 11 19% District 12 9%
District 13 30%
Central Valley Supply Let’s assume that California maintains its current 61% share of U.S. Market. 360 million gallons x .61 = 220 million gallons Let’s further assume that 40% will retail under $6 a bottle and will come from the lower Central Valley. 220 x.4 = 88 million gallons This requires about 515,000 tons, which at 15 tons/acre requires 34,333 acres Since 2001, District 13 acreage has declined by 21,000 acres.
District 13 Bearing Acres Have Declined by 21% in 12 Years But yields have grown from 10-12 tons/acre to 14-15 tons/acre
80 60 40 20
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
Bearing Acres (thousands)
100
Wineries have met demand by importing inexpensive bulk wine Bulk Imports Price per Liter
1.2 1
200
0.8
150
0.6
100
0.4
2012
2011
2010
2009
2008
2007
2006
2005
2004
0 2003
2002
0.2 2001
50 2000
Liters (millions)
250
1.4
Price per Liter
300
Bulk Wine Imports and Price per Liter
Volume of U.S bulk wine imports by origin, 20092012 400 350
2009
2010
2011
2012
Liters (millions)
300 250 200 150 100 50 0 Argentina
Australia
Chile
France & Italy
World
Much Exported Wine is Shipped in Bulk Flexitank in Shipping Container
Source: OIV 2013
Percent 2012 Wine Shipped in Bulk Argentina
45
Australia Chile France Italy Spain U.S.
53 37 20 31 51 43
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
Bulk Wine % of Total Wine
Bulk Wine Percentage of All U.S. Wine Imports, 2000-2012
35
30
25
20
15
10
5
-
Annual unit value of U.S. bulk wine imports and exports, 2007-2012 1.4 Unit Value ($ per liters)
1.2
Imports
Exports
1 0.8 0.6 0.4 0.2 0 2007
2008
2009
2010
2011
2012
Bulk Shipments Are Not Inexpensive A container can handle about 5500 gallons (weight issues on roads) $400-450 for the bag Freight Chile to Oakland? About $1800 Freight Adelaide to Oakland? Maybe $2200 Between $0.40-$0.50 a gallon plus hauling from the port for wine valued at less than $4 gallon
So what is a “Drawback”? A return of paid duties and taxes (“drawback”) when an imported good is exported Dates back to 1789 in the U.S. Allows for “substitution” of “commercially interchangeable goods” i.e. the exporter need not export the originally imported goods on which duty and tax was paid IF the government determines the goods are “commercially interchangeable”
What does this have to do with wine? In 2001 a California winery received a “predetermination letter” from Customs and Border Protection defining table wines of the same color and within 50% of value to be “commercially interchangeable” Similar letters were issued to other major wineries and drawbacks on duties paid on imported wine were claimed when wine was exported
Defined in 2008 Farm Bill In 2007 CBP moved to withdraw the letters of predetermination In May of 2008, wine interchangeablity was written into the Farm Bill “wine of the same color having a price variation not to exceed 50 percent between the imported wine and the exported wine shall be deemed to be commercially Interchangeable”
Why is this important? It encourages trade by reducing costs Duties and excise tax come to about $0.3457/L for bottled wine and $0.4227/L for bulk wine In 2010 firms received $23 million in drawback for bottled wine and $47 million for bulk wine As a percent of value, drawback is much more important for inexpensive bulk wine and may equal 40-50% of the value
Excise tax and import duty rates in 2011 Two liters or less (bottled)
Over two liters but not over four liters
Over four Over four liters, Chile liters, MFN or Australia (bulk) (bulk)
($/liter) Import duty rate
0.063
0.084
0.14
0.037
Excise tax
0.2827
0.2827
0.2827
0.2827
Total
0.3457
0.3667
0.4227
0.3197
U.S. bulk wine imports and exports, 2000-2012 400 350
Import
250
Export
200 150 100 50 2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
0 2000
Liters (millions)
300
Drawback encourages both imports AND exports Percent Imports by Volume U.S. Sales California Exports as Percent of Production 40 35
% Imports
% Exports
30 25 20 15 10 2000
2002
2004
2006
2008
2010
2012
Friendly Competition?
2012
2011
2010
2009
Bearing Acres $/Ton
80
70 300
60 250
50 200
40
150
30
20 100
10 50
0 0
$/Ton (2012 dollars)
90
2008
100
2007
2006
2005
2004
2003
2002
2001
Bearing Acres (thousands)
District 13 Bearing Acres 400
350
World map weighted by GDP in 1960
World map weighted by estimated GDP in 2015
Average Gross Revenue Per Acre
District 13 Winegrapes vs. Fresno Almonds
Dollars per Acre
6,000 Winegrapes Almonds
5,000 4,000 3,000 2,000
Source: County Ag Commissioner Reports and Crush Reports
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1,000
Real Gross Domestic Product (GDP), with projections $100 $90
World
$80
Developed economies less USA
$70
United States Developing economies
$50 $40 $30 $20 $10
2030
2028
2026
2024
2022
2020
2018
2016
2014
2012
2010
2008
2006
2004
2002
2000
1998
1996
1994
1992
1990
1988
1986
1984
1982
$0
1980
$ trillions
$60
The World Matters for Both Almonds and Wine Almonds
Wine
% World Production
80
7
% California Production Exported
70
17
% of World Shipments
90
4
California seems to have a natural advantage with almonds over other growing regions: Better (more reliable) weather at bloom, dry summers, and generally available water. Increasing incomes in developing worlds have led to increased consumption of “portable protein” No religious prohibitions against almond consumption.
2012
2011
2010
2009
2008
2007
2006
2005
Almonds
2004
2003
2002
1,500
2001
2000
Gallons or Pounds (millions) 2,000
Total California Shipments (Domestic and Export) Wine
1,000
500
-
The future of Winegrapes in districts 13 and 14? With average yields of 14-15 tons/acre, the region is very productive but is in competition with other bulk wine producing regions of the world. Of the 105,000 acres currently planted in districts 13 and 14, 90,000 are over 10 years old and will probably be pulled by 2030. Will those acres be replanted and another 35,000 added to meet my projected increased demand—or will wineries meet demand by importing bulk wine? Replanting is probable only if major wineries commit to long-term contracts and if California winegrapes can compete with other perennial crops.
Growers have alternative crops Sale Production Price Total Income
Pistachio 3,500 $1.97 $6,895
Almond 3,500 $1.82 $6,370
Wine Grapes 12 $400.00 $4,880
Walnuts 6,000 $1.15 $6,900
Cultural Costs Overhead Costs Harvest Costs Total Expenses
$1,680 $504 $389 $2,573
$2,140 $330 $500 $2,970
$1,132 $410 $483 $2,025
$1,186 $325 $864 $2,375
Planted Acres Income per Acre Expenses per Acre Net Income per Acre Sale Price per Acre
112.85 $6,895 $2,573 $4,322 $32,742
56.71 $6,370 $2,970 $3,400 $24,000
125 $4,880 $2,025 $2,855 $22,558
77 $6,900 $2,375 $4,525 $35,396
Capitalization Rate
13.20%
14.17%
12.66%
12.78%
Source: Correia-Xavier, inc.
Fresno County Harvested Acres Harvested Acres (thousands)
160 140 Winegrapes
120
Almonds 100 80 60 2001
2003
2005
Source: Fresno County Ag. Commissioner Reports
2007
2009
2011
Conclusion? San Joaquin winegrape growers are excellent farmers. They probably can out compete foreign producers in the long run But can winegrapes compete with other crops? It seems likely that U.S. wine consumption will increase by 50% and that by 2030 much of the wine consumed will be foreign.