4. CONSUMPTION [RICHARD] 4.1
Volume per capita and evolution
Wine consumption in Netherlands was insignificant in the early sixties, around 1.6 liter per capita. However, Dutch now drink as much wine as the U.K.; but contrary to that market, which seems to have reached its saturation point, the Dutch affection for wine is still growing, from 14.5 liters per head in 1990 to 22 liters in 2009 (figures 19 and 20).
Figure 19. Evolution of wine consumption per capita in the Dutch market. Source: World Drink Trends/Productschap Wijn/CBS.
Despite an increasing level of maturity, wine continued to enjoy rising popularity in the Netherlands, gaining new consumers, particularly amongst the younger segment. More young Dutch men and women are drinking wine than before, switching from traditionally popular alcoholic drinks such as beer to wine. This trend helped per capita volumes, which continued to marginally rise in the next years.
24