Wine import value falls 10.68% year-on-year in May

Summary

In May 2025, China's wine import value fell 10.68% year-on-year, a notable decline. The data from customs statistics reflects the poor performance of the wine import market in May,

possibly influenced by factors such as weak domestic consumption, high inventory levels, and an economic slowdown. Specific import volumes and source country data were not disclosed,

but the year-on-year decline warrants attention.

Commentary

For New Zealand wine exporters, the 10.68% decline in China's import value in May signals demand-side pressure, requiring vigilance against short-term market contraction risks. On one hand, macroeconomic slowdown may suppress consumer purchasing power, with mid- to low-end wines facing inventory pressure; on the other hand, there may be structural opportunities in the premium segment, where boutique New Zealand wineries can leverage quality differentiation to solidify brand loyalty. Moreover, competition has intensified since Australian wines returned to the Chinese market, so New Zealand needs to strengthen unique selling points such as organic and sustainable practices.

It is recommended to monitor the potential consumption rebound during the Mid-Autumn Festival and National Day holiday peak in the second half of the year, while exploring online channels and food-service partnerships to reduce reliance on traditional wholesale channels. In the long term, Chinese consumers' wine awareness is rising, and the trend towards quality-first remains unchanged, but patience is needed for market recovery.

Keywords: wine, import value, year-on-year decline, May, Chinese market, weak consumption, New Zealand wine

Source: Baijiahao