LONDON, February 17, 2011 /PRNewswire/ -- 2010 was an outstanding year for gold, with strong demand across all sectors, the World Gold Council said today. Gold demand for the year reached a ten year high with annual demand of 3,812.2 tonnes worth approximately US$150 billion. On 9 November 2010, this demand led to a new record gold price of US$1,421.0/oz on the London PM fix.

The Gold Demand Trends report sets out the key factors that drove gold demand in 2010, together with an outlook for 2011:

    
    - The jewellery sector enjoyed a strong recovery in 2010, with annual
    demand 17% higher than in 2009. Asian consumers drove jewellery demand,
    particularly in China and India. Chinese demand is expected to continue 
    to increase rapidly during 2011 as economic growth in China remains 
    strong, while Indian gold jewellery demand is likely to remain resilient 
    and grow.
    - Asian consumers led demand with the revival of the Indian market and
    strong momentum in Chinese gold demand, which together constituted 51% of
    total jewellery and investment demand during the year.
    - A structural shift in central bank policy towards gold meant that in
    2010 central banks became net buyers of gold for the first time in 21 
    years, removing a significant source of supply to the market.
    - Investment demand was down 2% compared with 2009, but was the second
    highest year on record at 1,333 tonnes, which equated to US$52 billion.
    Investment demand for gold as a foundation asset in portfolios is likely 
    to remain strong, fuelled by ongoing uncertainty surrounding global 
    economic recovery and fiscal imbalances, as well as fear of impending 
    inflationary pressures and currency tensions.

Marcus Grubb, Managing Director, Investment at the World Gold Council commented:

"As anticipated, 2010 was a great year for gold with demand strong across all sectors. The opening weeks of this year have been characterised by an East/West divide. The dip in the gold price in January resulted in a reduction of ETF tonnage and a decline in the net speculative long position on COMEX. This has been counterbalanced by very substantial physical demand flows in Asian markets."

The shift in central bank activity was the result of two distinct market forces. Emerging market economies, experiencing rapid growth, have been large buyers of gold to diversify their external reserves. Meanwhile, European central banks have virtually stopped sales in the wake of the financial and European sovereign debt crises. Today's Gold Demand Trends report examines the impact of this development on the gold market in more detail.

George Milling-Stanley, Managing Director, Government Affairs at the World Gold Council commented:

"Emerging country banks are likely to continue purchasing gold as a means of preserving national wealth and promoting greater financial market stability. Any gold sales from advanced economies are unlikely to be significant as the official sector remains highly risk-averse. Collectively, the official sector is still a significant holder of gold. Central banks remain committed to its importance and relevance in maintaining stability and confidence as they have been for hundreds of years."

Gold Demand Statistics for full year 2010

    
    - Gold demand in 2010 reached a 10 year high of 3,812.2 tonnes. Demand
    was up 9% year-on-year, and marginally above the previous peak of 2008
    despite a 40% increase in the annual average price level between 2008 and
    2010. In value terms, total annual gold demand surged 38% to a record of
    US$150 billion.
    - Jewellery demand was remarkably robust in the face of record prices in
    the majority of currencies. Annual demand for gold jewellery rose 17% 
    from 1760.3 tonnes in 2009 to 2059.6 tonnes. The rise in annual average 
    prices over the same period was 26%. In value terms, this resulted in 
    record annual jewellery demand of US$81 billion.
    - Investment demand, comprising bar and coin demand, ETFs and similar
    products, but excluding OTC investment demand, remained stable in 2010, 
    down just 2% from the exceptional levels seen in 2009. This equated to a 
    23% rise in value terms from US$43 billion in 2009 to US$52 billion in 
    2010. Physical bar demand was particularly strong during the year, 
    recording an annual gain of 56% at 713.2 tonnes.
    - Demand for gold ETFs and similar products totalled 338.0 tonnes during
    2010 or 9% of total demand. Although this was 45% below the 2009 peak of
    617.1 tonnes, it was nevertheless the second highest annual figure on 
    record. As at the end of 2010, total gold holdings in ETFs and similar 
    products stood at 2,175 tonnes with a US$ value of $96 billion.
    - Demand for gold used in technology was 419.6 tonnes, 12.4% higher than
    in 2009 as the electronics segment fuelled recovery in the sector, with
    demand returning to long-term trend levels. Demand soared by 41% year-on-
    year in US$ terms to a record US$17 billion.
    - India was the strongest growth market in 2010. Total annual consumer
    demand of 963.1 tonnes registered growth of 66% relative to 2009, which 
    was largely driven by the jewellery sector. In value terms this was worth 
    US$38 billion.
    - China was the strongest market for investment demand growth. Annual
    demand for small bars and coins increased by 70% year-on-year, totalling
    179.9 tonnes, which is worth approximately US$7 billion.
    - Total supply is estimated to have increased marginally, 2% higher
    year-on-year for the full year 2010, with a number of new projects across 
    a range of countries and regions contributing to higher levels of mine 
    supply. Within total supply, recycled gold, which accounts for 40%, fell 
    1% compared with the previous year to 1,653 tonnes.

The full year 2010 Gold Demand Trends report, which includes comprehensive data, can be viewed at: http://www.gold.org/media/

Note to editors:

World Gold Council

The World Gold Council is the market development organisation for the gold industry. Working within the investment, jewellery and technology sectors, as well as engaging in government affairs, its purpose is to provide industry leadership, whilst stimulating and sustaining demand for gold.

We develop gold-backed solutions, services and markets, based on true market insight. As a result, we create structural shifts in demand for gold across key market sectors.

We provide insights into the international gold markets, helping people to better understand the wealth preservation qualities of gold and its role in meeting the social and environmental needs of society.

Based in the UK, with operations in India, the Far East, the Middle East, Europe and the USA, the World Gold Council is an association whose members include the world's leading and most forward thinking gold mining companies. For further information visit http://www.gold.org.

    
    For further information please contact:
    Stephanie Mackrell
    World Gold Council
    T: +44(0)20-7826-4763
    E: stephanie.mackrell@gold.org

    Clare Allison
    Capital MSL
    T: +44(0)20-7307-5342
    E: clare.allison@capitalmsl.com

SOURCE The World Gold Council