The performance of wine continued to be affected by Coronavirus (COVID-19), as the emergence of new variants characterised the year, leading, for example, to renewed restrictions in early 2021. This continued to favour home consumption, with COVID-19 habits solidifying among Italian consumers.
On-trade volume sales of wine rebounded strongly in 2021, albeit remaining below the 2019 level due to the steep decline in 2020. The consumption of other types of alcoholic drinks, such as beer, spirits and cider, brought increasingly intense competition for wine.
A relatively significant trend in terms of packaging is the popularisation of smaller formats, such as 375ml glass bottles, driven partly by increased concerns over alcohol and caloric intakes. This also supported a preference for quality over quantity.
Upward pressure on average unit prices is anticipated due to inflationary pressure and supply chain issues, at least in the short term, but also greater interest in and appreciation of DOP and IGP labelled wines. Premiumisation, quality concerns, regional identity, tradition and territorial recognition are likely to drive value sales growth.
Among over 30-year-old consumers, there is expected to be a growing willingness to spend on quality wines, thereby continuing a trend seen over 2020-2021. The average “middle-aged to older” consumer is said to be more quality-orientated than before, albeit still representing something of a niche in the market.
Still white, rosé and red wines and sparkling wine are set to remain popular in the forecast period. Meanwhile, fortified wine and vermouth may see the general trend towards lower alcohol consumption limit sales growth.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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