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Wine in Italy
June 2022
2021 DEVELOPMENTS
Shifting consumer habits with variety the key for consumers
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.
Competition with other alcoholic drinks slows on-trade recovery
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.
Quantity over quality boosts sales of smaller wine bottles and organic 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.
PROSPECTS AND OPPORTUNITIES
Premiumisation on the horizon as consumers seek quality and new experiences
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.
Older consumers set drive wine consumption
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.
Wine faces competition for consumption occasions from beer and spirits
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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Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in Italy report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Wine in Italy?
Where is consumer demand for Wine focussed?
Which is being consumed more; beer, wine or spirits?
Where is demand growing? Stagnating?
How is the operating environment for alcoholic drinks changing?
Which are the leading brands in Italy?
How are products distributed in Italy?
What are the key trends in new product development?
Do consumers want value for money or added value?
How will macroeconomic context and shifting cultural values shape future growth?
How will COVID-19 and recession impact the alcoholic drinks industry?
Where is future growth expected to be most dynamic?
Wine in Italy - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Shifting consumer habits with variety the key for consumers
Competition with other alcoholic drinks slows on-trade recovery
Quantity over quality boosts sales of smaller wine bottles and organic wine
PROSPECTS AND OPPORTUNITIES
Premiumisation on the horizon as consumers seek quality and new experiences
Older consumers set drive wine consumption
Wine faces competition for consumption occasions from beer and spirits
CATEGORY DATA
Table 1 Sales of Wine by Category: Total Volume 2016-2021Table 2 Sales of Wine by Category: Total Value 2016-2021Table 3 Sales of Wine by Category: % Total Volume Growth 2016-2021Table 4 Sales of Wine by Category: % Total Value Growth 2016-2021Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021Table 6 Sales of Wine by Off-trade vs On-trade: Value 2016-2021Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2016-2021Table 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2016-2021Table 11 Sales of Still White Wine by Price Segment: % Off-trade Volume 2016-2021Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2016-2021Table 13 Sales of Wine by Origin 2019-2021Table 14 GBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021Table 15 NBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021Table 16 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2018-2021Table 17 GBO Company Shares of Champagne: % Total Volume 2017-2021Table 18 NBO Company Shares of Champagne: % Total Volume 2017-2021Table 19 LBN Brand Shares of Champagne: % Total Volume 2018-2021Table 20 GBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021Table 21 NBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021Table 22 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2018-2021Table 23 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021Table 24 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021Table 25 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2018-2021Table 26 GBO Company Shares of Non-grape Wine: % Total Volume 2017-2021Table 27 NBO Company Shares of Non-grape Wine: % Total Volume 2017-2021Table 28 LBN Brand Shares of Non-grape Wine: % Total Volume 2018-2021Table 29 Forecast Sales of Wine by Category: Total Volume 2021-2026Table 30 Forecast Sales of Wine by Category: Total Value 2021-2026Table 31 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026Table 32 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
Legal purchasing age and legal drinking ageDrink drivingAdvertisingSmoking banOpening hoursOn-trade establishmentsSummary 1 Number of On-trade Establishments by Type 2016-2021
TAXATION AND DUTY LEVIES
Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2021
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 33 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021
MARKET DATA
Table 34 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021Table 35 Sales of Alcoholic Drinks by Category: Total Value 2016-2021Table 36 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021Table 37 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021Table 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021Table 39 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021Table 40 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021Table 41 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021Table 42 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021Table 43 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021Table 44 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021Table 45 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026Table 46 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026Table 47 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026Table 48 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 3 Research Sources
The following categories and subcategories are included:
Wine
Port
Sherry
Vermouth
Other Fortified Wine
Apple Wine
Bokbunjaju
Cheongju
Chinese Wine
Economy Rice Wine
Fortified Fruit Wine
Fruit and Berry Wine
Fruit and Herbal Wine
Fruit and Honey based Wine
Fruit Wine
Local Non-Grape Wine
Lower Mid-Range Rice Wine
Non-Grape Dessert Wine
Premium Rice Wine
Rice Wine
Sake
Takju
Upper Mid-Range Rice Wine
Yakju
Yellow Wine
Other Non-Grape Wine
Champagne
Other Sparkling Wine
Still Red Wine
Still Rosé Wine
Still White Wine
Wine
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).