PROSPECTS AND OPPORTUNITIES
Mixed outlook for wine heading into the forecast period
The performance of wine is expected to be polarised over the forecast period. Sales are projected to return to growth in total volume terms from 2025 thanks mostly to prices going down.
On-trade consumption set to win share as prices stabilise
Italian residents are expected to be keener and more willing to drink wine outside of the home over the forecast period, which should boost on-trade sales. This is based on price stabilisation, an improving economy with reduced pressure on purchasing power, and the increasing relevance of the aperitif trend.
nnovation expected to focus on other sparkling wine, non alcoholic wine and still light grape wine
Three trends are likely to shape innovation within wine over the forecast period. First, the aperitif trend is set to remain a focus of innovation within other sparkling wine.
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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
Wine shows greater stability in 2024 but sales still decline
Young, easy to drink, still light grape wine remains the focus of innovation
Supermarkets gain share despite increasing competition from retail e-commerce
Mixed outlook for wine heading into the forecast period
On-trade consumption set to win share as prices stabilise
nnovation expected to focus on other sparkling wine, non alcoholic wine and still light grape wine
Alcoholic Drinks in Italy - Industry Overview
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
The following categories and subcategories are included:
Wine
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- 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
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic 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).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Wine research and analysis database.
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