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1 Market Overview
1.1 Definition and presentation
Wine is an alcoholic beverage that is produced by fermenting (totally or partially) grapes, the fruit of the vine. The grapes once harvested through a process that takes place in the winery called winemaking are transformed into wine. There are different types of wine based on the type of grapes used and from the different process. Generally, wine is divided into the following categories: sparkling and sparkling wines, white wines, rosé wines, red wines and dessert wines.
As for the global wine market, this in the year 2020 came to be worth $417.85 billion and is expected to grow at a compound growth rate (CARG) of 6.4 percent between 2021 and 2028. The industry, despite steady growth, globally has been hit hard by the pandemic that forced bars and restaurants to be closed for long periods of time.
Italy has always been considered the world's leading country for the production of wine products given the wide variety of grapes the country offers. In 2018 alone, 50.4 million hectoliters of wine were produced in Italy, 19.8 percent of which went to global exports. The main countries to which Italy exports are the United States, England and Germany. During the pandemic, despite the losses recorded by bars and restaurants, large-scale distribution recorded a big growth in sales. In 2020, 7.9 million hectoliters of wine were sold in Italy, representing a growth of 6 percent compared to the year 2019.
The main trend within the wine market, favored in large part by the pandemic, is the continued growth of e-commerce. In fact, 27 percent of Italian consumers bought wine through an online platform in 2020. A second trend is the propensity for organic wine: Italy, right after Spain, ranks second to Europe in terms of organic vine supervines.
The best-known wineries in the Italian market and beyond are: Cantine Riunite & Civ, Caviro Group, Fratelli Martini and Cavit.
1.2 The global market
In ****, the world wine market is estimated at $***.* billion. A modest compound annual growth rate (***) of *.**% is projected for the period ****-****. The world wine market is projected to reach a total value close to $*** billion in ****.
Wine Market World, ****-****, in billions of dollars Vantagemarket*.research
Regarding wine production, globally ...
1.3 The Italian market
Between **** and ****, Italian wine production is essentially unchanged at **.* million hectoliters. However, when analyzing individual vintages, it is possible to show an increase between **** and **** of *.* percent, a subsequent decline between **** and **** (***). Increasing climate instability has important consequences for the sector, leading to wide fluctuations in production between years.
Wine production Italy, ...
1.4 Import - Export
HS Code **** "Wines of fresh grapes, including liqueur wines" is considered for the analysis of Italy's wine imports and exports.
Italy can be defined as a net exporter of wine. Between **** and ****, the export coverage ratio, determined by the ratio of exports to imports multiplied by ***, is always above ****%, ranging from ...
1.5 The consequences of the Russian-Ukrainian conflict
The outbreak of the Russian-Ukrainian conflict in February **** had major repercussions on the Italian economic system. The sector related to the production and sale of wine is not exempt from the effects brought about by the outbreak of the conflict. Between January **** and December ****, the consumer price index for the purchase ...
2 Demand analysis
2.1 Demand in Italy
Between **** and ****, there is evidence of an increase in wine consumption in Italy. During the period analyzed, total consumption increased from **.* million hectoliters to **.* million hectoliters, representing a growth of *.*%. However, while between **** and **** growth stands at **.* percent, between **** and **** total consumption is found to contract by *.* percent.
Wine consumption Italy, ...
2.2 Demand drivers
For the analysis of the drivers of wine demand in Italy, the distribution of consumers in different age groups and by professional status are considered.
Regarding the distribution of consumers in different age groups, those over ** gather the highest share of consumers, accounting for **.* percent of the national total. They are ...
2.3 Geographical distribution of demand
To visualize the geographical distribution of wine demand in Italy, two maps were created with the geographical distribution of wine consumers and average monthly household expenditure in each Italian macro-region.
Regarding the geographical distribution of wine consumers, the Northwest collects the largest share, accounting for **.* percent of the national total. The ...
2.4 New demand trends: the alcohol-free alternative
Consumer interest in alcohol-free and low-alcohol wines is growing, reflecting a shift in drinking habits and preferences. This trend is driven in part by increased health awareness, environmental concerns, and demand for fresher, lighter styles of beverages. Consumers, especially younger generations, are showing a growing interest in healthier and more responsible ...
3 Market structure
3.1 The market structure
in order to analyze the market structure, enterprises under Ateco Code **.** "Production of wine from grapes" are considered. In particular, the number of active enterprises, the number of employees in active enterprises and the legal form of different enterprises are analyzed.
Number of enterprises
Between **** and ****, the total number of enterprises ...
3.2 The value chain
3.3 The main manufacturers
A list of the main players active in the Italian wine market is proposed below:
Wineries
Italian Wine Brands s.p.a: is an important wine group formed from the merger of Giordano Vini and Provinco Italia. These two companies, leaders respectively in the production and direct sale of Italian wines ...
3.4 Wine production
When it comes to grape production, between **** and **** the area under vines present in Italy increased from ***,*** hectares to ***,*** hectares, representing a growth of *.* percent. The growth appears to be constant during the entire period, with the exception of only **** (***).
Area planted with vines Italy, ****-****, in thousands of hectares ...
4 Supply analysis
4.1 Type of the offer
In Italy, wine production is distinguished by its diversity and quality, with a wide range of types that vary in color, body, taste, and production methodology.Each grape variety gives the wine unique characteristics, both in terms of aroma and taste, which are further influenced by the specific terroir and winemaking ...
4.2 The prices
To analyze price trends related to wine consumption in Italy, consumer price indexes over the period ****-**** are analyzed for * different product types.
Table wines
Between **** and ****, the price index for table wine consumption shows an increase of *.* points, equal to average price increase of *.*%. Specifically, it shows a *% increase between ...
4.3 New supply trends: the rise of Canned Wine
The canned wine market is experiencing remarkable growth, driven by several key factors that respond to changing consumer preferences. Key drivers of this trend include the growing demand for convenient, portable, single-serve beverage options. Canned wines offer a lightweight and easily transportable solution compared to traditional glass bottles, making them particularly ...
5 Regulations
5.1 The legislation
The wine market, as well as other sectors of the agri-food industry, is subject to regulation by both national and European regulations. The various laws are aimed at ensuring the quality, safety and origin of the product. Some of the main legislative issues pertaining to the wine market are:
Law No. ...
6 Positioning of actors
6.1 Segmentation
- Italian Wine Brands
- Argea
- Casa Vinicola Zonin
- Marchesi Antinori
- Cantine Riunite&Civ
- La Marca Vini e Spumanti
- Gruppo Caviro
- Cavit
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