Italian Wine: here is what Italian people buy at the supermarket

The consumption of Italian wine at the supermarket in 2013 has been photographed by IRI: Doc resists, more and more Organic. The most sold: Chianti, Lambrusco, Vermentino

In 2013, Italians pointed at quality and savings. They chose “Doc” and began to appreciate organic wine. White wines grew more than reds and sparkling wines more than still wines. This was stated by IRI’s research for Vinitaly 2014 on the wine sales at supermarkets.

“The survey on purchases of wine in the mass distribution that Vinitaly has been commissioning for 10 years – Giovanni Mantovani, General Director of VeronaFiere, states – confirms a trend that can be summarized in greater awareness of quality and especially in a good value for money by the average consumer when he has to choose. This requires the large supermarket chains a greater attention to the offer, that must be able to satisfy even the new demands, such as the ones for organic wines”.

The favorites wines of Italian people at the supermarket are...

Analyzing the classification developed by IRI, you find interesting innovations that emerge from the data of gowth:

The overall most sold wines are: Chianti, Lambrusco, Vermentino, Barbera, Bonarda, Montepulciano d’Abruzzo, Nero d’Avola, Muller Thurgau, Morellino, Dolcetto

The wines that grew more in comparison to 2012 are:

Pignoletto, distributed widely, and Cannonau, promoted a lot.

Excellent results for Prosecco, Vermentino, Pecorino, Aglianico.


The numbers of Italian wine in the mass distribution

Sold wine: 517 million liters of bottled wine

Value of the sold wine: 1 and a half billion €

Deflection volume relative to 2012: - 6.5%

Prices 2013: + 10.2% per liter,

Sales in Value + 3.1%


The bestselling format

75cl bottles with Designation of Origin (DOC, DOCG and IGT)

volume of over 213 million liters

value of almost 1 billion € The research of IRI will presented at the traditional conference on wine and mass distribution organized by Vinitaly on April 7th. At the presentation will participate: Federdistribuzione, the association of the majority of the companies of mass distribution, Coop, Conad, Federvini, Unione Italiana Vini, Eataly. In that occasion, the research of IRI wil be commented and new ideas and proposals to stimulate the internal market and the foreign market will be presented.