2023 was characterized by a decrease in daily wine consumption, reflecting a broader trend towards less frequent but potentially more targeted consumption. Although the total volume of consumers has remained stable, there has been a significant reduction in daily drinkers, with a corresponding increase in those who consume wine occasionally.
Growth in female demand: Women have shown a growing interest in wine, with a 10% increase in female demand over the last twelve months, compared to a slight decline among male consumers. This shift towards a more diverse consumer base could open up new avenues for the marketing and distribution of Italian wine.
Age group and regional preferences: The consumption of wine shows a strong generational division, with consumers over 65 remaining faithful to wine as a daily habit, while the younger generations are oriented towards more sporadic consumption linked to specific occasions, such as the aperitif. Geographically, Emilia-Romagna stands out with the highest percentage of consumers in relation to the population, followed by regions such as Valle d'Aosta and Tuscany.
Future trends and prospects: The wine market is witnessing a significant transformation, with an increased emphasis on organic wines and sustainable practices. This trend is in line with a growing global awareness towards more ecological and healthier products. Furthermore, technological innovation, including e-commerce and artificial intelligence, is playing a crucial role in shaping the future dynamics of the wine market in Italy.
In summary, despite a reduction in daily consumption, the Italian wine market shows signs of adaptation and potential growth, taking advantage of new demographic and technological trends. This scenario requires continuous evolution of marketing and sales strategies to capitalize on changing consumer preferences.
