- Over 55 protagonists : With 59% of spending in large-scale distribution and 1.83 billion euros per year, they represent the main consumer group. Often without dependent children and with an income above the national average, they constitute 11.3 million families.
- Families with children and under 55s without children : Their spending on wine is marginal (24% and 18% respectively). Families with children spend 5 times less than those over 55.
- Structural trend : Wine is increasingly consumed by those with greater economic availability and fewer family responsibilities, while overall consumption is decreasing (-2%) despite an increase in purchase frequency (3.3%).
Export: Two-Speed Growth
- Increase in export value : In the first eight months of 2024, Italy exported wine for 5.17 billion euros (4.6% compared to 2023) and 1.41 billion liters (3% in volume).
- Main markets :
- USA : Leader in value (1.25 billion euros, 7.8%), but uncertainties about future duties.
- Germany : Moderate growth (4.5%), but remains the main continental outlet (765 million euros).
- United Kingdom and Switzerland down : -0.3% and -3.1% respectively.
- Russia surprises : 70.1% increase, with imports rising to 153.9 million euros.
- Regional dynamics :
- Significant improvements in Austria (16%) and the Netherlands (7%).
- France (-1.2%) and Belgium (-1.3%) are decreasing.
Production 2024: Recovery but Prices Falling
- Production increased by 7.1% : From 38.3 to 41 million hectolitres, but remains below the five-year average of 47 million.
- Prices in free fall :
- Grape prices for DOC/DOCG wines dropped by an average of 26%.
- Significant examples: Merlot (-34.6%), Sangiovese (-31.4%), Trebbiano (-30%).
- Regions in growth and difficulty :
- The highest increases were seen in Molise (100%), Abruzzo (85%), and Puglia (18%).
- The worst drops were in Lombardy (-30%), Sardinia and Valle d'Aosta (-20%).
Structural Market Challenges
- Domestic consumption halved : From 2010 to 2024, from 21.76 to 10.3 litres per capita.
- Volatile international demand : Saturation in the US and declining interest in markets such as China, with consumers turning to local or cheaper wines.
- Growing competition : Spain and France improve quality and competitive prices.
Italian Wine: Future Strategies
- Diversification of the offer :
- Growth of organic and low-alcohol wines.
- Promotion of designations of origin.
- Technological innovation :
- More sustainable agricultural systems.
- Focus on quality to compete in foreign markets.
- Exploring new emerging markets :
- Growing interest in countries such as Canada and Asia, despite competition.
- Financial support for producers :
- Better use of permits for new plants and support policies.
Conclusions
Despite a complex context, the Italian wine sector continues to show signs of resilience, with growing exports and recovering production. However, internal and external challenges require a strategic rethink to maintain world leadership and respond to new consumption and production dynamics.
