Italians in the wine shop: data and trends from the Osservatorio Signorvino-Nomisma

The passion of Italians for sparkling wines is getting stronger, so much that Franciacorta is the best-selling denomination of 2018 (with 1 bottle out of 10), ahead of Amarone della Valpolicella (9%, and wine with the highest average price, around 45.5 euros per bottle) and Prosecco (9%, putting together the DOC and Conegliano Valdobbiadene Prosecco Superiore Docg, ahead of another top name in Italian wine like Brunello di Montalcino: The Osservatorio Signorvino-Nomisma, presented today in Milan, and realized on the data of the 15 points of sale in all Italy of the eno-catena founded by “Mister Calzedonia” Sandro Veronesi, has become in a few years a point of reference of the Italian wine trade.
The bottles that showed the greatest growth in 2018 were Lugana, Rosso di Montalcino and Pinot Noir, followed by Prosecco, Amarone, and TrentoDoc. Regarding the budget that Italians are willing to pay, 25% of the price range that convinces the most, both for consumption in store and for take away, consists of wines between 24.90 and 49.90 euros, then, with 20%, there are wines that cost between 14.90 and 19.90 euros, followed, with 20% of the total, by wines sold at a price between 9.90 and 14.90 euros. In other words, a focus on quality but always keeping an eye on the wallet. Red wines, on the whole, are the most appreciated (41%), followed by sparkling wines (25%) and white wines (18%), ahead of sweet wines (6%) and rosé wines (4%).
Some “gender” differences also emerge from the Osservatorio, in fact, women who enter wine shops often do not have a predefined scheme for the wines to buy; even if they prefer light wines, they always appreciate the advice of an expert. On the other hand, with an average age higher, the men already know what to choose and focuses on the prestige of the label, looking for structured and important wines.
An important and detailed standpoint, that of Signorvino, “the first role in the wine sector is precisely that of the customer, who buys about 900,000 bottles each year in Italian wineries. 1500 labels in each store, 15 points of sale and almost a million bottles sold allow us to collect data that we believe will be a reference point for the sector, thanks to our ability to directly observe the behavior and choices of the final consumer,” says Luca Pizzighella, director Signorvino.
On the other hand, as Denis Pantini, Head of Wine Monitor at Nomisma, reminds us, “wine shops and specialized shops represent the second channel for buying wine in Italy, after hypermarkets and supermarkets, for 35% of wine consumers. However, because of this importance, there are no information sources able to monitor consumption trends in this channel, a gap that we have tried to fill, albeit partially, through the establishment of a joint Osservatorio between Signorvino and Wine Monitor.
From the Osservatorio is evident that the population aged between 18 and 65, is the range with the most wine consumption, most people drink 2-3 times a month (29%), in front of those who do it only 2-3 times a week (23), while 16% consume wine every day, compared to 18% who do it even less than 2-3 times a month, and 15% who never fill the glass. Regarding sales channels, as mentioned, 35% of consumers usually buy in wine shops and specialized stores, 74% do so mainly in supermarkets and hypermarkets, 32% directly from the producer, 12% in discounters and 4% online. The Osservatorio has also described the identikit of those who usually buy from the wine shop, and, considering the main characteristics, these people are always informed before they buy, they are interested in stories related to the world of wine, they have a monthly income of more than 2,500 euros, they are social, or rather inclined to share on the web content related to wine, and they are passionate about wine tourism.
The choice criteria include the territory of production (24%, compared to 20% of the total number of consumers), the wine Denomination (22% vs. 19%), the vine variety (21% vs. 16%), the advice of friends and acquaintances (13% vs. 12%), while low prices and promotions are important only for 4% of consumers (an aspect that is important for 12% looking at the total number of consumers). In terms of origin, the data linked to the reputation of the regions is interesting. Tuscany is the most important talking about still reds, according to consumers, in front of Piedmont and Puglia, while Alto Adige and Veneto are on an equal footing for still white wines, in front of Friuli Venezia Giulia. Furthermore, Veneto dominates over rose wines (in front of Puglia and Piemonte) and in sparkling wines, on an equal footing with Piedmont, and in front of the pairing Trentino-Lombardia.