Wine in large-scale retail is affected by health trends, yet remains a highly experiential product

How much do health considerations influence wine purchasing decisions? It is a topic that is frequently addressed, as new consumption trends, for alcoholic beverages in general and therefore not only for wine, appear to be increasingly focused on personal well-being. The health-conscious trend is now an international reality, as well as an Italian one, and a further confirmation comes from the large-scale retail sector (Gdo). According to the “Coop Report 2026: Consumption and lifestyles of Italians today and tomorrow”, presented today in Milan and prepared by the Research Department of Ancc-Coop (National Association of Consumer Cooperatives-Coop), the main findings regarding wine and alcoholic beverages, basing on data highlighted by Coop for WineNews, show that over the long term (2019-2026) wine sales have declined by -9.7% in volume, while the Champagne and sparkling wine category has grown by +20.9%. Looking ahead, the outlook is not encouraging for the wine and alcoholic beverage sectors. Italians expect to reduce their alcohol consumption: 42% say they plan to drink less, compared with only 2% who expect to increase consumption over the next 12-18 months. This desire is particularly widespread in Baby Boomers (47%), but is evident across all generations (42% of Gen Z, 33% of Millennials, and 44% of Gen X).
In this context, the reduction of alcohol consumption goes beyond the individual sphere and becomes a consolidated social trend. Indeed, 17% of Italians believe that cutting back on alcohol will be one of the lifestyle and wellness trends that will spread within their social circles. Health and physical fitness are increasingly more considered as key goals. An infographic from the Coop Report 2026 shows that 63% of Italians are “keeping an eye on the scales”, meaning they actively monitor their weight. While 43% choose sport and physical activity as their main strategy, 36% also cite changing their diet as a way to achieve better health and fitness.
Talking to WineNews, Albino Russo, general manager of Ancc-Coop and editor of the report, confirmed the decline in wine consumption and the growth of products which are perceived as both healthier and more experiential. Nevertheless, wine “continues to be a product with a strong experiential dimension - explains Russo - there is a desire for high-quality food experimentation and, consequently, there is also a desire for wine.
At the same time, however, wine is increasingly portrayed in public discourse as a product that may affect not only physical well-being but also mental well-being. As a result, although it remains a central and positive component of the Italian food tradition, consumption is becoming less frequent and more quality-oriented. Low-alcohol wines are growing in popularity, as well as white wines. Sparkling wines are increasingly more consumed in home settings, while overall alcohol consumption, especially among younger generations, continues to decline.