Wine and spirits consumers report in Italy
Wine and spirits consumers report in Italy

Wine and spirits consumers report in Italy

Growing consumers, but undergoing profound change

In 2022, wine consumers in Italy surveyed by Istat numbered 29.4 million people, 55% of the population over 11 years old. Compared to 2008, the figure is up by 4%, due to a mix of an increase in occasional newspapers and a reduction in newspapers. Newspapers that today are a minority, 41% of the total, while in 2008 they were 55%.

Wine consumers are predominantly male (58% of the total) and mature, with over-65s at 28%, to which is added 40% equally divided between the 55-64 and 45-54 ranges. The younger age groups (25-34 and 35-44) are decreasing, while those heavier in terms of quotas, i.e. the mature, are on the increase. The younger ones are also expanding (15%), even if their weight on the total does not exceed 7%.

Over the last 15 years, therefore, the profile of the typical wine consumer in Italy has changed profoundly: in 2008 there were over 15 million newspapers, today they have decreased to 12 million (-22%), while the occasional newspapers have leapt 35%, going from 12.6 million to 17.

30/05/2023
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Wine and spirits consumers report in Italy

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