In Italy, wine is much more than just a drink. It is a cultural product that allows people to spend time in company, celebrating the territory and tradition. Consumer preferences vary by age, with young people drinking wine primarily for socializing, while older generations focus on product quality.
According to the analysis "Telling wine, beyond the label" commissioned by Carrefour Italia, 44% of Generation Z drinks wine to socialize, while 28% of Generation X take the time to taste wine. On the other hand, Millennials are less demanding on the quality of wine and prefer to share moments of exchange over a good glass. Only 4% of the sample consider themselves wine collectors.
In the wine selection process, the region of origin and the type of grape variety are the key factors influencing consumer choice, with 37% considering the designation of origin and 33% looking at the alcohol content. The aesthetics of the labels play a significant role, with young people being attracted to innovative design elements, while adults are more interested in informative content.
The supermarket is the preferred purchasing channel for over 60% of those interviewed, and the area of origin of the wine is one of the main factors considered when making the choice.
Consumption of Wine Away from Home in Italy: An Experience Not to be Missed
Despite the increase in the cost of living in Italy, wine lovers are more likely not to give up the pleasure of eating and drinking outside the home. 60% of the target says that going out to eat and drink remains a key priority.
The Italian consumer of wine away from home is often a high spender, with an average family income above 38,000 euros. These people spend on average around 103 euros a month on eating and drinking outside the home and are mostly over 55. 62% of them frequent clubs weekly and live in large urban areas.
Still wine is the favorite type of wine, chosen by three out of four consumers. Sparkling wine and dessert wine follow in preference. Before ordering a wine away from home, Italians check its provenance, giving great importance to the region and country of origin.
Wine Consumption in France: A Perspective from the Other Side of the Alps
Even in France, wine is an important part of culture and tradition. The country is one of the world's leading wine producers, with an estimated production of 46 million hectoliters in 2023.
Wine production in France is influenced by various factors, including climate and weather conditions. While some regions, such as Champagne and Burgundy, achieved abundant harvests, others, such as Bordeaux and the South West, saw declines due to plant diseases and drought.
In France, consumers prefer wine as a drink, with still wine being the favorite for three out of four consumers. The provenance of the wine is a key element in choosing the product, with the region and country of origin being the main factors considered.
In summary, wine is much more than just a drink in Italy and France. It is a product that reflects culture, tradition and conviviality, with preferences and trends that vary based on age and individual experiences. Wine, both at home and away, is a pleasure that continues to be enjoyed despite economic challenges, demonstrating its importance in the lives of consumers in both countries.
