Wine Trends in Italy n.62 2024

The main growth markets:

• United States : 19.3% (€162.5 million)
• Canada : 23% (€34 million)
• Germany : 5.3% (€89.1 million)
• United Kingdom : 3.7% (€50.8 million)
• Belgium : 13.1% (€18 million)
• Japan : 11.3% (€11.7 million)
• France : 6.1% (€19.3 million)

China (-16.8%) and Russia (-53.5%) are declining after a record 2024.

World consumption and production at historic lows

2024 marks a critical point for wine in the world:

• Global consumption : 214.2 million hectoliters, the lowest figure since 1961 (-3.3% vs 2023)
• World production : 225.8 million hectoliters (-4.8%) The reasons? Inflation, high production costs, and a structural change in consumer tastes. On average, a bottle costs 30% more today than in the two-year period 2019-2020.

Italy leader in exports: 60% in 10 years

Italy surpasses France in export growth (60% vs 51%). However, it remains highly dependent on a few markets : 60% of exports are concentrated in just 5 countries, with the USA in first place (24%) . Veneto alone is worth 37% of national exports.

Future challenges :

• Diversification of markets
• Greater presence in the luxury segment
• Expansion into emerging markets (Asia, Eastern Europe, Latin America)

Duties and geopolitics: Italian wine under pressure

The “duty war” between the US and the EU leads to the introduction of a 10% duty on Italian wine imports into the US. The suspension of the additional duty (another 10%) for 90 days opens up possible dialogue scenarios. But Italian exposure remains high: 24% of exports go to the US (vs. 20% for France and 10% for Chile).

Dealcoholics: Boom Expected in 2025

Thanks to a new ministerial decree, the production of dealcoholized wine will grow by 60% in 2025, with zero-alcohol sparkling wine (83%) in the lead. This segment responds to the growing demand for healthy drinks, especially among young people and in foreign markets (USA, Germany, Nordic countries). The US market for no-alcohol wines is already worth 322 million euros , and is growing at double digits.

Young people and new consumption: changing preferences

A research by Nomisma and Federvini shows that young people between 23 and 35 years old:

• They prefer cocktails and spirits (24%) to still wine (13%)
• They appreciate wines with low or no alcohol content
• They choose wine based on price and environmental sustainability
• They are increasingly influenced by the brand and the “green” impact

Challenges and opportunities for the Italian wine sector

• “Traditional” wine is losing ground among young people, but sparkling wines and no-low-alcohol wines offer room for growth.
• The supply chain must innovate communication and language to involve the new generations.
• It's time to invest in promotion and diversification , focusing on emerging markets and new consumer trends.