Italy wine sales fall in volume, rise in value, data shows

Wine volume sales in large-scale Italian retail are down, but still above pre-COVID levels, while e-commerce is also slowing, according to new data.

These are the conclusions of the Nomisma Wine Monitor report prepared in collaboration with NielsenIQ on the balance sheet of wine sales in 2021.

Italian retail wine sales fell 1.2% year-on-year in volume in 2021, but rose 5% in value.

Sales above 2019

Overall, the level of sales remains higher than in 2019, up 5% in volume and 13% in value, reflecting a shift towards more premium wines.

Volume sales of sparkling wines and champagnes are growing at a double-digit rate (+23%), while still wines end 2021 down 4.5% in volume but up 0.3% in value.

In January, a separate study showed that Italian sparkling wine production had set a new record in 2021.

Supermarket sales

Sales from hypermarkets, supermarkets and small self-service outlets, which represent 64% of volumes in the off-trade circuit, fell by almost 2%, against a rise in value of 5.2%.

As for the other formats, wine sales fell in both value and volume in discount stores (-2% and -4% respectively), while cash & carry recorded growth of almost 20% in value and 15% in volume, confirming the recovery in consumption in the HoReCa segment in 2021.

In 2021, e-commerce sales in the off-trade circuit increased by 22% in value and 19% in volume compared to the previous year.

However, there was a 13% annual reduction in e-commerce sales volume during the fourth quarter of 2021, linked to a “boom” in online shopping in 2020 following restaurant closures and limits imposed on Italians. to celebrate Christmas and the New Year at home.

© 2022 European supermarket magazine – your source for the latest beverage news. Article by Branislav Pekic. Click on subscribe register for ESM: European Supermarket Magazine.

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