Wine - Italy | Statista Market Forecast

Wine - Italy

Italy

Highlights

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Wine market amounts to US$6.4bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$16.2bn in 2024.
Revenue, combined amounts to US$22.6bn in 2024.
The revenue, at home is expected to grow annually by -0.37% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated United States (US$40bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$108.50 are generated in 2024.
In the Wine market, volume, at home is expected to amount to 1.0bn L by 2024.
Volume, out-of-home is expected to amount to 423.2m L in 2024.
Volume, combined is expected to amount to 1.5bn L in 2024.
The Wine market is expected to show a volume growth, at home of -4.1% in 2025.0.
The average volume per person, at home in the Wine market is expected to amount to 17.82L in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Wine market in Italy has been experiencing significant growth in recent years.

Customer preferences: Italian consumers have a long-standing tradition of enjoying wine with their meals, and this cultural preference has contributed to the growth of the wine market in the country. Wine is seen as an integral part of the Italian dining experience, and consumers often choose to pair their meals with specific types of wine. Additionally, Italian consumers have shown a growing interest in exploring different varieties and regions of wine, leading to an increased demand for a wider range of options in the market.

Trends in the market: One of the key trends in the Italian wine market is the growing popularity of organic and biodynamic wines. Consumers are becoming more conscious of their health and the environment, and they are actively seeking out wines that are produced using sustainable and environmentally-friendly methods. This trend is driven by a desire for higher quality products and a greater emphasis on natural and organic ingredients. Another trend in the market is the increasing demand for premium and luxury wines. Italian consumers are willing to pay a premium for high-quality wines that offer unique flavors and experiences. This trend is driven by a growing appreciation for fine wines and a desire to indulge in luxury products.

Local special circumstances: Italy has a rich history and tradition of winemaking, and this heritage plays a significant role in shaping the wine market. The country is home to numerous renowned wine regions, such as Tuscany, Piedmont, and Veneto, which are known for producing some of the world's finest wines. These regions have a long-standing reputation for quality and authenticity, and they attract wine enthusiasts from around the world. Furthermore, Italy's diverse climate and geography provide ideal conditions for growing a wide variety of grape types. This diversity contributes to the country's ability to produce a range of wines with distinct flavors and characteristics. Italian winemakers take pride in their craftsmanship and strive to showcase the unique terroir of their respective regions.

Underlying macroeconomic factors: The Italian wine market is also influenced by macroeconomic factors. Italy is one of the world's largest wine producers and exporters, and its wine industry plays a significant role in the country's economy. Changes in global economic conditions, such as fluctuations in exchange rates and trade policies, can affect the export demand for Italian wines. In addition, changes in consumer spending patterns and disposable income levels can impact the domestic demand for wine. Economic downturns may lead to a decrease in consumer spending on luxury goods, including premium wines. On the other hand, during periods of economic growth, consumers may have more disposable income to spend on indulgent products like wine. Overall, the wine market in Italy is thriving due to a combination of customer preferences, market trends, local special circumstances, and macroeconomic factors. Italian consumers' love for wine, coupled with their increasing interest in organic and premium options, has created a favorable environment for the growth of the wine market. The country's rich winemaking heritage and diverse terroir further contribute to its success in the global wine industry. However, the market is not immune to external factors, and changes in global economic conditions can impact both domestic and international demand for Italian wines.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.