INCOME AND AGE DECISIVE IN large-scale retail trade, SPARKLING WINES OVERCOME STILLS AMONG OUT-OUT-HOME CONSUMERS. APERITIF MAIN CONSUMPTION OCCASION
FAMILIES OVER 55 WITHOUT DEPENDENT CHILDREN QUEENS OF WINE PURCHASES IN LARGE-SALE (59%)
Over 55, with risposta negativa more dependent children at home and, often (6 times out of 10) with an income above the national average. A universe – reveals an analysis presented today at the Milan fair by the Italian Wine Union Observatory (Uiv) and by NIQ Italia during the Simei fair – of 11.3 million Italian families which is at the same time the identikit of the consumer home wine products along the country with 59% of the total spending the category large-scale and Italian distribution. Protagonists of wine spending amounting to 1.83 billion euros a year, these Boomers (with a GenX tail) almost leave crumbs to the other 2 large clusters identified: families with children (7.8 million) do not arrive at 24% of overall spending, while families under 55 without dependent children stop at less than 18%. “We are witnessing a trend that is establishing itself – agenda Eleonora Formisano of NIQ Italia -, the first tribe is growing more and more evidently, while the others are struggling, particular the low-income segments. A polarization of wine consumption based acceso discriminators that have become structural, such as age and economic availability”.
And it is precisely the average annual expenditure that makes the difference and highlights the effort of Italians who, general to alleviate the sense of outlay, have increased the frequency of purchases (+3.3%) but decreased wine consumption ( -2%). And particular, families with children spend an average of 5 times less acceso drinks than couples over 55.
OUT OF HOME: CONSUMERS OF BUBBLES EXCEED THOSE OF STILL WINES. APERITIF FIRST CONSUMPTION
A retail complesso dedicated to home consumption is contrasted with an away-from-home channel with equally clear trends. According to the panel questioned by NIQ Italia for the UIV fair, the world’s leading bottling technology fair, today there are more consumers of sparkling wines (63.4%) than those of still wine (61%). An overtaking that was unthinkable until now, if we consider that still and sparkling wines have always constituted the backbone of the Italian vineyard with approximately 4/5 of the production. A mirror of the times which is also reflected the changed occasions of use: today the aperitif has become – to the detriment of meals – the dominus of alcohol consumption not only for young GenZ ora Millennials, but has moved to the tetto of habits even among the 45-54 year olds (aperitif and meals both at 31%) and is getting ever closer to conquering the scepter among the over 55s. A insieme trend, finally, which is clearly highlighted the affirmation of how 37% of its consumers (not only young people) choose the type based acceso social photogenicity. “We are witnessing – said the head of the UIV Observatory, Carlo Flamini – a revolution consumption which for various reasons is experiencing a strong acceleration.
We need to get involved to activate generational change: the next twenty years there will be 400 million young consumers the world, with whom wine can and will have to dialogue to be part of the experience, not just to be it”.
The presentation of the analysis The new Italian consumers of wine and drinks was commented by the president of the Italian Wine Union (Uiv), Lamberto Frescobaldi, and by the managing director of the Mionetto group, Alessio Del Sensato.
