Extraordinary growth for organic wine, which in 2016 definitely left the niche, establishing itself on shelves with a sales increase of 25.7%. Sparkling wine also did well, while interest in wine packaged differently from the classic 750ml glass bottle declined. Except for the bag in box.
These are very positive data, contained in the IRI report on wine sales trends in the GDO (Large Organized Distribution), the primary sales channel for wine, with 505 million liters in 2016, worth one and a half billion euros. The research will be presented at Vinitaly, in Verona from April 9 to 12, 2017. But the previews deserve a toast.
Organic wine awarded
The report highlights the recovery of the domestic market, driven by the search for the best products. Organic wine is growing extraordinarily, confirming Italian consumers' preference for organic products, from fruits and vegetables to grains and processed products. The organic wine sold through GDO alone reached 2.5 million liters in 2016, equivalent to a 25.7% increase in sales volume.
Bubbles galore
Sparkling wine also showed very positive results. Not just in sales terms. In 2016, volumes purchased in supermarkets grew to 54 million liters, an increase of over 7%, double compared to the previous year. Additionally, the trend is characterized by the destagionalization of bubbles, indicating that sparkling wine is chosen outside of special occasions, as an aperitif or wine to accompany meals.
First the bottle, then the bag in box
The superiority of the classic 750ml glass bottle is indisputable. Furthermore, even in terms of wine preservation, it has recently been confirmed as the ideal solution in a study conducted by the University of Eastern Piedmont.
Among alternative packaging to glass, the bag in box continues to establish itself as convenient and lightweight. In 2016, it transported 12 million liters of wine, with an 11.7% growth.
The exception of the bag in box is confirmed by the poor performance of other packaging. The brick still falls (-2.5%) and all other formats collapse: -8.6% for wine packaged from 0.76 to 2 liters and 9.7% for formats different from these (all volume data).
Good for wines with designation of origin
Sales and prices of wines with designation of origin are rising, in the 0.75-liter glass bottle. Sales increased by 2.7% in volume (224 million liters), and 4.4% in value. Better than 2015 (+1.9%).
The most purchased wines
The trio of the most purchased wines in Italy remains unbeatable. The Lambrusco marks a +2.5% (13.1 million liters). Followed by the Chianti: +4.9 and 12 million liters. In the DOCG version, Chianti grows by 8.2%. The top of the denominations, with sales close to 10 million liters for a value of over 45 million euros.
The “emerging” wines
Without undermining the primacy of the trio, 4 wines grow at a rate exceeding 4%. They are Nero d’Avola (Sicily), Vermentino (Sardinia), Muller Thurgau and Gutturnio (Lombardy).
Among the “emerging” wines, Ribolla Gialla (Friuli Venezia Giulia), Passerina (Marche) stand out, Valpolicella Ripasso (Veneto). Also good are Pignoletto (Emilia), Pecorino (Marche/Abruzzo) and Passerina (Marche).
Drinking well costs
Good drinking has its price. The pursuit of quality and the choice of the glass bottle also affect price trends. Despite promotion leverage, which has remained steady at 50% for two years, according to the IRI report, the prices of sold wine continue to rise: 75cl designation bottles have an average price just under 5 euros (4.81 euros per liter).
The decline of alternative packaging to glass, however, affects the overall packaged data, which is -1% by volume and +1.1 by value.
