The latest figures from Circana's annual study, unveiled at Vinitaly, reveal interesting trends regarding wine consumption in Umbria and across Italy. The most appreciated wine in Umbria remains the Trebbiano, maintaining its top position. Following closely is the Prosecco, which is not only the most consumed in Umbria but the most purchased wine overall in Italy, with nearly 50 million liters sold and a 4.7% increase in volume. Following these two are the local favorite Grechetto and Lambrusco, which is the third most sold wine at the national level with over 15 million liters. Completing the list of the top five wines in Umbria is the Montepulciano.
According to Circana, although recent years have been challenging for the wine market, starting from 2023, there have been early signs of recovery. By 2024, while the volume still showed a decrease of 1.3% compared to the previous year, wine's value increased by 2.2%. These fluctuations have led experts to believe that the market could continue on this improvement trajectory into 2025, possibly aided by a cooling in price pressures and an overall more stable market environment.
Virgilio Romano, Business Insight Director of Circana, commented on the market's current state: "The year 2024 has seen some improvement (albeit still negative) regarding wine. The slowdown due to prices seems behind us, but there is still cautious optimism regarding sustained growth. However, consumer choices have shifted towards more affordable brands to safeguard budgets. Positive indicators exist, and these must be leveraged; it's crucial to make intelligent, forward-looking choices to navigate an unchanged supply situation and a decreasing demand scenario, all while focusing on the consumer."
The overall amount of wine and sparkling wine sold in Italy reached 753 million liters in 2024. Furthermore, the report indicated notable volume growth in specific varieties like Sicilian Inzolia, which increased by 12.9%, followed by Puglia's Primitivo at 11.8%, Vermentino at 11.7%, and Ribolla from Friuli at 11.3%. Meanwhile, bottled wines with a designated origin showed a modest volume increase of 0.7% during the same period. The average price for these wines now stands at €5.57 per liter, reflecting a 2% rise, significantly lower than the previous year's over 6% increase which underscores a shift in the market landscape.
At Vinitaly, Maurizio Danese, CEO of Veronafiere, expressed the importance of promoting wine culture across all commercial channels to enhance recognition and boost sales. He affirmed, "At Vinitaly, we believe that promoting the product's culture across all commercial channels is the most accurate way to enhance knowledge, and thus, sales. Each year during the fair, we dedicate a specific moment to reflect on wine's relationship with large-scale distribution in the domestic market." Danese emphasized the integral role of large distribution in Vinitaly's program by presenting studies and data shaped in collaboration with Circana.
This year's round table titled "Wine and GDO: Innovation, Markets and Opportunities," is scheduled for April 7, 2025, where the complete details of the Circana study will be presented. This discussion promises to be a vital source of insight for stakeholders in the wine industry, providing updated market intelligence tools for companies aiming to navigate and discover new business opportunities.
Despite a backdrop of uncertainty and evolving consumer behavior driven by economic factors, the wine sector demonstrates resilience, adapting to new realities while striving to engage and innovate. As Italian wines continue to carve their niche both domestically and internationally, industry figures are optimistic that strategic improvements and consumer awareness will lead to a fruitful 2025.
