Around 30 million Italians consume wine, which corresponds to approximately 55% of the country's population. This figure has remained stable over the last five years according to the Unione Italiana Vini (UIV). During the press conference for the upcoming Vinitaly trade fair, which takes place from 12-15 April, the industry association presented data from the report "Profile and Preferences of New Wine Consumers in Italy" by the Uiv-Vinitaly Observatory.
The decline in consumption also noticeable in Italy is primarily due to a decrease in the number of daily consumers, particularly among older age cohorts. Only 39% of consumers now drink wine daily, while 61% drink it only occasionally. Twenty years ago, this ratio was almost exactly the opposite according to the UIV. Two factors are coming together here, including "generally less frequent consumption" and a "noticeable decline in the daily quantities of wine consumed." This trend of "moderation" means that excessive amounts of over half a liter are increasingly abandoned in favor of smaller quantities of two to three glasses per day.
On the other hand, the audience for wine is growing, with consumption becoming more conscious, moderate, and aligned with hedonistic and qualitative pursuits. While the largest share of consumers (66%) is still found in the over-45 age group, the proportion of consumers surprisingly increased only in the 18-to-24 age cohort, rising by 8% to reach 47%. In contrast, participation remained stable in older groups and actually declined among Millennials aged 29 to 44.
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