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The exclusive research—presented by CGA’s Eleonora Formisano at Milano Wine Week—shows nearly half (46%) of consumers now drink wine in Italy’s HoReCa sector—6 percentage points more than a year ago. Powered by CGA’s in-depth On Premise User Survey (OPUS) and global REACH survey, it answers some key question about wine preferences and purchasing decisions in bars and restaurants.
What are consumers drinking?
The report shows consumers are evenly split between still and sparkling wine. Roughly a third choose only still wine (32%), only sparkling wine (34%) and both (29%)—highlighting the importance to venues of delivering the right range of wines.
How do drinkers choose their wines?
The cost of living crisis has focused consumers’ minds on prices, and a third (34%) say good value for money is an important factor when they choose their wine. While this is the top factor, quality (23%), recommendations from bar staff (23%), menus (21%) and friends (18%) all have an impact as well. There are opportunities to influence purchases throughout consumers’ purchasing journeys—as well as potential to achieve trade-ups, with nearly three in five (58%) wine consumers inclined to pay more for a higher quality drink.
Where are the growth areas?
Some of the biggest potential for wine producers, suppliers and venues lies in cocktails. CGA’s data indicates that 4 of consumers’ 10 favourite cocktails contain sparkling wine, and the Hugo is particularly popular among younger adults, who can be more difficult to engage in the category. There is also room to grow sales of no and low alcohol wine alternatives. One in six (16%) Italian consumers has chosen a no and low alcohol drink of some kind, and while this is below other countries including Germany and the US, it is 2 percentage points higher than 12 months ago, so interest is growing. Consumers in this segment tend to be middle-aged, above-average spenders and interested in a healthy lifestyle.
Eleonora Formisano, CGA by NIQ’s client business partner, said: “Wine has always been a very popular and valuable category in Italy. But with spending under pressure, competition high and older drinkers dominating, it is vital for suppliers to identify new paths to growth and attract younger generations. This can only be achieved with expert knowledge of what these consumers want, and our research is the ideal starting point for successful strategies.”
Eleonora Formisano
CGA by NIQ’s Italy Wine Report provides many more insights into the HoReCa wine category, helping businesses understand consumers’ preferences and decision-making and grow sales. It has expert analysis of behaviour by demographic, region and more, plus deep dives into wine types, channels and occasions. Research can be tailored to product portfolios to identify specific targets, optimise distribution strategies and make effective, data-driven decisions on promotions and pricing. To learn more about the CGA’s On Premise capabilities, contact us today!
