In this first Wine Intelligence 74-page report on the Italian sparkling wine market, written in Italian, we look into the consumption behaviour and perception of different sparkling wine types of around 31.6 million Italians (around 64% of the adult population), who have consumed sparkling (spumante) and/or light sparkling wine (frizzante) in 2017.

Unlike other well-established sparkling markets – such as the UK and Germany – where Champagne, Cava and Prosecco tend to dominate, the Italian sparkling wine market is a bit more fragmented due to the preponderance of numerous domestic products and their complex denomination of origin classification. There is an emergence of niche sparkling wine types which are gaining traction in the market, such as Durello from Veneto or Erbalude from Piedmont, but for the purposes of this report the most important denominations have been examined. These are Prosecco, Asti, Franciacorta, Champagne, Lambrusco, Trento DOC, Pignoletto, and Alta Langa.
Prosecco is now so much a part of the national beverage repertoire it shows the highest penetration amongst annual sparkling wine drinkers. Prosecco and Lambrusco are the most frequently consumed sparkling types among Italian fizz drinkers and they are also perceived as offering the best value for money. In terms of quality perception, Champagne comes top, followed by Franciacorta. This report highlights the growth of the sparkling wine market in Italy as consumers begin to drink and buy sparkling wine throughout the year rather than at specific seasons and it is expected to continue growing offering more opportunities for sparkling wine producers.
Drawing on data collected from our August 2017 wave of Vinitrac® Sparkling, a secondary sources and market experience, the Sparkling Wine in the Italian Market 2018 report includes:
▪ Sparkling wines market context: market, size, volumes and per capita consumption
▪Consumption at sub-category level for Asti, Alta Langa, Champagne, Franciacorta, Lambrusco, Pignoletto, Prosecco and Trento DOC
▪Sparkling wine preferences and occasions of consumption (on- and off-trade) vs. other alcoholic beverages
▪Sparkling wine sub-categories purchase and consumption channels, on- and off-premise typical spend, purchase choice cues and involvement
▪ Sparkling wine drinker profiling by age groups
▪Sparkling wine brand health: awareness, purchase, conversion, consideration, affinity and recommendation
▪ A translation of the Management Summary into English