Super premium wines consolidate their presence on the shelves of the mass market.
“In the first four months of 2021, wine sales in the mass market grew by 180 million euros (+22%) compared to the same period last year. An increase in volume of 22 million liters equal to +8.1%“.
Within the mass market, wine is achieving excellent results, especially as regards the sparkling wine category, where Prosecco remains the absolute champion. The performance of still wines, denomination of origin and regional wines also performed well. We have to say that in 2020, the year of the Covid-19 pandemic, wine sales in the mass market recorded +8.7% in value and +6.6% in volume.
In the first months of the year it was then noted that the number of labels on the shelf in the mass market increased considerably; a phenomenon that does not find any setbacks but that continues to grow. A really interesting trend, however, concerns the presence, not indifferent, of super premium wines on the shelves of the mass market. “There has been an approach on the part of producers to a channel that was little or not at all previously present in their portfolio“.
If we compare the data for 2020 and 2021, it can be seen that wine sales in the mass market have recorded greater growth in value than in volume. The reason is to be identified in the poor outcome of wines with medium-high prices, which in March and April 2020 recorded a really negative trend. In 2021, on the other hand, super premium wines have fully entered the mass market and are seeing continuous growth in their sales.
“The best results are the wines that come from slightly smaller regions such as Molise and Liguria, but regions such as Sardinia, Sicily and Puglia are also growing. Almost all of them contribute to growth and the same trend can be found in the regional Igt”.
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