The Italian wine market in large-scale retail continues to show a complex picture, where values are holding up slightly, but volumes are steadily declining.
According to Circana data analyzed by WineNews, in the period between the end of August 2024 and July 2025, overall wine sales in hypermarkets, supermarkets, and small self-service outlets reached EUR 1.88 billion, marking a modest +0.7% growth in value compared to the same period in 2023–2024. However, this was accompanied by a -2.5% drop in volume, with total sales amounting to 427.8 million liters.
Formats Under Pressure
When analyzing formats, the data reveal that almost no category has been spared from contraction. The classic 0.75-liter bottle, which dominates the market and represents more than 80% of turnover (about €1.5 billion, +1.4%), still saw a decline in volume of -0.9%. Larger bottles up to 2 liters experienced a steep -7.7% decline, while wines in cartons fell by -5.4%. The only exception was the bag-in-box format, which grew by +2.5% in volume and now accounts for 4.8% of total sales volume and 2.5% of value.
Sparkling Wines: The Bright Spot
As has often been the case in recent years, sparkling wines continue to show resilience. They now account for nearly a third of Italian domestic wine consumption, mirroring their strong performance in exports. In the reporting period, sparkling wines generated EUR 619.8 million in value (+1.9%) and 80.8 million liters in volume (+2.5%).
Within this category, Prosecco and Charmat wines led the way, generating EUR 301 million in value (+1.7%) and 38.5 million bottles in volume (+3.4%). Meanwhile, Classic Method sparkling wines are showing even more robust growth: +3.8% in volume (7.3 million bottles) and +4.6% in value (EUR 136.7 million).
Private Label Wines on the Rise
Another trend shaping the Italian retail wine market is the steady growth of private label wines. These now represent over 15% of sales volume and about 10% of value in the large-scale retail channel. In total, private label wines generated EUR 182.7 million (+0.2%), with volumes at 64.8 million liters (-1.9%).
The private label sparkling segment, however, performed strongly, with +1.5% growth in value (EUR 40.4 million) and +3.5% in volume (5.6 million liters).
A Slow Downward Adjustment in Consumption
While these figures do not indicate dramatic shifts, they underline a persistent and gradual decline in wine consumption within Italy. The slight gains in sparkling wines and bag-in-box formats are not enough to counterbalance the broader trend of shrinking volumes.
This scenario highlights an increasingly urgent debate within the industry: how to rebalance production in a market where supply continues to outstrip demand, both domestically and internationally. With consumption patterns changing and retail trends evolving, the Italian wine sector faces the challenge of realigning output with market realities in order to maintain sustainability.
Source: WineNews