Italy’s wine sector closed 2025 with negative figures in both value and volume within the large-scale retail channel.
Yet, despite the headline decline, the data suggests a market that is holding its ground rather than collapsing, especially given the challenging economic and social backdrop.
According to Circana’s summary data for WineNews, from January to December 28, 2025, Italian hypermarkets, supermarkets, discount stores, and small self-service retailers sold just over 618 million liters of wine, a 3.1% decrease compared to 2024. In value terms, sales reached €2.3 billion, down only 0.5% year-on-year, with the average price rising to €3.77 per liter, an increase of 2.6%.
These figures highlight a key dynamic shaping the market: volume is shrinking faster than value, indicating that price increases and a shift toward slightly higher-priced products are cushioning the overall decline.
Bottled Wine Remains the Backbone
The most impactful category remains wine sold in the classic 0.75-liter bottle, including sparkling wines. This segment generated €1.8 billion in value, showing a modest +0.2% increase, despite a 1.9% drop in volume to 331.8 million liters. With an average price of €5.47 per liter, up 2.1%, bottled wine continues to dominate shelves, accounting for more than half of total retail volumes.
This performance underlines the continued consumer preference for traditional formats, even as overall consumption declines.
Sparkling Wines Stand Out
One of the most positive signals in the data comes from the sparkling wine segment, which recorded growth in both value and volume. Sales reached €778 million (+3.6%), while volumes increased to 106.7 million liters (+3.1%). The average price stood at €7.29 per liter, up slightly by 0.4%.
Sparkling wines continue to benefit from their versatility, celebratory image, and strong positioning for both everyday and special-occasion consumption.
Structural Challenges Remain
The broader trend remains influenced by deep structural factors:
- an aging population,
- declining purchasing power,
- rising health consciousness, and
- changing consumption habits, especially among younger generations, who increasingly drink less wine or choose selectively.
Despite these pressures, the large-scale retail channel continues to play a crucial stabilizing role, particularly in volume, confirming that Italian wine is not disappearing from everyday consumption — it is evolving.
Source: VinoVistara