The wine market is going through a period of significant transformation, characterised by an evolution in consumer tastes and preferences. which makes reading the market particularly complex. Among the most evident trends, we are witnessing a marked polarization of consumption that divides the wine panorama between premium products and wines intended for everyday consumption. Furthermore, innovative categories such as pop wine and icon wine are emerging, as well as no-alcohol and low-alcohol wine proposals, demonstrating a growing attention towards healthier and more inclusive lifestyles. In this context, the profile of tomorrow’s consumer appears to be constantly evolving, requiring companies in the sector to have the ability to adapt and have an in-depth understanding of new market dynamics.
The polarization of consumption represents one of the major challenges for wine producers. On the one hand, the premium wines, often associated with prestigious denominations and artisanal production techniques, continue to seduce a segment of consumers looking for exclusive and high-quality experiences. On the other hand, the wines intended for daily consumption respond to the demand of a wider public, interested in good quality products but at more accessible prices, suitable for everyday dining. At the same time, we are witnessing the increasingly marked affirmation of product categories
which reflect the socio-cultural changes taking place. The pop wine, with its eye-catching labels and immediate taste profiles, is aimed at a young and dynamic audience, eager to approach the world of wine without the formality of traditional tastings. At the same time, the Iconic wine, with its aura of exclusivity and its fascinating history, continues to capture the collective imagination, representing not only a consumer product but a true cult object. The growing sensitivity towards health and wellness issues has also given impetus to the spread of no-alcohol and low-alcohol wines
. Queste varianti, pensate per chi desidera ridurre il consumo di alcol senza rinunciare al piacere di un bicchiere di vino, stanno conquistando ever-increasing interest among both consumers and buyers, demonstrating how the wine industry is attentive and capable of responding to the needs of an increasingly heterogeneous and aware public.
In this complex scenario, the profile of tomorrow’s consumer is expected to be varied and constantly changing. Wineries are faced with the challenge of interpreting and anticipating emerging trends, investing in research and development, targeted marketing and innovative communication strategies.. Solo così potranno garantirsi un posto di rilievo in un mercato sempre più competitivo, dove la capacità di distinguersi e di creare un legame autentico con il consumatore diventa l’elemento chiave per il successo.
For these reasons, in Rocchelli Consulting, together with @Eumetra we created Italian Wine Perspective: a predictive analysis tool for wine consumption with the aim of offering companies, consortia, and industry associations an effective, active and dynamic tool for understanding/action to identify their own business perspective.: select the right action to conduct, with the right timing on your specific market/sales channel so as not to be taken by surprise by the change, not having to chase it/suffer it but anticipate it and govern it. If you are interested in learning more, contact us to define a project of analysis and profiling of your customer and your competitive context.