The Italian wine market in large-scale retail closed 2025 with familiar challenges: declining volumes, cautious consumers, and persistent pressure on purchasing power.
Yet, beneath the surface, the numbers reveal a market undergoing structural transformation rather than simple contraction.
Circana data analyzed for WineNews shows that between January and December 28, 2025, Italian large-scale retail outlets sold 618 million liters of wine, marking a 3.1% decrease compared to 2024. Total sales value reached €2.3 billion, down just 0.5%, while the average price climbed to €3.77 per liter, confirming a clear trend: Italians are buying less wine, but not necessarily cheaper wine.
The Shift Toward Value Over Volume
The fifth consecutive year of declining volumes reflects long-term changes in consumption patterns. Health awareness, moderation, and lifestyle choices — especially among younger consumers — are reshaping how wine fits into daily life. Wine is increasingly consumed less frequently, but with greater attention to quality and occasion.
This shift is particularly visible in the 0.75-liter bottle segment, which remains the core of the market. While volumes fell to 331.8 million liters (-1.9%), the category generated €1.8 billion, slightly up 0.2%, supported by an average price increase to €5.47 per liter.
Sparkling Wines Defy the Trend
In contrast to still wines, sparkling wines continue to gain momentum. With €778 million in value (+3.6%) and 106.7 million liters sold (+3.1%), the segment confirms its role as a growth engine within Italian retail wine sales.
Sparkling wines benefit from a modern image, strong domestic brands, and adaptability to multiple consumption moments — from aperitivo to celebrations — making them especially attractive in a market where consumers are more selective.
Economic Pressure Shapes Choices
The data also reflects the broader economic environment. Eroded purchasing power, inflation, and uncertainty have forced consumers to prioritize essentials. Wine, while still culturally important, competes with tighter household budgets, pushing buyers toward fewer but more intentional purchases.
Large-scale retail remains the most important channel in terms of volume, acting as a barometer for everyday wine consumption in Italy. While the numbers are negative, they also confirm that the sector is adjusting to a new normal, rather than entering a downward spiral.
Source: WineNews
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