Marketing studies are now accustomed to extricate themselves from the uncertainties and variables that can exist between a consumer generation and another, regarding the habits of wine buying. Consumers are becoming more and more aware of the certifications and values on the label and are consequently influenced by them. Despite the enormous progress made by producers in terms of sustainability, the average consumer prefers to focus on DOC, DOCG or IGT.

Sustainability is a key issue for 93% of companies, as demonstrated by the growth from 15% (2021) to 28% (2024) of certifications. The trend forecast of consumption by companies heralds a growth in the interest of sustainable wines (74%), organic (62%) and low-alcohol (46%); these are defined as “certain”. Among the “probable”, we see the “no sulfites” (30%), Fair Trade (24%) and vegans (22%); canned wines, dealcoholized and very low priced wine are the “improbable”.

The certifications currently cover a considerable slice if we talk about consumer choices: 100% Italian product certification influences 71% of the final choice; sustainability and “environmentally friendly product” certifications influence for 73%; PDO/PGI brands influence 70%, which is much more than 51% influence of choosing based on the big brand.

Source: Winenews