Italian organic wine in Italy and abroad

Organic red wine is still the most appreciated by Italian consumers (49% of organic wine sales off trade, with an increase in sales of + 72% compared to 2017), however organic white wine grows more significantly (+ 151%). The success is due to the strong appreciation of consumers for organic wines, recognizing values and quality as regards for the environment (76% of users identify this factor as the main distinctive element), health reasons (61%) but also authenticity (50%), according to Nielsen data.

The success of organic wine goes beyond Italy, as supported by the results of the Nomisma Wine Monitor Survey realized for ICE. The interest of consumers that in the last 12 months (2017 data) has drunk, at least once, an organic wine is 12% in Germany and 9% in the UK (where the share of those who consume it outside the home is much higher): 34% of organic wine users compared to 18% in Germany. As for Italy, the preference for organic wine falls mainly on reds and whites still in both markets, followed by sparkling red in the UK and sparkling white in Germany. In both markets, organic wines are mainly purchased off trade (38% in the UK, 33% in Germany). In the UK the consumers of organic wine spend on average, for a 750 ml bottle, about 13 pounds, in Germany 8 euros. According to consumers (42% in the UK and 40% in Germany), Made in Italy organic wines have a higher perceived quality than organic wines from other countries. In both markets, in thinking about Italian organic wine, 19% indicates “high quality”, while a further 15% identifies authenticity as the main value. Without a doubt, Made in Italy organic wine has an excellent reputation beyond national borders, with a potential not yet fully exploited: 84% of wine consumers – both in the UK and in Germany – are interested in buying a Made in Italy organic wine if found in the usual restaurants / shops.