The future of markets and markets of the future

The future of markets and markets of the future

10 years of uninterrupted growth of Italian wine; € 5.9 billion (euro) of countervalue; +6,2 on 2016: but there are too many contradictory signals. Vinitaly (with Nomisma) presents the 2018 edition to the press and puts its finger on the dangers of consumer spending.
March 27, 2018

The contradictory signs of Italian wine (in value, in quantity, in the types of wine) are present in the traditional markets of outlet (USA, Germany and United Kingdom) and in emerging markets. Italy is a market leader in 16 countries but the main competitor (France) puts 29 flags in the areas with the greatest growth propensity. Attention must be paid to this fact: indeed the geography of wine consumption changes, and Europe, which held 67% of this consumption in 2007, lost 7% in ten years; North America has grown from 13 to 15% and Asia from 6 to 10%.

Italian wine exports partly intercepted this new general dislocation of consumption moving from the EU (today it weighs 51% compared to 59 & ten years ago) to distant markets. But here he meets aggressive and partially known actors. If France remains the world leader in exports (in decline) and if Italy advances with sparkling wines (from 10% to 23% in the last decade) in still wines, portly grows in Chile and New Zealand and free trade agreements they have positioned themselves at the top of the ranking on one of the most promising markets, the Chinese one.
On the other hand, the European markets present increasing risks: the aging of the population weighs on Germans and the devaluation of the pound sterling linked to Brexit in GB.
As for the United States, 64% of consumption is concentrated in just 5 States, while most of the nation still has very low consumption, under 10 million euros (but there are states like Pennsylvania, North Carolina and Colorado that they are coming in the middle consumption segment).
The Vinitaly 2018 has therefore placed the accent on the new markets: from Russia it has selected two types of buyers: top companies – importers for years exhibitors at Vinitaly Russia with high turnover – interested in expanding their portfolio; smaller companies, but very encouraged to find new suppliers from Italy and create a portfolio of Italian wines from scratch.

In the selection of operators coming from China, on the other hand, the geographic evaluation was pre-eminent, to maintain the presence in the first-tier cities like Beijing and Shanghai, but at the same time penetrate the country, involving companies from second-class cities or even third-tier: Hangzhou (second band) the center of e-commerce in China and home to Alibaba; Yantai (third-tier city), one of the largest areas in China for wine production and importation; Chengdu (second band), one of the major centers of Western China that has seen over the years the organization of many fairs dedicated to the sector (including Vinitaly Chengdu taking part in the “China Food and Drinks Fair” event outside the fair Wine and Spirits “, one of the most important b2b events in the Chinese wine sector, now in its 98th edition); Foshan (third band).
To stay in the markets of the future with an eye to the future of the markets, the profiling of all the actors becomes the main instrument.
The Vinitaly “directory” includes more than 13,000 exhibitors, including the 4,319 exhibitors from the 2018 edition, and the Vinitaly site is a key portal for the foreign market, with almost 800,000 users and 5 million pages viewed in 195 countries.