2014-03-24 03:52:01 - The Italian Wine Market: What Consumers Drink and Why? - a new market research report on companiesandmarkets.com
Fortified Wine consumption in Italy is low, with the highest consumption in the Mid-Lifers age group. While overall consumption is low, the consumption frequency of users is high, with large numbers of Heavy users.
Consumer segmentation by wealth group reveals that the Better Off wealth group accounts for 46% of the Wine market by value. The Moderate Income and Hard Pressed groups are the next largest, suggesting a large consumer base for mass market products.
While similar levels of men and women consume Still Wine, there are significantly more male Heavy consumers. Approximately half of the men in Italy are Heavy consumers, compared to approximately one-third of women.
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