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As the pandemic has changed so many aspects of daily life, it has also changed the spending habits of Italians. Who stocked more, bought more breakfast products, both for the longer time to do it between closures and smartworking, and because doing it at the bar, between closures and restrictions, was more difficult. But, as is well known, they bought even more wine, to accompany the meals, with a lockdown that, for many, meant the recovery of lunch at home, both for not giving up aperitifs and moments of leisure. These are the trends confirmed by Nielsen data, between February 2020 and February 2021, analyzed by italiani.coop.
Looking at the glass, in particular, the primacy of wine as the favorite drink of Italians is confirmed. Almost half of the spirits sold in large-scale distribution (47%) were wine, sparkling wine and champagne, for a total of 2.7 billion euros, + 10% in 12 months. Mostly red wine (so much so that the “red wine lovers” are 42% of consumers) and with significant regional differences (found on the map of Italy, in the photo). The greatest growth of that 47%, for example, is recorded in Basilicata (+ 19%, perhaps also for south working, the return home for smartworking of people usually residing in other areas of the country). But in a country where 6 million Italians see wine tasting as one of their favorite hobbies, there were also important increases in Emilia Romagna and Veneto (+ 17%), in Friuli Venezia Giulia and in Umbria (+ 14% ) and in the Marche (+ 13%).

But the approach to food has also changed. First of all, there is the “pantry effect”, which we had already talked about in the past when talking about the purchases of pasta, canned goods and tomato purée (and again also the growth of frozen foods). Convinced to stay at home for a long time, or to remain closed a bit suddenly, Italians have bought more in the last year, for example, frozen fish, pizzas, but also vegetables (in savory specialties there are, for example, pancakes). Then closed at home they experienced what Coop calls the “breakfast effect”, that is, they had time to make it. So milk, cereals, biscuits, jams grow. To keep calm and relax despite the cloister, they sought a “no stress” effect by increasing sales of chamomile (+ 33%) and tea (+ 8%), but also of coffee (+ 10%).


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Marco Ribaudo

Marco Ribaudo

For the love of food and wine! Marco Ribaudo, Certified Sommelier, with 25 years in the food and beverage industry now invites you to join him in his latest adventure, the opening of la Cucina del Vino to share his culture and passion for creating unforgettable memories around the table.

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