In the next four years, that is by 2025, the total turnover of e-commerce of wine and alcoholic beverages is expected to reach 42 billion dollars, with an increase of 66%. This is the projection made by Iwsr, the London-based market research institute that confirms the positive trend of the product in this particular economic situation marked by the spread of the pandemic from Covid-19 and its Omicron variant.
Focused on a target of sixteen markets (Australia, Brazil, Canada, China, Colombia, France, Germany, Italy, Japan, Mexico, Netherlands, Nigeria, South Africa, Spain, United Kingdom, United States), the research highlighted 12% growth in the online segment in 2019 (pre-pandemic period), 43% in 2020 (acute phase of the pandemic) and expects that within four years, in fact, it will represent 6% of the global alcohol market. A share that has tripled compared to the 2% recorded in 2018.
Among the best performing markets, it is worth mentioning that of the United States, for which the Iwsr expects an annual growth rate of 20%, and which will lead the US to be the most important global market for online alcohol. A little below, compared to the States, will be the contribution of China, which in any case is one of the largest markets, which today is worth about 33% of the online trade in alcohol.
E-commerce for wine is now a consolidated and rapidly growing trend, thanks to the pandemic situation that greatly limits movements. Through the specialized online sales sites it is possible to make purchases of large quantities of bottles while also taking advantage of considerable discounts. By subscribing, the dedicated newsletters also offer weekly offers divided by companies, brands and cases of wine.
But there are for example also sites where you can even buy a single bottle, just before dinner with home delivery, as long as it is within an accessible kilometer radius.
In this regard, the research shows how for the wine sector the online market is divided into two macro categories consisting of a more discerning consumer and therefore also in an older age who is looking for products that have their own convenience and belonging to brands. more known, both on online sales platforms such as wine shops and specialized sites, and a young consumer, more savvy and basically modern, who uses online to order premium alcohol through mobile apps with times of rather reduced delivery.