経済観測所

A question of numbers

2011年、フランチャコルタ協会は、イタリアおよび海外におけるフランチャコルタのマーケティングおよび流通データの収集および統計分析のためのシステムEconomic Observatory(経済観測所)を通じて会員企業から収集した信頼できるデータを提供する初のワインセクターとなりました。

The system covered 81.9% of member firms in December 2021 and is based on data gathered in anonymous form, giving its members access to ongoing statistical information on sales and marketing helping them to identify business strategies and compare company and sector-wide trends.

このシステムは2021年12月時点で、協会参加企業全体の81.9%をカバーしており、匿名形式でデータを収集します。これにより、継続して販売およびマーケティングに関する統計情報を入手することができるようになり、 会員企業は企業の事業ポリシーの定義や、企業や地域の傾向を比較するのに役立てることができます。
経済観測所によるデータは、協会の投資を最適に配分し、フランチャコルタブランドのターゲット絞ったプロモーション戦略の策定にも役立っています。

Franciacorta in figures

販売量 — 2021

Franciacorta DOCG: ボトル換算本数で表した総市販量
(全企業に推定。経済観測システムの標本となる参加企業の割合は81.9%)

イタリア国内・国外での販売量 — 2021

イタリア
国外で

Franciacorta DOCG: ボトル換算本数で表したイタリア国内・国外市場での総市販量
(全企業に推定。経済観測システムの標本となる参加企業の割合は81.9%)

輸出 — 2021

Franciacorta DOCG: イタリア国外の主要国に対する輸出による市販の内訳
(全企業に推定した数量。経済観測システムの標本となる参加企業の割合は81.9%)

タイプ別市販量 — 2021

Franciacorta DOCG: 世界における販売量のタイプ別に見た割合
(全企業に推定した数量。経済観測システムの標本となる参加企業の割合は81.9%)

データ

[Period of reference: January – December 2021. Estimated percentage of firms covered on 30/12/2021 81.9%]

Methodological note:

The data contained in this document is an estimate of the total wineries belonging to the Consortium. This figure was calculated on the basis of the data supplied by the firms taking part in the economic observatory. Taking this sample as representative, coverage of participating firms is calculated every year (for example, 81.9% for 2021) and all relating data is thus taken proportionally to 100%.

For this reason the data shown in this comment differs from that in the report tables, with the latter containing real (not estimated) data drawn from data sent in on a monthly basis by firms.

Some of the data shown in this document may differ slightly from figures supplied in the past as minor additions or amendments may be made over time.

2020 summary

The economic observatory data for the end of 2020 showed the significant effects of the pandemic on Franciacorta sales in Italy and abroad from March onwards.

After a positive first quarter, sales plummeted by as much as 80% in March, with the first lockdown, and then recovered in the summer before a further downturn in the last quarter.

Thanks to the important contribution of the large-scale retail sector in December, 2020 ended with a relatively small drop in total sales volumes.

2021

The first two months of 2021, with restrictions having a significant impact on the HoReCa sector, could only be negative if compared to the same period of 2020, prior to the pandemic.

March 2021, on the other hand, was the beginning of a quarter which showed significant growth rates if compared to the corresponding quarter of 2020, when total lockdown saw sales plummeting. 

April and May 2021, in particular, were more than 200% up on the same period of 2020.

With less striking growth rates, sales in the second quarter of 2021 were also well up on figures from the same period in 2020. December was the exception, showing a downturn as compared to the same period of 2020, due primarily to lower product stocks by wineries and also the fact that December 2020 volumes were especially positive as compared to 2019.

Taken as a whole, 2021 saw an estimated growth in sales volumes by all wineries of 28.3% over the same period of 2020.

Clearly growth rates over 2020 alone provide only a partial picture of market trends, given the exceptional nature of the year in question.

A more thoroughgoing analysis of trends thus requires an analysis of variations on 2019, a year in which no external factors impacted on sales.

In fact, 2021 figures showed an upward trend as compared to 2019, too, with a growth rate of 15.5%.

In greater detail, the domestic market accounted for 89.7% of sales, in volume terms, a growth of 28.4% over 2020 and 16.8% over 2019. Exports accounted for the remaining 10.3%, a growth rate of 27.6% over 2020 and 5.3% over 2019.

The distribution of domestic sales by Nielsen area shows that the north-west of Italy accounted for around half of domestic turnover (47.4%) with the rest being divided up between the north-east, the centre and the south, with the first accounting for the largest share (21.7%) and the latter two 18.5% and 12.4% respectively. All areas of the country saw growth rates over 2020, ranging from 22.5% in the north-east to 46.7% in the south.

Lombardy was once again the number one region (36.2% of Italian sales), followed by Emilia Romagna (11.2%). Piedmont was at the bottom of the table with 8.8% of sales. 

If exports are analysed, Switzerland came out on top in individual nation terms, accounting for 22.2% of total exports (+22.1% over 2020 e +28.5% over 2019). Next came the United States with 12.4% of total exports (+71.7% over 2020 and +8.4% over 2019).

Then there was Japan (11.9% of total exports), Germany (8.3% of total exports) and Belgium (5.4% of total exports).

Globally the average price of a bottle of wine of whatever type at the end of 2019 was €13.39, going down to €13.14 in 2020.

In 2021 this went up to €13.47.

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