Abstract
The purpose of this study was to provide a detailed framework of wine purchases in supermarkets during the COVID-19 pandemic. The unexpected diffusion of the virus and the restrictions imposed in Italy to prevent its spread have significantly affected the food purchasing habits of consumers. By analyzing the scanner data of the wine sales in the Italian mass market retail channel, this study was intended to show whether and how the dynamics triggered by the pandemic have modified the overall value and type of wine purchases, focusing on prices, formats, and promotional sales. In particular, this study explores sales in two separate periods, namely March–April (the “lockdown”, with general compulsory closing and severe restrictions) and June–July 2020 (the “post-lockdown”, in which some limitations were no longer effective). The analysis of wine sales during lockdown and post-lockdown and the study of the variations compared to the sales of the previous years showed some significant changes in purchase behavior. The results could provide managers, researchers, and policy makers with extensive insights into the purchasing patterns of consumers during this unprecedented time and reveal trends that may characterize the structure of the future wine demand.
Highlights
In December 2019, various cases of pneumonia began to crop up in China [1]
This study explored whether the market for wine in supermarkets changed in two particular periods of the pandemic, characterized by different restrictions
WToineexpPluorrcehathseeswduinreinpguLrocchkadsoewsnduring the lockdown period and answer research questions TQo1–eQxp4,lowree ethxeamwiinneedpthuercshaalessestrdenudrisnogf twheinleofcrkodmow20n15pteori2o0d20anindthanesMwaerrchre–sAeaprrcilhespteiorinosdQ. 1–Q4, we examined the sales trends of wine from 2015 to 2020 in the March– ApriClidperinogd.Q1, the total sales in the 2020 b1 period showed an increase in sales in termsCoofnbsoidthervinagluQe 1a,ntdhevotolutaml esa, lwesitihndtihfefe2re0n20t pbe1rfpoerrmioadnschesowcoemdpaanreindctroeatsheeipnrseavlieosuisn ytearmrss(Foifgbuoreth2)v.alue and volume, with different performances compared to the previous years (Figure 2)
Summary
In December 2019, various cases of pneumonia began to crop up in China [1]. Later identified as the new SARS-CoV-2 coronavirus ( called COVID-19), the disease rapidly spread all over the world, affecting more than 90 million people, and causing almost two million deaths in a year [2]. In the period between 17 February and 3 May 2020, the value of sales in mass market retailing (MMR) observed by Nielsen, recorded a growth of +4.2% compared to the same period from the previous year [5]. The first report conducted in Italy by IRI [11] pointed out an increase in wine sales in the first ten months of 2020, both in the MMR channel (+6.9% in value), and especially in small grocery stores (+200%). For Italians, the food e-commerce sector has always been the least popular compared to other goods and products [12], online wine sales recorded a +149% increase in value compared to the same period of 2019 [13]. The driving channels of this growth were the pure players (e.g., Tannico or Callmewine), which accounted for 83% of sales, and the e-shops of the MMR channel, with Amazon representing 17% of online wine sales [13]
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