Gerini Francesca, Dominici Andrea, Casini Leonardo
Department of Agriculture, Food, Environment and Forestry, University of Florence, P.le delle Cascine 18, 50144 Firenze, Italy.
Foods. 2021 Nov 3;10(11):2674. doi: 10.3390/foods10112674.
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.
本研究的目的是提供一个关于新冠疫情期间超市葡萄酒购买情况的详细框架。病毒的意外传播以及意大利为防止其传播而实施的限制措施，极大地影响了消费者的食品购买习惯。通过分析意大利大众市场零售渠道葡萄酒销售的扫描数据，本研究旨在表明疫情引发的动态变化是否以及如何改变了葡萄酒购买的总体价值和类型，重点关注价格、包装形式和促销销售。具体而言，本研究考察了两个不同时期的销售情况，即3月至4月（“封锁期”，全面强制关闭且限制严格）和2020年6月至7月（“解封后”，部分限制不再有效）。对封锁期和解封后葡萄酒销售情况的分析以及与前几年销售情况的变化研究表明，购买行为发生了一些显著变化。研究结果可为管理人员、研究人员和政策制定者提供关于这一前所未有的时期消费者购买模式的广泛见解，并揭示可能表征未来葡萄酒需求结构的趋势。
