A data profile of the people who buy, follow and care about Prosecco in Italy — modelled from more than twelve digital signal sources. Prosecco has an estimated audience of 4,116,241 people in Italy.
The average Prosecco fan in Italy is 44.8 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Veneto, Lazio.
Top brand affinities include Message in a Bottle (film), Consequence (rapper), Lidl, with strongest over-indexing on Message in a Bottle (film) (1.51× the country average).
Demographically, the Prosecco audience skews balanced with an average age of 44.8, and over-indexes on personality traits such as Indulgence, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Prosecco fan in Italy is balanced, around 44.8 years old, with strong Indulgence tendencies and a notable affinity for Message in a Bottle (film).
The key figures that characterise the Prosecco profile in Italy.
49.2% are female, 50.8% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 49.2% |
| Male | 50.8% |
| Average age | 44.8 |
| Estimated audience size | 4,116,241 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 33% |
of the worldwide Prosecco audience comes from Italy.
| Country | Share |
|---|---|
| Italy | 17.8% |
| United States | 15.6% |
| United Kingdom | 13.1% |
Where the Prosecco audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Friuli-Venezia Giulia | ~200K | 2.57× | |
| 02 | Veneto | ~600K | 1.98× | |
| 03 | Trentino-Alto Adige/Südtirol | ~100K | 1.26× | |
| 04 | Lazio | ~600K | 1.22× | |
| 05 | Tuscany | ~300K | 1.15× | |
| 06 | Lombardy | ~800K | 1.04× | |
| 07 | Campania | ~400K | 0.94× | |
| 08 | Sicilia | ~300K | 0.91× | |
| 09 | Liguria | ~100K | 0.91× | |
| 10 | Sardinia | ~100K | 0.89× | |
| 11 | Puglia | ~200K | 0.87× | |
| 12 | Piedmont | ~300K | 0.86× | |
| 13 | Calabria | ~100K | 0.85× | |
| 14 | Emilia-Romagna | ~300K | 0.83× | |
| 15 | Aosta Valley | ~9K | 0.83× | |
| 16 | Molise | ~20K | 0.78× | |
| 17 | Basilicata | ~30K | 0.77× | |
| 18 | Umbria | ~50K | 0.73× | |
| 19 | Marche | ~70K | 0.70× | |
| 20 | Abruzzo | ~60K | 0.70× |
The strongest cross-interests of the Prosecco audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Carbonated water | Food & Beverages | 4.57× | ||
| 02 | Risotto | Food & Beverages | 2.66× | ||
| 03 | Ricotta | Food & Beverages | 2.33× | ||
| 04 | Salami | Food & Beverages | 2.14× | ||
| 05 | Calzedonia | Fashion & Accessoires | 1.99× | ||
| 06 | Sauna | Home & Garden | 1.94× | ||
| 07 | Consequence (rapper) | Music & Radio | 1.82× | ||
| 08 | Sparkling wine | Food & Beverages | 1.76× | ||
| 09 | Salento | Travel & Leisure | 1.70× | ||
| 10 | Vineyard | Food & Beverages | 1.66× | ||
| 11 | Naples, Florida | Travel & Leisure | 1.65× | ||
| 12 | Padua | Travel & Leisure | 1.60× | ||
| 13 | Village | Travel & Leisure | 1.59× | ||
| 14 | Apulia | Travel & Leisure | 1.58× | ||
| 15 | Champagne | Food & Beverages | 1.57× | ||
| 16 | Winery | Food & Beverages | 1.54× | ||
| 17 | Lidl | Shopping | 1.53× | ||
| 18 | Door County, Wisconsin | Travel & Leisure | 1.52× | ||
| 19 | Message in a Bottle (film) | Movies & TV | 1.51× | ||
| 20 | Gino Paoli | Music & Radio | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.30× | |
| Quality Awareness | PREMIUM | 1.07× | |
| Tradition | CONSERVATISM | 1.06× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.78× | |
| Individualism | JOY | 0.79× | |
| Mindfulness | BALANCE | 0.80× |
Prosecco has an estimated audience of 4,116,241 people in Italy, concentrated in Lombardy and Veneto.
49.2% of Prosecco fans are female, 50.8% are male, with an average age of 44.8 years.
Prosecco fans show strongest brand affinity for Message in a Bottle (film) (1.51×), Consequence (rapper) (1.82×), and Lidl (1.53×) over the country average.
Prosecco fans in Italy are most concentrated in Lombardy (reach ~800K), Veneto (reach ~600K), and Lazio (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Prosecco itself, the audience over-indexes on Consequence (rapper) (1.82×), Lidl (1.53×), Apulia (1.58×), and Carbonated water (4.57×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Prosecco. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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