Italians blame negative dental headlines for fall in Prosecco sales
The largest Italian farming association, Coldiretti, has blamed uncertainty surrounding Brexit and negative headlines linked to dental health for a fall in prosecco sales. Exports of Italian prosecco have dropped for the first time in ten years, according to the latest sales figures.
New statistics show that exports have fallen by 7 percent in the first 6 months of 2018, and the farming organisation thinks that headlines suggesting a link between prosecco consumption and dental decay have a part to play. Producers from Italy have criticised negative news reports, which claimed that drinking prosecco could damage the teeth.
The UK is the largest consumer of Italian prosecco, but a decline in sales indicates that Brits are looking elsewhere for their tipple of choice. While producers claim that inaccurate news and Brexit-related tensions are contributing factors, there is an alternative viewpoint, as many UK buyers are choosing to buy home-grown, locally-sourced produce.
In a new report, Coldiretti stated that tensions caused by negotiations with the EU were likely to have an impact, but also highlighted the impact of “nationalistic fake news.” Italian producers were horrified by reports that appeared in the UK media over the summer, which suggested that drinking prosecco could increase the risk of decay due to its sugar content and low pH value. The organisation said that there are numerous foods and drinks, which have a negative impact on oral health, and suggested that it was unfair to single the popular summer drink out.
Away from the dental headlines, other producers based in Italy believe that there is a chance that the UK has reached saturation after rapid growth in recent years, and that British sparkling wines have become more popular.
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