Purpose: This paper aims to offer an insight into the fundamental structural changes that the wine sector world‐wide is undergoing as a result of globalisation and mounting international competition.Design/methodology/approach: The most important recent trends in wine production, consumption and distribution are analysed and possible future scenarios for the wine industry outlined. The constraints and opportunities that wine operators are facing and are likely to face in the future are also examined, as is competition between Old World and New World producers. In this context, an analysis of the structure of the Italian wine industry serves to underscore the importance of the local factor and its link to quality as a competitiveness tool.Findings: Globalisation has boosted competition between Old and New World producers. However, varying structures of production suggest the appropriateness of adopting competitive strategies shaped according to the varying relationship between different producers and their distribution (and especially major retail chain) networks, notably with respect to quality segments. For Old World producers a very important role will be played by product differentiation and the combination of tradition and innovation.Originality/value: This paper examines the options open to such producers, notably in Italy where strategies adopted vary according to economies of scale.

Purpose: – Food habits are undergoing profound changes owing to the social, economic and technological transformations. The purpose of this paper is to analyse the evolution of the food patterns of generation X in the past decade, in view of formulating a reflection on the trends of a fundamental component of society. Design/methodology/approach: – Applying latent class clustering to the food spending of a representative sample of Italian consumers has made it possible to identify the principal food patterns and to interpret them in light of demographic characteristics and sociocultural changes. Findings: – The results show a strengthening of dietary lifestyles displaying a high content of animal proteins, especially in consumers with low levels of education. The importance of convenience foods emerges, mainly among couples but also among families with children. The role of out of the home consumptions grows, mostly among single males. Parallel to this critical picture, the authors note the birth of a new dietary sensitivity that leads a niche of consumers to choose healthier foods. These evolutions offer new challenges and new opportunities for both public and private operators. Research limitations/implications: – The study is limited to the analysis of family food spending. A challenging development of the study unfolds in closely examining the food choices of individuals, particularly for the consumption patterns at greater risk. Extending the study to other countries would permit a comparison between diet, lifestyles and food education policies on a supernational level. Originality/value: – The study indicates several possible strategies both for operators of the food sector to better respond to the demand, and for public institutions in view of contributing to correct current trends, reorienting food habits towards healthier patterns and, in any event, patterns compatible with the demands tied to the new lifestyles.