Market research company IRI are warning that prosecco might disappear from shop shelves this summer due to the increasing popularity of the less expensive alternative to champagne.

With British drinkers purchasing approximately 40 millon litres of the Italian sparkling wine last year (passing out sales of champers), IRI has suggested that supply could run out.

Prosecco is a protected regional product that can only be produced in two north-eastern Italian provinces, with the eightfold explosion in its popularity since 2012 putting a strain on supply.

IRI has reported that sales in leading UK supermarkets increased by 34% between February 2015 and February 2016, pulling in £356 million.

By way of comparison, sales of champagne rose by a mere 1% to £251 million in 2015. Wine sector sales in general increased by just 0.4%.

The research shows that supermarket own-brand prosecco is outselling any individual branded product. Supermarket prosecco accounts for 12% of the market while the most popular brand, Plazo Centro, has a 6% share.

Speaking to the Daily Telegraph, IRI's head of beer, wine and spirits Toby Magill said:

"Like champagne, prosecco is geographically limited and can only be produced in a small region of Italy. Supply is finite. Demand is growing everywhere in the world so there's a limit on what retailers can get their hands on".

Richard Thorburn of Lancaster Wines told The Grocer:

"This is leading to retailers and importers looking at alternatives to feed UK demand, with Spain, France and Germany suddenly looking attractive".

Competing beverages are bouncing back, with the Spanish white wine cava enjoying a 11% boost in sales in 2015 as a result of rising prosecco prices along with a supposed decrease in the quality of the Italian wine.

It is not the first time the availability of prosecco was in danger - a poor harvest of Glera grapes led to warnings of supply drying up in 2015.