Beer - Italy

Italy, known for its rich culinary traditions and vibrant culture, has a beer market that is experiencing significant growth and development.

Customer preferences: Italian consumers have traditionally been known for their love of wine, but in recent years, there has been a noticeable shift in their beverage preferences. Beer has gained popularity among Italians, particularly among the younger generation. This shift can be attributed to changing lifestyles, increased exposure to international cultures, and the growing popularity of craft beer.

Trends in the market: One of the key trends in the Italian beer market is the rise of craft beer. Craft breweries have emerged across the country, offering a wide range of unique and flavorful beers. This trend can be attributed to the increasing demand for high-quality and locally-produced products. Craft beer appeals to consumers who are looking for a more authentic and artisanal drinking experience. Another trend in the market is the growing popularity of non-alcoholic and low-alcohol beers. Health-conscious consumers are increasingly seeking alternatives to traditional alcoholic beverages. Non-alcoholic and low-alcohol beers provide a lighter and healthier option, without compromising on taste. This trend is also driven by the changing drinking habits of younger consumers who are more focused on wellness and moderation.

Local special circumstances: Italy has a strong tradition of regional beer production, with each region having its own unique brewing techniques and flavors. This diversity in beer styles and flavors adds to the appeal of the Italian beer market. Additionally, the country's rich culinary heritage and culture of food pairing have contributed to the growing interest in beer as a complement to Italian cuisine.

Underlying macroeconomic factors: Italy's beer market is also influenced by macroeconomic factors such as population growth, disposable income levels, and tourism. The country's population is growing, providing a larger consumer base for the beer industry. Rising disposable incomes have also contributed to increased spending on leisure activities, including dining out and socializing, which often involves the consumption of beer. Furthermore, Italy's status as a popular tourist destination attracts visitors from around the world, leading to increased demand for beer in bars, restaurants, and hotels. In conclusion, the beer market in Italy is experiencing growth and development due to changing customer preferences, including a shift towards craft beer and the rising popularity of non-alcoholic and low-alcohol options. The local special circumstances, such as regional beer production and the cultural significance of food pairing, further contribute to the market's appeal. Additionally, underlying macroeconomic factors such as population growth, disposable income levels, and tourism play a significant role in driving the growth of the beer market in Italy.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.