Alcoholic Drinks - Italy

  • Italy
  • Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Alcoholic Drinks market amounts to €11,490.0m in 2024.
  • Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to €18.8bn in 2024.
  • Revenue, combined amounts to €30.3bn in 2024.
  • The revenue, at home is expected to grow annually by 1.12% (CAGR 2024-2029).
  • In global comparison, most revenue, at home is generated in China (€193bn in 2024).
  • In relation to total population figures, the average revenue per capita, at home of €195.80 are generated in 2024.
  • In the Alcoholic Drinks market, volume, at home is expected to amount to 2,421.0m L by 2024.
  • Volume, out-of-home is expected to amount to 903.4m L in 2024.
  • Volume, combined is expected to amount to 3,325.0m L in 2024.
  • The Alcoholic Drinks market is expected to show a volume growth, at home of -1.0% in 2025.
  • The average volume per person, at home in the Alcoholic Drinks market is expected to amount to 41.25L in 2024.

Key regions: Worldwide, United States, Russia, United Kingdom, India

Comparación de regiones

Analyst Opinion

The Alcoholic Drinks market in Italy has been experiencing steady growth in recent years. Customer preferences have shifted towards premium and craft beverages, leading to an increase in demand for high-quality and unique products. This trend can be seen not only in Italy but also in other parts of Europe and worldwide.

Customer preferences:
Italian consumers have become more discerning when it comes to alcoholic beverages. They are willing to spend more on premium products that offer superior quality and unique flavors. This shift in preferences can be attributed to several factors. Firstly, there is a growing appreciation for the craftsmanship and artistry that goes into producing high-quality alcoholic drinks. Consumers are willing to pay a premium for products that are made with care and attention to detail. Secondly, there is a desire to explore new and different flavors. Italian consumers are increasingly open to trying new types of alcoholic beverages, such as craft beers, artisanal spirits, and small-batch wines. This trend is driven by a desire for variety and a sense of adventure.

Trends in the market:
One of the key trends in the Alcoholic Drinks market in Italy is the rise of craft beverages. Craft beers, artisanal spirits, and small-batch wines have gained popularity among Italian consumers. This trend is driven by a growing interest in supporting local producers and a desire for unique and authentic products. Craft beverages are often made using traditional methods and local ingredients, which adds to their appeal. In addition, craft beverages are often seen as more environmentally friendly and sustainable, which resonates with consumers who are increasingly conscious of their impact on the planet. Another trend in the market is the increasing popularity of low-alcohol and non-alcoholic beverages. Health and wellness have become important considerations for many Italian consumers, and they are seeking out alternatives to traditional alcoholic drinks. This trend is driven by a desire to lead a balanced and healthy lifestyle. Low-alcohol and non-alcoholic beverages offer consumers the opportunity to enjoy a drink without the negative effects of alcohol. These products often have unique flavors and are marketed as a healthier alternative to traditional alcoholic beverages.

Local special circumstances:
Italy has a rich tradition of winemaking, and wine is an integral part of Italian culture and cuisine. Italian wines are renowned worldwide for their quality and variety. The local wine industry plays a significant role in the Alcoholic Drinks market in Italy, with both domestic consumption and exports contributing to its growth. Italian wines are known for their diversity, with each region producing wines that reflect the local terroir and winemaking traditions. This diversity is a key selling point for Italian wines, as it offers consumers a wide range of options to choose from.

Underlying macroeconomic factors:
The Alcoholic Drinks market in Italy is influenced by several macroeconomic factors. Economic growth and rising disposable incomes have contributed to increased consumer spending on alcoholic beverages. As the economy improves, consumers have more money to spend on discretionary items, including premium and craft beverages. In addition, tourism plays a significant role in the Alcoholic Drinks market in Italy. The country attracts millions of tourists each year, many of whom are interested in experiencing the local food and drink culture. This influx of tourists has a positive impact on the market, as it increases demand for Italian alcoholic beverages both domestically and internationally. In conclusion, the Alcoholic Drinks market in Italy is experiencing growth due to shifting customer preferences towards premium and craft beverages, the rise of low-alcohol and non-alcoholic alternatives, the rich tradition of winemaking, and underlying macroeconomic factors such as economic growth and tourism. These trends and factors are shaping the market and driving the demand for high-quality and unique alcoholic beverages 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.

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.

Visión general

  • Revenue
  • Volume
  • Price
  • Sales Channels
  • Global Comparison
  • Analyst Opinion
  • Methodology
  • Key Market Indicators
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