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Published by: Mintel International Group Ltd.
Published: Feb. 1, 2008 - 63 Pages
Table of Contents
- Issues in the Market
- Definition
- Beer
- Wine
- Spirits & liqueurs
- Abbreviations
- Market in Brief
- Persistent overall volume decline…
- …hides sectoral differences
- Value growth is positive
- Big differences in supply
- Bulk of sales passes through the off-trade
- Internal Market Environment
- Key points
- Per capita consumption continues to decline
- Figure 1: Per capita volume consumption of alcoholic drinks among the Italian adult population aged 15+, by type, 2002-07
- Competition from non-alcoholic drinks
- Healthier lifestyles
- Summer and festive seasons drive sales
- Legislation gets stricter
- EU decision reforms common market for wine
- Broader Market Environment
- Key points
- Falling number of young Italians challenges the drinks industry
- Figure 2: Trends in Italian population, by age, 2002-12
- A loss of younger drinkers, but more older ones
- Uncertain economic situation creates caution
- Figure 3: Trends in Italian PDI, consumer expenditure and GDP, at current prices, 2002-12
- Growing employment supports sales
- Figure 4: Trends in Italian employment, 2000-05
- Proportionately less is spent on food and non-alcoholic drinks
- Figure 5: Italian household final consumption on food and non-alcoholic drinks, at current prices, 2000-06
- Who’s Innovating?
- Key points
- Focus on spirits and beer
- Figure 6: New product launches in alcoholic drinks, by sector and by country, 2007
- Increasing premiumisation
- Figure 7: Trends in new premium product launches in alcoholic drinks, by country, 2002-07
- Spirits NPD to the fore in 2007
- Figure 8: Trends in new product launches in alcoholic drinks in Italy, by sector, 2002-07
- New product development - Beer
- Wine
- Spirits & liqueurs
- Market Size and Forecast
- Key points
- Declining volume trend continues…
- Figure 9: Italian volume sales of alcoholic drinks, 2002-12
- …in a context of positive value growth
- Figure 10: Italian value sales of alcoholic drinks, at current and constant prices, 2002-12
- Wine still takes the largest share, but beer is closing the gap
- Figure 11: Italian volume sales of alcoholic drinks, by type, 2002-12
- Reduced consumption occasions for wine
- Figure 12: Italian value sales of alcoholic drinks, by type, 2002-12
- Premiumisation helps sales values
- What the future holds
- Forecast
- Figure 13: Italian volume sales of alcoholic drinks and per capita consumption, 2002-12
- Beer
- Wine
- Spirits & liqueurs
- Factors used in the forecast
- Segment Performance
- Key points
- Beer
- Best performing sector
- Figure 14: Italian volume sales of beer, 2002-12
- Figure 15: Italian value sales of beer, at current and constant prices, 2002-12
- Speciality beers the most dynamic
- Figure 16: Italian volume sales of beer, by type, 2005-07
- Wine
- Down, down, down it goes
- Figure 17: Italian volume sales of wine, 2002-12
- Figure 18: Italian value sales of wine, at current and constant prices, 2002-12
- Drinking less, but better quality
- Bubbly is buoyant, but marginal
- Figure 19: Italian volume sales of wine, by type, 2005-07
- Spirits & liqueurs
- Declining volumes, but growing value sales
- Figure 20: Italian volume sales of spirits & liqueurs, 2002-12
- Figure 21: Italian value sales of spirits & liqueurs, at current and constant prices, 2002-12
- Vodka benefits from trendy image among younger drinkers
- Figure 22: Italian volume sales of spirits & liqueurs, by type, 2005-07
- Market Share
- Key points
- Concentrated beer sales led by Heineken
- Fragmented wine supply
- International flavour to spirits & liqueurs
- Companies and Products
- Birra Peroni
- Caviro
- Davide Campari-Milano
- Diageo
- Gruppo Italiano Vini (GIV)
- Heineken
- Pernod Ricard
- Brand Communication and Promotion
- Key points
- High level of promotion in Italy
- Figure 23: Main monitored media advertising expenditure on alcoholic drinks, by country, 2005-07
- Figure 24: Main monitored media advertising expenditure on alcoholic drinks in Italy, Jan-Sept 2007
- Channels to Market
- Key points
- Off-trade continues to generate bulk of volume
- Figure 25: Italian volume sales of alcoholic drinks, by distribution channel, 2002-07
- Figure 26: Italian volume sales of alcoholic drinks, % share by distribution channel, by sector, 2007
- Premiumisation trend benefits both distribution channels
- Figure 27: Italian value sales of alcoholic drinks, by distribution channel, 2002-07
- Figure 28: Italian value sales of alcoholic drinks, % share by distribution channel, by sector, 2007
AbstractItalian consumption of alcoholic drinks reached an estimated 4.5 billion litres in 2007, a decline of 6% on 2002 - a downward trend that is forecast to continue. However, while demand for wine is steadily diminishing and spirits & liqueurs are slowly losing ground, beer is seeing a healthy growth trend, up by 12% in the 2002-07 review period.
Despite the negative trend (volumes declined by 16% from 2002 to 2007), wine remains the largest alcoholic drinks sector in Italy, and per capita consumption remains higher than the EU average. By contrast, Italian per capita consumption of beer is one of the lowest in Europe.
While volumes present different trends, value sales have grown, thanks to increasing premiumisation as well as rising excise duties and price rises due to increased cost of raw materials.
Mintel last examined the Italians’ alcohol consumption in Drinking Habits, Consumer Goods Intelligence, December 2006. Some data have been revised since the previous report due to new information from the trade.
European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.
They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused towards genuine demand and real opportunity.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK
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