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Drinking Habits - Italy
Market Report, December 2006, 535  €


Description

About this reportIn 2004, Italian households spent an average of €42.76 a month on drinks in general, alcoholic and non-alcoholic, down 0.7% from 2003.
The light fall is mainly due to the exceptional temperatures registered in summer 2003, which pushed the consumption of eating out and drinks in general, and not repeated in summer 2004.
Average expenditure rose in direct relation to household size, with households of five or more members spending well over twice as much on average than consumers in one-person households.
Households in which the head worked in a professional capacity spent noticeably more on average on drinks than did households in which the head worked in a non- professional capacity.


Sommaire
 
Contents

Issues in the Market

Definition
Beer
Wine
Spirits and liqueurs
Abbreviations
Market in Brief

Internal Market Environment

Alcohol consumption in Italy
Figure 1: Per capita volume consumption of alcoholic drinks among the Italian adult population (15+), by type, 2001-06
Figure 2: Alcohol consumption*, by country, 2005
Figure 3: Trends in alcohol consumption in Italy, by type of drink, 2000-05
Figure 4: Place of consumption of alcoholic drinks in Italy, by type of drink, 2005
Competition from non-alcoholic drinks
Figure 5: Consumption of alcoholic and non-alcoholic drinks at meal times in Italy, by type of drink, 2000-05
Figure 6: Italian volume sales of soft drinks, by type, 2000-05
Changing lifestyles
Rising excise duties
Figure 7: Excise duty rates on alcoholic drinks in Italy, by type of drink, 2006
Proposal to increase legal drinking age
Seasonality
Tourism
Expanding Horeca channel
Broader Market Environment

Population trends
Figure 8: Trends in the age structure of the Italian population, by gender, 2001-11
Employment
Figure 9: Trends in Italian employment, 2001-05
Economy
Figure 10: Trends in Italian PDI, consumer expenditure and GDP, at current prices, 2001-11
Household expenditure on drinks
Who’s Innovating?

Beer responds to health concerns
Limited innovation in wine
Attempts to reinvigorate liqueurs
Market Size and Forecast

Return to volume growth, but only just
Figure 11: Italian volume sales of alcoholic drinks, 2001-06
Figure 12: Italian value sales of alcoholic drinks, at current and constant prices, 2001-06
Despite declining sales, wine remains top drink
Figure 13: Italian volume sales of alcoholic drinks, by type, 2001-06
Figure 14: Italian value sales of alcoholic drinks, by type, 2001-06
Market forecast
Figure 15: Forecast of Italian volume sales of alcoholic drinks, by type, 2001-11
Figure 16: Forecast of Italian value sales of alcoholic drinks, by type, at current and constant prices, 2001-11
Factors incorporated in the forecast
Mintel foresight
Segment Performance

Beer – a boom year in 2006
Figure 17: Italian volume sales of beer, 2001-06
Figure 18: Italian value sales of beer, at current and constant prices, 2001-06
Alcohol-free is the fastest growing beer category
Figure 19: Italian volume sales of beer, by type, 2004-06
Wine – drinking less, but better quality
Figure 20: Italian volume sales of wine, 2001-06
Figure 21: Italian value sales of wine, at current and constant prices, 2001-06
Still wine is by far the most popular
Figure 22: Italian volume sales of wine, by type, 2004-06
Figure 23: Italian value sales of wine, by type, 2004-06
Spirits and liqueurs
Figure 24: Italian volume sales of spirits and liqueurs, 2001-06
Figure 25: Italian value sales of spirits and liqueurs, at current and constant prices, 2001-06
Rum enjoying an increase in popularity
Figure 26: Italian volume sales of spirits and liqueurs, by type, 2004-06
Market Share

Beer
Figure 27: Manufacturers’ volume shares of beer, 2004-06
Wine
Figure 28: Manufacturers’ volume shares of wine, 2005
Spirits and liqueurs
Companies and Products
Birra Peroni
Caviro
Davide Campari-Milano
Diageo Italia
Gruppo Italiano Vini (GIV)
Heineken
Pernod Ricard
Channels to Market

Alcohol sales by channel
Figure 29: Italian volume sales of alcoholic drinks, by distribution channel, 2001-06
Figure 30: Italian value sales of alcoholic drinks, by distribution channel, 2001-06
Beer sales by channel
Figure 31: Italian volume sales of beer, by distribution channel, 2001-06
Figure 32: Italian value sales of beer, by distribution channel, 2001-06
Wine sales by channel
Figure 33: Italian volume sales of wine, by distribution channel, 2001-06
Figure 34: Italian value sales of wine, by distribution channel, 2001-06
Spirit and liqueur sales by channel
Figure 35: Italian volume sales of spirits and liqueurs, by distribution channel, 2001-06
Figure 36: Italian value sales of spirits and liqueurs, by distribution channel, 2001-06
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