The consumption of beer in Italy was influenced by a few developments in 2021; a year that continued to offer higher highs and lower lows than in the pre-Coronavirus (COVID-19) pandemic period. Starting in early 2021, consumption took a turn for the better, despite continued restrictions after a rise in COVID-19 (Delta variant) infections.
Beer in Italy in 2021 was partly characterised by developments in price dynamics, with the evolution of consumption towards more expensive options. The increased interest in domestic products, alongside higher inflation, also exerted upward pressure on average unit prices of beer in the country in 2021.
As consumer continued to spend long periods in the home during 2021, as the COVID-19 situation fluctuated, higher consumption within Italian homes created a pent-up demand for novelty in terms of flavours, as well as formats and products in general. In this way, beer consumers evolved throughout the pandemic as more at-home time allowed some to discover new types of beer.
The outlook is positive for the category, with consumers in continuous evolution and developments at the institutional level expected to continue to favour beer in Italy. Players are expected to try to create a wider range of consumption moments for consumers.
The COVID-19 pandemic has accelerated consumer awareness of health and wellness. The virus experience heightened the emphasis on preventative health, leading to greater attention on nutrition and general health, and, more specifically to COVID-19, comorbidity factors.
Polarisation is expected to characterise the price bands of beer, especially for lager. Indeed, in both the on-trade and off-trade channels, popular local beers appealing to consumers looking to discover new flavours and levels of complexity may see increases in average prices.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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