Cider/Perry in Italy

2021 DEVELOPMENTS

Younger generations most likely to turn to cider as a lower alcohol alternative

Demographics show that younger generations in Italy are most likely to want to consume cider/perry. However, 18-45-year-olds account for the majority of consumers of these alcoholic drinks, which suggests that some middle-aged consumers also like cider/perry as a tipple.

Cider draws attention with health and nutrition at the centre of consumer choices

A legacy of the COVID-19 pandemic has been to heighten awareness of the importance of health and nutrition in terms of food and beverage intake among Italian consumers, as part of a wider health kick. According to a survey conducted by Euromonitor International, the share of Italians who “closely read the nutrition labels of food and beverages” at the end of the review period was almost double the share recorded in 2017.

Players try to widen the reach and appeal of cider/perry

The prospects for cider/perry to develop and grow at the national level depend on the ability of producers to capitalise on the potential of the category, especially, but not exclusively, with regard to young adult cohorts. As awareness of the importance of health and less harmful alcohol drinking habits increased, and consumers returned to more active lifestyles, 2021 proved to be an opportunity for cider/perry players to expand the presence of these drinks and establish the category as a larger reality in the country.

PROSPECTS AND OPPORTUNITIES

E-commerce offers opportunities to increase product awareness, with e-shelves set to catch the eye of consumers

Although sales grew strongly across the review period, including 2020 in off-trade terms, with double-digit increments the norm, cider/perry remained small relative to other categories of alcoholic drinks in Italy. However, this leaves scope for further growth for players willing to invest in innovation in terms of flavours and ingredients, such as botanical and organic formulations.

Cider consumption to move in tandem with foodservice development

Cider consumption in Italy is expanding in terms of backgrounds and modes of consumption. The consumption of cider in the country resembles that of wine more than beer, and the search for more qualitative products is predicted to accelerate.

Local cider, quality and nutrition aspects to the fore

Growing interest in local sourcing and production is also expected to affect the consumption of cider in the country in the forecast period. Indeed, the average unit price in the category is likely to rise, as producers will be able to sell domestic cider products at higher prices, due to the strong appeal of local or regional identity that comes with the sourcing of ingredients.