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.
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.
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.
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 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.
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.
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Understand the latest market trends and future growth opportunities for the Cider/Perry industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Cider is made from fermented apple juice while perry is made from fermented pear juice. Both artisanal and industrial cider/perry are included.See All of Our Definitions
This report originates from Passport, our Cider/Perry research and analysis database.
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