Beer - Italy

Volume sales of beer continued to decline in 2010, due to two key factors: consumers reduced their spending due to the poor economy, while the main players also decided to reduce their marketing and advertising campaigns, compounding the negative effects of the crisis. The leading brewers remained very cautious in 2010, because the category continued to perform poorly, though not as badly as it did in 2009. Such conditions do not encourage companies to spend on substantial marketing campaigns.

Euromonitor International's Beer in Italy report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2006-2010), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2015 illustrate how the market is set to change.

Product coverage: Dark Beer, Lager, Lager by Origin, Low/Non- Alcohol Beer, Stout.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Beer market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market’s major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 30 years experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago and Sydney and a network of over 600 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Table of contents

Beer in Italy
Euromonitor International
January 2011
List of Contents and Tables
Executive Summary
Alcoholic Drinks Market Still Suffering Due To Economic Recession
Channel-switching and Trading Down
Intense Competition for Market Share
Grocery Outlets Continue To Dominate Distribution
Economic Recovery Will Allow the Industry To Pick Up Moderately
Key Trends and Developments
Economic Difficulties - Different Impacts on Different Categories
Female Consumers Reshaping Alcoholic Drinks
New Youth Drinks Culture
Key New Product Launches
Summary 1 Key New Product Developments 2009-2010
Specialist Retailers
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2010-2011
Market Background
Legislation
Table 1 Number of On-trade Establishments by Type 2005-2009
Taxation and Duty Levies
Table 2 Taxation and Duty Levies on Alcoholic Drinks 2010
Table 3 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2010
Table 4 Selling Margin of a Typical Beer Brand 2010
Table 5 Selling Margin of a Typical Wine Brand 2010
Table 6 Selling Margin of a Typical Spirits Brand 2010
Operating Environment
Market Indicators
Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2005-2010
Market Data
Table 8 Sales of Alcoholic Drinks by Category: Total Volume 2005-2010
Table 9 Sales of Alcoholic Drinks by Category: Total Value 2005-2010
Table 10 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2005-2010
Table 11 Sales of Alcoholic Drinks by Category: % Total Value Growth 2005-2010
Table 12 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: Volume 2010
Table 13 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: Value 2010
Table 14 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: % Volume 2010
Table 15 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: % Value 2010
Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2006-2010
Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2005-2010
Table 18 Off-trade Sales of Alcoholic Drinks by Category and Distribution Format: % Volume Analysis 2010
Table 19 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2010-2015
Table 20 Forecast Sales of Alcoholic Drinks by Category: Total Value 2010-2015
Table 21 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2010-2015
Table 22 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2010-2015
Definitions
Published Data Comparisons
Summary 3 Research Sources
Birra Peroni SpA
Strategic Direction
Key Facts
Summary 4 Birra Peroni SpA: Key Facts
Summary 5 Birra Peroni SpA: Operational Indicators
Company Background
Production
Summary 6 Birra Peroni SpA: Production Statistics 2010
Competitive Positioning
Summary 7 Birra Peroni SpA: Competitive Position 2010
Cantina La Vis E Valle Di Cembra Scarl
Strategic Direction
Key Facts
Summary 8 Cantina La Vis e Valle di Cembra Scarl: Key Facts
Company Background
Production
Competitive Positioning
Summary 9 Cantina La Vis e Valle di Cembra Scarl: Competitive Position 2010
Carlsberg Italia SpA
Strategic Direction
Key Facts
Summary 10 Carlsberg Italia SpA: Key Facts
Company Background
Production
Competitive Positioning
Summary 11 Carlsberg Italia SpA: Competitive Position 2010
Casa Vinicola Zonin SpA
Strategic Direction
Key Facts
Summary 12 Casa Vinicola Zonin SpA: Key Facts
Summary 13 Casa Vinicola Zonin SpA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 14 Casa Vinicola Zonin SpA: Competitive Position 2010
Caviro - Cooperative Agricole Viti-frutticoltori Italiani Riuniti Organizzati Scarl
Strategic Direction
Key Facts
Summary 15 CAVIRO scarl: Key Facts
Summary 16 CAVIRO scarl: Operational Indicators
Company Background
Production
Summary 17 CAVIRO scarl: Production Statistics 2009
Competitive Positioning
Summary 18 CAVIRO scarl: Competitive Position 2010
Cavit - Cantina Viticoltori, Consorzio Cantine Sociali Del Trentino Scarl
Strategic Direction
Key Facts
Summary 19 CAVIT scarl: Key Facts
Summary 20 CAVIT scarl: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 21 CAVIT scarl: Competitive Position 2010
Flli Gancia & C SpA
Strategic Direction
Key Facts
Summary 22 Flli Gancia & C SpA: Key Facts
Summary 23 Flli Gancia & C SpA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 24 Flli Gancia & C SpA: Competitive Position 2010
Heineken Italia SpA
Strategic Direction
Key Facts
Summary 25 Heineken Italia SpA: Key Facts
Summary 26 Heineken Italia SpA: Operational Indicators
Company Background
Production
Summary 27 Heineken Italia SpA: Production Statistics 2010
Competitive Positioning
Summary 28 Heineken Italia SpA: Competitive Position 2010
Illva Saronno SpA
Strategic Direction
Key Facts
Summary 29 Illva Saronno SpA: Key Facts
Summary 30 Illva Saronno SpA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 31 Illva Saronno SpA: Competitive Position 2010
Inbev Italia SRL
Strategic Direction
Key Facts
Summary 32 InBev Italia srl: Key Facts
Company Background
Production
Competitive Positioning
Summary 33 InBev Italia srl: Competitive Position 2010
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Lager Price Band Methodology
Summary 34 Lager by Price Band 2010
Category Data
Table 23 Number of Breweries 2008-2010
Table 24 Sales of Beer by Category: Total Volume 2005-2010
Table 25 Sales of Beer by Category: Total Value 2005-2010
Table 26 Sales of Beer by Category: % Total Volume Growth 2005-2010
Table 27 Sales of Beer by Category: % Total Value Growth 2005-2010
Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2005-2010
Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2005-2010
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2005-2010
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2005-2010
Table 32 Beer: Production, Imports and Exports: Total Volume 2004-2009
Table 33 Beer Exports by Country of Destination: Total Value 2004-2009
Table 34 Beer Imports by Country of Origin: Total Volume 2004-2009
Table 35 Beer Imports by Country of Origin: Total Value 2004-2009
Table 36 Company Shares of Beer by National Brand Owner 2006-2010
Table 37 Company Shares of Beer by Global Brand Owner 2006-2010
Table 38 Brand Shares of Beer 2007-2010
Table 39 Forecast Sales of Beer by Category: Total Volume 2010-2015
Table 40 Forecast Sales of Beer by Category: Total Value 2010-2015
Table 41 Forecast Sales of Beer by Category: % Total Volume Growth 2010-2015
Table 42 Forecast Sales of Beer by Category: % Total Value Growth 2010-2015

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Related research categories

By sector: Beer (in Beer & Cider)

By market: Italy (in Europe)