The Italian Beer, Cider & Pre-mixed Spirits Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185347

Pages: 82

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Beer, Cider & Pre-mixed Spirits market in Italy from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape
Why was the report written?
Marketers in the Beer, Cider & Pre-mixed Spirits market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Beer, Cider & Pre-mixed Spirits market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Beer & Ale, Cider, Flavored Alcoholic Beverages, Lager, and Low Alcohol Beer & Lager are not considered essential items and therefore consumption patterns have been negatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Lager, Beer and Ale, Flavoured Alcoholic Beverages, Cider, and Low Alcohol Beer &Lager.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Consumption of Beer, Cider, and Pre-Mixed Spirits is considerably higher among men than women, with men accounting for 56% of the market by value. While this indicates that the majority of products will be targeted at men, it also indicates potential for products to be targeted at women, who still account for a significant share of the market and whose tastes may differ from men’s.

While the Older Consumers age group is the most valuable in the Beer, Cider, and Pre-Mixed Spirits market, it also features the highest number of Non-users. This indicates that the market is dominated by a valuable subset of this age group who consume frequently and value premium products.

Consumption of Cider is low across all age groups in Italy. This could be attributed to the fact that cider tends to be priced higher than beer and other pre-mixed spirits despite similar or lower alcohol content.

Key Highlights
Lager is the most consumed Beer, Cider, and Pre-Mixed Spirits category in the country, both in value and volume terms. Consumers of alcoholic drinks tend to be very loyal to particular beverages and brands, indicating strong potential for this category to dominate the market for years to come.

Consumer survey results indicate that Changing lifestages and Personal space & time are the leading trends influencing Beer, Cider, and Pre-Mixed Spirits consumption in Italy. Breweries and marketing companies need to consider these behavioural trends in order to effectively reach their target audience.

The Beer, Cider & Pre-mixed Spirits market in Italy is dominated by branded products, while private label penetration is minimal. However, among all the categories in Beer, Cider, and Pre-Mixed Spirits, private label presence is highest in Cider, where retailers have taken advantage of the lack of strong Italian brands to increase their penetration in the market.

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Beer, Cider & Pre-mixed Spirits Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Beer & Ale
3.2.2 Cider
3.2.3 Flavoured Alcoholic Beverages
3.2.4 Lager
3.2.5 Low Alcohol Beer & Lager
3.3 Behavioral Trends and Market Value
3.3.1 Beer & Ale
3.3.2 Cider
3.3.3 Flavoured Alcoholic Beverages
3.3.4 Lager
3.3.5 Low Alcohol Beer & Lager
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Beer & Ale
4.1.2 Cider
4.1.3 Flavoured Alcoholic Beverages
4.1.4 Lager
4.1.5 Low Alcohol Beer & Lager
4.2 Consumer Profiles by Product Category
4.2.1 Beer & Ale
4.2.2 Cider
4.2.3 Flavoured Alcoholic Beverages
4.2.4 Lager
4.2.5 Low Alcohol Beer & Lager
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Beer, Cider & Pre-mixed Spirits Brand Choice and Private Label Consumer Penetration
5.2.1 Beer & Ale
5.2.2 Cider
5.2.3 Flavoured Alcoholic Beverages
5.2.4 Lager
5.2.5 Low Alcohol Beer & Lager
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Beer, Cider & Pre-mixed Spirits
6.1.2 Beer & Ale
6.1.3 Cider
6.1.4 Flavoured Alcoholic Beverages
6.1.5 Lager
6.1.6 Low Alcohol Beer & Lager
7 Consumption Impact: Market Valuation
7.1 Beer, Cider & Pre-mixed Spirits Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Beer, Cider & Pre-mixed Spirits Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Beer, Cider & Pre-mixed Spirits Volume Impact of Consumer Behavior Trends
7.3.1 Share by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Beer, Cider & Pre-mixed Spirits
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Beer & Ale
8.2.2 Retail Share by Volume - Cider
8.2.3 Retail Share by Volume - Flavoured Alcoholic Beverages
8.2.4 Retail Share by Volume - Lager
8.2.5 Retail Share by Volume - Low Alcohol Beer & Lager
8.3 Profiles of End-Consumers of Beer, Cider & Pre-mixed Spirits, by Retailer Used
8.3.1 Auchan
8.3.2 Bennet SpA
8.3.3 Carrefour
8.3.4 Conad
8.3.5 Coop Italia
8.3.6 Despar Servizi
8.3.7 Esselunga
8.3.8 Eurospin
8.3.9 PAM
8.3.10 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Beer, Cider & Pre-mixed Spirits Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Italy Survey Respondent profile (weighted), 2012
Table 4: Italy Beer, Cider & Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Table 5: Italy Beer, Cider & Pre-mixed Spirits Value Share (%), by Gender, 2012
Table 6: Italy Beer, Cider & Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Italy Beer, Cider & Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Italy Beer, Cider & Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Table 9: Italy Beer, Cider & Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: Italy Beer & Ale Consumer Group Share (% market value), 2012
Table 11: Italy Cider Consumer Group Share (% market value), 2012
Table 12: Italy Flavoured Alcoholic Beverages Consumer Group Share (% market value), 2012
Table 13: Italy Lager Consumer Group Share (% market value), 2012
Table 14: Italy Low Alcohol Beer & Lager Consumer Group Share (% market value), 2012
Table 15: Italy Total Beer & Ale Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Italy Total Cider Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Italy Total Flavoured Alcoholic Beverages Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Italy Total Lager Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Italy Total Low Alcohol Beer & Lager Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Italy Beer & Ale Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Italy Beer & Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Italy Cider Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Italy Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Italy Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Italy Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Italy Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Italy Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Italy Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Italy Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Italy Beer & Ale Consumer Profiles (% consumers by sub-group), 2012
Table 31: Italy Cider Consumer Profiles (% consumers by sub-group), 2012
Table 32: Italy Flavoured Alcoholic Beverages Consumer Profiles (% consumers by sub-group), 2012
Table 33: Italy Lager Consumer Profiles (% consumers by sub-group), 2012
Table 34: Italy Low Alcohol Beer & Lager Consumer Profiles (% consumers by sub-group), 2012
Table 35: Italy Beer, Cider & Pre-mixed Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 36: Italy Beer & Ale Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: Italy Cider Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: Italy Flavoured Alcoholic Beverages Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: Italy Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: Italy Low Alcohol Beer & Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: Italy Beer, Cider & Pre-mixed Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: Italy Beer & Ale: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: Italy Cider: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: Italy Flavoured Alcoholic Beverages: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: Italy Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: Italy Low Alcohol Beer & Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: Italy Beer, Cider & Pre-mixed Spirits Market Value (Euro million), by Category, 2012
Table 48: Italy Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 49: Italy Beer, Cider & Pre-mixed Spirits Market Volume by Category, 2012
Table 50: Italy Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 51: Italy Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (Euro), by Category, 2012
Table 52: Italy Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Table 53: Italy Beer, Cider & Pre-mixed Spirits Expenditure Per Household (Euro), by Category
Table 54: Italy Beer, Cider & Pre-mixed Spirits Expenditure Per Household (US$), by Category
Table 55: Italy Beer, Cider & Pre-mixed Spirits Market Volume (Ltr m) by Category, 2012
Table 56: Italy Beer, Cider & Pre-mixed Spirits Consumption Per Capita (Ltr ) by Category, 2012
Table 57: Italy Beer, Cider & Pre-mixed Spirits Consumption Per Household (Ltr) by Category, 2012
Table 58: Italy Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 59: Italy Beer & Ale Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 60: Italy Cider Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 61: Italy Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 62: Italy Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 63: Italy Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 64: Italy: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 65: Italy: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2012
Table 66: Italy: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 67: Italy: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2012
Table 68: Italy: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2012
Table 69: Italy: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2012
Table 70: Italy: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2012
Table 71: Italy: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2012
Table 72: Italy: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2012
Table 73: Italy: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: Italy Beer, Cider & Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Figure 3: Italy Beer, Cider & Pre-mixed Spirits Value Share (%), by Gender, 2012
Figure 4: Italy Beer, Cider & Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Italy Beer, Cider & Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Italy Beer, Cider & Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: Italy Beer, Cider & Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: Italy Beer & Ale Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Italy Beer & Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Italy Cider Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Italy Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Italy Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Italy Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Italy Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Italy Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Italy Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Italy Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Italy Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Figure 19: Italy Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 20: Italy Beer, Cider & Pre-mixed Spirits Expenditure Per Household (US$), by Category
Figure 21: Italy Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 22: Italy Beer & Ale Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 23: Italy Cider Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 24: Italy Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 25: Italy Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 26: Italy Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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Related research categories

By sector: Spirits, Beer (in Beer & Cider), Cider (in Beer & Cider), General drinks

By market: Italy (in Europe)