The Italy market accounts for nearly 3% of the Western European whiskey market size. The market registered a compound annual growth rate (CAGR) of -2.0% during 2017-22 and -7.55% decline over 2021. According to GlobalData’s deep-dive analysis report, Italy whiskey market databook, scotch whisky accounted for a notable share of 89% among various whiskey segments in the market in 2022, followed by american whiskey. The report also provides in-depth analysis and market forecast to 2027. Buy the report here.
According to GlobalData’s company and brand analysis, Diageo, Kirin Holdings Company and Brown-Forman held significant shares in the Italy whiskey market in 2022. Concurrently, Johnnie Walker Red Label, Four Roses and J&B Rare led in terms of brand market share. Diageo had the leading market share by volume in 2022. Companies operating in the Italy whiskey market continue to use innovation to target gaps in product offering. Continuous tracking of market size and company performance is important to help competitors capture and maximize profits.
GlobalData’s channel analysis reveals that hypermarkets & supermarkets were the key channel of purchase for whiskey, along with food & drinks specialists. Also, on trade recorded a notable growth during the COVID-19 pandemic, as consumers were forced to stay at home due to restricted movement opportunities.
Hypermarkets & supermarkets constituted the highest market share by volume in 2022. Consumers preferred this channel for its product assortment and competitive pricing. Food & drinks specialists was the next preferred channel in the Italy market.
Among the top Western European markets, Republic of Ireland accounted for the highest volume share in 2022, followed by Greece, the UK, France, Sweden, the Netherlands, Spain, Portugal, Denmark, Finland, Switzerland, Norway, Germany, Belgium, Austria, and Italy.
With a growing number of consumers seeking to experiment with novel products, manufacturers and brands need to constantly innovate their flavours and formulations to remain relevant and competitive. Additionally, the popularity of e-commerce has made it easier for shoppers to compare product features and offerings across different brands.
To further understand and explore GlobalData’s insight into the whiskey category and market forecast to 2027, buy the report here.