Beverages: What’s Pouring in 2025? The Biggest Trends Shaping Italy’s On Premise
- InsightTrendsWorld
- 4 days ago
- 8 min read
Why it is the topic trending:
Insights into Italy's On-Premise Market: The article provides a look at the key trends influencing drinking habits in Italian restaurants, bars, and cafes for 2025, offering valuable information for the beverage industry.
Shifting Consumer Preferences: The piece highlights significant changes in how Italians are consuming beverages when eating out, including a rise in mindful drinking, demand for value for money, and shifting consumption times.
Impact of Economic Factors: The article notes that Italian consumers are being more selective with their spending, emphasizing the influence of economic considerations on their choices.
Focus on Key Beverage Categories: The trends discussed cover important areas like no/low alcohol options, functional beverages, and traditional alcoholic drinks, providing a comprehensive overview of the market.
Expert Analysis from CGA by NIQ: The article references data and insights from a reputable market research firm, adding credibility and authority to the identified trends.
Overview: The article discusses the major trends shaping Italy's on-premise drinking habits in 2025, based on the CGA by NIQ Italy On Premise Consumer Pulse Report. These trends include the rise of mindful drinking and demand for no/low alcohol alternatives, a focus on value for money and smart spending, and shifting consumption patterns with earlier daypart drinking gaining traction. The article emphasizes the importance of these trends for drinks brands, suppliers, and venue operators to adapt their offerings and strategies to meet evolving consumer expectations in the Italian market.
Detailed findings:
Italian consumers are prioritizing value for money without compromising on quality when dining and drinking out in 2025.
Demand for no/low alcohol options and functional beverages is growing.
Mindful drinking is gaining momentum in Italy, with more consumers participating in Dry January and reducing their alcohol intake for health, financial, and social media-influenced reasons.
Half of Dry January participants are opting for non-alcoholic spirits more frequently.
51% of consumers are prioritizing value for money, 36% seek deals and promotions, 32% favor local options, 28% want greater variety, and 24% aim for healthier choices.
Consumer habits are shifting away from late-night outings, with earlier daypart drinking occasions becoming more popular.
Weekend visits remain strong, with Saturday being the most popular day.
19% of consumers are going out for breakfast, 28% for lunch, 15% mid-afternoon, 28% early evening, and 42% late evening.
This shift presents opportunities for daytime-appropriate drinks like brunch cocktails and low-ABV aperitifs.
Beatrice Francoli of CGA by NIQ emphasizes the need for brands to innovate with mindful drinking options, cater to evolving preferences, and offer value-driven experiences.
Key takeaway: Italy's on-premise drinking market in 2025 is being significantly shaped by a rise in mindful drinking and demand for no/low alcohol options, a strong consumer focus on value for money and local products, and a shift towards earlier consumption times, requiring drinks brands and venues to adapt their offerings to these evolving preferences and behaviors.
Main trend: The Evolution of Mindful and Value-Conscious Drinking in Italy's On-Premise Sector
Description of the trend (please name it): The Italian Sip Shift. This trend describes the notable changes occurring in Italy's on-premise beverage consumption, characterized by a growing emphasis on mindful drinking with increased demand for no and low-alcohol alternatives, coupled with a strong consumer focus on obtaining value for their money and supporting local offerings, alongside a gradual shift towards earlier drinking occasions.
What is consumer motivation: Italian consumers are motivated by a combination of factors: a growing awareness of health and well-being, a desire to manage their spending effectively in the current economic climate, an appreciation for local products and producers, a desire for variety in their choices, and potentially a reflection of evolving social norms around alcohol consumption.
What is driving trend:
Increased Health Consciousness: A rising awareness of the health implications of alcohol consumption is driving the interest in no/low alternatives.
Economic Factors: Consumers are being more selective with their spending and seeking value for their money when dining and drinking out.
Social Media Influence: Social trends around mindful drinking and Dry January are impacting consumer behavior.
Preference for Local Products: There's a growing consumer desire to support local economies and enjoy regional specialties.
Changing Social Habits: A shift away from late-night outings is leading to earlier consumption occasions.
What is motivation beyond the trend: Beyond the immediate drivers, Italian consumers might be motivated by a desire for more balanced lifestyles, a stronger connection to their local culture and economy, and a wish to socialize and enjoy beverages in a wider range of settings and at different times of the day.
Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle): The article refers to Italian consumers who dine and drink out in on-premise locations. It mentions that 2 in 5 consumers are abstaining from alcohol as part of Dry January, suggesting a broad appeal across different demographics. The focus on value for money indicates that the trend is relevant to a wide range of income levels. The shift towards earlier daypart consumption might reflect changes in lifestyle and socializing habits across various age groups. Specific details on gender are not provided. Their lifestyle likely includes some frequency of eating and drinking out, and they are becoming more conscious of their health and spending choices in this context.
Conclusions: Italy's on-premise drinking market is undergoing a significant shift in 2025, with Italian consumers increasingly prioritizing health, value, and local options, and showing a tendency to consume beverages earlier in the day. This presents both challenges and opportunities for the beverage industry to adapt to these evolving preferences.
Implications for brands:
Drinks Brands (Alcoholic): Need to innovate with low-ABV and no-alcohol versions of their popular drinks and develop offerings suitable for daytime consumption occasions like brunch.
Drinks Brands (Non-Alcoholic): Opportunity to capitalize on the growing demand for mocktails, virgin cocktails, and functional beverages with complex flavors and premium serves.
Local Beverage Producers: Can benefit from the consumer preference for local food and drink options.
Implication for society: The rise of mindful drinking could contribute to positive health outcomes and a shift in cultural norms around alcohol consumption in Italy. The focus on local products could also support local economies.
Implications for consumers: Italian consumers will have a wider variety of non-alcoholic and low-alcohol options available when socializing. They can also expect to see more deals and promotions as venues compete for their business, and a greater emphasis on local offerings.
Implication for Future: The trends of mindful drinking, value consciousness, and shifting consumption times are likely to continue shaping Italy's on-premise market, requiring ongoing innovation and adaptation from the beverage industry.
Consumer Trend (name, detailed description): Conscious Consumption in Beverage Choices. This trend describes consumers making more deliberate and thoughtful decisions about their beverage consumption, considering factors such as health impact (alcohol content), cost, and origin (local vs. imported).
Consumer Sub Trend (name, detailed description): The Rise of Aperitivo Culture Beyond Evening: The traditional Italian aperitivo hour is expanding to earlier dayparts, with consumers seeking low-ABV or non-alcoholic options for daytime socializing.
Big Social Trend (name, detailed description): The Global Movement Towards Mindful Living: A growing societal emphasis on health, well-being, and making conscious choices across various aspects of life, including diet and drinking habits.
Worldwide Social Trend (name, detailed description): The trend of increasing interest in no and low-alcohol beverages is being observed in many countries around the world, not just Italy.
Social Drive (name, detailed description): The Desire for Health, Value, and Connection to Local Community: These are key underlying motivations influencing Italian consumers' beverage choices in the on-premise sector.
Learnings for brands to use in 2025 (bullets, detailed description):
Innovate with No/Low Alcohol Options: Develop and market appealing alternatives to traditional alcoholic beverages.
Highlight Value and Offer Promotions: Attract budget-conscious consumers with deals and special offers.
Emphasize Local Ingredients and Origins: Cater to the preference for local food and drink.
Consider Daytime Beverage Offerings: Develop drinks suitable for earlier consumption occasions like breakfast and lunch.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Drinks Brands: Invest in research and development to create high-quality and flavorful non-alcoholic spirits and beverages. Partner with local producers to highlight regional ingredients. Offer promotional packages and discounts.
Venue Operators: Feature a prominent selection of no/low alcohol drinks on menus. Create appealing daytime beverage menus. Source local products and promote them to customers. Offer value-driven deals and happy hour specials.
Final sentence (key concept) describing main trend from article: Italy's on-premise market in 2025 is defined by a consumer shift towards mindful and value-conscious drinking, alongside a growing preference for local options and earlier consumption occasions.
What brands & companies should do in 2025 to benefit from trend and how to do it: In 2025, drinks brands and venue operators in Italy should capitalize on "The Italian Sip Shift" by:
Expanding their offerings of high-quality no and low-alcohol beverages to meet the growing demand for mindful drinking options.
Developing value-driven promotions and highlighting local sourcing to appeal to budget-conscious and community-minded consumers.
Creating beverage menus that cater to earlier dayparts, recognizing the shift in consumption patterns towards breakfast and lunch.
Final note:
Core Trend: The Italian Sip Shift: The evolution of mindful and value-conscious drinking in Italy's on-premise sector.
Core Strategy: Offer Mindful, Value-Driven, and Local Beverage Choices: Catering to the key preferences of Italian consumers.
Core Industry Trend: The Global Rise of No/Low Alcohol Beverages: Italy is part of a larger worldwide trend towards healthier drinking habits.
Core Consumer Motivation: Seeking Health, Value, and Local Connection in Beverage Choices: The fundamental drivers behind the shifting preferences of Italian consumers.
Final Conclusion: The Italian on-premise market in 2025 presents a clear direction for drinks brands and venues: prioritize mindful drinking options, emphasize value and local sourcing, and adapt to earlier consumption times to meet the evolving needs and preferences of Italian consumers.
Core Trend Detailed: The Italian Sip Shift
Description: The Italian Sip Shift trend describes the notable changes occurring in Italy's on-premise beverage consumption, characterized by a growing emphasis on mindful drinking with increased demand for no and low-alcohol alternatives, coupled with a strong consumer focus on obtaining value for their money and supporting local offerings, alongside a gradual shift towards earlier drinking occasions.
Key Characteristics of the Trend (summary): This trend in Italy involves consumers increasingly choosing no/low alcohol options, prioritizing value and local products, and opting for earlier drinking times.
Market and Cultural Signals Supporting the Trend (summary): Data from CGA by NIQ's Italy On Premise Consumer Pulse Report in January 2025 highlights rising participation in Dry January, a preference for non-alcoholic spirits, and consumer prioritization of value, local options, and earlier outings.
How the Trend Is Changing Consumer Behavior (summary): Italian consumers are reducing their alcohol intake, seeking out non-alcoholic beverages, looking for deals and local products, and shifting their on-premise visits to earlier times of the day.
Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):
For Brands and CPGs: Requires innovation in no/low alcohol beverages and highlighting value and local sourcing.
For Retailers: Venues need to offer a wider range of non-alcoholic options, promote local products, and consider offers appealing to earlier daypart visits.
For Consumers: Provides more diverse and healthier beverage choices, opportunities for savings, and potentially supports local economies.
Strategic Forecast: The trends of mindful drinking, value consciousness, and shifting consumption times are likely to continue shaping Italy's on-premise market, requiring ongoing innovation and adaptation from the beverage industry.
Final Thought: The Italian on-premise market in 2025 presents a clear direction for drinks brands and venues: prioritize mindful drinking options, emphasize value and local sourcing, and adapt to earlier consumption times to meet the evolving needs and preferences of Italian consumers.
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