As the negative effects of the inflation crisis progressively wane and prices stabilise, demand for beer is set to normalise again, showing pre-pandemic and pre-inflation patterns. Off-trade, premium categories such as ale and premium lager are set to see positive movement, whereas mid-priced lager is likely to see a flat performance, due to both premiumisation and maturity.
Premiumisation is set to regain strength, especially over the second half of the forecast period. In this context, the craft beer segment, both within ales and premium lager, is likely to see a boost.
As the mindful drinking trend keeps developing, demand for low alcohol and non-alcoholic beer is likely to grow during the forecast period. The category’s biggest upside concerns the key potential target audience: younger consumers of legal drinking age.
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Understand the latest market trends and future growth opportunities for the Beer industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See All of Our DefinitionsThis report originates from Passport, our Beer research and analysis database.
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