The stabilisation of prices and lower pressure on consumer purchasing power are expected to have a positive impact on demand for RTDs in Italy. RTDs is projected to see steady growth in total volume terms over the forecast period with sales likely to be influenced by various factors.
Demand for premium, more sophisticated products is likely to regain strength over the forecast period. This factor is likely to have both positive and negative effects on sales of RTDs.
Young consumers of legal drinking age are the main target audiences for RTDs due to the strong ties to socialising and nightlife that these products have. Therefore, in order to attract these consumers, innovation will remain important, with younger adults being keener to experiment and to try new things than their older counterparts.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See All of Our DefinitionsThis report originates from Passport, our RTDs research and analysis database.
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