Beer is projected to see stronger growth in total volume terms over the forecast period compared to the relatively modest growth seen in 2024. This is set to be driven by two main factors.
As pressure on purchasing power progressively decreases, demand for beer is likely to shift towards premium and niche products. In this context, craft breweries are set to win share with consumers showing an increasing interest in more complex flavours, interesting bottle designs and innovative production techniques.
Beer is a mature alcoholic drinks category, especially in terms of lager. There is, however, still room for growth and innovation.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Beer industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
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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