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Italy’s bars and restaurants have long been dominated by bottled wine, draught beer and traditionally served spirits, and it has been hard for RTD options to gain acceptance. However, attitudes are changing, and CGA’s Consumer Pulse Report indicates that a quarter (24%) of consumers have bought RTDs in the last six months—while another half (53%) are open to trying them. This demonstrates the untapped potential of the category if consumers can be attracted by the right quality and value.
CGA’s REACH survey shows that younger adults are particularly receptive, and those in the Gen Z bracket are around twice as likely to buy RTDs. The category is taking share from more traditional serves of spirits, and 7% of consumers currently plan to drink it more whilst reducing their consumption of another spirits category. RTDs are now close to overtaking neat spirits as the second-most popular spirits serve behind cocktails.
CGA’s research sets out consumers’ preferred flavours and venues in the RTD segment and highlights the strong interest in experimentation and innovation. More than two in five (45%) consumers who drink RTDs say they like to try new brands and flavours. Pre-mixed cocktails and hard seltzers are the two most popular options, but there is much less interest in alcopops than in some other countries.
The Consumer Pulse Report shows what suppliers and venues can do to promote RTDs to potential drinkers and differentiate their brands in a crowded market. Price can be crucial, as nearly half (45%) say they can be encouraged to try RTDs if they provide good value. Better visibility in venues, the availability of low alcohol options and more advertising are the three next most important factors.
Valeria Bosisio, Client Success & Insights Manager, said: “The traditional landscape of wine, beer and spirits consumption in Italy is shifting, and it’s a great moment for suppliers, brand owners and operators to broaden the appeal of RTDs—especially among younger adults. However, seizing the opportunities demands a deep understanding of local preferences and why, where and when drinkers are choosing the category. By starting with the research, On Premise businesses can respond nimbly to new consumer interests, stay relevant in a competitive and fast-moving market, and grow sales and share.”
Valeria Bosisio
CGA by NIQ’s latest Consumer Pulse Report delivers a wide range of insights into consumers’ engagement with the On Premise, including consumption patterns and visitation intention. It also features analysis of hot topics including delivery, paths to purchase, dynamic pricing and the four-day working week.
To learn more about the Report and CGA by NIQ’s research capabilities in Italy and around the world, contact the team.
