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CGA’s Consumer Pulse Report—an expert monthly snapshot of people’s engagement with Italy’s On Premise that helps suppliers assess behaviour and identify growth areas—shows the scale of the opportunity in alcoholic RTDs. A quarter (26%) of consumers have bought one of these products in the last three months, and half (49%) say they are likely to consider drinking one in the future.
The survey indicates that awareness of RTDs is rapidly growing thanks to improved visibility. More than a third (35%) of consumers say they have noticed an increase in the availability of RTDs over the last 12 months, while just 3% have seen a decrease.
The Consumer Pulse Report also reveals how suppliers can attract more people to their RTD brands. Nearly a third (31%) of consumers say price would be a main factor in encouraging them to choose one, making it the most important lever to pull. However, more than a quarter (27%) could be encouraged towards the category by the promise of something different from their usual choice, or the variety of flavours on offer. Convenience (17%), trust in a brand (17%) and the influence of friends and family (16%) are among the other top factors that suppliers can leverage.
However, CGA’s data indicates that there are several major barriers to the take-up of RTDs in Italy’s On Premise. They include price, with a third (31%) of consumers discouraged from trying the category because they think it will be too expensive. High sugar content (27%) and too sweet a taste (23%) can also turn people off RTDs—a reminder of the prominence of health in consumers’ mindsets. Insufficient range is another factor, as well over a third (36%) say they would like to see more variety in RTDs.
Valeria Bosisio, CGA by NIQ’s client success and insights manager, said: “With consumers’ preferences evolving fast, 2025 will bring some great opportunities for suppliers and operators to extend the appeal of RTD brands. However, in this increasingly competitive part of the market it is vital to understand motivations and preferences and attract more people to it for the first time. Competitive pricing, targeted promotions and a sharp focus on variety and health are just some of the factors to consider, and our research delivers many more insights to help brand owners succeed in this dynamic and lucrative segment.”
Valeria Bosisio
CGA by NIQ’s consumer research provides expert in-depth analysis of consumers’ engagement with Italy’s On Premise, including frequency of visit, future plans and latest preferences by channel, drinks category and more. To learn about the insights and discuss opportunities for bespoke analysis, click here and contact the CGA team.
