CGA by NielsenIQ reveals the channels and regions for growth in Italy’s On Premise

CGA by NielsenIQ has launched its Global Outlet Index service in Italy, providing unprecedented insights into licensed premises and highlights opportunities for beverage suppliers in bars and across central and southern regions.

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Leading data and insights consultancy CGA by NielsenIQ has officially launched a new market measurement service to provide suppliers with essential insights into Italy’s On Premise.


The exclusive Outlet Index reveals that Italy has over 328,000 bars, restaurants and other licensed premises including hotels, leisure, and large venues. It highlights the revival of Italy’s On Premise after the disruption of COVID-19, with the total number of bars and restaurants growing by 4% between 2020 and 2022, as new venues emerge after months of lockdowns and trading restrictions.


The new service also delivers valuable regional segmentation of the On Premise. It indicates that central and southern Italy have both recorded 4% growth in licensed venues since 2020—ahead of 2% and 1% increases in the North West and North East respectively.


Italy’s On Premise universe is made up of different channel types, with wet-led segments making up 50% of the market. Across the country there are specific nuances; bars are more prevalent in the Lombardy region (18,688) compared to the Abruzzo region (2,820). While restaurants have experienced an uptick of new openings in Lazio (18,600) and Abruzzo (4,407).


CGA will be continuously tracking how the market landscape evolves during the cost of living crisis and the effects this has on openings and closures within the market. On a quarterly basis clients will be able to access a fully refreshed market universe to enrich On Premise analysis.


The launch of Outlet Index complements CGA’s expert analysis of consumer behaviour via its On Premise User Survey (OPUS), creating a powerful and holistic understanding of the market. OPUS has previously highlighted the pivotal importance of bars and restaurants in building drinks brands, and the effects of COVID-19 and rising prices on people’s spending.


Alberto Sciacqua, CGA’s client solutions director for Italy, said: “The impact of COVID-19 and changes in consumers’ habits make it more important than ever for drinks suppliers to track market developments, and CGA is pleased and proud to help with our new Outlet Index service. Combined with our consumer research, it gives businesses the accurate, up-to-date data they need to find the right channels and regions for growth. There will be further significant changes, opportunities and challenges across Italy’s On Premise in 2023, and CGA will be here to help businesses track them all.”


Outlet Index is a robust outlet universe database, covering and segmenting all On Premise outlets available within the market to the CGA global market segmentation.


To learn more about CGA’s Outlet Index and how it supports suppliers’ sales and marketing strategies across Italy’s On Premise, please contact Alberto Sciacqua at

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