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Despite the cost of living crisis, people remain heavily engaged with Italy’s On Premise. Among consumers who use it at least quarterly, nearly nine in ten (88%) plan to eat over the next month, and well half (57%) will drink out. Italy also has a large core of frequent visitors, with three quarters going out either once or twice a week (45%), three to five times a week (21%) or every or almost every day (8%).
Younger adults are particularly keen to visit bars and restaurants over Christmas. Two in five (40%) of those in Gen Z plan to go out more frequently than usual in December—double the national average of 19%. More than a third (36%) of Gen Z are currently spending more than usual on eating and drinking out too.
Christmas spending will be boosted by a treat mindset. Nearly a third (30%) of consumers say they are more likely to treat themselves over the Christmas period than usual. Similar numbers are also more likely to choose higher quality drinks (31%) and try new flavours of drinks (37%) than they were in December 2022. More opportunities for drinks brands will be found in Italy’s Christmas markets, which nearly nine in ten (87%) consumers plan to visit over December—rising to 94% of those in Gen Z. Non-alcoholic hot drinks, wine and beer are the three most popular drinks options at the markets.
While many Italians will celebrate Christmas at home, half (50%) plan to travel domestically in December, and another 17% plan to go abroad. This is a positive trend for hotels, and 39% of consumers are more likely to use them this month than usual. It opens up opportunities in travel hubs like airports and train stations as well.
Daniela Cardaciotto, CGA by NIQ’s senior sales consultant, said: “Christmas brings some great opportunities for beverage suppliers to generate trial and trade-up in bars, restaurants and markets. By using OPUS to understand consumers’ latest behaviours and motivations, they can optimise their marketing strategies and identify and engage target markets over the festive season.”
Daniela Cardaciotto
Download the November Consumer Pulse Report here.
CGA by NIQ’s OPUS solution provides expert analysis of engagement with Italy’s On Premise and is the ideal single-source solution for both short-term gains in category and channel share and long-term strategic planning. Bespoke research is also available to explore topics, channels and categories in greater detail. To discover more, contact Daniela Cardaciotto at daniela.cardaciotto@nielseniq.com.
