CGA by NIQ’s Italy On Premise Consumer Pulse Report January 2025 offers important insights for drinks brands, suppliers, and venue operators as they adapt their offerings to meet shifting expectations, retain engagement and consolidate market share. The Report examines the latest consumer behaviours, economic influences, and evolving drinking occasions set to inform and dictate the Italian On Premise market in the coming year.
So, what are the key trends defining Italy’s On Premise in 2025?
The Rise of Mindful Drinking & No/Low Alcohol Alternatives
Among Italians taking part in Dry January, mindful drinking is gaining momentum — 2 in 5 consumers are abstaining from alcohol and 1 in 2 are reducing intake. Participation is up compared to last year, reflecting growing awareness around drinking habits. Health reasons remain a top motivation for 39% of consumers, while a quarter (24%) hope to save money, a quarter (23%) are influenced by social media.
As a result, demand for mocktails, virgin cocktails, and functional beverages is growing, with half (47%) of consumers participating in Dry January opting for non-alcoholic spirits more frequently.
These combined factors present an opportunity for brands to innovate with complex flavour profiles and premium non-alcoholic serves to meet evolving expectations.
Value for Money & Smart Spending
While half (51%) of consumers are prioritising value for money when dining and drinking out in 2025, more than a third (36%) hope to be incentivised by deals and promotions. Furthermore, a third (32%) favour local food and drink options, more than a quarter (28%) want to see greater variety, and a quarter (24%) want to make more health-conscious choices.
Shifting Consumption Patterns & Earlier Dayparts
Consumer habits appear to be gradually shifting away from late-night outings, with earlier daypart drinking occasions gaining traction over the past month. Weekend visits remain strong, with Saturday leading for 61% of consumers, followed by Friday (37%) and Sunday (26%).
In terms of popular dayparts for On Premise visits, a fifth (19%) of consumers are going out for breakfast (before 12.00 midday), over a quarter (28%) for lunch (12.00 – 2.00pm), 15% mid-afternoon (3.00 – 5.00pm), over a quarter (28%) early evening (5.00 – 8.00pm), and 42% late evening (8.00 – 10.00pm).
This shift presents opportunities to develop offerings based on popular drinks yet suited to daytime social occasions, such as brunch cocktails, low-ABV aperitifs, and afternoon tea experiences.
Beatrice Francoli in CGA by NIQ’s Sales Account Development said: “2025 is set to be a defining year for Italy’s On Premise market. With consumers prioritizing health, value, and shifting consumption patterns, brands that innovate with mindful drinking options, cater to evolving preferences, and offer flexible, value-driven experiences will be the ones leading the charge. Embracing these trends will not only meet current demands but also secure long-term loyalty in an increasingly competitive landscape.”
Beatrice Francoli in CGA by NIQ’s Sales Account Development said:
CGA by NIQ’s Consumer Pulse Report provides expert analysis of engagement with Italy’s On Premise, including frequency of visit, future plans and the latest preferences by channel, drinks category and more. The report is part of a suite of solutions that help On Premise businesses with both short-term gains and long-term growth strategies. To learn more, contact the CGA by NIQ team.
