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Allegrini 2018
COOP REPORT 2019

The opposing trend for beverages: the sale of alcoholic beverages at +3.5%. Wine at the top

Wine purchases are worth 48% of the category, territory and denomination are the first reasons for purchase. The boom of bubbles in the long term
BEVERAGE, COOP REPORT, ITALY, WINE, News
Wine drives beverage growth, data from Coop report 2019

In a context that is at least worrying, if not discouraging, such as that outlined in the “Coop 2019 Report - Consumption and lifestyles of Italians today”, from which emerges a stagnation in consumption due to an increasingly evident slowdown in the economy of Italy, combined with a certain distrust for the future, the sales of alcoholic beverages, which show a comforting +3.5%, go into sharp contrast. A “cake” in which the weight of wine is 40%, that of beer 32%, that of liqueurs 17%, that of sparkling wine and champagne 8% and that of aperitifs 3%. Sparkling wines, in a long-term dynamic (2011-2018), show the greatest evolution: +53.5% of purchases in large-scale distribution, followed by beer (+39.5%), still wines (+23.1%) and alcoholic aperitifs (+11.3%), while liqueurs lose -3%.
In the last 12 months, 85% of consumers between 18 and 65 years of age have drunk wine, choosing it on the shelf, essentially on the basis of four assumptions: territory of production (39%), DOC or DOCG (34%), grape variety (26%) and low price or promotions (25%).
Seven million hectolitres of beer were drunk by Italians in the first six months of 2019, with craft beer reaching 483,000 hectolitres in 2018, with 81% of those who drink it choosing it for its local origin. The main buyers are singles and those who go to the supermarket more often (the so-called “high affluency”), especially when it comes to wine, while families and those who go shopping less frequently (the “low affluency”), prefer beer.
Finally, a look at the soft drinks that, as the Report reveals, “lose gas” in every sense: expenditure for the category falls (-0.9%), with water (45% of sales in the category) at the top, followed by carbonated drinks (25%), juices and juices (16%), flat drinks (10%), preparations (2%) and soft drinks (2%). For the period 2011-2018, carbonated drinks in particular show the worst figure: -7.8% of sales, against a growth of +23.5% in water, +18.8% in flat drinks and +4.4% in soft drinks. The industry is also adapting to the needs of the market, and among the most performing categories stand out the low-calorie drinks (+42% growth between 2008 and 2016), while in the first months of 2019 there is a boom in sales of flavored waters (+164.7%). Italians, therefore, are penultimate in Europe for soft drink consumption, with 51.2 liters per capita: Germany is first at 139.6 liters per capita, followed by Denmark (124.7 liters) and Belgium (122 liters).

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