Alcohol consumption in Italy: two in ten people say enough is enough
Alcohol consumption in Italy. Are Italians increasingly avoiding alcohol? It certainly seems so. And not because January just passed with Dry January, an initiative promoted by Alcohol Change UK for personal well-being, involving a month-long alcohol-free lifestyle.
All the numbers
Digging deeper into the research, 61% of people (three in five consumers) said they plan to consume non-alcoholic beverages, with coffee, tea, and soft drinks among their top three choices, and 20% plan to try non-alcoholic or low-alcohol options. More generally, 82% plan to prioritize health and well-being in 2024, with a third (32%) planning to moderate their alcohol consumption throughout the year.
"After a busy holiday season," explains Daniela Cardaciotto, On Premise Sales Leader at CGA by NIQ, "consumers are more health-conscious and budget-conscious, even though many of them still intend to frequent bars and restaurants. Venues that offer attractive alternatives to alcoholic beverages and offer good value can both meet the new demand for alcohol-free consumption and strategically expand their offerings."
This research is consistent with what's happening in the United States, where the government is reducing alcohol consumption. Currently, guidelines recommend no more than two drinks a day for men and one for women, but by 2025, this could change: no more than two glasses of wine a week, with the recommendation to not drink at all.