22% of Italians plan to completely stop drinking alcoholic beverages in January. The number of consumers intending to eliminate alcohol rises to 30% among those aged between 18 and 34; while 40% intend to reduce consumption.
61% of people, or three out of five consumers, say they want to consume non-alcoholic drinks. 82% of consumers agree they will prioritize health and wellbeing in 2024, with a third (32%) planning to moderate their alcohol consumption throughout the year. The places that offer alternatives interesting to alcoholic beverages and which offer a good quality-price ratio, can satisfy the new needs for alcohol-free consumption.