22% of Italians plan to completely stop drinking alcoholic beverages in January.
This is what emerges from the latest Consumer Pulse Report by Cga by Niq, conducted in December 2023, on consumer behavior in the out-of-home sector.
The report records that the number of consumers intending to eliminate alcohol rises to 30% among those aged between 18 and 34;
while 40% intend to reduce consumption.
The results of the analysis highlight that 61% of people, or three out of five consumers, say they want to consume non-alcoholic drinks, including coffee, tea and soft drinks among the three main choices and a fifth (20%) plan to try non-alcoholic or low-alcohol variations of drinks such as beer and cocktails.
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.
"After an intense holiday period, consumers - states Daniela Cardaciotto, On Premise Sales Leader of Cga by Niq - are more attentive to health and spending, even if many of them still intend to frequent bars and restaurants. The places that offer alternatives interesting to alcoholic beverages and which offer a good quality-price ratio, can on the one hand satisfy the new needs for alcohol-free consumption and on the other strategically expand their offer".
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