Italy Beer Market Insights Report 2015




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Beer sales grew marginally in 2014 predominantly because of additional purchases made in December ahead of planned price and exercise duty increases with effect from 1 January 2015. Aside from these purchases however consumption was down in response to a poor summer. Beer mixes were the success story of 2014 driven by the launch of three further beer mix products helping to expand the consumer base for beer.

Key Findings
Beer sales were experienced very slight growth in 2014 mainly thanks to stocking of products in December 2014 in advance of list price increases and further excise duty increases with effect from 1 January 2015

Heineken Italia remains the leading brewer in Italy

Beer mixes were the success story of 2014 helping to expand the consumer base for beer

The trend towards higher quality specialty and craft beer is continuing particularly in the north of Italy

The Italian market remains dominated by pale lager-style beers

Canadeans Italy Beer Market Insights 2015 Report provides a complete overview of the Italy beer industry structure offering a comprehensive insight into historical background trends 2014 performance and 2015 outlook. Covering total market (on and off-premise) the report details:

2010-2014 actual detailed beer consumption volume data by segment brand brewer packaging and distribution (on-off-premise) with 2015 forecasts

Top line production import export and consumption volume from 2004-2014 with forecasts for 2015

Value by distribution channel 2010-2014 with 2015 forecasts

2013-2015 selected on- off-premise retail prices

Details of key beer new product launches in 2014 by company

Overview of the competitive landscape in the beer market with analysis of key company performance

Insightful and valuable analysis of the drivers behind both current and emerging trends in the beer market

Data is also available in excel format

Gain an in-depth understanding of the dynamics and structure of the Italy beer industry from the latest competitive intelligence of both historical and forecast trends to enhance your corporate strategic planning

Evaluate the current emerging trends and future growth opportunities in the Italy beer market to support your brand development and marketing initiatives

Understand volume vs value trends and identify the key growth opportunities across the super-premium premium mainstream and discount segments to best target profitability

Analyse domestic and imported beer brand performance and determine the key trends driving consumption preference to develop a competitive advantage

Interrogate the unique granularity of our data to analyse the market on a variety of levels to make well-informed decisions on future threats and growth prospects in the marketplace for your company

Use our new powerpoint add-on to quickly absorb a succinct summary of the key trends in the Italy beer market

View a selection of the key 2014 product launches and identify competitor activity and product innovation and differentiation prospects