Alcoholic beverage sales share in Italy in 2015, by category

One of the most common beliefs about Italy is that people feed only on pasta, pizza and red wine. Now, as for many prejudices, the interesting question is to which extent this can be confirmed by data. While we know that the nutritional habits of Italians have changed and, nowadays, more and more people try to pursue a healthier lifestyle , it is possible to refer to the Pulse Report Alcohol 2015 to better understand how the drinking preferences in the country are.

Wine and Italians, a half-truth

Insights on the European market of beverages confirm the Italian high consumption of wine, which hade up almost half of the total alcohol consumption in Italy. In addition to that, the share of wine sales value was by far higher than the European average, with a difference of almost 18 points percentage. Nevertheless, some further specifications of the report make an important revelation that goes against not the stereotype in general, but at least one of its specific connotations: the wine which performed better in the Italian market was the white one.

The highest share in Europe

Another important remark is that the share in Italy was not only higher than the European average, but also the highest among the countries taken into consideration. Even in comparison to French consumers, the only other population which exceeded the European average with a share slightly higher than 44 percent, more Italians preferred drinking wine.

Distribution of alcoholic drink sales value in Italy in 2015, by category

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Release date

November 2016



Survey time period

12 month period ending December 27, 2015

Supplementary notes

* Includes cider.
Market channels used to source data include hypermarkets, supermarkets, small self service, hard discounters and drug stores.

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