{"id":241370,"date":"2026-09-30T11:38:45","date_gmt":"2026-09-30T09:38:45","guid":{"rendered":"https:\/\/www.alimentibevande.it\/uncategorized\/il-mercato-della-birra-cambia-formato\/"},"modified":"2026-10-01T09:38:14","modified_gmt":"2026-10-01T07:38:14","slug":"the-beer-market-is-changing-shape","status":"publish","type":"post","link":"https:\/\/www.alimentibevande.it\/en\/featured\/the-beer-market-is-changing-shape\/","title":{"rendered":"The beer market is changing shape"},"content":{"rendered":"\n

In the distribution channels monitored by NielsenIQ, between 2023 and 2025 <\/strong>the Italian beer market is set to remain largely stable in value terms, whilst volumes are expected to fall slightly. Behind this seemingly linear trend, however, lies a market undergoing transformation. Non-alcoholic beers are gaining ground<\/strong>, the various segments are following different trajectories, and choices regarding packaging <\/strong>and format are also changing<\/strong>. Analysing these dynamics together provides a better understanding of how the sector is evolving and which transformations are most directly affecting the world of bottling and packaging.<\/p>\n\n\n\n

A mature market<\/h2>\n\n\n\n

The beer sector operates within a drinks market that has shown modest fluctuations over the last three years. Between 2023 and 2025, the value of sales <\/strong>rose from around 12.59 to 12.70 billion euros, an increase of 0.9 per cent. Over the same period, beer sales<\/strong> tracked by NielsenIQ remain broadly stable in value, rising from 2.197 to 2.204 billion euros (+0.3 per cent), whilst volumes<\/strong> fall from 1.018 to 1.009 billion litres (-0.8 per cent). Following the peak recorded in 2024, 2025 saw a decline in both value (-1.5 per cent) and volume (-1.7 per cent).<\/p>\n\n\n\n

The average value per litre<\/strong>, calculated by dividing the total value of sales by the number of litres sold, rose from \u20ac2.16\/l in 2023 to \u20ac2.18\/l in 2025. The change is modest, but indicates that sales value has held up better than volumes. This paints a picture of a mature consumer market, with values remaining virtually unchanged and quantities showing a slight decline, in which changes in the composition of market segments, product formats and packaging methods are of particular significance.<\/p>\n\n\n\n

A comparison of regional trends<\/strong><\/h2>\n\n\n\n
\"\"<\/a><\/figure>\n\n\n\n

The overall stability observed at national level masks certain regional differences. Looking at the four NIQ Areas, in 2025 the North-West<\/strong> (Area 1) recorded the highest value of beer sales<\/strong>, at around 652 million euros, followed by the Centre and Sardinia (Area 3) with 540 million, the North-East (Area 2) with 510 million and the South and Sicily (Area 4) with 503 million.<\/p>\n\n\n\n

However, it is the regions <\/strong>within Area 4<\/strong> \u2013 the South and Sicily \u2013 that stand out over the three-year period<\/strong>. Between 2023 and 2025, the value of beer sales increases by 3.1 per cent and volumes by 1.3 per cent. In the other NIQ Areas, volumes will fall, with a more pronounced decline in the North-West (-2.4 per cent), whilst sales by value will show only modest changes. The performance of the South and Sicily is, moreover, part of a positive trend across the entire drinks sector, which in Area 4 recorded a 3.8 per cent increase in value. The regional analysis therefore presents a more nuanced picture than the national one.<\/p>\n\n\n\n

Non-alcoholic drinks are becoming an increasingly prominent feature<\/strong><\/h2>\n\n\n\n
\"\"<\/a><\/figure>\n\n\n\n

The most pronounced trend concerns non-alcoholic beers. Between 2023 and 2025, the value <\/strong>of sales rises from 42.4 to 57.4 million euros, an increase of 35.3 per cent<\/strong>, whilst volumes <\/strong>increase by 21.1 per cent<\/strong>, from 22.4 to 27.1 million litres. This positive trend also extends into 2024, indicating a pattern that spans the entire three-year period rather than being concentrated in a single year.<\/p>\n\n\n\n

The share of non-alcoholic beers remains modest but is rising significantly: their share of the total value of beer rises from around 1.9 per cent in 2023 to 2.6 per cent<\/strong> in 2025, whilst by volume it rises from 2.2 per cent to 2.7 per cent<\/strong>. The average value per litre<\/strong> also rises, from \u20ac1.90 to \u20ac2.12\/l. On the one hand, these figures indicate that the segment is gaining greater economic significance; on the other, the higher average value must also be viewed in the context of the product mix, which is characterised by a more limited presence of multipacks and larger-capacity formats compared with alcoholic beers. These options, which are more common amongst alcoholic beers, can in fact help to keep the average price per litre down and mitigate the impact of price increases on individual packs.<\/p>\n\n\n\n

The performance of non-alcoholic drinks is particularly significant precisely because it is taking place within an overall stable market. The segment is, in fact, gaining ground whilst, over the same period, alcoholic beers<\/strong> have recorded a slight decline<\/strong> of 0.4 per cent by value and 1.3 per cent by volume.<\/p>\n\n\n\n

The various segments follow different trajectories<\/h2>\n\n\n\n

NielsenIQ data also allow us to analyse consumption across the main segments into which the alcoholic beer market is divided. During the period under review, different trends emerge, confirming a much more nuanced picture than the sector\u2019s aggregate data suggest.<\/p>\n\n\n\n

Classic Italian<\/strong> beers<\/strong> continue to represent the most significant segment among those surveyed at large-scale retail outlets, with sales totalling approximately \u20ac924 million in 2025, a slight decrease compared with 2023 (-0.9 per cent). Classic Foreign beers<\/strong> reached almost \u20ac532 million, 2.3 per cent higher than in 2023. The most marked change concerns \u2018Stronger\u2019 beers, which over the same period rise from around \u20ac178 million to \u20ac201 million, recording a 12.9 per cent increase in value and a 12.8 per cent rise in volume. The change for \u2018German\u2019 beers is more modest (+1.0 per cent in value), whilst \u2018Craft\u2019 and \u2018Specialty\u2019 Italian beers show a 2.3 per cent increase.<\/p>\n\n\n\n

The differences also relate to the average price per litre<\/strong>. In 2025, prices will range from around \u20ac1.90\/l for German beers and \u20ac2.08\/l for Classic Italian beers to \u20ac3.87\/l for Stronger beers and \u20ac5.89\/l for Italian Craft and Specialty beers. These figures do not represent the price of a single product, but are derived from the ratio of total sales value to the number of litres sold within each segment.<\/p>\n\n\n\n

<\/p>\n\n\n\n

\n\n\n\n

<\/p>\n\n\n\n

Methodological note<\/strong>: The analysis covers the calendar years 2023, 2024 and 2025 and uses NielsenIQ data on beer sales recorded at hypermarkets, supermarkets, discount stores, independent retailers and small traditional shops (Retail Measurement). Regional breakdowns are available for Italy as a whole and for four NIQ regions: North-West (Region 1), North-East (Region 2), Central Italy and Sardinia (Region 3), and Southern Italy and Sicily (Region 4). The average values, expressed in \u20ac\/l, are obtained by dividing the total value of sales by the number of litres sold and therefore do not represent the price of a single product. Classic Italian, Classic Foreign, German and Stronger are segments defined by NielsenIQ as brand aggregates; private labels are excluded from the classification. The analyses relating to the segments considered account for approximately 79\u201380 per cent of the total value of alcoholic beers recorded. For reasons of confidentiality, the results are presented exclusively in aggregate form, without information attributable to individual brands.<\/em><\/p>\n\n\n\n

<\/p>\n\n\n\n

Article taken from the October issue of the magazine \u201cImbottigliamento\u201d<\/strong><\/span><\/a><\/div>\n\n\n\n

<\/p>\n\n\n\n

To continue reading, click here and subscribe<\/strong><\/span><\/a><\/div>\n","protected":false},"excerpt":{"rendered":"

Between 2023 and 2025, volumes will fall slightly, non-alcoholic drinks will grow, and the mix of packaging and formats will change<\/p>\n","protected":false},"author":3836,"featured_media":241342,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20573,21116,20653],"tags":[21176,22859,22858],"tipologia":[],"coauthors":[22843],"class_list":["post-241370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beer-area","category-featured","category-imbottigliamento","tag-beer","tag-market","tag-nielseniq"],"acf":[],"yoast_head":"\nThe beer market is changing shape - Alimentibevande.it<\/title>\n<meta name=\"description\" content=\"Between 2023 and 2025, volumes will fall slightly, non-alcoholic drinks will grow, and the mix of packaging and formats will change\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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