Tendenze del mercato

🎁 In 2024, 44% of Italians maintained the Epifania tradition of hanging stockings for children filled with sweets and surprises, as per an Ipsos survey for Confesercenti. The tradition is especially strong in Central and Southern Italy, with 55% and 65% participation respectively, compared to 49% in the North. Candy consumption is highest in Sicily, Campania, and Puglia. Furthermore, 95% of Italians enjoy candies, with 31% consuming them 3-4 times weekly; citrus flavor ranks highest at 44%, followed by strong mint/balsamic (39%) and licorice (36%).

🏕️ In 2024, Egypt set a tourism record with 15.7 million visitors, announced by Prime Minister Mostafa Madbouly. The country's tourist numbers could have reached 18 million if not for regional events. Tourism plummeted from over 13 million in 2019 to about 3.7 million in 2020 due to COVID-19, then rose to 8 million in 2021, 11.7 million in 2022, and 14.9 million in 2023. The Grand Egyptian Museum's opening in 2025 is expected to boost tourism further.

🚿 TTG Word addresses the overused concept of "experience" in tourism, suggesting a new approach focusing on the tourist. Ten traveler types have been identified, offering unique and extraordinary experiences for each. TTG presents 10 tailored recommendations to satisfy travelers seeking unique vacations. These can be found in TTG World's publication dated 12/12/2024.

🍹 Aceto Balsamico di Modena IGP becomes a new trend in cocktails for the 2024 holidays. Federico Desimoni, director of the Consorzio di Tutela, highlights the product's over 90% export rate to 130+ countries. The Craft Gin Fest on December 13 in Cervia showcased two exclusive cocktails by bartender Andrea Paganelli, featuring the balsamic vinegar as a key ingredient, emphasizing its emerging role in mixology.

☕ In Italy, 73% of survey participants value coffee quality's impact on sensory pleasure. The espresso scored 8.6/10 among adults and 6.9/10 from GenZ, who seek an experience reflecting passion and tradition. The main factor for choosing a bar is coffee quality (73.9%), with adults prioritizing barista professionalism and youth preferring comfortable social venues. Recommendations by family and friends weigh more than advertising or influencers. The barista's role is significant (7.08/10) in the overall experience. Sustainability is an emerging value, especially among GenZ. The Italian Espresso Institute, promoting high-quality coffee culture for 27 years, acknowledges these consumer preferences, which are key to certification and the evolving café experience.

📊 The "Italy On Premise Consumer Pulse Report" by CGA by NIQ reveals a significant shift in Italian consumer habits with a growing preference for high-quality products in bars and restaurants. Visits to premises remained stable in September, with Saturdays and the hours around aperitivo and after-dinner being the busiest. Beer, aperitif drinks, wine, and non-alcoholic hot beverages are popular but cocktail orders declined while Ready To Drink (RTD) options gain popularity. Over half of consumers say product quality makes a drink "premium," while expert preparation and a venue's unique offerings are also important factors. 48% prefer premium drinks in night bars, 43% in restaurants, and they're more inclined to spend on high-quality beverages during special occasions (46%) and aperitifs (31%). Valeria Bosisio, CGA by NIQ's Client Success & Insights Manager Italy, emphasizes that premiumization is not just about price but creating exceptional experiences that justify consumer investment, and suggests an opportunity for innovative offerings to increase sales.

🇮🇹 Bain & Company Italia and Toluna released the Italy Holiday Shopping Outlook, showing over 1,000 Italian consumers plan to cut Christmas gift budgets by 36% from 2023, with an average spending of €207, down from €228 last year. High-income earners will spend €504 on average, while lower-income groups €150. Millennials and Boomers have the highest budgets; Gen Z and Gen X are most likely to cut costs. Italian shoppers balance online and in-store purchases. Over two-fifths plan holidays, with 28% traveling abroad, favoring Europe (66%), North America (13%), and Africa (12%). Art cities (46%), mountains (40%), and seaside (17%) are top destinations. Average holiday spending rises to €597, up 10% from last year, mostly on accommodations (55%), restaurants (45%), and entertainment (36%). Rental homes and B&Bs (41%) overtake hotels (38%) as preferred stays.

🍷 Italian sparkling wine export has surpassed red and rosé wines with 528 million bottles overseas, outdoing white wines at 460 million as well. The sparkling wine production has increased fivefold in 20 years, aiming to break a record of 1 billion bottles by the year-end, with 355 million bottles consumed globally during the holidays. Export value for this segment rose to €1.7 billion, accounting for 29% of Italy's total export, with Prosecco alone representing 75% of the sparkling wine category and generating €1.3 billion from January to September from just 40,000 hectares. Italy's sparkling wines lead exports in several countries and are expected to surpass white wines in the U.S. by the year's end.

💸 December's consumer spending in Italy shows a positive trend with "Black Friday" sales reaching €4.1 billion, up €100 million from the previous year. The average pro capita spending was between €220 and €230. Confcommercio’s Studies Office predicts a rosy holiday season with a significant rise in 13th-month pay, from €50.7 billion in 2023 to €54.5 billion in 2024, with €45 billion directed towards consumer spending — an increase from last year's €41.3 billion. Total family expenditure for December is expected to be €47.5 billion compared to last year's €43.9 billion, partly due to tax cuts and the introduction of the "Christmas bonus". Average family spending in December is set to grow by €118, from €1,788 to €1,906 with gift spending rising from €186 to €207 per family, increasing overall gift expenses from €8.1 billion to €9.8 billion. Consumer sentiment is also up, with 79.9% planning to give Christmas presents, compared to 73.2% previously.

🏖️ International tourists reached approximately 1.1 billion in the first nine months of 2024, with the global tourism sector recovering 98% of pre-pandemic levels. The Middle East saw a record +29% growth compared to 2019, Europe and Africa surpassed 2019 levels by +1% and +6% respectively, while the Americas recovered 97%. Asia and the Pacific reached 85% of 2019 levels, up from a 66% recovery in 2023. Up to 60 destinations out of 111 exceeded their 2019 arrival numbers in the first eight to nine months of 2024; Qatar, Albania, Saudi Arabia, Curaçao, Tanzania, Colombia, and Andorra witnessed significant increases. Out of 43 countries with available revenue data, 35 exceeded pre-pandemic values, with Serbia and others observing nearly double the earnings. Key spender countries like Germany, the USA, and France showed a spending increase by +35%, +33%, and +11%, with international tourist arrivals expected to match 2019 levels in 2024.