Tendenze del mercato

🍹 Sanbittèr has identified "six different 'aperitif tribes'" in Italy, reflecting the diverse ways Italians enjoy this social tradition. The "Traditionalists", who make up 55% of Italians, prefer authentic local flavors and often frequent the same bar. In contrast, 63% of Italians identify as "Explorers", seeking new experiences in food and drink, leading Sanbittèr to create new products with Sicilian and Ligurian inspirations. Other identified groups include "Socializers", "Homebodies", "Trendsetters", and the health-conscious "Balanced" individuals, who opt for low-alcohol or non-alcoholic options. These groups, despite their different tastes, all cherish the aperitif ritual uniting them under the Italian "bien vivre".

🍻 Ready to drink (RTD) beverages are forecasted for sustained growth in the global alcohol market, as reported by IWSR. Factors contributing to this growth include diversification (new flavors, formats, and ingredient combinations), convenience, and occasion-based consumption. Markets such as Mexico and Germany have shown significant volume increases, while Brazil and Australia are expected to see notable growth rates. Industry leader Susie Goldspink stresses the importance of brand loyalty and local offerings in maintaining competitiveness.

🌋 Oman Air launches four weekly flights on the Rome Fiumicino-Muscat route starting December 20, to meet growing Italian demand, complementing four existing flights from Milan Malpensa. Oman's 2040 tourism vision includes developing Musandam Governorate with traditional dhow cruises and an international airport planned for 2028. Additionally, three more airports will be operational in the next five years at Jabal Akhdar, Masirah Island, and Suhar to distribute tourist flow. New outdoor, cultural, and eco-tourism experiences are also being introduced.

🍸 Gin is gaining traction in the Italian market, with a 16% consumption rate compared to the global average of 19%. The Gin & Tonic ranks fourth among Italians' favorite cocktails, trailing Aperol Spritz, Mojito, and Campari Spritz. CGA by NIQ research shows 25% of gin consumers rely on bartenders' recommendations, while brand reputation influences 49% of consumers, and 34% value service quality. British gin brands lead the market, and flavored gin—lemon (28%), lime (23%), orange (20%), grapefruit (17%)—is popular. Gin is ordered by 78% of Italians in pizzerias and 73% in restaurants, compared to 47% in night bars and 22% in clubs at least quarterly.

🍵 Italy reaffirmed as the top coffee roaster in the EU in 2023, producing 25% of the EU's roasted coffee. The EU imported 2.7 million tonnes of coffee worth €10.6 billion in 2023, with Brazil and Vietnam being the top suppliers. Germany led EU coffee imports with 911,000 tonnes, while Italy followed closely with 624,600 tonnes. The EU's coffee production reached nearly €13 billion in value, with Italy's renowned brands contributing significantly to global exports.

🦜 Cippi, a rose-ringed parakeet (Agapornis roseicollis) from Naples province, gained notoriety as an "influencer" with a viral video showing it opening a coffee pod. Managed by @mennyire on TikTok with 1,403 followers, the video quickly amassed 7.5 million views. Cippi's unique behavior of using Caffè Toraldo pods for nest-building, instead of common materials, has fueled its online popularity.

✈ Global air transport is set for a "remarkable" recovery with demand measured in revenue passenger kilometers (Rpk) poised to exceed 2019 totals. Already exceeding pre-pandemic levels in the first quarter of 2023, Rpk is predicted to reach 11.4 trillion by 2030, a 136% jump from 2019. North America forecasts a 3% demand increase by 2030, potentially adding $4 billion in revenue, while Europe expects a 1% rise, yielding over $1 billion in new revenue. Southern European countries like Turkey, Spain, and Italy will lead this growth. Asia's intraregional demand is projected to grow by 55% from 2019 to 2030, despite a downward revision by 5% due to subpar economic performance, especially in Northeast Asia and China's domestic flights. For more information, visit www.bain.com.

🍷 Italy's 2024 grape harvest is estimated at 41 million hectoliters, up 7% from 2023 but down 12.8% from the five-year average. The harvest presented at Expo Divinazione in Ortigia for the G7 Agriculture reflects a restrained volume yet overall good quality, with the potential tempered by extreme climate events like excessive rain in the Central-North and drought in the South. Northern regions show a mixed performance, with a significant volume reduction in Lombardy (-30%) and a good recovery in Piedmont (+10%), while Central Italy enjoys double-digit recoveries with Marche at +25% and Tuscany, Umbria, and Lazio at +30%. The South sees notable increases, especially in Abruzzo (+85%) and Molise (+100%), but Sicily (-16%) and Sardinia (-20%) are negatively affected by drought. Veneto leads Italian production with 11 million hectoliters. The EU wine production sees a decline with France's harvest down 18% to 39.28 million hectoliters, while Spain's output rises by 20% to 39.75 million hectoliters. Italian household wine consumption dips slightly, and while American and UK markets show slight recovery, Canada, France, and Switzerland slow down. Sparkling wines boost exports with an 11% increase in volume and 7% in earnings.

🍷 Canevel Spumanti, part of Gruppo Masi, introduces the San Biagio Brut Nature Valdobbiadene DOCG, a Prosecco made with Glera grapes from Valdobbiadene's hilly vineyards. Federico Girotto, President of Canevel, highlights a production journey enhancing the Setàge protocol and distribution development, leading to a presence in 40 countries. The San Biagio, with a second fermentation in the bottle, offers a unique Prosecco experience, available in limited edition by the end of summer. Canevel Spumanti celebrates the authenticity of Prosecco di Valdobbiadene with this product, crafted to reflect the territory's rich enological heritage.

📈 Italian agri-food exports saw a 15% growth in July compared to the same month the previous year, with a potential to reach a record €64 billion in 2023. Luigi Scordamaglia, CEO of Filiera Italia, noted that exports to the U.S. increased by 30% in July 2024, despite the prevalence of "Italian sounding" products. In the first six months of 2024, China's imports from Italy grew by 15.6%, with notable increases also from Korea (+17.7%), Croatia (+20.1%), Brazil (+20.9%), and Russia (+20.3%). Overall, exports in July 2024 saw a 6.8% annual increase in value and a 4.3% increase in volume.