Country Profile: Spirits Sector in Italy

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Published: August 31, 2017 Report Code: CS4765MF-ST

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GlobalData’s "Country Profile: Spirits Sector in Italy", provides insights on high growth markets to target, trends in the usage of packaging materials, category level distribution channel data and market share of brands.

The Spirits sector in Italy is forecast to register value growth of 1.3% during 2016-2021. Of all the markets, Brandy is the largest in value terms and Tequilla & Mezcal is forecast to register the fastest growth during 2016-2021. Hypermarket & Supermarket account for the leading share in the distribution of Spirits products in the country. Glass is the most commonly used packaging material in the sector during 2016-2021. Davide Campari-Milano S.p.A and Molinari Italia S.P.A are the leading market players in the Italian Spirits sector

What else is contained?
– Market data: Overall market value and volume data with growth analysis for 2011-2021. The overall market value and volume included in the report is split on the basis of On-trade and Off-trade
– Category coverage: Value and growth analysis for Brandy, Gin & Genever, Liqueurs, Rum, Specialty Spirits, Tequila & Mezcal, Vodka, and Whiskey with inputs on individual category share within each market and the change in their market share forecast for 2016-2021
– Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016
– Distribution data: Percentage of sales within each market through distribution channels such as On-trade, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others
– Packaging data: consumption breakdown for package materials and pack types in each market, in terms of percentage share of number of units sold. Package material data for Glass, Flexible Packaging, Rigid Metal and others; pack type data for: Bottle and Stand Up Pouch.

Scope

– The Spirits sector in Italy accounted for 8.6% volume share in the Western Europe region

– The top five brands accounting for 15.3% share in 2016.

– The Spirits sector in Italy is forecast to grow at 1.3% CAGR in value terms during 2016-2021

– Per capita consumption of Speciality Spirits is high in Italy compared to other markets

– Older consumers and Pre-Mid-Lifers together accounted for 57.3% share of consumption.

Reasons to Buy

– Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

– Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

– Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

– Access the key and most influential consumer trends driving Spirits consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target

– Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion

– The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector

– Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.

Davide Campari-Milano S.p.A
Molinari Italia S.P.A
Pernod Ricard SA
Diageo PLC UK
Gio. Buton & C.S.P.A
Stock Spirits Group
SUNTORY HOLDINGS LIMITED
Illva Saronno S.P.A
Mast-Jägermeister Se
COMPANHIA MULLER DE BEBIDAS
Fratelli Branca Distillerie Srl

Table of Contents

1. Report Scope 1

2. Executive summary 2

3. Italy in the global and regional context 3

3.1. Italy’s share in the Global and Western European Spirits sector 3

3.2. Italy compared to other leading countries in Western Europe 4

4. Market size analysis – Spirits sector 5

4.1. Value and volume analysis – Spirits sector in Italy 5

4.2. Per capita consumption – Italy compared to Western Europe and globally 6

4.3. Value and volume analysis of markets in the Spirits sector 7

4.4. Growth analysis by markets 8

5. Market and category analysis 9

5.1. Per capita consumption analysis by markets 9

5.2. Market analysis: Brandy 10

5.3. Market analysis: Gin & Genever 13

5.4. Market analysis: Liqueurs 14

5.5. Market analysis: Rum 17

5.6. Market analysis: Specialty Spirits 20

5.7. Market analysis: Tequila & Mezcal 23

5.8. Market analysis: Vodka 24

5.9. Market analysis: Whiskey 27

6. Distribution analysis 30

6.1. Distribution channel share analysis: Spirits 30

6.2. Distribution channel share analysis: Brandy 31

6.3. Distribution channel share analysis: Gin & Genever 32

6.4. Distribution channel share analysis: Liqueurs 33

6.5. Distribution channel share analysis: Rum 34

6.6. Distribution channel share analysis: Specialty Spirits 35

6.7. Distribution channel share analysis: Tequila & Mezcal 36

6.8. Distribution channel share analysis: Vodka 37

6.9. Distribution channel share analysis: Whiskey 38

7. Competitive landscape 39

7.1. Brand share analysis by sector 39

7.2. Brand share analysis by markets 45

7.3. Brand share analysis by category 58

7.3.1. Brandy 58

7.3.2. Liqueurs 60

7.3.3. Rum 63

7.3.4. Specialty Spirits 64

7.3.5. Vodka 65

7.3.6. Whiskey 66

7.4. Private label share analysis 68

8. Packaging analysis 70

8.1. Packaging share and growth analysis by package material 70

8.2. Packaging share analysis by package material 71

8.3. Packaging share and growth analysis by pack type 72

8.4. Packaging share analysis by pack type 73

8.5. Packaging share and growth analysis by closure type 74

8.6. Packaging share analysis by closure type 75

8.7. Packaging share and growth analysis by primary outer type 76

8.8. Packaging share analysis by primary outer type 77

9. Macroeconomic analysis 78

9.1. GDP per Capita 81

9.2. Population and population growth 82

9.3. Consumer Price Index 83

9.4. Population breakdown by age 84

10. Consumergraphics 85

10.1. Consumption by Gender 85

10.2. Consumption by Age 86

10.3. Consumption by Education 87

10.4. Consumption by Degree of Urbanization 88

11. Methodology 89

12. Appendix 94

13. Definitions 90

14. About GlobalData 108

15. Disclaimer 109

16. Contact Us 110

Table

List of Tables

Table 1: Volume share of Italy in the global and Western Europe Spirits sector, 2011-2021 3

Table 2: Growth analysis by markets, 2016-2021 8

Table 3: Value analysis by of Brandy market categories, 2011-2021 11

Table 4: Volume analysis of Brandy market by categories, 2011-2021 12

Table 5: Value analysis of Liqueurs market by categories, 2011-2021 15

Table 6: Volume analysis of Liqueurs market by categories, 2011-2021 16

Table 7: Value analysis by of Rum market categories, 2011-2021 18

Table 8: Volume analysis of Rum market by categories, 2011-2021 19

Table 9: Value analysis of Speciality Spirits market by categories, 2011-2021 21

Table 10: Volume analysis of Speciality Spirits market by categories, 2011-2021 22

Table 11: Value analysis by of Vodka market categories, 2011-2021 25

Table 12: Volume analysis of Vodka market by categories, 2011-2021 26

Table 13: Value analysis by of Whiskey market categories, 2011-2021 28

Table 14: Volume analysis of Whiskey market by categories, 2011-2021 29

Table 15: Brand Volume – Spirits sector, 2016 40

Table 16: Brand Volume – Brandy market, 2016 45

Table 17: Brand Volume – Gin & Genever market, 2016 47

Table 18: Brand Volume – Liqueurs market, 2016 48

Table 19: Brand Volume – Rum market, 2016 50

Table 20: Brand Volume – Specialty Spirits market, 2016 51

Table 21: Brand Volume – Tequila & Mezcal market, 2016 52

Table 22: Brand Volume – Vodka market, 2016 54

Table 23: Brand Volume – Whiskey market, 2016 56

Table 24: Brand Volume – Armagnac category 58

Table 25: Brand Volume – Cognac category 58

Table 26: Brand Volume – Other Grape Brandy category, 2016 58

Table 27: Brand Volume – Bitters category, 2016 60

Table 28: Brand Volume – Cream Liqueurs category, 2016 61

Table 29: Brand Volume – Fruit Liqueurs category, 2016 61

Table 30: Brand Volume – Other Liqueurs category, 2016 62

Table 31: Brand Volume – Dark Rum category, 2016 63

Table 32: Brand Volume – Light Rum category, 2016 63

Table 33: Brand Volume – Sake category, 2016 64

Table 34: Brand Volume – Other Specialty Spirits category, 2016 64

Table 35: Brand Volume – Flavored Vodka category, 2016 65

Table 36: Brand Volume – Unflavored Vodka category, 2016 65

Table 37: Brand Volume – American Whiskey category, 2016 66

Table 38: Brand Volume – Irish Whiskey category, 2016 67

Table 39: Brand Volume – Scotch Whisky category, 2016 67

Table 40: Brand Volume – Other Whiskey category, 2016 67

Table 41: Consumption of Spirits by gender and markets (Million Liters, 2016) 85

Table 42: Consumption of Spirits by age and markets (Million Liters, 2016) 86

Table 43: Consumption of Spirits by education and markets (Million Liters, 2016) 87

Table 44: Consumption of Spirits by degree of urbanization and markets (Million Liters, 2016) 88

Table 45: Market Definitions 90

Table 46: Category Definitions 91

Table 47: Channel Definitions 93

Table 48: Market Value for Brandy – by category (€ Million) 2011-2021 94

Table 49: Market Value for Brandy – by category (US$ Million) 2011-2021 94

Table 50: Market Volume for Brandy – by category (Million Liters) 2011-2021 95

Table 51: Market Value for Liqueurs – by category (€ Million) 2011-2021 95

Table 52: Market Value for Liqueurs – by category (US$ Million) 2011-2021 96

Table 53: Market Volume for Liqueurs – by category (Million Liters) 2011-2021 96

Table 54: Market Value for Rum – by category (€ Million) 2011-2021 97

Table 55: Market Value for Rum – by category (US$ Million) 2011-2021 97

Table 56: Market Volume for Rum – by category (Million Liters) 2011-2021 98

Table 57: Market Value for Specialty Spirits – by category (€ Million) 2011-2021 98

Table 58: Market Value for Specialty Spirits – by category (US$ Million) 2011-2021 99

Table 59: Market Volume for Specialty Spirits – by category (Million Liters) 2011-2021 99

Table 60: Market Value for Vodka – by category (€ Million) 2011-2021 100

Table 61: Market Value for Vodka – by category (US$ Million) 2011-2021 100

Table 62: Market Volume for Vodka – by category (Million Liters) 2011-2021 101

Table 63: Market Value for Whiskey – by category (€ Million) 2011-2021 101

Table 64: Market Value for Whiskey – by category (US$ Million) 2011-2021 102

Table 65: Market Volume for Whiskey – by category (Million Liters) 2011-2021 102

Table 66: Spirits Sales Distribution in Italy – by Markets (Million Liters), 2016 103

Table 67: Package Material (in Million pack units) 104

Table 68: Pack Type (in Million pack units) 104

Table 69: Closure Type (in Million pack units) 105

Table 70: Primary Outer Type (in Million pack units) 105

Table 71: Exchange Rates: (US$-€), 2011-2021 106

Table 72: GDP Per Capita (€) 106

Table 73: Population 106

Table 74: Consumer Price Index 107

Table 75: Age Profile (Millions of Persons) 107

Figures

List of Figures

Figure 1: Italy compared to other top four countries in Western Europe – market size, growth, and competitive landscape 4

Figure 2: Market size analysis by value and volume, Spirits sector, 2011-2021 5

Figure 3: Per capita consumption* in Italy compared to global and Western European average, 2011-2021 6

Figure 4: Value and volume growth analysis by markets, 2016-2021 7

Figure 5: Per capita consumption* (by markets) in Italy compared to global and Western European average, 2016 9

Figure 6: Value and volume growth analysis, Brandy market, 2011-2021 10

Figure 7: Value and volume growth analysis, Gin & Genever market, 2011-2021 13

Figure 8: Value and volume growth analysis, Liqueurs market, 2011-2021 14

Figure 9: Value and volume growth analysis, Rum market, 2011-2021 17

Figure 10: Value and volume growth analysis, Specialty Spirits market, 2011-2021 20

Figure 11: Value and volume growth analysis, Tequila & Mezcal market, 2011-2021 23

Figure 12: Value and volume growth analysis, Vodka market, 2011-2021 24

Figure 13: Value and volume growth analysis, Whiskey market, 2011-2021 27

Figure 14: Distribution channel share (Volume), Spirits, 2011-2016 30

Figure 15: Distribution channel share (Volume), Brandy market, 2011-2016 31

Figure 16: Distribution channel share (Volume), Gin & Genever market, 2011-2016 32

Figure 17: Distribution channel share (Volume), Liqueurs market, 2011-2016 33

Figure 18: Distribution channel share (Volume), Rum market, 2011-2016 34

Figure 19: Distribution channel share (Volume), Specialty Spirits market, 2011-2016 35

Figure 20: Distribution channel share (Volume), Tequila & Mezcal market, 2011-2016 36

Figure 21: Distribution channel share (Volume), Vodka market, 2011-2016 37

Figure 22: Distribution channel share (Volume), Whiskey market, 2011-2016 38

Figure 23: Leading brands in the Italian Spirits sector, volume share, 2016 39

Figure 24: Leading brands in the Brandy market, volume share, 2016 45

Figure 25: Leading brands in the Gin & Genever market, volume share, 2016 47

Figure 26: Leading brands in the Liqueurs market, volume share, 2016 48

Figure 27: Leading brands in the Rum market, volume share, 2016 50

Figure 28: Leading brands in the Specialty Spirits market, volume share, 2016 51

Figure 29: Leading brands in the Tequila & Mezcal market, volume share, 2016 52

Figure 30: Leading brands in the Vodka market, volume share, 2016 54

Figure 31: Leading brands in the Whiskey market, volume share, 2016 56

Figure 32: Private label penetration by markets (value terms), 2016 68

Figure 33: Growth analysis, private label and brands, (2011-2016) 69

Figure 34: Packaging share and growth analysis by package material, 2011-2021 70

Figure 35: Use of package material by markets (in pack units), 2016 71

Figure 36: Packaging share and growth analysis by pack type, 2011-2021 72

Figure 37: Use of pack type by markets (in pack units), 2016 73

Figure 38: Packaging share and growth analysis by closure type, 2011-2021 74

Figure 39: Use of closure type by markets (in pack units), 2016 75

Figure 40: Packaging share and growth analysis by primary outer type, 2011-2021 76

Figure 41: Use of primary outer type by markets (in pack units), 2016 77

Figure 42.1: Relative comparison of countries based on PEST analysis 78

Figure 43: Italy’s GDP per capita, 2011-2016 81

Figure 44: Population growth in Italy, 2011-2016 82

Figure 45: Consumer Price Index, Italy, 2010-2016 83

Figure 46: Age Profile, Italy, 2016 84

Figure 47: Consumption of Spirits by gender, Italy, 2016 85

Figure 48: Consumption of Spirits by age, Italy, 2016 86

Figure 49: Consumption of Spirits by education, Italy, 2016 87

Figure 50: Consumption of Spirits by degree of urbanization, Italy, 2016 88

Figure 51: About GlobalData 108

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