Drinks NPD - Italy

The economic downturn has had a major effect on the review markets. Sales of alcoholic drinks, which were already in decline, have plummeted further, especially in the on-trade channels. Sales of beer reported lively growth until 2007, but lost ground in 2008 and 2009. In addition, consumers are trading quantity for quality, drinking less but ‘better’, leading to an increase in the number of premium launches. Overall sales of non-alcoholic drinks also declined in 2008 and 2009, with carbonated soft drinks the only sector still reporting positive growth. In terms of NPD, launches of products with a health positioning have increased.