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Italy beverage market shifts toward capsules and low-alcohol options
The Italian beverage market is undergoing significant shifts in consumer preferences across coffee and alcohol sectors.
In the coffee market, traditional ground coffee is losing ground to alternative formats. Data from Circana indicates that ground coffee's share of total consumption fell from 67.5% in 2022 to 54.4% in 2026. Conversely, coffee pods and capsules saw substantial growth, with capsules rising from 15.1% to 20.5% and pods increasing from 4.5% to 10.1%. YouGov reports that 50.6% of Italian families owned a capsule machine by the fourth quarter of 2024.
Alcohol consumption trends also show a move toward moderation and functional benefits. According to Istat, daily alcohol consumption in Italy has declined, with Gen Z consuming 20% less alcohol than Millennials. This demographic increasingly prioritizes beverages based on functional benefits like energy or wellness.
In the beer sector, per capita consumption in Italy dropped to 35.9 liters in 2025, a 2.4% decrease. However, the low or no-alcohol segment experienced an 85% year-on-year growth, increasing its market share from 2.1% to 3.9%.
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- [○ 1 SOURCE] Per capita beer consumption in Italy fell to 35.9 liters in 2025. www.italiaatavola.net
- [○ 1 SOURCE] Coffee pod machine ownership in Italian households reached 50.6% in the fourth quarter of 2024. www.vendingnews.it
- [○ 1 SOURCE] Coffee pod consumption increased from 15.1% to 20.5% between 2022 and 2026. www.vendingnews.it
- [○ 1 SOURCE] Daily alcohol consumption in Italy has seen a net decline according to 2025 reports. www.frascheri.it
- [○ 1 SOURCE] In 2022, ground coffee accounted for 67.5% of total coffee consumption in Italy by cup. www.vendingnews.it
- [○ 1 SOURCE] By 2026, ground coffee's market share fell to 54.4%, a decrease of 13.1 percentage points. www.vendingnews.it
- [○ 1 SOURCE] Gen Z in Italy consumes 20% less alcohol than Millennials. www.frascheri.it
- [○ 1 SOURCE] The market share of low or no-alcohol beers grew by 85% in one year, reaching 3.9%. www.italiaatavola.net