Ready to drink, more and more young people choose ready-to-drink cocktails

One in four Italians have drunk them recently and more than half are ready to try them, confirming the goodness of the investments that companies are making in these products. We are talking about 'ready to drink' (Rtd), i.e. the new generation of 'ready to drink' drinks, packaged in bottles or cans, 'pre-mixed' and immediately ready for consumption. The most popular and widespread are those with alcohol content, but on the market there are also coffee- or tea-based products for breakfast or an afternoon break, as well as alcohol-free variants designed for the non-alcoholic aperitif. Alcoholic versions, with spirits, liqueurs or brandies mixed with soft drinks or fruit extracts, on the other hand, allow you to enjoy already assembled drinks with a variety of ingredients and flavours.

The data are those of the Consumer Pulse Report by Cga by Niq - "the leading consultancy for measurement, analysis and research in the on-premise sector" - according to which 24% of Italians have consumed one type of ready-to-drink in the last six months and 53% are willing to try them. Among the different age groups, young adults, particularly Gen Z, are the most interested: "45% of Rtd consumers," say Cga by Niq, "want to try new flavours and 7% of Italians plan to increase their consumption.

Among the most popular types of ready-to-drink drinks in Italy, 'premixed cocktails dominate with 46%, followed by alcoholic seltzers at 38%, distilled spirits and mixers at 30% and finally alcopops (drinks based on fruit juices or other flavourings and low alcohol content, ed.) at 14%'.

It is difficult to quantify sales accurately in a sector whose boundaries are still somewhat uncertain: it is a novelty for which there is still no standardisation. But, given this premise, according to the calculations carried out by Niq for Food24, in the category 'spirits plus sodas' alone sales in the large-scale retail trade last year exceeded 78.8 million euro, up 2.6% in value after almost +10% the previous year.
While in the coffee category (so tea is excluded), there is a turnover of over 19.3 million, which is growing more than the alcohol segment (+10% in the last year following a +36%). To these numbers must be added those of sales outside the home, in bars and the like, not yet quantifiable but presumably high given the type of consumption to which ready-to-drinks lend themselves.

According to Cga by Niq, Italian consumers' interest in Rtd could grow further if certain conditions were met: 45% of respondents believe that good value for money is essential to encourage Rtd consumption in bars, pubs and restaurants. 23% indicated that greater visibility in venues would increase consumption possibilities, while 19% would prefer a greater offer of non-alcoholic or low-alcohol alternatives. Finally, 14% think that more advertising would increase the popularity of these products.