Aperitifs, a 120 euro a month ritual for 48% of Italians
Festival in Milan for Aperitivo day: an appointment that 43% indulge in once a week in a club, but which they also enjoy at home, as demonstrated by sales in supermarkets of sparkling wine (+5.4%) and gin (+12.2%)
3' min read
3' min read
Take everything away, but not the aperitif, especially the one enjoyed outside the home: a ritual shared by 48% of Italians, 3% more than in 2022, as revealed by a survey conducted by Niq on the occasion of the Aperitif Festival, underway in Milan until 26 May, the date on which the world day dedicated to what has become one of the most sought-after consumption occasions is celebrated. Also by food & beverage operators. Above all, because Italians are not giving up the aperitif but, on the contrary, are increasingly devoting themselves to it. .
Today it is an appointment for almost 22 million people, 31% more than in 2011, estimates the Osservatorio di Unione italiana vini. 43% indulge in it at a club at least once a week, spending an average of 12 euros per outing, but many also like to have an aperitif at home, a habit that has grown during the lockdowns but knows no crisis.
This was demonstrated by the resilience of sales in large-scale distribution of sparkling wines and gin, which escaped the reduction in the shopping trolley, increasing sales volumes by almost 2% and seeing turnover rise by 5.4% and 12.2% respectively.
The aperitif is confirmed as a socialising and transgenerational ritual, which for one Italian in two represents an opportunity to relax and for 44% a reunion with friends, as revealed by aSwg survey for Deliveroo. The aperitif is loved above all by young people, who are its most frequent admirers. Especially those between 25 and 34 years of age, living in city centres, who spend around 121 euros a month on it. But who weigh the cost carefully, especially when deciding what to order to drink.
"44% choose the drink according to its price, while 31% rely on the advice of the professionals in the room," explains Matteo Fortarezza of Niq Beverage Industry Consultant . Another 24% follow the suggestions of friends, especially among younger consumers, while among more mature consumers product quality (19%) and brand loyalty (18%) are more important.
