The tightening of the penalties for those who guide in a state of intoxication, introduced by New Highway Code Wanted by Salvini, he is having tangible effects on the consumer habits of Italians. Even if the limits of the alcohol content have remained unchanged, the more severe penis For those who exceed the 0.8 g/l threshold, they prompted more and more people to review their relationship with alcohol, especially when it comes to outgoing outings.
According to the latest investigation of CGA by NiqThe 44% of Italians he said he was intended to moderate the frequency of exits In bars and restaurants, with a particularly high propensity among the young people of the Z generation (+12%) and among the inhabitants of large cities, in particular Rome (+9%) and Milan (+3%). Among the millennials (born between 1981 and 1996), the percentage of those who plan to change habits It reaches 49%.
The drop in consumption
If on the one hand the Minister of Agriculture, Francesco Lollobrigida, denied a negative impact on alcohol sales, on the other the operators of the Horeca sector (Hotellerie-Testaurant-Café) report a actual drop in consumption. Many restaurateurs complain of a decrease in wine and alcohol expenditure, while some consortia – such as those of Prosecco – have started initiatives to promote more moderate and conscious consumption.
To confirm this position, the recent survey conducted by CGA by Niq, from which it emerged that:
- 44% of Italians plan to reduce the frequency of releases in bars and restaurants;
- 49% of Millennials (born between 1981 and 1996) said they wanted to change their consumption and socialization habits;
- 55% of the inhabitants of Milan are intending to change their habits following the new road standards;
- Generation Z (+12%) and the inhabitants of Rome (+9%) and Milan (+3%) are the most inclined to decrease the evening outings.
One of the most obvious effects of the new regulatory framework is then the growth of the demand for soft drinks and at the low alcohol content. 37% of consumers declare themselves more and more inclined to opt for alternatives no alcohol, with a particularly marked increase between the gen Z (+7%). The millennials seem more inclined to reduce alcohol consumption without replacing it with non-alcoholic alternatives (-6%).
The future of the sector
Research has long since suggested a change in Italians’ habits and consumption. Many, for example, because of the increase in prices and dear life in general are those who give up going out or dinners and aperitifs outside. In this case, however, the renunciation of alcohol is replaced by a different question.
For bars, restaurants and clubs this one represent at the same time a challenge and an opportunity. “The entry into force of the new highway code could represent a turning point for the sector, with new needs to be intercepted,” suggests Beatrice Labrio, Sales Account Development of CGA by Niq. To adapt, the players in the sector will have to focus on innovative strategies As “premium”, targeted marketing and strategic positioning of products, as well as introducing new promotional plans.
The adoption of lighter alternativesthe growth of non -alcoholic products and the greatest attention to road safety report a cultural change in consumer habits, especially among the youngest. A phenomenon that could redefine the beverage market in the coming years.
