Heineken Italia Claims Over One Third of the Beer Drinking Market in Italy

Dublin (PRWEB) February 2, 2006

Research and Markets (http://www.researchandmarkets.com/reports/c31976) has announced the addition of Drinking Habits - Italy to their offering

Consumption of alcoholic beverages in Italy, at some 4.78 billion litres in 2004, was 2.5% lower than in 1999. Market value, however, has continued to rise year-on-year, due to price increases and to trading-up. Sales of alcoholic drinks were more than 20% higher in 2004 than in 1999.

Beer production in Italy has become increasingly focused in the hands of the large, multinational brewing giants. Heineken Italia claims over a third of Italian beer sales by volume, and Gruppo Peroni, now owned by SABMiller, a further 25%. With Carlsberg Italia in third place, foreign-owned brewers now control over two-thirds of the Italian beer market.

Using the latest consumer research, market size data and trend analysis, this report provides vital new insight into the current state of the market and its prospects, investigating its drivers, segmentation and sales forecasts.

Our findings offer you a unique way of understanding consumer trends and the attitudes of the markets key target audiences, enabling you to tailor your marketing to real demand, both tactically and strategically.

Use this research to avoid market pitfalls, discover sector opportunities, identify growth potential and achieve the best possible results.

Intriguing findings include…

Between 1999 and 2004, the consumption of alcoholic drinks declined by 2.5%, whereas, consumption of bottled water rose by 36% between 1999 and 2003. Consumption of fruit juices rose by more than 60%.

" Drinking habits - Italy" is part of "Drinking habits in Europe", one of our European Consumer Goods Journals. These research Journals are written on a monthly basis by industry experts and incorporates exclusive insight into competitor activity and market trends.

For more information visit http://www.researchandmarkets.com/reports/c31976

Laura Wood

Senior Manager

Research and Markets

Fax: +353 1 4100 980

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