Beverages: market and packaging

The Italian beverage sector is undergoing a phase of structural transformation. Economic indicators, social trends and environmental data will all play a crucial role in monitoring and understanding its evolution.  

This analysis provides an overview of the entire alcoholic and non-alcoholic beverage industry in Italy, including products of domestic origin and those imported, exported and consumed within the country. Particular attention is given to domestic consumption, taking into account the volumes distributed through the main sales channels: large-scale retail trade (GDO), Ho.Re.Ca., e-commerce and other alternative channels.

Sector overview

In 2024, the Italian beverage sector recorded a value growth of 2.5%, reflecting a continued shift in consumer behaviour towards quality over quantity. The growth in terms of physical volumes remained modest at +0.5%, reinforcing a trend observed in recent years: more selective consumption patterns, with a preference for medium- to high-end products. The out-of-home (Ho.Re.Ca.) channel was the most dynamic, showing a 4.5% increase in value and a 0.5% increase in volume. Despite this positive performance, the sector faces mounting pressure on profit margins due to rising production costs, including energy, transport, raw materials and logistics, which continue to weigh heavily on the economic sustainability of companies.

Volume trends

By the end of 2024, the Italian beverage market surpassed 27.7 billion litres, marking a modest increase of 0.5% compared to 2023. Domestic production was mainly supported by domestic demand, which rose by 1.6%, bringing total production volumes to over 24.1 billion litres. Imports also saw a significant increase (+17%), although they continue to represent only a small portion of the total. Conversely, exports decreased slightly (-0.5%), settling at around 5 billion litres. Methodological note: the consumption figures do not account for stock movements – a particularly relevant factor in the alcoholic beverage sector, where inventory management plays a crucial role.

Market segmentation

Non-alcoholic beverages Soft drinks account for 76.4% of the total market, driving the entire sector. In 2024, this segment is expected to see volumes grow by 1.2%, with production exceeding 21.1 billion litres. Exports decreased by 4%, while imports saw a sharp rise of 43%. However, imported volumes remain relatively low in absolute terms. Within the non-alcoholic segment, mineral water continues to dominate, representing 79% of the segment. Production increased by 2% compared to 2023. Exports also performed well, increasing by 3.2%, with the United States as the leading foreign market, accounting for 33% of total production. Nevertheless, the rising adoption of alternative systems, such as microfiltered and reverse osmosis water in the Ho.Re.Ca. sector poses a structural threat to the mineral water segment. Other key sub-segments include carbonated soft drinks, which make up 12% of the market, and fruit juices and still drinks, which account for the remaining 9%.

Alcoholic beverages

Alcoholic beverages accounted for 23.6% of the overall beverage sector in 2024. However, the segment experienced a decline in production (-1.7%) and a drop in domestic demand (-1.4%), while exports showed a modest increase of 2%. Wines and sparkling wines represent the largest share of the segment at 67%, but their production fell by 3.8%. Beer follows with a 26% share, recording a positive rebound in production of +3.3%. Spirits account for 6.6% of the segment, while vermouth represents a marginal 0.4%. From a macroeconomic perspective, domestic stagnation can be attributed to both the decline in real purchasing power and evolving consumption habits – including reduced alcohol intake among younger consumers and a broader focus on health and wellness. The decline in wine production and consumption is linked to demographic changes (ageing population) and cultural changes (reduced alcohol consumption among younger people). The beer segment has shown resilience, supported by innovation in the craft and low-alcohol beverage segments.

Packaging: types and sectors

In 2024, the Italian beverage sector used over 4 million tonnes of primary packaging. Overall, plastic packaging (bottles) accounted for the largest share, making up 59% of the total. Glass packaging (both returnable and non-returnable), followed with a 30.8% share. Other packaging formats, including cheerpacks, draught dispensers and cups, represented 4.7% of total packaging, while rigid paper-laminated containers accounted for 3.2%. Beverage cans made up the smallest share, closing the segment.

Packaging of non-alcoholic beverages

Plastic bottles are most widely used in the packaging of non-alcoholic beverages. In 2024, they accounted for 77.9% of packaging in this segment, arriving at over 380,000 tonnes. The use of recycled plastics, particularly for the packaging of mineral water, is becoming increasingly common.
Glass packaging, while less prevalent, remains primarily used in the food service industry. However, it has faced strong competition in recent years from microfiltered water, both still and sparkling. In 2024, glass packaging accounted for 15.8% of the segment. Rigid paper-laminated containers, used predominantly for fruit juices, made up 2.5% of the total, while cans accounted for 2%, commonly used for soft drinks.  In recent years, both formats have also been used, albeit marginally, for niche products such as “premium” mineral water. The remaining packaging types are grouped under the “Other” item.

Packaging of alcoholic beverages

Glass bottles continue to be the most widely used packaging format for alcoholic beverages, holding a 77.3% market share. A symbol of elegance and prestige, glass continues to outperform alternative types of packaging in this segment. This is followed by the “Other” item, which accounts for 13.4% and includes kegs, demijohns and draught beverage dispensers. Paper-based laminated containers account for 5.5% of the alcoholic beverage packaging mix, but their use is steadily declining, even among some wine producers, who are increasingly reverting to glass packaging.  Metal cans represent 2.8% of the segment. While beer remains their primary segment of application, they are increasingly being adopted in the premium spirits segment, particularly for ready-to-drink cocktails. Plastic packaging holds a marginal share of just 0.9%.

Packaging accessories

The analysis of the beverage packaging figures is further enriched by considering accessories, as well as secondary and transport packaging.

Closures used in the beverage industry generally fall into three main types: plastic, metal (steel and aluminium) and cork. Of the more than 45,000 tonnes of closures used: 52% are plastic, including synthetic corks used in wine bottles; steel closures account for 32% and include primarily crown caps used for beer and soft drinks, as well as screw caps commonly found on glass juice bottles;
cork closures account for 13%; aluminium closures make up 3% of the total (despite their smaller share by weight due to their lower density) and are becoming increasingly common in the soft drinks segment.

Accessories Labels represent a key component of beverage packaging accessories. Approximately 67% of labels are made of paper, widely used across the alcoholic beverage segment, while the remaining 33% are plastic, mainly used for soft drinks.

Secondary and Transport packaging. The final element in the beverage packaging analysis concerns secondary and transport packaging. An estimated 110,000 tonnes of cardboard boxes are used for secondary packaging. For transport purposes, approximately 420,000 tonnes of corrugated cardboard are used across all beverage categories, with around 80% of this volume used specifically for wines and sparkling wines.

Outlook and Trends for 2025

Preliminary forecasts for 2025 highlight several key trends in beverage packaging:

• a shift towards smaller, more portable formats;
• growing preference for sustainable materials, such as recycled plastic and reusable glass;
• increased focus on aesthetic differentiation of packaging to enhance brand identity.

In the premium segment, however, the use of heavy, high-end materials continues to dominate, often at the expense of lightness and recyclability. High-end materials respond to a different logic, where design and brand positioning remain the priority, outweighing considerations of cost-effectiveness or environmental sustainability.

In conclusion

The Italian beverage sector is undergoing a structural transformation. Marked by selective growth, more conscious consumption and sustainable innovation, its future competitiveness will depend on the sector's ability to:

• strengthen its presence in strategic foreign markets, such as the USA and Asia;
• adapt to shifting domestic demand, with a focus on smart, convenient and health-oriented formats;
• control production costs without compromising quality;
• invest in intelligent, circular and distinctive packaging solutions.

The integration of economic analysis, observation of social trends and environmental data will be increasingly crucial for anticipating the dynamics of this evolving sector.