Market Developments and Growth Expectations in the Beverage Sector in Italy and Switzerland

Beverage markets are currently developing in two directions at the same time: driven by consumers’ desire for self-optimisation, energy drinks, functional beverages and alcohol-free concepts are continuing to grow. At the same time, the need for community, atmosphere and shared experiences remains high – particularly in economically and socially challenging times. The “BrauBeviale meets Europe” tour addresses the background to these developments and will stop in Milan on 17 June 2026.

The markets in Italy and Switzerland are showing similar tendencies to other European regions. The consumption of alcoholic beverages remains stable or is even declining, while the alcohol-free beverages market is growing in selected segments.

Italy in Detail – Alcohol-Free Beverages

Looking at the overall alcohol-free beverages market, Italy presents a similarly stable picture to the wider European average. Total per capita consumption of alcohol-free beverages in Italy is expected to reach 229 litres in 2025, compared with a European average of 179 litres.

According to Statista Market Insights, both the European and Italian averages in the soft drinks category are expected to remain largely stable. In the mineral water segment, however, moderate growth is forecast in Italy. Per capita consumption is expected to reach 173 litres in 2025, with growth of around 6 per cent anticipated by 2030.

The outlook for energy drinks mirrors the European average. Italy records per capita consumption of 2.95 litres, matching the European benchmark, and growth of around 6 per cent is expected by 2030. In contrast, another European growth category is expected to remain comparatively stagnant in Italy: Across Europe, RTD beverages are forecast to grow by 7 per cent from a per capita volume of 1.28 litres. Italy records an average of 1.1 litres per capita in 2025, a figure that is not expected to change significantly by 2030.

Switzerland in Detail – Alcohol-Free Beverages

In 2025, the total volume of alcohol-free beverages across Europe is expected to average around 179 litres per capita, while Switzerland is forecast to reach 230 litres per capita. According to Statista Market Insights, this level is expected to remain largely unchanged through to 2030.

The outlook for energy drinks is developing in line with the European average. Switzerland records a market volume of 12.9 litres per capita, significantly above the European average of 2.95 litres per capita, and can expect market growth of around 8 per cent by 2030. While RTD beverages remain one of Europe’s growth categories, the Swiss market is expected to remain comparatively stagnant through to 2030. Nevertheless, average per capita consumption in Switzerland stands at 5.1 litres in 2025, well above the European average of 1.28 litres.

Beer as a “social lubricant”

Across Europe, alcohol-free beer offerings are gaining importance. The European average stands at 2.7 litres per capita. By contrast, Italy records a significantly lower volume of just 0.2 litres per capita. In Switzerland, per capita consumption of alcohol-free beer reached 3.4 litres in 2025.

Alcoholic beer still remains firmly established in both markets. In 2025, per capita consumption stood at around 30 litres in Italy and 43 litres in Switzerland. By comparison, the European average was just under 48 litres in 2024 and is forecast to decline steadily to around 45 litres by 2030.

While Europe overall is expected to see a downward trend, Italy is moving in the opposite direction. By 2030, per capita beer consumption is forecast to increase by more than 10 per cent. Switzerland, meanwhile, largely follows the broader European trend and is also expected to experience declining consumption.

Analyses by the rheingold Institute indicate that these developments go beyond a short-term lifestyle trend. In an increasingly uncertain and difficult-to-control world, many people are focusing more strongly on what they can influence themselves: health, performance, flexibility and personal stability. The institute describes this development as an attempt to remain as stable and capable of acting as possible within a complex reality. An aspiration that is also changing the beverage industry.

At the same time, the need for community and a sense of security is growing. This is precisely why beverage segments such as beer remain relevant. Beer stands for something familiar – craftsmanship, origin and tradition. In an uncertain world shaped by technological, social and economic disruption, this sense of groundedness is becoming increasingly important once again.

“Beer brands are ideally suited to creating places, atmospheres and moods in which a sense of community can be experienced and placed at the centre of the occasion,” explained institute expert Paul Bremer during the first stop of the BrauBeviale meets Europe tour in Copenhagen. “Beer brands and gastronomy should offer places that convey a sense of togetherness.”

Where the beverage industry finds answers

“We are currently witnessing some very exciting developments in the market,” said Markus Kosak, Executive Director at YONTEX GmbH & Co. KG. “Consumers want to remain productive and capable – while at the same time continuing to enjoy shared experiences. This means that our established and traditional beverage segments, such as beer, can continue to strengthen their role in the market. At the same time, the desire for self-optimisation is creating new opportunities for beverage manufacturers. Our exhibitors understand this and are presenting solutions for all the requirements facing the industry in Europe.”

The entire supporting programme of BrauBeviale 2026, taking place in Nuremberg from 10 to 12 November 2026, is geared towards the challenges facing the European beverage industry. Topics covered in the programme include changing consumption habits, alcohol-free concepts, flexible production requirements and the question of how manufacturers can economically serve different consumption occasions. On the Main Stage in Hall 9, beverage expert Charles Nouwen from Peer to Beer will discuss the role of beer between tradition, community and changing consumption habits.

It is already worth regularly visiting the BrauBeviale website: the exhibitor and product database is online, further information about the supporting programme is continuously being added, and the ticket shop for visitors is also open.