The bar market - Italy (2025)

1.2 The global market

The café and bar market has grown significantly in recent years, from $***.** billion in **** to $***.** billion in ****, with a compound annual growth rate (***) of *.* percent. This historic growth is due to emerging markets, social changes related to the technological revolution, and increased alcohol consumption. The market is expected to continue to grow, reaching $***.** billion by ****, with a CAGR of *.* percent. Factors that will contribute to this growth include rising disposable income, increased popularity of instant nonalcoholic beverages, and a growing preference for healthy beverages. The main trends expected are investment in beverage media technology, offering local experiences and flavors, technological advances, and creating unique experiences to retain customers.

Bar and cafe market World, ****-****, in billions of dollars Thebusinessresearchcompany

1.3 The Italian market

The turnover of bars and establishments without kitchens showed a significant recovery after a slump in ****, when it fell to **.** billion (***). From **** onward, the sector recovered ground, reaching **.** billion in **** and an estimated value of **.** billion in ****. The turnover value for **** shown in this graph is an approximation based on the specific Istat Services Turnover Index.

Turnover of bars and other similar establishments without kitchens (***) Italy, ****-****, in billions of euros Istat

2.1 Demand in Italy

The average monthly expenditure of Italian households on restaurant and bar services contracted sharply in ****, falling to **.* euros (***). Average monthly household spending on food services, bars, and the like Italy, ****-****, in euros Istat

Limiting the analysis to bars alone (***), it is plausible to estimate a growth in spending compared to ****.

Spending by Italians in daytime and late-night bars Italy, ****-****, in billions of euros *data available through June **** Retailinstitute

2.2 Demand drivers

To analyze the drivers of demand related to bars and cafeterias, the age and gender of consumers in relation to alcohol consumption outside meals are taken into consideration.

Age

Consumption of alcohol outside meals appears to be closely correlated with the age of the consumer. While among the youngest age group (***) nearly * in * people regularly consume alcohol outside meals, as the age of the consumer advances this share falls. Thus, while in the **-** age group **.* percent consume alcohol regularly, in Generation X the share drops to **.* percent on average. Finally, among the over-**s less than * in * people consume alcohol outside meals.

Consumption of alcoholic beverages outside meals, breakdown by age group Italy, ****, % Istat

The correlation just defined is also repeated in the analysis regarding the consumption of aperitifs at bars. In this case the population shares for each age group turns out to be higher than in the previous graph because aperitifs with non-alcoholic beverage consumption are also included in the analysis. However, it is still younger people who drive the demand: * in * young people consume an aperitif outside the home at least once a month (***). Finally, among the over-**s just **% go to the bar for aperitifs.

Share ...

2.3 Geographical distribution of demand

Average household spending on bars in **** shows a wide geographic gap. The Northeast and Northwest record the highest consumption, with ***.** euros, followed by the Center with **.** euros. The Islands and the South show significantly lower values, at **.** euros.

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2.4 Online interest in "Bar"

Online interest in "Bar" in Italy showed steady growth from October **** to mid-****, rising from a value of ** to a peak of ** in May ****. After this peak, a gradual decline is observed, stabilizing around **-** in the following months. The trend suggests increasing attention until spring ****, followed by a settling phase.

Trend of online interest in "Bar" Itali,****-****,Google Trends Index Google Trends

Valle d'Aosta records the highest value (***), shows high interest, while the South-Central shows a more heterogeneous distribution, with Lazio at ** and Abruzzo at **.

Lazio ** Piedmont ** Marche ** Sardinia ** Abruzzo ** Liguria ** Umbria ** Calabria ** Molise ** Campania ** Basilicata ** Sicily ** Tuscany ** Emilia-Romagna ** Friuli-Venezia Giulia ** Lombardy ** Veneto ** Apulia ** Trentino-Alto Adige/Südtirol ** Valle d'Aosta/Vallée d'Aoste ***

2.5 New demand trends: the alcohol free choice

After a pandemic surge in domestic alcohol consumption, the latest data tell of a reshaping of consumption globally. However, one specific segment of the beverage industry is growing sharply: that of non-alcoholic beverages, with the extended family including dealcolates, soft drinks and low-alcohol. According to the London-based market analysis institute Iwsr, no- and low-alcohol beverages reach *.* percent of total volumes in top markets. In ****, the increase reached * percent, and until ****, growth of * percent per year is projected.(***) and non-alcoholic liquors.

Globally, the non-alcoholic beer market reached a value of $**.** billion in ****. Between **** and ****, a compound annual growth rate of *.* percent is expected, due to which the market value could reach and exceed $** billion.

Non-alcoholic beer market World, ****-****, in billions of dollars Futuremarkeinsights

The non-alcoholic liquor market also appears to be growing. In **** the world market is estimated at $***.* million, and by **** this is expected to reach $***.* million thanks to a compound annual growth rate (***) of *.** percent:

Non-alcoholic liquor market World, ****-****, in millions of dollars Maximizemarketresearch

3.1 The market structure

The number of bars and other similar establishments without kitchens decreased from **** to ****, from ***.* thousand to ***.* thousand, an overall decrease of **.* percent. In ****, the estimated figure indicates a slight stabilization at ***.** thousand, suggesting a possible slowdown in the decline. Bars and other similar establishments without a kitchen (***) Italy, ****-****, in thousands Istat The number of employees in bars decreased by **.* percent between **** and ****, from ***.* thousand to ***.* thousand. From ****, a slight decrease is observed, with an estimated value of ***.* thousand for ****.

Employee bar workers Italy, ****-****, in thousands Fipe

Most bars and similar establishments without a kitchen in Italy in **** are sole proprietorships, freelancers and self-employed (***), while other legal forms account for only *.* percent of the total.

Legal form of bars and other similar establishments without a kitchen Italy, ****, % Confindustria In ****, the bar and café sector in Italy recorded *,*** new registrations, while there were **,*** terminations, resulting in a negative balance of *,*** businesses. The birth-mortality Bars and cafes: Movimprese **** Italy,****,Thousands Fipe

3.2 Geographical distribution of enterprises

Bars and other similar establishments without a kitchen

(***)

In ****, the majority of bars and similar establishments without a kitchen in Italy are sole proprietorships (***).

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bars and other similar establishments without kitchens: balance of businesses by legal form and region

(***)

The balance of businesses in bars and other similar establishments without kitchens in **** shows a significant contraction, with an overall loss of *,***. Sole proprietorships record the largest decline (***). The only exception is Valle d'Aosta, which ends the year with a slight loss of only *.

3.3 Bartenders and assimilated professions

The section analyzes labor market characteristics for bartenders and assimilated professions in Italy in ****. The most common types of contracts, the presence of non-employee contracts, recruitment difficulties and their causes are examined. It also delves into the experience requirements and the soft, technological and communication skills most sought after by companies.

Sixty-seven percent of hires in the bartending sector are on fixed-term contracts, while only * percent are permanent. Apprentices account for ** percent, while other forms of contract cover ** percent. The predominance of fixed-term reflects the seasonality of the sector and the need for flexibility in hiring.

Contractual forms of hiring Italy,****,percentage UNIONCAMERE

Non-employee contract forms are not very common: agency workers account for *.* percent, while other non-employee types stop at *.* percent. Shares of entries with non-employee contracts Italy,****,percentage UNIONCAMERE Forty-four percent of firms report difficulties in finding staff, while ** percent encounter no particular problems. The share of difficulties is significant, indicating criticality in the labor market for this profession. Difficulties in finding staff Italy,****,Percentage UNIONCAMERE The main cause of recruitment difficulties is the lack of candidates, which weighs in at **.*%. This is followed by inadequate preparation at **.* percent, while other reasons account for **.* percent. The shortage of available ...

3.4 Requirements for opening a business

Legal requirements for starting the business

Having a premises with commercial use (***) Opening a VAT number Registration with the Chamber of Commerce Business Registry Registration with INPS Submission of the SCIA (***) to the SUAP counter of the relevant municipality: the SCIA must be submitted before the start of the activity and will have to be completed with reference to regional laws. For the submission of the SCIA it is necessary to be in possession of: Copy of the professional requirement possessed Rental contract or deed of ownership of the premises Floor plan of the premises and cadastral survey Health notification to the local health authority with jurisdiction

Certifications

Certificate of attendance at the HACCP course (***) Certification of attendance at SAB course (***) Certification of fire-fighting course Risk assessment document(***) A specific license must be obtained from the Customs Agency for the sale of alcohol and spirits.

Premises requirements

Have commercial use Comply with landscape and historical constraints (***) Comply with urban planning requirements Complying in work safety regulations Comply with hygiene regulations by applying to the Asl office for a Sanitary notification Being properly acoustically insulated

(***)

3.5 The Main Market Players

In Italy, the bar and café market is characterized by a marked prevalence of traditional and independent coffee bars. The pronounced fragmentation of the market leaves little room for large Italian and foreign chains: between **** and ****, the number of chain businesses fell from *,*** to just over *,***.(***)

A list of the main players in the Italian market is offered below:

Large chains

Autogrill Italia s.p.a: the Autogrill brand was born in **** from the merger of the three business branches of Alemagna, Motta and Pavesi active in highway catering in Italy. Today Autogrill is present in ** countries including North America, Asia, Europe and Oceania, and operates about *,*** outlets with more than **,*** employees and a portfolio of more than *** owned and licensed brands.

Chef Express s.p.a: a brand founded in **** by the Cremonini Group, today it is one of Italy's leading operators in travel contexts, with more than *** points of sale between railway stations, airports and highway service areas. The brand is also present in * different countries, where it serves more than *** million people every year.

Sirio s.p.a: was founded in Ravenna in **** as a professional operator in the out-of-home commercial hospital catering sector, thanks to the know-how ...

4.1 Type of the offer

The café and bar market is a dynamic and diverse segment of the food and beverage industry, offering a variety of culinary and social experiences. Each type of venue has its own peculiarities and target clientele:

Traditional coffee shops: these establishments are the classic meeting places par excellence, where people can enjoy a wide range of coffee, tea, and hot or cold beverages. In addition to drinks, they also offer pastries, light snacks, and sometimes breakfast or lunch options. These coffee shops are ideal for casual get-togethers, relaxing moments, or working on the computer. Specialty Coffee Shops: here the focus is on the quality of the coffee. Baristas are often skilled in espresso brewing and latte art techniques, using coffee beans from sustainable sources. These establishments attract coffee enthusiasts and those who appreciate artisanal and detailed coffee preparation. Cocktail Bars: these bars stand out for their craft cocktail offerings. With experienced mixologists at the helm, these venues create customized and innovative drinks, often with unique ingredients and extravagant presentations. They are ideal venues for sophisticated evenings out or for those looking for a different drinking experience. Sports Bars: focused on sports fans, these bars are equipped with television screens to broadcast ...

4.2 Prices for Restaurants, bars and the like [1111]

In ****, the consumer price index for the whole community shows a steady increase from ***.* in December **** to *** in December ****. The overall increase is *.* percent, with gradual growth and no significant fluctuations.

Consumer price index for the whole community - monthly data Italy,****-****,base ****=*** Istat

From **** to ****, the consumer price index for the whole collectivity increased by ** percent, from ***.* to ***.*. After moderate growth until ****, the increase became more pronounced from **** onward, with an obvious acceleration between **** and ****

Consumer price index for the whole community - annual averages Italia,****-****,(***) Istat

4.3 The prices of products

In ****, the average price change in cafeterias increased by *.* percent. The largest increase was for pastries and ice cream at the bar (***). Non-alcoholic beverages recorded the smallest growth at *.* percent.

Average price change Italy,****,Percentage Fipe

The price of a cup of coffee (***)

As of December ****, the average price of a cup of coffee in Italy's provincial capitals shows considerable variability. The lowest value is in Rome with *.** euros, followed by Catanzaro (***). In large cities, Milan records a cost of *.** euros, and Turin *.** euros.

Provincial capital Euro Provincial capital Euro Alexandria *,** Modena *,** Aosta *,** Naples *,** Arezzo *,** Novara *,** Ascoli Piceno *,** Padua *,** Avellino *,** Palermo *,** Bari *,** Perugia *,** Belluno *,** Pescara *,** Benevento *,** Piacenza *,** Bergamo *,** Pistoia *,** Biella *,** Pordenone *,** Bologna *,** Ravenna *,** Bolzano *,** Reggio Calabria *,** Brescia *,** Reggio Emilia *,** Cagliari *,** Rimini *,** Catanzaro *,** Rome *,** Cosenza *,** Rovigo *,** Cuneo *,** Sassari *,** Ferrara *,** Siena *,** Florence *,** Syracuse *,** Forli *,** Terni *,** Genoa *,** Turin *,** Gorizia *,** Trento *,** Grosseto *,** Treviso *,** Lecco *,** Trieste *,** Livorno *,** Udine *,** Lodi *,** Varese *,** Lucca *,** Venice *,** Macerata *,** Vercelli *,** Mantua *,** Verona *,** Messina *,** Vicenza *,** Milan *,**

The price of cappuccino (***)

As of December ****, the average price of a cappuccino in Italian provincial capitals shows significant variability. The lowest cost is in Rome with *.** euros, followed by Catanzaro (***). Among the major cities, Milan records a price of *.** euros, and Turin *.** euros.

The price of ...

New supply trends

"Ready To Drink" (***) cocktails are pre-mixed drinks sold in bottles, cans or other containers. They are designed to be consumed directly from the container or poured into a glass, eliminating the need to prepare the cocktail from scratch. The use of RTD drinks by bars, especially those specializing in aperitifs and after-dinner drinks, has many advantages:

Time savings: RTD drinks, being pre-mixed or pre-packaged, are ready to serve immediately. This reduces waiting time for customers and increases service efficiency, especially during busy periods. Less manpower: RTD beverage preparation and service requires less specialized skills than traditional beverage preparation. This means that bars can operate with fewer staff, or they can redeploy staff to focus on other aspects of service. In addition, staff training becomes easier, as advanced skills in beverage preparation are not required. Reduced inventory: RTD beverages can help simplify inventory management. In fact, bars can limit themselves to a selected assortment of RTD beverages, reducing the complexity of inventory management and the risk of wasting unused ingredients.

(***)

To date, the RTD beverage market is growing rapidly. In ****, the global market was worth $***.* million and is expected to exceed $* billion by ****, thanks to a compound annual growth rate (***) of ...

5.1 The legislation

Regarding the activities of bars and cafeterias, national and European legislation merely delineate regulatory boundaries within which individual regions then maintain legislative autonomy. A list of the main regulations in force in Italy at the national level is proposed below:

Regulation (***) No. ****/****: on the provision of food information to consumers. Ministerial Decree No. *** of **/**/****: this is the regulation concerning the criteria for the surveillance of premises used as public establishments for the administration of food and beverages. Law of August **, **** No. ***: draws up the regulations on the establishment and activity of public establishments and applies to the activities of serving food and beverages to the public. Presidential Decree No. *** of **/**/****: establishes hygienic regulations on the production and sale of food and beverages. Law of **-**-****, No. ***: concerns the hygienic regulation of the production and sale of food and beverages. Article **, paragraph *, of the T.U.L.P.S: provides for a police license for the opening of a number of commercial establishments, including also bars, retail establishments selling wine and other beverages, including non-alcoholic beverages, and public halls used for this purpose.

As for individual regions, the following is a proposed list of regional laws to regulate the opening of ...

5.2 Conclusion

The café and bar market has experienced significant growth globally, increasing from $***.** billion in **** to $***.** billion in **** (***), with forecasts for further expansion to $***.** billion by ****. The main factors driving growth are rising disposable income, the spread of healthy beverages, and the digitization of the on-premises experience.

In Italy, restaurant and bar spending reached **.** billion euros in ****, surpassing pre-pandemic levels. Bar sector sales stand at **.** billion euros in ****, marking a stable recovery after a sharp decline in **** (***). The country maintains a prominent position in the global market due to its historic coffee culture and the presence of some ***,*** coffee shops. Demand is mainly driven by young people between ** and ** years old, who consume aperitifs and alcohol more frequently outside meals. At the same time, the "alcohol free" segment, which includes non-alcoholic beers and spirits, is growing at an * percent annual growth rate.

The market is highly fragmented, with the number of bars dropping by**.* percent between **** and ****, with a negative balance of *,*** businesses in ****. Most businesses are individually owned (***). Inflation has had a significant impact, leading to an ** percent increase in the consumer price index between **** and ****.

On thesupply side, innovative trends are emerging, such as ready-to-drink (***) cocktails, whose market will grow ...

6.1 Segmentation

• Chef Express
• Autogrill
• Starbucks Italy s.r.l
• Camparino s.r.l
• Drink Kong s.r.l
• Pavè s.r.l
• Baratti e Milano s.r.l