The entry into force of the new Highway Code, which took effect on December 14, 2024, is already impacting Italians' consumption habits in the HoReCa sector. A survey conducted by CGA by NIQ reveals that 46% of citizens plan to change their behavior regarding socializing and eating out, with higher percentages among Millennials (49%) and Milanese residents (55%).
One of the most evident effects concerns the reduction in frequenting bars and restaurants: 44% of Italians say they want to moderate their evening outings, a phenomenon particularly marked among Gen Z (+12 percentage points compared to the average) and among residents of cities with a strong nightlife culture, such as Rome (+9 pp) and Milan (+3 pp).
Another significant aspect is the shift in consumption preferences: 37% of consumers intend to switch to non-alcoholic beverages, a choice driven primarily by Gen Z (+7 pp). Conversely, Millennials (-6 pp) appear to prefer reducing their alcohol consumption without necessarily replacing it with non-alcoholic alternatives. Furthermore, there is an increased interest in no/low-alcohol options, such as alcohol-free beers and mocktails, with significant growth among Gen Z (+6 pp) and Millennials (+5 pp).
"The entry into force of the new Highway Code could represent a transformative moment for the HoReCa sector, with challenges to be faced but also new opportunities to be seized," said Beatrice Francoli, Sales Account Development at CGA by NIQ. "Premiumization, targeted marketing, and innovative strategies will be key to adapting to new consumer demands. Brands will need to rethink their strategies, focusing on strategic product positioning and innovative promotional plans."
