This book deep dives into emerging consumer trends in the food and beverage industry in Italy, particularly in light of the COVID-19 crisis, and explores how firms have evolved to meet consumer needs and succeed in this challenging context.Through a series of case studies, the authors explore the food and beverage industry’s defining characteristics and how each particular sector has become so important to the Italian economy. Drawing on cases that feature small, medium and large enterprises, the authors reveal how firms have adapted their business strategies to meet new customer demands...