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Even a small fall in savings rates , at a time when households are being formed faster than the population is growing and wealth is increasing , should mean that per capita consumption of consumer durables such as refrigerators , cookers and televisions would grow substantially . Per capita consumption of beer in Italy in 2004 reached 30 liters , totaling 17.2 million hectoliters consumed . Countries with traditionally high levels of total alcohol consumption ( e.g ., France , Italy , Portugal , Spain , and Switzerland ) exhibited stable or only slightly increased per capita consumption . Whereas the per capita consumption is still one of the highest in the world , most of the traditional categories , especially the dominating carbonates and RTD tea sectors , show slow-growing or even stagnating trends . Notice that although population grew by 25 percent and per capita consumption grew by 20 percent , the total land development grew by a percentage ( 50 percent ) that is more than the sum of the percentage of both growth factors ( 25 percent and 20 percent ) .