Soft Drinks in Italy
Euromonitor International's Soft Drinks in Italy market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 174 | Publication date: Apr 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Growth in 2007 is due to the improved economy and wide product range
In 2007, total volume and value sales of soft drinks continued to perform well. Growth was due to the improvements in the economy and the wide range of soft drinks products on offer, able to satisfy any consumer’s needs. The highest growth was registered by functional drinks and RTD tea, driven mostly by the increasing demand for healthier products and by the success of recently launched products. The expected end to the economic crisis, and the efforts of manufacturers to halt the banalisation of some categories such as fruit/vegetable juice, led to the positive performance of new added-value products and strong current value growth.
The trend for healthier products
As in other packaged food and beverage industries, the main trend in soft drinks is the increasing demand for healthier products. This trend favoured the development of still beverages: RTD tea, bottled water, and energy drinks rather than carbonates, which are perceived as less healthy due to the addition of carbon dioxide. On the other hand, the addition of functional ingredients such as fibre, mineral salts, and vitamins are greatly appreciated by consumers. In fruit/vegetable juice the demand for healthier options favoured that of lighter, more thirst quenching products, at the expense of 100% juice. Sugar-free or reduced sugar options were greatly appreciated, which gave new impulse to carbonates, mostly cola carbonates, despite its unhealthy image.
Coca-Cola remains among the leading players in 2007
In 2007, the competitive environment was still dominated by three main players: San Pellegrino SpA, Acqua Minerale San Benedetto SpA and Coca-Cola Bevande Italia Srl. Coca-Cola consolidated its position due to the launch of new trendy products such as Coca-Cola Zero, and its entry into bottled water with the new Lilia brand. Acqua Minerale San Benedetto increased its total volume share marginally due to its positive performance in bottled water, while San Pellegrino’s total volume share stagnated due to the orange carbonates and lemonade crisis. Private label struggled to maintain its total volume share as higher consumer purchasing power led to a growing demand for branded products, which are usually considered better quality options.
The off-trade channel leads distribution
The most important distribution channel is retail, especially supermarkets/hypermarkets. As a result of the expansion of chained retailers and the increasing interest in Italian retailing distribution from foreign chains such as Auchan, Carrefour and, more recently, Tesco, independent food stores suffered most. This distribution channel experienced a decline in the number of outlets in 2007, especially outlets selling food and fruit. One of the most important aspects in the purchasing decisions of consumers is convenience. This favours large modern retailers such as supermarkets/hypermarkets, which offer large product ranges and promotions. Another strong performing distribution channel is vending, due to the widening presence of vending machines in most public and private offices, hospitals, schools, and gyms.
More moderate volume growth expected over the forecast period
Soft drinks is expected to register more moderate total volume growth over the forecast period. The best performing categories will be functional drinks and RTD tea, which are benefiting from the growing health trend. On the other hand, more mature categories such as carbonates and bottled water, while registering positive performances, will be hindered from obtaining higher volume growth. Nonetheless, bottled water will continue to account for the majority of soft drinks sales and it will therefore contribute much to growth in actual terms. Sales will also benefit from new launches of still, health-oriented and functional beverages, often presented in more ergonomic, coloured packaging to attract the interest of consumers.
Table of contents
SOFT DRINKS IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth in 2007 is due to the improved economy and wide product range
The trend for healthier products
Coca-Cola remains among the leading players in 2007
The off-trade channel leads distribution
More moderate volume growth expected over the forecast period
KEY TRENDS AND DEVELOPMENTS
The health trend drives demand
Multinationals versus domestic companies
Changes in packaging
The need for segmentation
Sales driven by innovation
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Soft Drinks (RTD) by Total Volume 2003-2007
Table 14 Brand Shares of Soft Drinks (RTD) by Total Volume 2004-2007
Table 15 Company Shares of On-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of On-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 19 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 20 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 21 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 22 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 23 Penetration of Private Label (as sold) by Sector by Volume 2003-2007
Table 24 Penetration of Private Label by Sector by Value 2003-2007
Table 25 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 30 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 31 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 32 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 33 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 34 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 35 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 36 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 37 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 38 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 39 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 40 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 41 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 42 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 43 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ITALY
ACQUA MINERALE SAN BENEDETTO SPA - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Acqua Minerale San Benedetto SpA: Key Facts
Summary 3 Acqua Minerale San Benedetto SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Acqua Minerale San Benedetto SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Acqua Minerale San Benedetto SpA: Competitive Position 2007
CAMPARI MILANO SPA, DAVIDE - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
Summary 6 Campari Milano SpA, Davide: Key Facts
Summary 7 Campari Milano SpA, Davide: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Campari Milano SpA, Davide: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Campari Milano SpA, Davide: Competitive Position 2007
COCA-COLA BEVANDE ITALIA SRL - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Coca-Cola Bevande Italia Srl: Key Facts
Summary 11 Coca-Cola Bevande Italia Srl: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Coca-Cola Bevande Italia Srl: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Coca-Cola Bevande Italia Srl: Competitive Position 2007
CONSERVE ITALIA - CONSORZIO COOPERATIVE CONSERVE ITALIA SCARL - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Conserve Italia - Consorzio Cooperative Conserve Italia scarl: Key Facts
Summary 15 Conserve Italia - Consorzio Cooperative Conserve Italia scarl: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Conserve Italia - Consorzio Cooperative Conserve Italia scarl: Competitive Position 2007
FERRARELLE SPA - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Ferrarelle SpA: Key Facts
Summary 18 Ferrarelle SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Ferrarelle SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 20 Ferrarelle SpA: Competitive Position 2007
LA DORIA SPA - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 21 La Doria SpA: Key Facts
Summary 22 La Doria SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 23 La Doria SpA: Competitive Position 2007
SAN PELLEGRINO SPA - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 24 San Pellegrino SpA: Key Facts
Summary 25 San Pellegrino SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 26 San Pellegrino SpA: Competitive Position 2007
ZUEGG SPA - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Zuegg SpA: Key Facts
Summary 28 Zuegg SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 29 Zuegg SpA: Competitive Position 2007
CARBONATES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Low Calorie Carbonates by Subsector
Table 45 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 46 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 47 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 48 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 49 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 50 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 51 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 52 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 53 Leading Flavours for Cola Carbonates: % Volume Breakdown 2003-2007
Table 54 Leading Flavours for Non-cola Carbonates: % Volume Breakdown 2003-2007
Table 55 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 56 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 57 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 58 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 59 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 60 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 61 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 62 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 64 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 65 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 66 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 67 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 68 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 69 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 70 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 71 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 72 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 73 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 74 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 75 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 76 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 77 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 78 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 79 Sales of Bottled Water to Institutional Channel 2003-2006
SECTOR DATA
Table 80 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 81 Off-trade Sales of Bottled Water: Value 2002-2007
Table 82 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 83 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 84 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 85 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 86 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 87 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 88 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 89 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 90 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 91 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 92 Still vs Carbonated Functional Drinks % Off-Trade Volume 2005-2007
SECTOR DATA
Table 93 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 94 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 95 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 96 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 97 Leading Flavours for Functional Drinks: % Volume Breakdown 2003-2007
Table 98 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 99 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 100 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 101 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 102 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 103 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 104 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 105 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Summary 30 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 106 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 107 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 108 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 109 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 110 Leading Flavours for Liquid Concentrates: % Volume Breakdown 2003-2007
Table 111 Leading Flavours for Powder Concentrates: % Volume Breakdown 2003-2007
Table 112 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 113 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 114 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 115 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 116 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 117 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 118 Flavours/Types of RTD Tea % Off-Trade Volume 2006-2007
SECTOR DATA
Table 119 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 120 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 121 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 122 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 123 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 124 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 125 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 126 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 127 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 128 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 129 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 130 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 131 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 132 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 133 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 134 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 135 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 136 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 137 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 138 Leading Flavours for RTD Coffee: % Volume Breakdown 2003-2007
Table 139 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 140 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 141 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 142 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 143 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 144 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012