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: 178 | Publication date: Apr 2009
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
Disappointing Performance Following Poor Weather and Economic Crisis
Italian soft drinks total volume sales declined in 2008, mainly as a result of the economic downturn and unfavourable weather conditions. Functional drinks was the only category which recorded total volume growth, thanks to the good performance of energy drinks. Concentrates and RTD tea were the worst performing categories, mainly due to their seasonal characteristics. In order to stimulate consumer demand, manufacturers and leading retailers increased their price promotional activities in 2008, therefore compensating somewhat for the increase in unit prices.
Healthier Products Lead Growth
The ageing Italian population and increasing consumer health awareness ensured that health and wellbeing products continued to increase in popularity during 2008. In addition, the increasingly hectic and stressful pace of modern life has also helped to fuel demand for healthier products. In response, manufacturers have looked to increase profit margins by introducing new innovative added-value and healthier products and a large number of functional brands appeared on the market in 2008. Brands which offer to improve shape and fitness, such as Nestlé Fitness and Vitasnella Fit-Drink, have proven particularly popular with consumers.
Coca-Cola Consolidates its Leading Position
Coca-Cola and San Pellegrino continued to dominate soft drink sales in 2008, accounting for a combined retail value share of 35%. Coca-Cola performed particularly well during 2008 thanks to its expansion into new areas like flavoured bottled water with the recent launch of its Lilia Emotion brand. Due to the weak Italian economy, private label products continued to perform well in 2008 and the availability and range of such products continues to grow.
Supermarket/hypermarkets and Discounters Boosted by Economic Downturn
Supermarkets/hypermarkets performed well during 2008 and continued to lead soft drinks sales. Discount stores also performed well, with sales continuing to be boosted by the economic downturn. Although vending machines account for only a modest number of overall soft drinks sales in Italy, they are an important distribution format within areas such as carbonates, functional drinks, and RTD tea. Whilst independent food stores remain an important distribution format for fruit/vegetable juice, concentrates, and RTD drinks, their value share continued to decline during 2008 due to the increasing popularity of more convenient outlets like supermarkets/hypermarkets.
Forecast Period Growth Reliant on Economic Recovery
Over the forecast period, soft drinks sales are expected to recover from the disappointing performance recorded in 2008. However, current forecast period projections are reliant on the recovery of the Italian economy. Energy drinks and functional bottled water are expected to be the best performing categories over the coming years. Energy drinks will continue to benefit from the fact that the increasingly hectic pace of modern life is fuelling demand for products which have stimulating properties. Flavoured bottled water sales will be boosted by the entrance of Nestlé (Vera Flavor) and Coca-Cola (iLilia Emotion). Over the coming years, manufacturers are likely to focus their attention on the launch of healthy, functional, and natural products as well as on more convenient and trendy packaging formats in order to increase brand visibility.
Table of contents
SOFT DRINKS IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Disappointing Performance Following Poor Weather and Economic Crisis
Healthier Products Lead Growth
Coca-Cola Consolidates its Leading Position
Supermarket/hypermarkets and Discounters Boosted by Economic Downturn
Forecast Period Growth Reliant on Economic Recovery
KEY TRENDS AND DEVELOPMENTS
Economic Instability poses a Threat to Future Growth
Biodegradable packaging increasing in popularity
Increasing Demand for Healthy Drinks
Increasing Product Segmentation
Economic Crisis to Challenge the Competitive Environment
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Soft Drinks (RTD) by Total Volume 2004-2008
Table 14 Brand Shares of Soft Drinks (RTD) by Total Volume 2005-2008
Table 15 Company Shares of On-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of On-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 19 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 20 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 21 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 22 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 23 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 24 Penetration of Private Label by Sector by Value 2003-2008
Table 25 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 30 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 31 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 32 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 33 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Fountain Sales in Italy
SECTOR DATA
Table 34 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 35 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 36 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 37 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 38 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 39 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 40 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 41 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 42 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 43 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
LOCAL COMPANY PROFILES - ITALY
CONSERVE ITALIA - CONSORZIO COOPERATIVE CONSERVE ITALIA SCARL
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Conserve Italia - Consorzio Cooperative Conserve Italia scarl: Key Facts
Summary 2 Conserve Italia - Consorzio Cooperative Conserve Italia scarl: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Conserve Italia - Consorzio Cooperative Conserve Italia: Competitive Position 2008
ACQUA MINERALE SAN BENEDETTO SPA - SOFT DRINKS - ITALY
ACQUA MINERALE SAN BENEDETTO SPA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Acqua Minerale San Benedetto SpA: Key Facts
Summary 5 Acqua Minerale San Benedetto SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Acqua Minerale San Benedetto SpA: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 7 Acqua Minerale San Benedetto SpA: Competitive Position 2008
CAMPARI MILANO SPA, DAVIDE - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Campari Milano SpA, Davide: Key Facts
Summary 9 Campari Milano SpA, Davide: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Campari Milano SpA, Davide: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 11 Campari Milano SpA, Davide: Competitive Position 2008
COCA-COLA BEVANDE ITALIA SRL - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Coca-Cola Bevande Italia Srl: Key Facts
Summary 13 Coca-Cola Bevande Italia Srl: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Coca-Cola Bevande Italia Srl: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 15 Coca-Cola Bevande Italia Srl: Competitive Position 2008
COGEDí INTERNATIONAL SPA - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 CoGeDí International SpA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 CoGeDì International SpA: Competitive Position 2008
FERRARELLE SPA - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Ferrarelle SpA: Key Facts
Summary 19 Ferrarelle SpA: Operational Indicators
Summary 20 Ferrarelle SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 Ferrarelle SpA: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 22 Ferrarelle SpA: Competitive Position 2008
LA DORIA SPA - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 23 La Doria SpA: Key Facts
Summary 24 La Doria SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 25 La Doria SpA: Competitive Position 2008
SAN PELLEGRINO SPA - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 26 San Pellegrino SpA: Key Facts
Summary 27 San Pellegrino SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 28 San Pellegrino SpA: Competitive Position 2008
ZUEGG SPA - SOFT DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 29 Zuegg SpA: Key Facts
Summary 30 Zuegg SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 31 Zuegg SpA: Competitive Position 2008
CARBONATES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Low Calorie Carbonates by Category
Table 45 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 46 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 47 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 48 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 50 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 51 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 52 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 53 Leading Flavours for Cola Carbonates: % Volume Breakdown 2003-2008
Table 54 Leading Flavours for Non-cola Carbonates: % Volume Breakdown 2003-2008
Table 55 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 56 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 57 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 58 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 59 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 60 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 61 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 62 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 64 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 65 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 66 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 67 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 68 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 69 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 70 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 71 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008
Table 72 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 73 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 74 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 75 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 76 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 77 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 78 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 79 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 80 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Institutional Bottled Water Sales
Table 81 Sales of Bottled Water to Institutional Channel 2004-2008
Table 82 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 83 Off-trade Sales of Bottled Water: Value 2003-2008
Table 84 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 85 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 86 Leading Flavours for Functional Bottled Water: % Volume Breakdown 2003-2008
Table 87 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 88 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 89 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 90 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 91 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 92 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 93 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 94 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 95 Still vs. Carbonated Functional Drinks % Off-trade Volume 2005-2008
Table 96 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 97 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 98 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 99 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 100 Leading Flavours for Functional Drinks: % Volume Breakdown 2003-2008
Table 101 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 102 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 103 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 104 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 105 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 106 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 107 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 108 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 109 Concentrates Dilution Ratios for Ready-to-Drink (RTD) Format
Table 110 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 111 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 112 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 113 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 114 Leading Flavours for Liquid Concentrates: % Volume Breakdown 2003-2008
Table 115 Leading Flavours for Powder Concentrates: % Volume Breakdown 2003-2008
Table 116 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 117 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 118 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 119 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 120 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 121 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 123 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 124 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 125 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 126 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 127 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 128 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 129 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 130 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 131 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 132 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 133 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 134 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 135 Off-trade Sales of RTD Coffee: Volume 2003-2008
Table 136 Off-trade Sales of RTD Coffee: Value 2003-2008
Table 137 Off-trade Sales of RTD Coffee: % Volume Growth 2003-2008
Table 138 Off-trade Sales of RTD Coffee: % Value Growth 2003-2008
Table 139 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 140 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 141 Leading Flavours for RTD Coffee: % Volume Breakdown 2003-2008
Table 142 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 143 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 144 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 145 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 146 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 147 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013