Bottled Water in Italy

PROSPECTS

Focus on functional bottled water

Bottled water in Italy is a saturated category. Per capita consumption has reached its limit and it is becoming more difficult for manufacturers to attract new consumers.

Healthy consumers and busier lifestyles

Value growth is mainly being driven by volume growth in still natural mineral water rather than carbonated bottled water. Consumers are increasingly turning to still water as it is perceived as the most healthy, natural and pure option.

RTD tea affects flavoured bottled water sales

Flavoured bottled water performs well but did not increase at the same pace as functional water; this is due to the strong competition from RTD tea. All the big soft drinks players, such as Coca-Cola, have invested in RTD tea, launching premium products and developing a strong communication strategy.

COMPETITIVE LANDSCAPE

San Pellegrino leads bottled water

San Pellegrino SpA remains the leader in 2019. Strong focus on its Levissima brand, especially on the new functional water range, Levissima+, fortified natural mineral water.

Fonti di Vinadio innovates

Sant’Anna continues to increase its share in bottled water. Since its beginning, it has worked on its communication and has been able to meet changing consumer needs.

Coca-Cola HBC Italia Srl extends its portfolio

In September 2019, Coca-Cola HBC announced that it has entered into an agreement for the acquisition of Acque Minerali Srl - Lurisia, an Italian premium natural mineral water and adult sparkling beverages company for EUR88 million. Lurisia will enter into the Coca-Cola HBC Italia Srl’s bottled water portfolio, with Sveva and Lilia brands.

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