Carbonates in Italy

PROSPECTS

Stronger attention on the health trend

Growing attention on the health and wellness trend has affected all carbonates. Due to public health communication campaigns, consumers are more aware and educated about the effects of carbonates on health and how they can contribute to the rise in childhood obesity.

Revival of local tastes

At the same time, consumers are looking for more simple options, rediscovering natural and vintage tastes associated with Italian tradition. Indeed, carbonates with flavours such as bergamot, chinotto and cedar have been experiencing positive performance, especially in the on-trade.

Weak performance for traditional sugary orange carbonates

Despite the increase in the percentage of the minimum fruit content to 20% from 12% of orange carbonates - according to the introduction of the law N°161 of 30 October 2014 in force since March 2018 - which improved the quality of products sold in the Italian market, the category continues to record decline.

COMPETITIVE LANDSCAPE

Carbonates led by Coca-Cola HBC Italia

Coca-Cola remains the leading player in carbonates in 2019 with large margin over its competitors. However, Coca-Cola’s sales are suffering because of the general demise of carbonates, although the zero sugar variants helped to support volume sales in 2019.

San Benedetto confirms second position

Acqua Minerale San Benedetto SpA remains more focused on out-of-home consumption. The company relaunched its Passione Italiana brand with a new restyle, especially for its variants: Clementine, Lemon and Chinotto.

Increasing sales for PepsiCo

PepsiCo Beverage Italia Srl gained share in both volume and value terms in 2019. The company’s success is driven by sales of Pepsi Max, which is receiving good feedback from consumers thanks to its pleasant taste despite being a zero sugar variant.

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