Initially, the prohibition on the sale of carbonates in schools covered primary and elementary schools; in 2018, it was announced that this would also be extended to high schools. The reason behind this change was the high calorie and sugar content in most carbonates.
Sugar substitutes such as stevia and honey are increasingly being used by players, whilst sugar is moving completely out of focus due to the health trend. This was why Coca-Cola HBC Italia launched Coca-Cola with stevia and no calories in the fourth quarter of 2017.
Law N°161 of 30 October 2014 was implemented from March 2018 in the Italian market. From that time, orange carbonates must contain at least 20% real orange; the previous requirement was 12%.
Coca-Cola HBC Italia led carbonates in off-trade volume and value terms in 2018, thanks to its strong brand awareness and efforts in terms of innovation. The player presented several novelties, amongst which were Coca-Cola Lemon, sugar-free and zero-calorie; and Fanta orange and passion fruit, using oranges made in Italy, solely available during the summer season.
Acqua Minerale San Benedetto launched Amor Bio for the on-trade channel. This is a line of premium carbonates that targets discerning consumers who are willing to pay for high-quality and natural ingredients, as well as flavoursome products.
Royal Unibrew bought the brand Free Dea from Campari Milano, which encompasses Lemonsoda, Oransoda, Pelmosoda and Mojitosoda. The Danish company Royal Unibrew is enlarging its portfolio of soft drinks in the Italian market; by contrast, Campari is strongly moving its focus away from soft drinks, to reinforce its strategic and core business in spirits, maintaining only its solid brand Crodino in soft drinks.
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This industry report originates from Passport, our Soft Drinks market research database.