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Carbonates in
Italy

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Lifestyle changes are ongoing – a stop to sales of carbonates in schools

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.

Stevia and honey and low- and zero-calorie products perform well

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.

The minimum amount of orange in orange carbonates grows to 20%

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%.

COMPETITIVE LANDSCAPE
Coca-Cola Italia leads carbonates and presents innovations

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.

San Benedetto launches Amor Bio in the on-trade channel

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.

Campari Milano sells the Lemonsoda brand to Royal Unibrew

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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Carbonates in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the Carbonates industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Carbonates industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Carbonates in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Carbonates in Italy?
  • What are the major brands in Italy?
  • Who are the key consumers of carbonates in Italy?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Carbonates in Italy - Category analysis

HEADLINES

PROSPECTS

Lifestyle changes are ongoing – a stop to sales of carbonates in schools
Stevia and honey and low- and zero-calorie products perform well
The minimum amount of orange in orange carbonates grows to 20%

COMPETITIVE LANDSCAPE

Coca-Cola Italia leads carbonates and presents innovations
San Benedetto launches Amor Bio in the on-trade channel
Campari Milano sells the Lemonsoda brand to Royal Unibrew

CATEGORY DATA

Table 1 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 3 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 4 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 5 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 6 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 7 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 8 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 9 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 10 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 11 Leading Flavours for Non-cola Carbonates: % Volume 2013-2018
Table 12 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 13 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 14 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 15 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 16 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 17 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 18 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 19 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 20 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 21 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Soft Drinks in Italy - Industry Overview

EXECUTIVE SUMMARY

A crisis in carbonates and the better fortunes of bottled water
The health and wellness trend is growing in importance
Starbucks enters the Italian market
New product developments are inspired by sugar-free and organic
The health and wellness trend is set to boost growth

MARKET DATA

Table 22 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 25 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 26 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 27 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 28 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 29 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 30 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 31 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 32 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 33 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 34 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 35 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 36 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 37 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 38 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2014-2018
Table 39 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2015-2018
Table 40 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 41 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 42 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 43 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 44 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 45 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 46 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 47 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 48 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 49 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 50 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 51 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 52 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 53 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 54 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 55 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 56 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Italy
Trends

SOURCES

Summary 1 Research Sources