The health and wellness trend is increasing in importance; therefore, concentrates manufacturers have adapted their communication campaigns to underline the health benefits of their products, and launched improved, healthier products. The use of natural and organic ingredients, as well as reducing the sugar content, has been the response to the rising interest of consumers in their wellbeing.
Liquid concentrates drove growth in the overall concentrates category in 2018. Players responded with innovation and specific communication relating to the growing demand for healthier and more price-competitive soft drinks, with the launch of organic products made with natural ingredients.
Concentrates suffered from competition from products within soft drinks with a healthier reputation. The growing attention to health and wellness drove consumer choice to other types of soft drinks that are considered more natural, organic, or contain less sugar, fewer or zero additives and fewer calories, such as bottled water.
Fabbri 1905 benefits from strong brand awareness in the Italian market. Its communication campaign in 2018 was based on the “made in Italy” concept, and challenged consumers to win a cooking contest with innovative recipes involving one of Fabbri’s products.
Cameo focuses on communication through all media. On its internet site consumers can find all kinds of information about ingredients, pack formats, how to recycle all the parts of the packaging and usage advice.
On the one hand, the price-sensitivity of Italian consumers in this category gives strength to private label. On the other hand, product variety and the strength of the health and wellness trend are driving consumers towards brands.
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This industry report originates from Passport, our Soft Drinks market research database.