Naturally Healthy Beverages in Italy

PROSPECTS

NH bottled water continues to dominate, as hydration is important

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

Innovation in NH superfruit nectars ensures growth

In 2019, NH fruit/vegetable juice continued to record a retail current value decline, due to the ongoing lack of success of reconstituted NH 100% juice, which suffered from the steady backlash against sugar and negative consumer perceptions. However, one category within NH juice which is seeing strong growth is NH superfruit nectars, as well as, although to a lesser extent, NH superfruit 100% juice.

NH tea performs well due to a new generation of tea drinkers

NH tea saw strong retail current value growth in 2019. In recent years, Italian consumers’ interest has been moving from traditional black tea to high-quality tea with exotic flavours, natural ingredients and a strong brand identity.

COMPETITIVE LANDSCAPE

Twinings innovates in NH tea

Loacker remained a strong player in tea in NH tea in 2019, with its Twinings brand. The company continues to invest in its range of fruit/herbal teas, as consumers are increasingly switching from classic black tea to these products.

Coca-Cola HBC Italia extends its portfolio

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

Zuegg targets premium NH fruit/vegetable juice

Zuegg targets growth through its two brands Zuegg and Skipper. The company has been able to track changing trends and innovate its portfolio to respond to new consumer demands.

Files are delivered directly into your account within a few minutes of purchase.