Naturally Healthy Beverages in Italy

PROSPECTS

Growth for naturally healthy beverages

The category of health-positioned drinks is growing in Italy and becoming crowded and competitive. There is currently no scientific or legal definition for the term “natural” in the country when it relates to beverages.

The rise of coconut water as a naturally healthy product

Coconut and plant-based water is a naturally healthy hybrid between juice and water. In 2018, the Italian market reacted positively to this product.

Naturally healthy green tea attracts consumer interest

Even though Italy is traditionally a coffee-drinking nation, the interest in tea is on the rise. Amongst teas, both hot and RTD, naturally healthy products are demanded.

COMPETITIVE LANDSCAPE

Juices producers interested in dynamism of naturally healthy products

100% juices and nectars, especially those with the addiction of healthy ingredients are performing very well. Favourite flavours include blueberry and pomegranate, which claim to be good for brain function and the circulatory system.

RTD green teas boosted by naturally healthy trend

RTD tea is predominantly consumed during hot weather due to its refreshing effect. However, some target consumers, such as younger consumers, are less influenced by seasonality, which is why the offer targeted at children and teenagers is dynamic and rich in communication campaigns.

Domestic player Equilibra Srl’s new openings in Rome and Milan

The manufacturer Equilibra has based all its production and communication on the strong health and wellness trend. The success of its beverages based on aloe vera drove success of the enterprise which has recently opened new shops in Rome and Milan.

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