NH beverages is the biggest category within health and wellness beverages, thanks to the significant number of sales of NH natural mineral water in the country (even with the latter’s slight declines in 2020 and 2021). The impact of the pandemic (including stockpiling, home seclusion, and slight channel shifts) only marginally benefitted the NH beverages in 2020, with this continuing in 2021.
The stalled performance of naturally healthy beverages is especially evident within soft drinks. In this category, health-conscious consumers are increasingly opting for products that claim more specific health advantages such as reduced-sugar content or digestive health benefits.
The growth of NH hot drinks in Italy in both 2020 and 2021 was driven by the positive performance of NH fruit/herbal tea. Demand for fruit/herbal tea has grown strongly over the past two years thanks to its positioning as natural, healthy, and relaxing beverage.
The progressive return to pre-COVID-19 habits and lifestyles is set to favour out-of-home consumption of NH beverages at the expense of at-home consumption. In this context, demand for NH beverages in the off-trade channel is likely to be affected, leading to a static performance.
Due to the continuous relevance of the preventive health trend, and positive perception of NH fruit/herbal tea, NH hot drinks are likely to keep registering high growth over the forecast period. Positive developments in retail are particularly likely since out-of-home tea drinking is set to remain marginal in Italy.
Over the forecast period, NH superfruit 100% juice is expected to continue to attract manufacturer interest, as consumers will remain health-conscious in the aftermath of the pandemic and will seek out healthier types of juice that are not from concentrate. Increasingly consumers are shifting away from nectars and juice drinks, with NH superfruit 100% juice being one with a healthier juice perception, and thus attracting sales.
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Understand the latest market trends and future growth opportunities for the Naturally Healthy Beverages industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Naturally Healthy Beverages
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.
See All of Our DefinitionsThis report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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