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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.
Coconut and plant-based water is a naturally healthy hybrid between juice and water. In 2018, the Italian market reacted positively to this product.
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.
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 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.
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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Overview: Discover the latest market trends and uncover sources of future market growth for the Naturally Healthy Beverages 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.
The Naturally Healthy Beverages in Italy market research report includes:
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This industry report originates from Passport, our Passport market research database.
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.