Organic Beverages in Italy

PROSPECTS

Organic stands out as a strong claim in all soft drinks

Manufacturers reacted to consumers’ growingly health consciousness by improving the quality and offer of natural ingredients. Italian consumers have become more sophisticated and are demanding higher quality and natural ingredients.

New launches strongly focused on organic and high quality

The strong trend for organic products stimulated new launches with the support of strong communication campaigns and targeted marketing strategies. The important player San Benedetto launched organic tea of premium quality and Amor Bio only in the on-trade channel.

Consumers demanding flavoursome and healthy drinks

Consumers in 2018 demanded drinks that were both tasty and healthy. Natural organic drinks that could provide extra functions to boost consumers’ daily performance, enhance their immune system or calm them down registered the best performances.

COMPETITIVE LANDSCAPE

Dynamism and new launches in 100% organic nectars boost growth

Juices’ growth was largely due to organic products. The domestic Valfrutta launched Frullato Veggie and Pera Italiana Bio, which are 100% organic.

Domestic Acque Minerali srl focuses on organic

In 2018, the domestic manufacturer Acque Minerali srl, producer of bottled water and soft drinks under the brand Lurisia, largely focused on organic offers. New organic products were offered in chinotto, orange juice, gazzosa and tonic water.

Domestic Fe.Mo Srl launches organic Alove Zenzero

The domestic manufacturer Fe.Mo srl launched Alove Zenzero in 2018, an organic product based on ginger, which is rich in vitamins and minerals, and has a spicy taste.

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