Organic Beverages in Italy

PROSPECTS

Single-digit growth for organic hot drinks; double-digit for organic soft drinks

As consumers’ attention is increasingly focused on health and wellness, demand for organic beverages is increasing in Italy. The organic trend has been less dynamic in hot drinks than soft drinks, with organic soft drinks seeing by far the strongest retail current value growth in 2019.

Local players boost sales of organic 100% juice

Whilst standard juices are struggling, the opposite trend is being seen in organic 100% juice and organic nectars. Organic fruit/vegetable juice has experienced stronger consumer interest thanks to the rising attention paid to premium juices and organic beverages.

Rising demand for organic non-cola carbonates

Whilst the majority of sales of organic beverages will continue to come from hot drinks and fruit/vegetable juice, other smaller soft drinks categories are expected to see greater dynamism over the forecast period. A case in point is organic non-cola carbonates, with organic sparkling juice witnessing a healthy rise in demand in recent years.

COMPETITIVE LANDSCAPE

Kimbo launches Bio Organic

Kimbo has invested in its organic coffee range, launching Kimbo Bio Organic coffee pods, which are compatible with Nespresso machines, winning the Quality Award 2019. The Kimbo Bio Organic blend is produced using coffee from organic plantations in Nicaragua, Peru, India and Tanzania.

Valfrutta extends its organic range

In 2019, Valfrutta continued to extend its range of organic nectars. The new Valfrutta Bio line of juices is produced without the use of preservatives, additives, GMOs or colourings, containing only organically grown Italian fruit and wild blueberries from European countries, which are strictly controlled and certified.

Recoaro Bio releases a new advertising campaign

Recoaro launched a new integrated communication campaign for the summer that features chinotto, lemonade and orange carbonates, and develops the concept of the “funny side of Bio”. The campaign centres on two funny videos which are available to view online via Recoaro’s social media channels, including Facebook, Instagram and YouTube.

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