Organic beverages will register small retail value growth in 2021 with demand for organic hot drinks stalling when compared with the previous year. In 2020, with consumers spending more time at home over the pandemic, they had more occasions to consume such beverages.
On the contrary, organic soft drinks will continue to grow in 2021 with Italian consumers perceiving organic beverages as beneficial for their health as well as a sustainable alternative to regular drinks. This is especially apparent in juice in which manufactures are increasingly investing in low-sugar and more natural options.
Much as in soft drinks in Italy, distribution of organic beverages in 2020 was strongly impacted by the effects of the pandemic. This led to solid growth for stores that are generally located close to consumers’ homes and offer cheaper products (most prominently discounters) as well as the e-commerce channel which offers convenience and safety to consumers wishing to shop from their homes.
Organic beverages are likely to perform very positively over the forecast period with growth largely deriving from millennials who tend to be more conscious about their nutritional habits and more familiar with organic products. Following the successful entry of Luigi Lavazza Spa in organic fresh coffee (which was further strengthened in 2021 with the launch of Lavazza ¡Tierra! and growing consumer demand, other launches from leading manufacturers are expected to emerge over the next five years.
Driven by the positive development of organic 100% juice and organic nectars, organic soft drinks are likely to score very positive growth over the forecast period. Organic carbonates however are likely to remain niche, even with their very dynamic growth, as they are relatively new to the category with few consumers being fully aware of them.
The dynamism seen in organic non-cola carbonates during the pandemic is set to continue over the forecast period as millennials become increasingly more interested in organic alternatives. For example, Polara launched a new line of organic non-cola carbonates in 2020 called Bio Sicilia to a welcome reception.
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Understand the latest market trends and future growth opportunities for the Organic 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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Organic Beverages
Certified organic products are those which have been produced, stored, processed, handled and marketed in accordance with precise technical specifications (standards) and certified as "organic" by a certification body such as the Soil Association in the UK, the European Union or the US Department of Agriculture. It is important to note that an organic label applies to the production process, ensuring that the product has been produced and processed in an ecologically sound manner. The organic label is therefore a production process claim as opposed to a product quality claim. Note: For organic products to be included, the organic aspect needs to form a significant part of the overall positioning/marketing of the product, including the organic certification label in the packaging. 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 Organic Beverages research and analysis database.
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