When the COVID-19 pandemic arrived in Italy in 2020, it brought about radical shifts in consumer behaviour and forced manufacturers to respond to these changes. In 2021, particularly in the second half of the year, as the success of Italy’s vaccination programme allowed consumers’ lives to return to normal, some of these changes were reversed.
The demand for sustainable practices in packaging was a cross-industry trend seen in 2021 and, in many cases, was met with a strong response from manufacturers. Glass jars, for example, gained packaging share over metal food cans in processed fruits and vegetables.
The onset of the COVID-19 pandemic in 2020 made consumers more aware of the importance of leading healthy lifestyles. This awareness persisted through 2021 and brought about changes in consumer preferences in a variety of product areas.
Consumer awareness of environmental issues and demand for sustainable packaging continued to grow in 2021, with this expected to continue over the forecast period, prompting manufacturers to adapt their packaging.
Pandemic-related restrictions were eased in Italy in 2021, particularly in the second half of the year, which saw foodservice begin its revival, as consumers slowly returned to their pre-pandemic lifestyles. This presented itself in two contrasting trends in beverages: an increase in volume sales of soft drinks through this channel, and a consequent decline in retail volume sales in hot drinks.
In 2021, Italian consumers, particularly younger ones, continued to demonstrate an increasing awareness of issues surrounding sustainability. Manufacturers of alcoholic beverages were responding to this trend by introducing eco-friendly packages and labels for their products.
With most adults in Italy being vaccinated, the resultant increase in consumer mobility in 2021 provided a boost for a number of beauty and personal care products that tend to be used more when people spend a lot of time outside their homes. Fragrances, for example, which suffered in 2020 due to pandemic-induced lockdowns, saw significant improvement in unit volume sales across all pack types in 2021.
As Italy’s recovery from COVID-19 grew stronger throughout 2021, consumers spent less time at home and, consequently, demand for some home care products, such as surface cleaners, fell from 2020 levels. Key pack types used in surface care, such as flexible plastic and HDPE bottles, fell in unit volume terms in 2021, although they remained above pre-pandemic levels.
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Understand the latest market trends and future growth opportunities for the Packaging industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Packaging
This report originates from Passport, our Packaging research and analysis database.
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