The forecast period will see the positive development of RTD coffee in Italy, with predicted vastly accelerated growth in both volume and current value terms. This will be linked to the lifting of restrictions related to the pandemic and a fuller return to more hectic, on-the-go lifestyles.
The impact of the COVID-19 on on-trade establishments had a more negative effect on RTD coffee than other soft drinks categories. This is because specialist coffee shops and cafés served as important arenas in which category players could educate Italian consumers about innovative coffee brewing and serving methods.
Innovation are also likely to boost the demand for RTD coffee in Italy over the forecast period. Given the positive dynamics and potential growth margins of the category, manufacturers are likely to focus their innovation strategies on the introduction of new, premium products.
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Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTD Coffee industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.See All of Our Definitions
This report originates from Passport, our RTD Coffee research and analysis database.
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