RTD coffee is still a niche in Italy; nevertheless, the numerous variants of products available intrigue consumers, especially businesspersons, sportspersons and travellers, who are likely to have learned habits from abroad due to their dynamic lifestyles. Manufacturers have focused on marketing and communication campaigns in order to increase consumption occasions and make consumers more aware of the product.
Demand for ready-to-drink coffee is rising. The diminishing attractiveness of many soft drinks, including caffeinated cola carbonates, is enhancing sales of RTD coffee, which is perceived as healthier, but still delivering caffeine.
Italian consumers have proven to be curious about new products, innovations and flavours; moreover, they appreciate Northern European lifestyles, which encompass more significant consumption of RTD coffee than Italy. Nevertheless, they have shown to be inconsistent in their purchases of RTD coffee, with sales not proving to be solid without strong communication campaigns or precisely targeted marketing strategies.
In September 2018, Starbucks entered the Italian market. Its first outlet opened in Milan; the multinational offered the city special maintenance and restyling of the central Piazza Duomo.
At the beginning of summer 2018, domestic player Hausbrandt presented Ethiopia Sidamo Cold Brew Coffee in 33cl dark glass bottles. The product is made in Italy, with the exception of the raw materials.
Swiss player Cremo launched new Caffè Lattesso, presenting an easily removable wrap top. Inside the lid there is an amaretti biscuit to enrich the snacking experience during trips or meetings.
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This industry report originates from Passport, our Soft Drinks market research database.