Executive Summary

Mar 2019
PROSPECTS
RTD coffee satisfies businesspersons, sportspersons and travellers

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.

The on-the-go trend increases demand for RTD coffee

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.

Communication will be vital for Italians to fully embrace RTD coffee

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.

COMPETITIVE LANDSCAPE
International player Starbucks enters the Italian market

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.

Hausbrandt launches Ethiopia Sidamo Cold Brew Coffee

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 launches Caffè Lattesso in RTD coffee

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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RTD Coffee in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTD Coffee industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the RTD Coffee industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTD Coffee in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of RTD Coffee in Italy?
  • What are the major brands in Italy?
  • What are the key new launches of RTD Coffee and bottled coffee products?
  • Who are the consumers of RTD coffee in Italy?
  • Where is ready to drink coffee most commonly consumed?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

RTD Coffee in Italy - Category analysis

HEADLINES

PROSPECTS

RTD coffee satisfies businesspersons, sportspersons and travellers
The on-the-go trend increases demand for RTD coffee
Communication will be vital for Italians to fully embrace RTD coffee

COMPETITIVE LANDSCAPE

International player Starbucks enters the Italian market
Hausbrandt launches Ethiopia Sidamo Cold Brew Coffee
Swiss player Cremo launches Caffè Lattesso in RTD coffee

CATEGORY DATA

Table 1 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 2 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 3 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 4 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 9 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 10 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 11 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

Soft Drinks in Italy - Industry Overview

EXECUTIVE SUMMARY

A crisis in carbonates and the better fortunes of bottled water
The health and wellness trend is growing in importance
Starbucks enters the Italian market
New product developments are inspired by sugar-free and organic
The health and wellness trend is set to boost growth

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 33 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 34 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 35 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 36 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 37 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 45 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 46 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 47 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Italy
Trends

SOURCES

Summary 1 Research Sources