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Soft Drinks in Italy

November 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks 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.

The Soft Drinks in Italy report includes:

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

This report answers:

  • What is the market size of Soft Drinks in Italy?
  • To what extent are health considerations impacting consumption of Soft Drinks in Italy?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Italy?
  • Which are the leading brands in Soft Drinks in Italy?
  • What potential exists for multinational or domestic soft drinks companies to expand in Italy?
  • How are products distributed in Soft Drinks in Italy?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Soft Drinks in Italy

Soft drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2017-2022
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2017-2022
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2018-2022
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2019-2022
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2018-2022
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2019-2022
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2017-2022
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2017-2022
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2022-2027
Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2022-2027
Fountain sales in Italy

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Italy

KEY DATA FINDINGS

Marginal growth in 2022, in context of high saturation
Functional waters benefit from preventative health trends, while flavoured waters see growing demand amongst younger consumers
Acqua Minerale San Benedetto leads highly fragmented landscape
Maturity of home consumption hinders overall growth, despite recovery in off-trade channel
Focus on sustainability as new plastic tax comes into force in 2023
Sales of functional and flavoured bottled water to see most dynamic gains
Table 37 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 38 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 39 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 40 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 41 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 42 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 43 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 44 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 45 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 46 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 47 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 48 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027

Carbonates in Italy

KEY DATA FINDINGS

Off-trade sales fall in 2022, following a return to pre-pandemic lifestyles, with on-trade volumes on the rise
Health concerns fuel investment in reduced sugar and caffeine free options
Tonics and mixers benefit from cocktail boom
Marginal growth expected for carbonates, in view of rising health concerns
Rise in out-of-home consumption to hamper off-trade sales
Discounters to benefit from ongoing economic uncertainty, while e-commerce makes further strides
Table 49 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 50 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 51 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 52 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 53 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 54 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 55 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 56 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 57 Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 58 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022
Table 59 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 60 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 61 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 62 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 63 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 64 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 65 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 66 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
Table 67 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2022-2027
Table 68 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2022-2027

Concentrates in Italy

KEY DATA FINDINGS

Liquid concentrates continue to suffer from old-fashioned image and fail to capture attention of younger consumers
Iced tea remains most option, amid increasing competition from other soft drinks
Fabbri consolidates leadership with new product launches, with a focus on healthier options and more exotic flavours
Concentrates to regain dynamism over the forecast period, boosted by the mixology trends in foodservice channels
Ingrained RTD tea habit mounts a serious challenge to concentrates
SodaStream machines circumvent issues packaging issues arising from plastic tax
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 69 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 70 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 71 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 72 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 73 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 74 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 75 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 76 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 77 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 78 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
Table 79 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
Table 80 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 81 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 82 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 83 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027

Juice in Italy

KEY DATA FINDINGS

Juice suffers from concerns over high sugar content
Coconut and other plant waters see strong growth in 2022, albeit from a low base
Manufacturers focus on healthier, more sustainable products
Long-standing health concerns will continue to place pressure on sales
Not from concentrate 100% juice and coconut and other plant waters will be star performers in otherwise declining market
Discounters and e-commerce to benefit from further growth
Table 84 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 85 Off-trade Sales of Juice by Category: Value 2017-2022
Table 86 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 87 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 88 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 89 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 90 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 91 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 92 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 93 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 94 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 95 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027

RTD Coffee in Italy

KEY DATA FINDINGS

Deeply engrained coffee culture restricts expansion of RTD coffee
Recovery of international tourism provides boost to on-trade sales, albeit from a low base
Premiumisation drives sales amongst younger consumers, with cold brew coffee leading the way
Return to on-the-go consumption to drive sales of RTD coffee, although many soft drinks manufacturers will remain reluctant to enter the category
Coffee shops to drive consumer awareness of RTD coffee
Premiumisation and innovation offer ways to engage young consumers
Table 96 Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 97 Off-trade Sales of RTD Coffee: Value 2017-2022
Table 98 Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 99 Off-trade Sales of RTD Coffee: % Value Growth 2017-2022
Table 100 NBO Company Shares of Off-trade RTD Coffee: % Volume 2018-2022
Table 101 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2019-2022
Table 102 NBO Company Shares of Off-trade RTD Coffee: % Value 2018-2022
Table 103 LBN Brand Shares of Off-trade RTD Coffee: % Value 2019-2022
Table 104 Forecast Off-trade Sales of RTD Coffee: Volume 2022-2027
Table 105 Forecast Off-trade Sales of RTD Coffee: Value 2022-2027
Table 106 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2022-2027
Table 107 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2022-2027

RTD Tea in Italy

KEY DATA FINDINGS

Return to on-the-go consumption boosts demand for RTD tea in 2022
Younger consumers drive shift towards healthier variants
Leaders continue to innovate with healthier products and more adventurous flavours
RTD tea to post solid volume growth over the forecast period
Innovation to focus on reduced sugar and exotically flavoured variants
Growth opportunities for kombucha in line with the health and wellness trend
Table 108 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 109 Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 110 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 111 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
Table 112 Leading Flavours for Off-trade RTD Tea: % Volume 2017-2022
Table 113 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
Table 114 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
Table 115 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
Table 116 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
Table 117 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
Table 118 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
Table 119 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
Table 120 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027

Energy Drinks in Italy

KEY DATA FINDINGS

Strong growth for energy drinks in 2022, particularly via the on-trade channel
Reduced sugar variants tap into health trends
New players enter energy drinks to tap into the category’s growth potential
Healthy growth predicted over the forecast period, particularly in the on-trade, following a return to pre-pandemic lifestyles
Health and wellness trends to promote expansion of reduced sugar variants
Red Bull to address increasing competition through continued investment in sports-based promotions
Table 121 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 122 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 123 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 124 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
Table 125 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 126 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 127 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 128 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 129 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 130 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
Table 131 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 132 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027

Sports Drinks in Italy

KEY DATA FINDINGS

Strong growth for sport drinks in 2022, as consumers return to pre-pandemic lifestyles
Rising competition from other soft drinks dampens appeal of sports drinks
Energade gains share at the expense of Gatorade, which suffers from supply chain issues
Return to outdoor activities and expected hot summer weather will boost sales of sports drinks
Increased competition expected in the form of perceived healthier offerings
Global sporting events present opportunities to boost awareness and grow sales
Table 133 Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 134 Off-trade Sales of Sports Drinks: Value 2017-2022
Table 135 Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 136 Off-trade Sales of Sports Drinks: % Value Growth 2017-2022
Table 137 NBO Company Shares of Off-trade Sports Drinks: % Volume 2018-2022
Table 138 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2019-2022
Table 139 NBO Company Shares of Off-trade Sports Drinks: % Value 2018-2022
Table 140 LBN Brand Shares of Off-trade Sports Drinks: % Value 2019-2022
Table 141 Forecast Off-trade Sales of Sports Drinks: Volume 2022-2027
Table 142 Forecast Off-trade Sales of Sports Drinks: Value 2022-2027
Table 143 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2022-2027
Table 144 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2022-2027
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars (25-99% Juice)
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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