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Country Report

Soft Drinks in

Soft Drinks in Italy

80 pages, Feb 2018

US$2,100

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Executive Summary

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Poor performance of soft drinks

Overall soft drinks saw only moderate growth in Italy in 2017, as consumers looked for healthier alternatives and were increasingly concerned with their intake levels of sugar, additives and preservatives, in order to try to better balance their diets and limit the presence of unhealthy substances.

Health and wellness is a driver for growth

As consumers become more interested in, and knowledgeable about their eating and drinking choices, health and wellness is becoming a more important driver of their purchases, and an important driver for the positive growth in certain soft drinks. Consumers are increasingly willing to purchase soft drinks that are naturally healthy, organic, made with natural and organic ingredients, and with low or no sugar content.

Smaller players are gaining share

While the leading positions within the various soft drink categories are held by large and well-known players, the soft drinks market is becoming increasingly fragmented, with smaller players gaining share. Particularly good performances have been registered by smaller players that invest in product development and innovation with a focus on health and wellness, and natural and organic ingredients.

New formulations, formats and targets

In 2017, new product development was mostly focused on organic formulations and the usage of more natural ingredients, with the reduction of sugar, additives and preservatives. At the same time, innovation has been seen in terms of packaging, in particular offering smaller formats to be consumed on-the-go and paying attention to sustainability.

Uncertain future for soft drinks

Over the forecast period, soft drinks in Italy are expected to continue perform poorly, declining in terms of value. The attention and interest of consumers will be primarily oriented towards healthier choices, limiting the consumption of sugary drinks.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks 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 Soft Drinks industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Italy for free:

The Soft Drinks 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
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Soft Drinks in Italy?
What are the major brands in Italy?
What potential exists for multinational vs. local soft drinks companies looking to increase market share?
How have changing social attitudes affected soft drink sales?
How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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.

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Soft Drinks in Italy

EXECUTIVE SUMMARY

Poor performance of soft drinks

Health and wellness is a driver for growth

Smaller players are gaining share

New formulations, formats and targets

Uncertain future for soft drinks

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2012-2017
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2012-2017
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2012-2017
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2013-2017
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2014-2017
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2013-2017
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2014-2017
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2012-2017
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2012-2017
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 30 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 32 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 34 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2017-2022
Table 35 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2017-2022

APPENDIX

Fountain sales in Italy

Trends

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Italy

HEADLINES

PROSPECTS

A growing market for Asian speciality drinks

Product development and innovation is key

Targeting younger consumers

COMPETITIVE LANDSCAPE

Asian players remain the leaders in the category

The on-trade is an important channel

Small investments in communication

CATEGORY DATA

Table 36 Off-trade Sales of Asian Speciality Drinks: Volume 2013-2017
Table 37 Off-trade Sales of Asian Speciality Drinks: Value 2013-2017
Table 38 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2013-2017
Table 39 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2013-2017
Table 40 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2013-2017
Table 41 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2014-2017
Table 42 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2013-2017
Table 43 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2014-2017
Table 44 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2017-2022
Table 45 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2017-2022
Table 46 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2017-2022
Table 47 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2017-2022

Bottled Water in Italy

HEADLINES

PROSPECTS

Good performance of bottled water

Increased knowledge of bottled water varieties

Sustainability will remain very important

COMPETITIVE LANDSCAPE

Smaller formats are gaining ground

Players invest in sustainability

The importance of health and wellness

CATEGORY DATA

Table 48 Off-trade Sales of Bottled Water by Category: Volume 2012-2017
Table 49 Off-trade Sales of Bottled Water by Category: Value 2012-2017
Table 50 Off-trade Sales of Bottled Water by Category: % Volume Growth 2012-2017
Table 51 Off-trade Sales of Bottled Water by Category: % Value Growth 2012-2017
Table 52 NBO Company Shares of Off-trade Bottled Water: % Volume 2013-2017
Table 53 LBN Brand Shares of Off-trade Bottled Water: % Volume 2014-2017
Table 54 NBO Company Shares of Off-trade Bottled Water: % Value 2013-2017
Table 55 LBN Brand Shares of Off-trade Bottled Water: % Value 2014-2017
Table 56 Forecast Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 57 Forecast Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 58 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 59 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022

Carbonates in Italy

HEADLINES

PROSPECTS

Poor performance of carbonates

Innovation in premium and organic drinks

Positive trend for the aperitif

COMPETITIVE LANDSCAPE

San Benedetto SpA drives innovation

Innovation a key element in players' growth

Local ingredients-based new launches

CATEGORY DATA

Table 60 Off-trade vs On-trade Sales of Carbonates: Volume 2012-2017
Table 61 Off-trade vs On-trade Sales of Carbonates: Value 2012-2017
Table 62 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2012-2017
Table 63 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2012-2017
Table 64 Off-trade Sales of Carbonates by Category: Volume 2012-2017
Table 65 Off-trade Sales of Carbonates by Category: Value 2012-2017
Table 66 Off-trade Sales of Carbonates by Category: % Volume Growth 2012-2017
Table 67 Off-trade Sales of Carbonates by Category: % Value Growth 2012-2017
Table 68 Total Sales of Carbonates by Fountain On-trade: Volume 2012-2017
Table 69 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2012-2017
Table 70 Leading Flavours for Non-cola Carbonates: % Volume 2012-2017
Table 71 NBO Company Shares of Off-trade Carbonates: % Volume 2013-2017
Table 72 LBN Brand Shares of Off-trade Carbonates: % Volume 2014-2017
Table 73 NBO Company Shares of Off-trade Carbonates: % Value 2013-2017
Table 74 LBN Brand Shares of Off-trade Carbonates: % Value 2014-2017
Table 75 Forecast Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 76 Forecast Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 77 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 78 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 79 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 80 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022

Concentrates in Italy

HEADLINES

PROSPECTS

Concentrates must fight against “healthier” alternatives

Health and wellness a growing trend

Innovation in liquid concentrates

COMPETITIVE LANDSCAPE

Leading performance of Fabbri 1905 SpA

Smaller formats are expected to increase

Private label must stay on the ball

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 81 Off-trade Sales of Concentrates (RTD) by Category: Volume 2012-2017
Table 82 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2012-2017
Table 83 Off-trade Sales of Concentrates by Category: Value 2012-2017
Table 84 Off-trade Sales of Concentrates by Category: % Value Growth 2012-2017
Table 85 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2012-2017
Table 86 Leading Flavours for Off-trade Powder Concentrates: % Volume 2012-2017
Table 87 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2013-2017
Table 88 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2014-2017
Table 89 NBO Company Shares of Off-trade Concentrates: % Value 2013-2017
Table 90 LBN Brand Shares of Off-trade Concentrates: % Value 2014-2017
Table 91 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2013-2017
Table 92 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2017
Table 93 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2013-2017
Table 94 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2017
Table 95 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 96 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 97 Forecast Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 98 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022

Energy Drinks in Italy

HEADLINES

PROSPECTS

Energy drinks performance affected by health concerns

Younger consumers are the target for energy drinks

Health and wellness as a driver of growth

COMPETITIVE LANDSCAPE

Sales dominated by Red Bull Srl

Increases product segmentation

More players expected to enter the category

CATEGORY DATA

Table 99 Off-trade Sales of Energy Drinks: Volume 2012-2017
Table 100 Off-trade Sales of Energy Drinks: Value 2012-2017
Table 101 Off-trade Sales of Energy Drinks: % Volume Growth 2012-2017
Table 102 Off-trade Sales of Energy Drinks: % Value Growth 2012-2017
Table 103 NBO Company Shares of Off-trade Energy Drinks: % Volume 2013-2017
Table 104 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2014-2017
Table 105 NBO Company Shares of Off-trade Energy Drinks: % Value 2013-2017
Table 106 LBN Brand Shares of Off-trade Energy Drinks: % Value 2014-2017
Table 107 Forecast Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 108 Forecast Off-trade Sales of Energy Drinks: Value 2017-2022
Table 109 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 110 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2017-2022

Juice in Italy

HEADLINES

PROSPECTS

The importance of innovation as a driver of growth

What consumers look for in juices

Health and wellness will become increasingly important

COMPETITIVE LANDSCAPE

Communication to highlight the benefits of juices

Innovation within health and wellness

A fragmented category

CATEGORY DATA

Table 111 Off-trade Sales of Juice by Category: Volume 2012-2017
Table 112 Off-trade Sales of Juice by Category: Value 2012-2017
Table 113 Off-trade Sales of Juice by Category: % Volume Growth 2012-2017
Table 114 Off-trade Sales of Juice by Category: % Value Growth 2012-2017
Table 115 Leading Flavours for Off-trade 100% Juice: % Volume 2012-2017
Table 116 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2012-2017
Table 117 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2012-2017
Table 118 NBO Company Shares of Off-trade Juice: % Volume 2013-2017
Table 119 LBN Brand Shares of Off-trade Juice: % Volume 2014-2017
Table 120 NBO Company Shares of Off-trade Juice: % Value 2013-2017
Table 121 LBN Brand Shares of Off-trade Juice: % Value 2014-2017
Table 122 Forecast Off-trade Sales of Juice by Category: Volume 2017-2022
Table 123 Forecast Off-trade Sales of Juice by Category: Value 2017-2022
Table 124 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 125 Forecast Off-trade Sales of Juice by Category: % Value Growth 2017-2022

RTD Coffee in Italy

HEADLINES

PROSPECTS

RTD coffee to remain a niche

Targeting younger consumers

Innovation as a driver of growth

COMPETITIVE LANDSCAPE

Leading position of Nestlé Italiana SpA

New players entering the market

A widening market for RTD coffee

CATEGORY DATA

Table 126 Off-trade Sales of RTD Coffee: Volume 2012-2017
Table 127 Off-trade Sales of RTD Coffee: Value 2012-2017
Table 128 Off-trade Sales of RTD Coffee: % Volume Growth 2012-2017
Table 129 Off-trade Sales of RTD Coffee: % Value Growth 2012-2017
Table 130 NBO Company Shares of Off-trade RTD Coffee: % Volume 2013-2017
Table 131 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2014-2017
Table 132 NBO Company Shares of Off-trade RTD Coffee: % Value 2013-2017
Table 133 LBN Brand Shares of Off-trade RTD Coffee: % Value 2014-2017
Table 134 Forecast Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 135 Forecast Off-trade Sales of RTD Coffee: Value 2017-2022
Table 136 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 137 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2017-2022

RTD Tea in Italy

HEADLINES

PROSPECTS

Poor performance of RTD tea

Health and wellness remains a key driver

Transparency and clear communication

COMPETITIVE LANDSCAPE

Acqua Minerale San Benedetto SpA goes organic

Rising private label

Sparkling innovations

CATEGORY DATA

Table 138 Off-trade Sales of RTD Tea by Category: Volume 2012-2017
Table 139 Off-trade Sales of RTD Tea by Category: Value 2012-2017
Table 140 Off-trade Sales of RTD Tea by Category: % Volume Growth 2012-2017
Table 141 Off-trade Sales of RTD Tea by Category: % Value Growth 2012-2017
Table 142 Leading Flavours for Off-trade RTD Tea: % Volume 2012-2017
Table 143 NBO Company Shares of Off-trade RTD Tea: % Volume 2013-2017
Table 144 LBN Brand Shares of Off-trade RTD Tea: % Volume 2014-2017
Table 145 NBO Company Shares of Off-trade RTD Tea: % Value 2013-2017
Table 146 LBN Brand Shares of Off-trade RTD Tea: % Value 2014-2017
Table 147 Forecast Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 148 Forecast Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 149 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 150 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022

Sports Drinks in Italy

HEADLINES

PROSPECTS

Poor performance of sport drinks

Health and wellness trend drives innovation

Poor image of sport drinks will undermine performance

COMPETITIVE LANDSCAPE

PepsiCo Beverage Italia leads sales

Acqua Minerale San Benedetto goes organic

Widening product and distribution offer

CATEGORY DATA

Table 151 Off-trade Sales of Sports Drinks: Volume 2012-2017
Table 152 Off-trade Sales of Sports Drinks: Value 2012-2017
Table 153 Off-trade Sales of Sports Drinks: % Volume Growth 2012-2017
Table 154 Off-trade Sales of Sports Drinks: % Value Growth 2012-2017
Table 155 NBO Company Shares of Off-trade Sports Drinks: % Volume 2013-2017
Table 156 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2014-2017
Table 157 NBO Company Shares of Off-trade Sports Drinks: % Value 2013-2017
Table 158 LBN Brand Shares of Off-trade Sports Drinks: % Value 2014-2017
Table 159 Forecast Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 160 Forecast Off-trade Sales of Sports Drinks: Value 2017-2022
Table 161 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 162 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2017-2022

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Megatrends

Country Report

Soft Drinks in Italy

New Report Guarantee

Executive Summary

New Report Guarantee

Poor performance of soft drinks

Health and wellness is a driver for growth

Smaller players are gaining share

New formulations, formats and targets

Uncertain future for soft drinks

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Soft Drinks in Italy

EXECUTIVE SUMMARY

Poor performance of soft drinks

Health and wellness is a driver for growth

Smaller players are gaining share

New formulations, formats and targets

Uncertain future for soft drinks

MARKET DATA

APPENDIX

Fountain sales in Italy

Trends

SOURCES

Asian Speciality Drinks in Italy

HEADLINES

PROSPECTS

A growing market for Asian speciality drinks

Product development and innovation is key

Targeting younger consumers

COMPETITIVE LANDSCAPE

Asian players remain the leaders in the category

The on-trade is an important channel

Small investments in communication

CATEGORY DATA

Bottled Water in Italy

HEADLINES

PROSPECTS

Good performance of bottled water

Increased knowledge of bottled water varieties

Sustainability will remain very important

COMPETITIVE LANDSCAPE

Smaller formats are gaining ground

Players invest in sustainability

The importance of health and wellness

CATEGORY DATA

Carbonates in Italy

HEADLINES

PROSPECTS

Poor performance of carbonates

Innovation in premium and organic drinks

Positive trend for the aperitif

COMPETITIVE LANDSCAPE

San Benedetto SpA drives innovation

Innovation a key element in players' growth

Local ingredients-based new launches

CATEGORY DATA

Concentrates in Italy

HEADLINES

PROSPECTS

Concentrates must fight against “healthier” alternatives

Health and wellness a growing trend

Innovation in liquid concentrates

COMPETITIVE LANDSCAPE

Leading performance of Fabbri 1905 SpA

Smaller formats are expected to increase

Private label must stay on the ball

CATEGORY DATA

Concentrates Conversions

Energy Drinks in Italy

HEADLINES

PROSPECTS

Energy drinks performance affected by health concerns

Younger consumers are the target for energy drinks

Health and wellness as a driver of growth