Executive Summary

Mar 2019
A crisis in carbonates and the better fortunes of bottled water

Although soft drinks continued to see retail volume and current value growth in 2018, the health and wellness trend deeply affected the market in Italy. The reputation of carbonates has been profoundly damaged by health concerns linked to sugar content, calories and preservatives.

The health and wellness trend is growing in importance

Health and wellness was an increasingly important trend in soft drinks in 2018, and very strongly impacted the market. Italian consumers showed a willingness to pay for products with certified wellbeing.

Starbucks enters the Italian market

In September 2018, Starbucks entered the Italian market, with its first outlet opening in Milan. There were a number of enthusiasts amongst Italian consumers, as well as detractors.

New product developments are inspired by sugar-free and organic

The move away from the appreciation of sugar as a sweetener made room for the success of new launches containing sugar substitutes, e.g.

The health and wellness trend is set to boost growth

Over the forecast period, consumers’ interest is set to be primarily oriented towards healthy choices, as they will limit the consumption of sugary drinks. Soft drinks that will benefit from this trend will include bottled water, which is considered naturally healthy, as well as organic and natural products launched within other soft drinks categories.

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Soft Drinks in Italy

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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.

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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.

Soft Drinks in Italy

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 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2014-2018
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2015-2018
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 30 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 32 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 34 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 35 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

Asian Speciality Drinks in Italy

HEADLINES

PROSPECTS

The launch of bubble tea in Italy
Asian speciality drinks is still a category ripe for development in Italy
Younger consumers are the main target

COMPETITIVE LANDSCAPE

Asian companies lead, with no domestic manufacturers
On-trade channel benefits from the experience aspect of Asian drinks
Lack of communication in Asian speciality drinks

CATEGORY DATA

Table 36 Off-trade Sales of Asian Speciality Drinks: Volume 2014-2018
Table 37 Off-trade Sales of Asian Speciality Drinks: Value 2014-2018
Table 38 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2014-2018
Table 39 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2014-2018
Table 40 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2014-2018
Table 41 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2015-2018
Table 42 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2014-2018
Table 43 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2015-2018
Table 44 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2018-2023
Table 45 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2018-2023
Table 46 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2018-2023
Table 47 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2018-2023

Bottled Water in Italy

HEADLINES

PROSPECTS

Natural mineral water performs well due to its purity
Functional bottled water is growing due to its specific characteristics
Carbonated bottled water performs well due to its digestive properties

COMPETITIVE LANDSCAPE

Sangemini, Norda and Gaudianello merge into Acque Minerali d’Italia
Ferrarelle launches functional water Le Linfe under the brand Vitasnella
San Benedetto acquires a new source and focuses on Aquavitamin

CATEGORY DATA

Table 48 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 49 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 50 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 51 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 52 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 53 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 54 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 55 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 56 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 57 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 58 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 59 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Italy

HEADLINES

PROSPECTS

Lifestyle changes are ongoing – a stop to sales of carbonates in schools
Stevia and honey and low- and zero-calorie products perform well
The minimum amount of orange in orange carbonates grows to 20%

COMPETITIVE LANDSCAPE

Coca-Cola Italia leads carbonates and presents innovations
San Benedetto launches Amor Bio in the on-trade channel
Campari Milano sells the Lemonsoda brand to Royal Unibrew

CATEGORY DATA

Table 60 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 61 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 62 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 63 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 64 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 65 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 66 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 67 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 68 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 69 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 70 Leading Flavours for Non-cola Carbonates: % Volume 2013-2018
Table 71 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 72 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 73 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 74 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 75 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 76 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 77 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 78 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 79 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 80 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Italy

HEADLINES

PROSPECTS

The health and wellness trend is growing in importance
Liquid concentrates drives growth, whilst powder loses its popularity
Concentrates suffers from competition from healthier soft drinks

COMPETITIVE LANDSCAPE

The leader Fabbri 1905 launches a cooking contest
Cameo has all-encompassing communication
Private label must stay on the ball

CATEGORY DATA

Concentrates conversions
Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 81 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 82 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 83 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 84 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 85 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2013-2018
Table 86 Leading Flavours for Off-trade Powder Concentrates: % Volume 2013-2018
Table 87 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 88 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 89 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 90 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 91 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 92 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 93 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 94 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 95 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 96 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 97 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 98 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Italy

HEADLINES

PROSPECTS

The Ministry of Health limits the caffeine content in energy drinks
Energy drinks grows especially amongst younger consumers
Enlarging the target group rather than focusing on customer loyalty

COMPETITIVE LANDSCAPE

Bomba energy drink is launched in the Italian market
Parodi Group launches BeeBad energy drink
Cannabis energy drinks are increasing in the Italian market

CATEGORY DATA

Table 99 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 100 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 101 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 102 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 103 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 104 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 105 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 106 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 107 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 108 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 109 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 110 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Italy

HEADLINES

PROSPECTS

Coconut water performs well due to the sports and health trends
Fruit juices with healthy ingredients are appreciated by consumers
Top-quality ingredients and a good price/quality ratio are crucial

COMPETITIVE LANDSCAPE

Fonti di Vinadio Sant’Anna launches Karma green, red and yellow juice
Valfrutta launches a vegan line of juices
New flavours for Yoga Tasky

CATEGORY DATA

Table 111 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 112 Off-trade Sales of Juice by Category: Value 2013-2018
Table 113 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 114 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 115 Leading Flavours for Off-trade 100% Juice: % Volume 2013-2018
Table 116 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2013-2018
Table 117 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2013-2018
Table 118 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 119 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 120 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 121 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 122 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 123 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 124 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 125 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Italy

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 126 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 127 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 128 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 129 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 130 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 131 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 132 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 133 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 134 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 135 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 136 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 137 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Italy

HEADLINES

PROSPECTS

Second Italian tea festival in Bologna – tea culture is growing
The wider offer meets consumers’ differentiated and seasonal demands
The premiumisation trend and commitment to fairness by manufacturers

COMPETITIVE LANDSCAPE

Coca-Cola launches Fuze Tea
San Pellegrino re-acquires the brand Nestea from Coca-Cola
San Benedetto launches organic tea Premium Quality Thè BIO

CATEGORY DATA

Table 138 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 139 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 140 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 141 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 142 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 143 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 144 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 145 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 146 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 147 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 148 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 149 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 150 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Italy

HEADLINES

PROSPECTS

Sports drinks attract consumers, but they are concerned by criticisms
Millennials and sportspersons are the main target consumer groups
Educating Italian consumers about the correct use of sports drinks

COMPETITIVE LANDSCAPE

Gatorade launches G Active, and especially focuses on Italy
San Benedetto launches Energade BIO
A domestic start-up launches Natural Boom, “the first mental drink”

CATEGORY DATA

Table 151 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 152 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 153 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 154 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 155 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 156 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 157 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 158 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 159 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 160 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 161 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 162 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023