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.
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.
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.
The move away from the appreciation of sugar as a sweetener made room for the success of new launches containing sugar substitutes, e.g.
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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This industry report originates from Passport, our Soft Drinks market research database.