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Learn moreDec 2020
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The most obvious impact of the COVID-19 pandemic on sales of soft drinks in Italy during 2020 was the dramatic decline seen in on-trade sales over the course of the year. The principal reason for the slump in on-trade sales of all categories of soft drinks during 2020 was the nationwide lockdown that mandated the shutdown of the country’s entire hospitality industry between 10 March and 8 May, as well as the regional lockdowns that were imposed during November and December.
Italy found itself at the epicentre of the global COVID-19 pandemic early on. The COVID-19 virus was first confirmed to have spread to the country as early as 31 January 2020, when two Chinese tourists in Rome tested positive for the virus.
All of the leading players in Italy’s soft drinks industry faced a bleak year during 2020 due to the slump in demand for their products in the foodservice channel. On-trade sales of soft drinks began declining as soon as the COVID-19 crisis took hold in Italy before abruptly dropping to nil as the first nationwide quarantine lockdown was implemented.
Despite the dramatic decline seen in on-trade sales of soft drinks over the course of 2020, the migration from the on-trade to the off-trade was merely moderate during the year. With Italian consumers spending much more time at home, it was expected that on-trade consumption of soft drinks would shift to the at-home environment.
During the initial nationwide quarantine lockdown that was imposed in Italy between 10 March and 8 May, all foodservice outlets throughout the country were required to remain closed. A considerable number of consumer foodservice outlets continued to operate at a reduced level during the lockdown by offered delivery services, although takeaway from the premises was not allowed.
The recovery of Italy’s of soft drink industry is expected to be swift as soon as the COVID-19 situation has been resolved to the extent where people can return to the consumer foodservice establishments that they frequented prior to the onset of the pandemic. On-trade soft drinks sales are expected to exceed 2019 levels by 2023, by which time the Italian economy is expected to have mounted a full recovery from the recession that has emerged in the wake of the COVID-19 pandemic.
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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.
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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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This industry report originates from Passport, our Soft Drinks market research database.
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.