Soft Drinks in Italy

Abstract
Demand for soft drinks continued to recover in 2022, with volumes exceeding 2019 levels. This was linked to the steady recovery of the on-trade channel, as consumers returned more fully to pre-COVID-19 lifestyles, which tended to be hectic and on-the-go, especially, but not solely, in urban areas. The exceptionally hot weather during the spring and summer also contributed to strong growth for soft drinks, with 2022 being the hottest year recorded in the country since 1800. Moreover, industry per...

Euromonitor International's Soft Drinks in Italy report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2017-2021), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they legislative, distribution, packaging or pricing issues. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Soft Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Content
Soft Drinks in Italy
November 2022

List Of Contents And Tables

SOFT DRINKS IN ITALY
EXECUTIVE SUMMARY
Soft drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
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
APPENDIX
Fountain sales in Italy
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 41 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 42 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022
Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
Table 55 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2022-2027
Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2022-2027
JUICE IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 57 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 58 Off-trade Sales of Juice by Category: Value 2017-2022
Table 59 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 60 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 61 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 63 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 64 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 66 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027
BOTTLED WATER IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 69 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 70 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027
SPORTS DRINKS IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 81 Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 82 Off-trade Sales of Sports Drinks: Value 2017-2022
Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2017-2022
Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2018-2022
Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2019-2022
Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2018-2022
Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2019-2022
Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2022-2027
Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2022-2027
Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2022-2027
Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2022-2027
ENERGY DRINKS IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 93 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 94 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027
CONCENTRATES IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 107 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 109 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 110 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 111 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 112 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 113 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 114 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
Table 115 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
Table 116 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 118 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 119 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027
RTD TEA IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 120 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 121 Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 122 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 123 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
Table 124 Leading Flavours for Off-trade RTD Tea: % Volume 2017-2022
Table 125 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
Table 126 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
Table 127 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
Table 128 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
Table 129 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
Table 130 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027
RTD COFFEE IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 133 Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 134 Off-trade Sales of RTD Coffee: Value 2017-2022
Table 135 Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 136 Off-trade Sales of RTD Coffee: % Value Growth 2017-2022
Table 137 NBO Company Shares of Off-trade RTD Coffee: % Volume 2018-2022
Table 138 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2019-2022
Table 139 NBO Company Shares of Off-trade RTD Coffee: % Value 2018-2022
Table 140 LBN Brand Shares of Off-trade RTD Coffee: % Value 2019-2022
Table 141 Forecast Off-trade Sales of RTD Coffee: Volume 2022-2027
Table 142 Forecast Off-trade Sales of RTD Coffee: Value 2022-2027
Table 143 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2022-2027
Table 144 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2022-2027