Consumer Trends in the Soft Drinks Market in Italy

Synopsis
- This report provides the results for the Soft Drinks market in Italy, from Canadean’s unique, highly detailed and proprietary online survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.

- Its coverage includes, but is not limited to, consumption behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary
- Marketers in the Soft Drinks market in Italy face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

- This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Soft Drinks market in Italy they account for and which consumer trends drive their behaviour.

Scope
- Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.

- The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

Reasons To Buy
- The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights
- Consumer survey data for the following specific categories: Bottled Water, Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, Juices, and Ready To Drink Tea & Coffee.

- Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

- Brand and private label penetration among consumers in 2011 as tracked by the survey.

- Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Soft Drinks Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Bottled Water
2.2.2 Concentrates
2.2.3 Functional Drinks
2.2.4 Juices
2.2.5 Ready to Drink Tea & Coffee
2.2.6 Smoothies
2.2.7 Sparkling Soft Drinks
2.3 Behavioral Trends and Market Value
2.3.1 Bottled Water
2.3.2 Concentrates
2.3.3 Functional Drinks
2.3.4 Juices
2.3.5 Ready to Drink Tea & Coffee
2.3.6 Smoothies
2.3.7 Sparkling Soft Drinks
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Bottled Water
3.1.2 Concentrates
3.1.3 Functional Drinks
3.1.4 Juices
3.1.5 Ready to Drink Tea & Coffee
3.1.6 Smoothies
3.1.7 Sparkling Soft Drinks
3.2 Consumer Profiles by Product Category
3.2.1 Bottled Water
3.2.2 Concentrates
3.2.3 Functional Drinks
3.2.4 Juices
3.2.5 Ready to Drink Tea & Coffee
3.2.6 Smoothies
3.2.7 Sparkling Soft Drinks
4 Brand vs. Private Label Uptake
4.1 Brand vs. Private Label Consumer Penetration
4.1.1 By Category
4.2 Soft Drinks Brand Choice and Private Label Consumer Penetration
4.2.1 Bottled Water
4.2.2 Concentrates
4.2.3 Functional Drinks
4.2.4 Juices
4.2.5 Ready to Drink Tea & Coffee
4.2.6 Smoothies
4.2.7 Sparkling Soft Drinks
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Soft Drinks
5.1.2 Bottled Water
5.1.3 Concentrates
5.1.4 Functional Drinks
5.1.5 Juices
5.1.6 Ready to Drink Tea & Coffee
5.1.7 Smoothies
5.1.8 Sparkling Soft Drinks
6 Consumption Impact: Market Valuation
6.1 Soft Drinks Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Soft Drinks Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Soft Drinks Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Survey-tracked Retailer Shares by Volume
7.1.1 Italy Soft Drinks Survey-tracked Retailer Shares by Volume
7.2 Survey-tracked Retailer Shares by Volume by Category
7.2.1 Italy Bottled Water Survey-tracked Retailer Shares by Volume
7.2.2 Italy Concentrates Survey-tracked Retailer Shares by Volume
7.2.3 Italy Functional Drinks Survey-tracked Retailer Shares by Volume
7.2.4 Italy Juices Survey-tracked Retailer Shares by Volume
7.2.5 Italy Ready to Drink Tea & Coffee Survey-tracked Retailer Shares by Volume
7.2.6 Italy Smoothies Survey-tracked Retailer Shares by Volume
7.2.7 Italy Sparkling Soft Drinks Survey-tracked Retailer Shares by Volume
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Auchan Switching Analysis
7.3.3 Carrefour Switching Analysis
7.3.4 Conad Switching Analysis
7.3.5 Coop Italia Switching Analysis
7.3.6 Despar Servizi Switching Analysis
7.3.7 Esselunga Switching Analysis
7.3.8 Eurospin Switching Analysis
7.3.9 PAM Switching Analysis
7.3.10 Selex Switching Analysis
7.3.11 Sisa Switching Analysis
7.3.12 Other Switching analysis
7.4 Profiles of End-Consumers of Soft Drinks, by Retailer Used
7.4.1 Auchan
7.4.2 Bennet SpA
7.4.3 Carrefour
7.4.4 Conad
7.4.5 Coop Italia
7.4.6 Despar Servizi
7.4.7 Esselunga
7.4.8 Eurospin
7.4.9 Finiper
7.4.10 Interdis
7.4.11 PAM
7.4.12 Rewe Group
7.4.13 Selex
7.4.14 Sisa
7.4.15 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer


List of Tables
Table 1: Volume Units for the Soft Drinks Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Population Profiles
Table 4: Italy Soft Drinks Value Share (%), by Age Groups, 2011
Table 5: Italy Soft Drinks Value Share (%), by Gender, 2011
Table 6: Italy Soft Drinks Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Italy Soft Drinks Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Italy Soft Drinks Value Share (%) by Wealth Groups, 2011
Table 9: Italy Soft Drinks Value Share (%) by Busy Lives Groups, 2011
Table 10: Italy Bottled Water Consumer Group Share (% market value), 2011
Table 11: Italy Concentrates Consumer Group Share (% market value), 2011
Table 12: Italy Functional Drinks Consumer Group Share (% market value), 2011
Table 13: Italy Juices Consumer Group Share (% market value), 2011
Table 14: Italy Ready to Drink Tea & Coffee Consumer Group Share (% market value), 2011
Table 15: Italy Smoothies Consumer Group Share (% market value), 2011
Table 16: Italy Sparkling Soft Drinks Consumer Group Share (% market value), 2011
Table 17: Italy Total Bottled Water Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Italy Total Concentrates Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Italy Total Functional Drinks Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Italy Total Juices Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Italy Total Ready to Drink Tea & Coffee Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Italy Total Smoothies Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: Italy Total Sparkling Soft Drinks Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 24: Italy Bottled Water Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Italy Bottled Water Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Italy Concentrates Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Italy Concentrates Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Italy Functional Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Italy Functional Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Italy Juices Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Italy Juices Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Italy Ready to Drink Tea & Coffee Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Italy Ready to Drink Tea & Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Italy Smoothies Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 35: Italy Smoothies Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 36: Italy Sparkling Soft Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 37: Italy Sparkling Soft Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 38: Italy Bottled Water Consumer Profiles (% consumers by sub-group), 2011
Table 39: Italy Concentrates Consumer Profiles (% consumers by sub-group), 2011
Table 40: Italy Functional Drinks Consumer Profiles (% consumers by sub-group), 2011
Table 41: Italy Juices Consumer Profiles (% consumers by sub-group), 2011
Table 42: Italy Ready to Drink Tea & Coffee Consumer Profiles (% consumers by sub-group), 2011
Table 43: Italy Smoothies Consumer Profiles (% consumers by sub-group), 2011
Table 44: Italy Sparkling Soft Drinks Consumer Profiles (% consumers by sub-group), 2011
Table 45: Italy Soft Drinks Private Label Consumer Penetration (% Consumers Using), by Category, 2011
Table 46: Italy Bottled Water Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 47: Italy Concentrates Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 48: Italy Functional Drinks Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 49: Italy Juices Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 50: Italy Ready to Drink Tea & Coffee Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 51: Italy Smoothies Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 52: Italy Sparkling Soft Drinks Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 53: Italy, Overall Soft Drinks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: Italy, Bottled Water: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 55: Italy, Concentrates: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 56: Italy, Functional Drinks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 57: Italy, Juices: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 58: Italy, Ready to Drink Tea & Coffee: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 59: Italy, Smoothies: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 60: Italy, Sparkling Soft Drinks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 61: Italy Soft Drinks Market Value (Euro million), by Category, 2011
Table 62: Italy Soft Drinks Market Value (US$ million), by Category, 2011
Table 63: Italy Soft Drinks Market Volume (Ltrs m), by Category, 2011
Table 64: Italy Soft Drinks Market Share (US$ million), by Category, 2011
Table 65: Italy Soft Drinks Expenditure Per Capita (Euro), by Category, 2011
Table 66: Italy Soft Drinks Expenditure Per Capita (US$), by Category, 2011
Table 67: Italy Soft Drinks Expenditure Per Household (Euro), by Category
Table 68: Italy Soft Drinks Expenditure Per Household (US$), by Category
Table 69: Italy Soft Drinks Market Volume Share (Ltrs m), by Category, 2011
Table 70: Italy Soft Drinks Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 71: Italy Soft Drinks Consumption Per Household (Ltrs m / Households m) Category, 2011
Table 72: Italy Soft Drinks Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Table 73: Italy Bottled Water Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 74: Italy Concentrates Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 75: Italy Functional Drinks Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 76: Italy Juices Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 77: Italy Ready to Drink Tea & Coffee Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 78: Italy Smoothies Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 79: Italy Sparkling Soft Drinks Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 80: Italy: Switchers to Auchan for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Italy: Switchers From Auchan for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Italy: Switchers to Carrefour for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Italy: Switchers From Carrefour for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Italy: Switchers to Conad for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: Italy: Switchers From Conad for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: Italy: Switchers to Coop Italia for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: Italy: Switchers From Coop Italia for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 88: Italy: Switchers to Despar Servizi for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: Italy: Switchers From Despar Servizi for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: Italy: Switchers to Esselunga for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: Italy: Switchers From Esselunga for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: Italy: Switchers to Eurospin for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 93: Italy: Switchers From Eurospin for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 94: Italy: Switchers to PAM for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 95: Italy: Switchers From PAM for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 96: Italy: Switchers to Selex for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 97: Italy: Switchers From Selex for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 98: Italy: Switchers to Sisa for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 99: Italy: Switchers From Sisa for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 100: Italy: Switchers to Other for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 101: Italy: Switchers From Other for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 102: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 103: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2011
Table 104: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 105: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2011
Table 106: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2011
Table 107: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2011
Table 108: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2011
Table 109: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2011
Table 110: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Finiper (% by Subgroup, as tracked by the Survey), 2011
Table 111: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Interdis (% by Subgroup, as tracked by the Survey), 2011
Table 112: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2011
Table 113: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 114: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2011
Table 115: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2011
Table 116: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011


List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Italy Soft Drinks Value Share (%), by Age Groups, 2011
Figure 3: Italy Soft Drinks Value Share (%), by Gender, 2011
Figure 4: Italy Soft Drinks Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Italy Soft Drinks Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Italy Soft Drinks Value Share (%) by Wealth Groups, 2011
Figure 7: Italy Soft Drinks Value Share (%) by Busy Lives Groups, 2011
Figure 8: Italy Bottled Water Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Italy Bottled Water Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Italy Concentrates Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Italy Concentrates Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Italy Functional Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Italy Functional Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Italy Juices Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Italy Juices Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Italy Ready to Drink Tea & Coffee Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Italy Ready to Drink Tea & Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Italy Smoothies Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Italy Smoothies Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Italy Sparkling Soft Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: Italy Sparkling Soft Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: Italy Soft Drinks Market Share (US$ million), by Category, 2011
Figure 23: Italy Soft Drinks Expenditure Per Capita (US$), by Category, 2011
Figure 24: Italy Soft Drinks Expenditure Per Household (US$), by Category
Figure 25: Italy Soft Drinks Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Figure 26: Italy Bottled Water Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 27: Italy Concentrates Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 28: Italy Functional Drinks Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 29: Italy Juices Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 30: Italy Ready to Drink Tea & Coffee Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 31: Italy Smoothies Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 32: Italy Sparkling Soft Drinks Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 33: Italy: People Who Have Switched Retailer for their Soft Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

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