Inflationary pressures leading to price rises are placing downwards pressure on off-trade volume sales of soft drinks in Italy. Additionally, the poor weather in 2023, especially compared to the heatwaves in 2022, has further suppressed potential sales due to lower out-and-about footfall and associated impulse purchases of refreshing beverages. In fact, the only exception to these off-trade volume slumps is seen with energy drinks which, on the contrary, is seeing a robust sales boost.
The 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 (2018-2022), 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 2027 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.
The 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 (2018-2022), 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 2027 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.
Table of Contents
SOFT DRINKS IN ITALYDISCLAIMERCARBONATES IN ITALYKEY DATA FINDINGSJUICE IN ITALYKEY DATA FINDINGSBOTTLED WATER IN ITALYKEY DATA FINDINGSSPORTS DRINKS IN ITALYKEY DATA FINDINGSENERGY DRINKS IN ITALYKEY DATA FINDINGSCONCENTRATES IN ITALYKEY DATA FINDINGSRTD TEA IN ITALYKEY DATA FINDINGSRTD COFFEE IN ITALYKEY DATA FINDINGS
EXECUTIVE SUMMARY
- Soft drinks in 2023: The big picture
- 2023 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 2018-2023
- Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
- Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
- Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
- Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2022
- Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2022
- Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2022
- Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2022
- Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
- Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
- Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
- Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
- Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
- Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023
- Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2019-2023
- Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2020-2023
- Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2019-2023
- Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2020-2023
- Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
- Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
- Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
- Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
- Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2018-2023
- Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2018-2023
- Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
- Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
- Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
- Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
- Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
- Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
- Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
- Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
- Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
- Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
- Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2023-2028
- Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2023-2028
APPENDIX
- Fountain sales in Italy
SOURCES
- Summary 1 Research Sources
2023 DEVELOPMENTS
- Volume sales of carbonates fall into a slump in 2023, due to inflationary factors, poor weather, and unhealthy image
- Reduced sugar carbonates significantly outscore regular variants
- Coca-Cola maintains its lead, while more affordable variants attract price-sensitive consumers
PROSPECTS AND OPPORTUNITIES
- Carbonates will face ongoing challenges over the forecast period
- Reduced sugar variants and “healthier” options will attract the most attention
- Opportunities for premium and indulgent carbonates, such as those which fit mixology trends
CATEGORY DATA
- Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
- Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
- Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
- Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
- Table 41 Off-trade Sales of Carbonates by Category: Volume 2018-2023
- Table 42 Off-trade Sales of Carbonates by Category: Value 2018-2023
- Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
- Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
- Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
- Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023
- Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
- Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
- Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
- Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
- Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
- Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
- Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
- Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
- Table 55 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2023-2028
- Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2023-2028
2023 DEVELOPMENTS
- Juice remains in a downwards slump, due to maturity of category and low levels of innovation
- Not from concentrate 100% juice sees success thanks to “healthier” image and higher levels of innovation
- Innovation needed for brands to stand out from the crowd
PROSPECTS AND OPPORTUNITIES
- Juice will continue to face challenges over the forecast period
- Premiumisation opportunities in not from concentrate 100% juice
- Innovation to focus on functionality and no-sugar options
CATEGORY DATA
- Table 57 Off-trade Sales of Juice by Category: Volume 2018-2023
- Table 58 Off-trade Sales of Juice by Category: Value 2018-2023
- Table 59 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
- Table 60 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
- Table 61 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
- Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
- Table 63 NBO Company Shares of Off-trade Juice: % Value 2019-2023
- Table 64 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
- Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
- Table 66 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
- Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
- Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Bottled water slumps into negative figures due to maturity of the category and inflationary pressures
- Functional and flavoured water attract the most attention
PROSPECTS AND OPPORTUNITIES
- Flat performance expected for mature category of bottled water
- Ongoing revival of foodservice will also influence off-trade sales
- Category continues to head towards consolidation, with sustainability a further trend to observe
CATEGORY DATA
- Table 69 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
- Table 70 Off-trade Sales of Bottled Water by Category: Value 2018-2023
- Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
- Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
- Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
- Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
- Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
- Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
- Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
- Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
- Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
- Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Sports drinks faces a range of challenges, leading to a downwards slump
- Powerade benefits in value terms from relatively stable prices
- Competition from other soft drinks remains strong
PROSPECTS AND OPPORTUNITIES
- Sluggish performance for sports drinks expected to continue, due to ongoing challenging factors
- Overall channel developments could enhance opportunities for sports drinks
- Competitive status quo expected to remain balanced between the main three players
CATEGORY DATA
- Table 81 Off-trade Sales of Sports Drinks: Volume 2018-2023
- Table 82 Off-trade Sales of Sports Drinks: Value 2018-2023
- Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
- Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2018-2023
- Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2019-2023
- Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2020-2023
- Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2019-2023
- Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2020-2023
- Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2023-2028
- Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2023-2028
- Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2023-2028
- Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Energy drinks is the bigger winner in 2023, thanks to overall popularity and stable prices from category leader Red Bull
- Both regular and reduced sugar variants see robust growth, due to flavour being an important factor in energy drinks
- Scope remains for smaller players to win shares in energy drinks, despite the Red Bull and Monster Energy consolidation
PROSPECTS AND OPPORTUNITIES
- Energy drinks to maintain solid growth thanks to ongoing supportive trends
- Ongoing developments in reduced sugar variants expected
- New entries expected in energy drinks over the coming years
CATEGORY DATA
- Table 93 Off-trade Sales of Energy Drinks: Volume 2018-2023
- Table 94 Off-trade Sales of Energy Drinks: Value 2018-2023
- Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
- Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
- Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
- Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
- Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
- Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
- Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
- Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
- Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
- Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Liquid concentrates, whilst traditional, suffer from an old-fashioned image
- Powder concentrates continue to fall out of favour and see ongoing competition from RTD tea and cold infusions
- Fabbri maintains its lead and broadens its Mixybar Plus line
PROSPECTS AND OPPORTUNITIES
- Liquid concentrates will continue to suffer from increasingly old-fashioned image and competition from other soft drinks categories
- Powder concentrates continues to face challenges, leading to a flat ongoing performance
- SodaStream to increase penetration through on-trade channels
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 2018-2023
- Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
- Table 107 Off-trade Sales of Concentrates by Category: Value 2018-2023
- Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
- Table 109 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
- Table 110 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
- Table 111 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
- Table 112 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
- Table 113 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
- Table 114 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
- Table 115 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
- Table 116 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
- Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
- Table 118 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
- Table 119 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- RTD tea sales decline amid increasing competition from energy drinks
- Estathé and San Benedetto maintain their leading shares
- Low levels of innovation seen in RTD tea 2023, with a couple of developments of note
PROSPECTS AND OPPORTUNITIES
- RTD tea set for small and steady sales over the forecast period, amid opposing trends
- Niche and premium brands to win shares as the economy improves
- Innovation expected in sparkling RTD tea and Kombucha
CATEGORY DATA
- Table 120 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
- Table 121 Off-trade Sales of RTD Tea by Category: Value 2018-2023
- Table 122 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
- Table 123 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
- Table 124 Leading Flavours for Off-trade RTD Tea: % Volume 2018-2023
- Table 125 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
- Table 126 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
- Table 127 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
- Table 128 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
- Table 129 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
- Table 130 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
- Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
- Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- RTD coffee suffers from inflationary pressures and niche demand
- Limited retail availability and cross category competition affect RTD coffee
- Innovation required in order to boost the image of RTD coffee
PROSPECTS AND OPPORTUNITIES
- Recovery expected for RTD coffee volume sales, in line with economic recovery, but category will remain niche
- Further innovation needed in order to attract consumer attention
- On-trade and retail channel developments set. to benefit RTD coffee
CATEGORY DATA
- Table 133 Off-trade Sales of RTD Coffee: Volume 2018-2023
- Table 134 Off-trade Sales of RTD Coffee: Value 2018-2023
- Table 135 Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
- Table 136 Off-trade Sales of RTD Coffee: % Value Growth 2018-2023
- Table 137 NBO Company Shares of Off-trade RTD Coffee: % Volume 2019-2023
- Table 138 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2020-2023
- Table 139 NBO Company Shares of Off-trade RTD Coffee: % Value 2019-2023
- Table 140 LBN Brand Shares of Off-trade RTD Coffee: % Value 2020-2023
- Table 141 Forecast Off-trade Sales of RTD Coffee: Volume 2023-2028
- Table 142 Forecast Off-trade Sales of RTD Coffee: Value 2023-2028
- Table 143 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2023-2028
- Table 144 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2023-2028