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Juice in Italy

  • PDF Icon

    Report

  • 37 Pages
  • December 2025
  • Region: Italy
  • Euromonitor International
  • ID: 2870031
Description Jump to:
Juice in Italy experienced an off-trade volume decline in 2025, primarily due to price increases and health concerns regarding sugar content and processing. This severely impacted nectars and 100% reconstituted juice, with consumers increasingly shifting to alternatives. While overall decline is forecast to continue moving forward, no added sugar juice drinks and premium 100% not from concentrate juice are expected to show resilience.

This report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2025), 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 2030 illustrate how the market is set to change.

Product coverage: 100% Juice, Coconut and Other Plant Waters, Juice Drinks (up to 24% Juice), Nectars.

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

Why buy this report?

  • Get a detailed picture of the Juice 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

KEY DATA FINDINGS
2025 DEVELOPMENTS
  • Decline driven by health concerns and rising prices, with nectars performing poorly
INDUSTRY PERFORMANCE
  • Price hikes and health concerns drive decline for juice in 2025
  • Price and health claims impact key categories
WHAT’S NEXT?
  • Continued decline forecast for juice amidst health concerns and competition
  • Players expected to prioritise no added sugar and reformulation amidst health trends
  • Aiming to capture energy-seeking consumers with functional innovations
COMPETITIVE LANDSCAPE
  • Yoga propels Conserve Italia to share growth in juice
  • Strategic moves by CoGeDi, Fonti di Vinadio, and San Benedetto reshape juice
CHANNELS
  • Strategic offerings and promotions bolster the lead of supermarkets in juice
  • Demand for convenience drives dynamic growth for retail e-commerce in juice
CATEGORY DATA
  • Table 1 Off-trade Sales of Juice by Category: Volume 2020-2025
  • Table 2 Off-trade Sales of Juice by Category: Value 2020-2025
  • Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
  • Table 4 Off-trade Sales of Juice by Category: % Value Growth 2020-2025
  • Table 5 NBO Company Shares of Off-trade Juice: % Volume 2021-2025
  • Table 6 LBN Brand Shares of Off-trade Juice: % Volume 2022-2025
  • Table 7 NBO Company Shares of Off-trade Juice: % Value 2021-2025
  • Table 8 LBN Brand Shares of Off-trade Juice: % Value 2022-2025
  • Table 9 Forecast Off-trade Sales of Juice by Category: Volume 2025-2030
  • Table 10 Forecast Off-trade Sales of Juice by Category: Value 2025-2030
  • Table 11 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2025-2030
  • Table 12 Forecast Off-trade Sales of Juice by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMERSOFT DRINKS IN ITALY
EXECUTIVE SUMMARY
  • Soft drinks sees modest growth amidst health trends, channel shifts, and price rises
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
  • Mixed fortunes, with health trends and competition reshaping soft drinks
  • Demand for reduced sugar products surges despite sugar tax postponement
  • Functionality and wellness drive innovation in soft drinks, reshaping the dynamics
WHAT NEXT?
  • Energy drinks and functional bottled water to drive modest growth
  • Italian sugar tax set to reshape soft drinks, driving a shift to reduced sugar options
  • Functionality and premiumisation set to dominate soft drinks trends
COMPETITIVE LANDSCAPE
  • San Benedetto leads in volume terms, while Coca-Cola leads value sales
  • waterdrop revitalises powder concentrates with dynamic innovation and health focus
CHANNELS
  • Supermarkets retains its lead in soft drinks through promotions and product range
  • Busy lifestyles fuel rapid growth in vending and retail e-commerce in soft drinks
  • “Poveritivo” and price sensitivity: On-trade adapts to challenging economic climate
MARKET DATA
  • Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
  • Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
  • Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
  • Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
  • Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
  • Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
  • Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
  • Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
  • Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
  • Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
  • Table 23 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
  • Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
  • Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
  • Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
  • Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2021-2025
  • Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2022-2025
  • Table 29 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2021-2025
  • Table 30 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2022-2025
  • Table 31 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
  • Table 32 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
  • Table 33 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
  • Table 34 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
  • Table 35 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
  • Table 36 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
  • Table 37 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
  • Table 38 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
  • Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
  • Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
  • Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
  • Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
  • Table 43 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
  • Table 44 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
  • Table 45 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
  • Table 46 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
  • Table 47 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2025-2030
  • Table 48 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2025-2030
APPENDIX
  • Fountain sales in Italy
  • Trends
COUNTRY REPORTS DISCLAIMER
SOURCES
  • Summary 1 Research Sources

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About the Juice Market

The Juice market is a segment of the beverage industry that focuses on the production and sale of juices and juice-based drinks. Juices are typically made from fruits, vegetables, and other plant-based ingredients, and can be either freshly squeezed or processed. Juice-based drinks are typically made from a combination of juices and other ingredients, such as sweeteners, preservatives, and flavorings. The Juice market is highly competitive, with a wide range of companies offering a variety of products. Major players in the market include PepsiCo, Coca-Cola, Nestle, and Ocean Spray. These companies offer a range of juices and juice-based drinks, including fruit juices, vegetable juices, and smoothies. Other companies in the market include Bolthouse Farms, Welch's, and Tropicana. In addition to these large companies, there are also many smaller, independent juice producers. These companies often specialize in producing organic, natural, and/or locally sourced juices. Examples of these companies include Suja Juice, Evolution Fresh, and Pressed Juicery. Show Less Read more

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