Hot Drinks in Italy published by Euromonitor International in May, 2009. This report consists of Tables: 83 and the price starts from US $ 1900.
Abstract
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environment
Product coverage
Coffee; Other hot drinks; Tea
Executive summary
Italian preference for new products
Volume growth of Italian hot drinks in 2008 was driven by increasing demand
for alternative products. Within coffee and tea, growth was driven by rising
consumer demand for new added-value categories, offering convenience and
health benefits. In other hot drinks, the positive performance was due to the
success of chocolate-based flavoured powder drinks. Meanwhile, the use of
black standard tea was in decline.
Health and convenience drive volume and value growth
In 2008, volume and value growth of Italian hot drinks was driven by
consumers' rising health awareness and demand for convenience products. The
health trend was evident in the shifting of demand from standard products --
both coffee and tea -- to healthier ones, such as fruit/herbal tea, green tea
and decaffeinated coffee. On the other hand, convenience was the basis of the
great success of pre-dosed coffee products, namely pods, in both instant
coffee, standard coffee and instant coffee mixes. Such products are
increasingly appreciated for their convenience of use, as well as their good
taste, which is comparable with that of on-trade coffee.
Lavazza maintains its lead of value sales
Thanks to its strong position in coffee, Lavazza maintained its leadership of
hot drinks in 2008, followed by Nestlé Italiana and Kraft Foods Italia. Nestlé Italiana owes its second position to its dominance in instant coffee, through
the well-known Nescafé brand. Apart from instant coffee, Nestlé Italiana also
leads chocolate-based flavoured powder drinks with its Nesquik Plus brand, and
malt-based hot drinks with its Orzoro brand. Kraft Foods Italia is mainly
focused on coffee, both fresh and instant, and is present with the Splendid
and Café Hag brands. The latter is the leading brand of decaffeinated fresh
ground coffee in Italy. Important tea manufacturers include D&C and Star. D&C
owes its leadership of tea to its famous Twinings brand.
Economic uncertainty leads to polarisation
Despite registering a slight decrease in its volume share,
supermarkets/hypermarkets remained the leading distribution channel for hot
drinks in 2008. Supermarkets/hypermarkets lost ground to discounters and
convenience stores, which benefited from the ongoing polarisation of hot
drinks. The instability of the Italian economy and the first signs of
recession divided the consumer base into two. On the one hand, consumers who
could afford to continued to look for premium products. On the other hand,
price-sensitive consumers shifted to cheaper brands. The result was an
increasing polarisation of each end of the price spectrum, with a further
decline of mid-priced products. Private label also increased its value share
of hot drinks in 2008, with its lower prices attracting more and more
consumers.
Off-trade channel and new products forecast to drive volume and value growth
Italian hot drinks is forecast to register only moderate volume and value
growth during 2008-2013. The main trends will be a continued shift from the
on-trade channel to the off-trade channel and growing consumer demand for
convenient products. Coffee will benefit from the increasing appreciation of
coffee pods and instant coffee mixes, including cappuccino and mocaccino
options. Within tea, healthy products such as other tea, green tea and
fruit/herbal tea are expected to be the most dynamic. Coffee manufacturers
will launch new pre-dosed coffee with alternative aromas and tastes, while tea
manufacturers will continue to stress the healthy antioxidant properties of
tea.
KEY TRENDS AND DEVELOPMENTS
Ageing population
Italy has one of the fastest ageing populations in Western Europe, and the
highest mean age in the EU. In 2008, 20% of the total population was aged
65-years-old and above. The ageing of the Italian population is largely due to
longer life expectancy and low birth rates. In 2008, Italy' s birth rate stood
at nine per 1,000 inhabitants, down from 13 per 1,000 inhabitants in 1977.
Moreover, families are getting smaller and the increasing trend of women
delaying childbirth is adding to the predicament. In 2008, the average age of
women at childbirth was 31-years-old, compared with 27-years-old in 1977. This
is contributing to falling birth and fertility rates, which are causing a lag
in population growth. Mortality rates are also dropping, and life expectancies
increasing. This is evident in the rising mean population age, which stood at
42-years-old in 2008.
While the number of people aged 65-years-old and above in Italy is increasing,
the number of 0-14-year-olds grew by only 1% in 2008, accounting for 14% of
the population. (Source: ISTAT, the National Institute of Statistics.)
Current Impact
The growing number of elderly people in Italy is clearly affecting almost all
hot drinks categories. Overall, the trend is benefiting products that offer
health-related properties and/or claim to prevent age-related health problems.
Some such problems can be either self-treated or prevented through the intake
of a long-term nutritionally balanced diet.
In tea, the ageing trend is contributing to the increasing popularity of
products such as green tea and red tea, which claim strong antioxidant
properties. Within coffee, the impact is less pronounced and is mainly
evidenced by the growing demand for decaffeinated coffee and high-quality
products, which are perceived as less unhealthy than other coffee types.
Outlook
Over the forecast period, Italy is likely to continue experiencing a very low
birth rate and an increase in the mean population age. Most demographers agree
that the changes in fertility and mortality rates required to reverse the
ageing trend are very unlikely to occur. According to population forecasts,
population ageing in the first half of the 21st century will exceed that of
the second half of the 20th century. In Italy, the number of people aged
65-years-old and above is set to reach 23% of total population by 2020.
The UN estimates that life expectancy in Italy will continue to rise, with a
mean age of 45-years-old by 2020. This will result in rather dramatic changes
in the age structure of the population. The number of 0-14-year-olds is
expected to decline by 8% between 2008 and 2020. By contrast, the number of
people aged 65-years-old and above is projected to grow by 17%, while the
number of very old people (aged 80-years-old and above) is set to grow by 39%.
Alongside the rise of elderly people, the Italian population will also see a
change in its composition, with the number of foreign people legally living in
Italy set to increase. According to ISTAT, the number of foreign people
legally living in Italy totalled 3,432 million in August 2008. This
represented a 17% increase in compared to 2007. Over the forecast period, it
is likely that this percentage will rise further. This will not only be due to
new arrivals in the country, but will also include babies born to immigrants,
which typically have more babies than Italian families. Although there is
always some uncertainty with any forecast, it is important to note that
previous population forecasts have underestimated, rather than overstated, the
rate of population ageing.
Future Impact
The changing population structure will have important implications on consumer
expenditure patterns over the forecast period. Older consumers will become the
most significant target group, with companies needing to address the needs of
the older generation more closely. As a result, hot drinks manufacturers will
increasingly pay attention to products that offer health-related properties
and/or claim to prevent age-related health problems. Within tea, the trend
will continue to be towards fruit/herbal tea and herbal infusions. Strong
growth is expected for products that claim to ease age-related health
problems, including poor digestion and memory problems. This trend will
further boost volume and value sales of white tea and red tea, which remained
niche at the end of the review period, due to their recent launch.
To capitalise on the ageing of the population, manufacturers will focus on the
healthy side of their products, stressing the natural and additive-free nature
of products such as black tea and coffee in an effort to create a healthy
positioning. More manufacturers are likely to follow the example of Kraft
Foods Italia, which started to advertise its Café Hag brand in 2007 by
stressing the antioxidant properties of coffee. Recent studies suggested that
drinking a cup of coffee acts as a memory boost, especially for older adults.
According to other studies, increasing coffee consumption among healthy
persons aged 65-years-old and above and without hypertension could reduce the
risk of death from heart disease. Manufacturers will increasingly pay
attention to these studies, as elderly people become a primary target for
marketing.
Perhaps surprisingly, malt-based hot drinks is not expected to flourish over
the forecast period, despite being mainly targeted at older consumers.
Constant value sales are expected to decline by 12% during 2008-2013. The fact
that the population is ageing is not enough to create greater demand for this
mature category. Other products such as green tea and fruit/herbal tea will
pose increasing competition, as middle-aged Italians seek healthier
alternatives and more novel lifestyle products.
By contrast, chocolate-based flavoured powder drinks is projected to see
positive growth, despite being primarily targeted at children. Volume and
vales will be partially hindered by the declining birth rate, which will
reduce the consumer base. Moreover, although the consumption of milk is low in
Italy, there is no expectation of a changing trend. Instead, important changes
in the Italian diet will favour other products, such as fruit/vegetable juice
and RTDs.
Fear of recession
According to some economists, the financial sector' s problems are weighing
directly on the real economy, and Europe is in recession. European exports are
slowing down and the economies of the trading partners are declining. The
result is an overall economic fall, with the loss of many jobs and critical
economic conditions for many families. In 2008, inflation in Italy again
started to rise, due to an increase in unit prices across different business
areas. Electricity, gas, trains, textbooks and packaged food saw a
particularly strong increase in prices, while manufacturing production
declined. The Bank of Italy has reported that the number of poor people in
Italy totals 15 million, 13% of which are obliged to live on only €500-600 a
month. The instability of the Italian economy will undoubtedly affect consumer
confidence over the forecast period.
Current Impact
The end of the review period was characterised by an increasing demand for
premium products. This trend was counterbalanced by the increasing purchases
of economy products, due mostly to the financial crisis and the reduced
purchasing power of Italian families. The result was an increasing
polarisation of each end of the price spectrum, with a further decline of
mid-priced products.
The negative economic trend is not expected to end before the summer of 2009,
and will continue to hinder many retail categories. Hot drinks is only
partially suffering from the economic crisis, since the products are perceived
as commodities. Nevertheless, certain trends are influencing hot drinks
consumption, the most important being the increasing shift from the on-trade
to the off-trade channel. This is due to the fact that off-trade prices are
naturally lower than on-trade ones, and consumers are increasingly obliged to
reduce their daily expenses, due to reduced purchasing power. Moreover, the
increasing number of redundancies is resulting in major economic problems for
many Italian families.
Coffee manufacturers will be unable to continue competing on price. The
strategy is not sustainable in the long term, due to its erosion of
manufacturers' margins. In addition, rising prices of raw and roasted coffee
beans are leading manufacturers to increase unit prices slightly and reduce
the number of promotions.
Outlook
Some economists forecast that economic growth could be back on track by the
summer of 2009, unless oil prices back up, with a consequent freezing up of
the global economy. Others project a gloomier future for the Italian economy,
with the crisis continuing into 2010 and 2011. In such an uncertain economic
climate, any type of forecast is extremely difficult. The only possible
solution is a return to a certain type of saving, to counterbalance the
excessive spending of the 1990s and the first half of the 2000s.
Italy is the slowest-growing major economy in Europe. According to the most
recent findings, the country is in recession, having registered negative GDP
growth in 2008, and with further negative growth forecast for 2009. The
Italian Government is trying to set up strategies to boost the economy, and to
help small and medium-sized enterprises recover from the crisis. However, a
major problem is also to recover Italian exports, one of the main sources of
work for Italian manufacturers. According to a recent survey, only 19% of
Italian executives believe that their companies will grow, down from 52% in
2007.
Future Impact
The fear of recession and a sustained economic crisis will continue to
influence hot drinks over the forecast period. The on-trade channel is
expected to remain in decline, due to its higher prices. At the same time,
off-trade consumption will continue to be driven by consumers' desire to pay
less. During 2008-2013, off-trade value sales of coffee and tea are forecast
to grow at CAGRs of 2% and 1%, respectively.
Consumption in the off-trade channel will be driven by increasing price
competition, due to rising demand for money-saving products. In an attempt to
satisfy consumers' need to save money, manufacturers may use cut-price
promotional activities, as well as enriching their portfolio with economy
lines. A result of this trend will be a more evident polarisation of hot
drinks during the forecast period. Consumers who can afford to will continue
looking for premium products and well-known brands to treat themselves.
Meanwhile, more price-sensitive consumers will shift to cheaper brands.
Polarisation will occur at the expense of standard products, with an
increasing percentage of consumers moving away from mid-priced brands, towards
premium or low-priced products.
Competitive landscape
Multinational hot drinks players in Italy are trying to consolidate their
value shares at the expense of smaller companies. Multinationals have a strong
reputation for quality products and packaging. They also benefit from strong
distribution links with leading chained retailers and good marketing budgets
for their products. However, the recent negative results of the Italian and
European economies are hindering multinationals' investments in Italy.
Current Impact
At the beginning of 2008, the Italian economy slowed down, becoming worse in
the second half of the year. However, the hot drinks market showed good
reaction capabilities and dynamism, particularly in coffee.
In 2008, Italian coffee remained dominated by the domestic Lavazza (the leader
of Italian espresso coffee) and other domestic players, including Café Do
Brasil, Segafredo Zanetti and Illycaffé However, multinationals also ranked
highly, with Kraft Foods Italia and Nestlé Italiana in second and fourth
positions, respectively. Multinationals invested heavily to support their
brands, particularly Café Hag decaffeinated fresh ground coffee and Nescafé instant coffee. Meanwhile, the leading domestic players struggled to maintain
their value shares.
Nestlé Italiana also holds a strong position in other hot drinks, thanks to
the dominant presence of its Nesquik Plus brand of chocolate-based flavoured
powder drinks. This successful position was increasingly supported by
important investments in advertising during the review period. TV
advertisements continued to underline the fact that Nesquik Plus is not simply
a chocolate-based milk modifier, but a complete product enriched with mineral
salts and vitamins.
Outlook
Small and medium-sized enterprises are seen as the backbone of Italian
industry, and an effective base for a soft economy. Medium-sized companies are
considered to be the basis of a new start for Italian industry, but are
suffering greatly from the financial crisis. The Italian Government is
studying some proposals to help such companies, and thus to limit the social
and economic impacts of the crisis.
In some hot drinks categories, multinationals will continue to be the strong
leaders. One of the main reasons for multinationals' continued dominance is
the availability of capital for intensive advertising campaigns and continuous
development of new and improved products. Both Nestlé Italiana and Kraft Foods
Italia are likely to continue investing in advertising and promotional
activities, as they will be less limited by economic constraints than domestic
companies.
Although domestic hot drinks players will remain significant, the economic
crisis will tend to favour multinationals. By using the latest technology and
research, multinational players can introduce new products at very competitive
prices. In this way, consumers can choose products that are not only cutting
edge, but are also the best choice in terms of price.
Future Impact
Rising competition levels within hot drinks are expected to result in a
growing focus on price competition. This will lead domestic players to keep
prices low and use price promotions in an attempt to build consumer loyalty
and gain volume shares. In a bid to compete with multinationals, mergers and
acquisitions are expected to give new force to Italian manufacturers,
particularly in coffee.
Manufacturers will continue to exploit new possibilities for revitalising hot
drinks. Options include offering exciting novelties, including natural and
healthy products. The key will be to offer new ranges of products, in terms of
both quality and price.
Health and wellbeing
Modern Italian consumers are increasingly concerned about their health. They
are aware that balanced nutrition and healthier food choices can provide a
wide array of benefits, including stress reduction, better relaxation,
improved quality of life, and enhanced appearance and fitness. Given the
growing importance of appearance and maintaining a healthy weight, more
consumers are tending to choose health and wellness products.
The growth in obesity levels is a further important factor behind the health
trend. According to SIO (Italian Obesity Association), Italian obesity levels
(ie a body mass index higher than 30) reached 10% of the population in 2008.
Aware of the increase in obesity rates, the Italian Government launched
several initiatives during the review period, aimed at educating consumers and
persuading them to eat healthier diets.
The health trend is positively affecting consumers' attitudes towards
better-for-you and naturally-healthy products. A significant numbers of
consumers are more inclined to switch to better-for-you versions of their
favourite products, rather than thoroughly modifying their diets. At the same
time, the trend is encouraging manufacturers to reformulate their products.
Current Impact
Within Italian hot drinks, the health trend is mainly evident in decaffeinated
coffee and caffeine-free tea, as consumers are increasingly cutting back on
their caffeine consumption. Overall, consumer choices are moving toward a
sense of self-awareness. In order to satisfy the growing demand for healthy
hot drinks, fuelled by raised health concerns among consumers, leading
manufacturers are gradually broadening their portfolios of organic products
and products perceived by consumers as healthy and natural.
Within tea, the trend towards healthy products resulted in strong volume and
value growth of green tea during the review period. Consumption was driven by
the appeal of green tea' s health benefits, including its high content of
antioxidants, called catechins. To capitalise on this trend and increase their
margins, manufacturers strongly invested in fruit/herbal tea and green tea,
which are perceived by consumers as healthy alternatives to black tea and
coffee. Leading brands such as Twinings and Pompadour boasted a wide range by
the end of the review period, including infusions with relaxation or
detoxification benefits, and exotic varieties made from leaves, berries,
fruits and herbs, with various additions such as honey, sugar crystals,
cinnamon sticks and other spices.
Marketing also played a major role, with manufacturers using labels to stress
the health benefits of their products. For example, Kraft Foods Italia
advertised its Café Hag brand by stressing the antioxidant properties of
coffee.
The migration of demand from black tea to fruit/herbal tea is mainly being
driven by 25-45-year-old consumers, in the upper-middle income groups and
generally with a college education. This consumer base is making well-informed
choices about food and drink. Consumers are also placing increasing demands on
manufacturers in terms of ethical considerations such as Fair Trade. This is
giving manufacturers further scope to increase margins.
Outlook
The trend towards health and wellbeing is set to continue during the forecast
period, supported by a growing focus on health issues by the media and
increasing investment in health initiatives by the Italian Government. Public
education will continue to be a fundamental tool in improving the health of
the nation and in influencing manufacturers to reformulate their products and
make them healthier. Government campaigns against obesity, smoking and high
consumption of sugar, salt and fat will all create marketing opportunities for
consumer products. An increasing numbers of consumers will be willing to buy
organic food, despite higher prices. Consumers will also learn to choose
products that offer more nutritional value, such as better-for-you versions or
naturally healthy products.
The ageing of the Italian population will further drive the health trend, as
consumers look for solutions to help them age well and prevent age-related
health problems. Manufacturers will continue to target different health
issues, with products to aid immunity, gut health and general wellbeing among
the most popular. Heart health and weight management will also be of concern.
At the same time, ethical considerations will capture the minds of consumers.
This will contribute to the growing awareness of locality, sustainability and
Fair Trade. Increasing environmental consciousness will drive demand for
organic food and drink products, which will be more widely available in
leading retail chains.
Future Impact
Health will remain a key driver of hot drinks during the forecast period.
Healthy varieties of tea and coffee will see increased volume and value sales,
as will specialised products. Consumers will be increasingly concerned with
ethical issues and specific healthy properties of hot drinks.
Growing ethical concerns about the countries of origin of products will put
the burden on producers to better communicate with consumers regarding these
issues. This will largely be done by packaging and advertising. Health and
specialisation trends will alter the perception of tea and coffee as commodity
items, with the products increasingly viewed as a defining lifestyle choice.
Increasing consumer concerns about health and wellbeing will make
manufacturers pay more attention to their public image. It will become more
important for manufacturers to be viewed as being actively involved in solving
modern health-related problems, such as obesity and anxiety.
While new healthy products will be created during the forecast period,
existing products will be revamped in a healthier form. Investments in
launching health and wellness products will help to improve the corporate
image of major companies such as Lavazza, Kraft Foods Italia, Nestlé Italiana,
Star and D&C, with smaller players gradually following suit. Despite the
traditional dominance of coffee in Italy, tea is expected to become
increasingly popular, due to its image of being healthy. Fruit/herbal tea is
likely to see more specialisation, with consumers seeking condition-specific
remedies instead of universal solutions. Companies will also strive to offer
fruit/herbal tea varieties that are more than just healthy, for example with
improved tastes and new flavours.
Within coffee, the focus will be on decaffeinated coffee and on coffee
enriched with ingredients such as gingko and ginseng. Given the increasing
demand for coffee pods, it is also likely that consumers will focus on the
environmental impact of the packaging. Issues of sustainability and the
environment will have an important impact on the marketability of coffee pods.
Changing consumer preferences
Italy is one of the largest processors of green coffee beans in the world. It
is also the second largest European country, after Germany, for production and
consumption of coffee. The Italian coffee industry comprises more than 700
roasting companies, with almost 7,000 employees and an overall turnover of
€2.6 billion. Coffee has always been perceived as a pleasure, to be drunk at
the end of a good meal or during a short visit to bars. The Italian preference
is for pure coffee, which accounts for 94% of volume sales, with decaffeinated
coffee accounting for the remaining 6%.
One of the most appreciated Italian hot drinks is the famous cappuccino, a mix
of coffee and milk, which is drunk mostly in the morning for breakfast.
Current Impact
Despite a wider assortment of available products, on-trade consumption of hot
drinks is in decline. This can partly be attributed to the economic crisis,
but also to the fact that the Italian preference for hot drinks is changing,
with coffee gradually being replaced by other products. Prices in the on-trade
channel are almost two times higher than in the off-trade channel, and this is
greatly influencing consumers' choice. Off-trade consumption of hot drinks is
increasing, due to the growth of convenient products, such as coffee pods
and/or instant coffee mixes. Although these products remained niche in Italy
at the end of the review period, volume and value sales are growing
dynamically, indicating increasing consumer interest in high-quality, cheaper
and time-saving products.
Outlook
The average Italian consumption of hot drinks is likely to increase, favoured
by growing consumption of pre-dosed coffee and its mixes, as well as of
fruit/herbal tea. Consumer interest is visible in the increased demand for
different types of instant coffee and instant coffee specialties, for example
flavoured coffees, cappuccino and mocaccino. There is also increasing interest
in high-quality products, although this is partially limited by the prevailing
economic crisis. Over the forecast period, hot drinks consumption will be
driven by launches of new products, mostly in instant coffee and fruit/herbal
tea.
Future Impact
The impressive performance of coffee pods and instant coffee mixes is expected
to continue over the forecast period. Pre-dosed coffee (both paper pods and
plastic or aluminium capsules) is expected to maintain its double-digit volume
and value growth. This represents a very strong evolution of hot drinks, from
traditional raw material commodities to convenient products, ready to be
drunk. There is evidence of changing preferences in Italian hot drinks
consumption, mostly in the very old and traditional coffee. Young people,
having shifted away from the coffee-drinking tradition in favour of other
drinks (fruit/vegetable juice and functional drinks, for example) are starting
to appreciate the convenience and taste of the new coffee products, such as
mocaccino and ginseng coffee.
Table of Contents
- HOT DRINKS IN ITALY : MARKET INSIGHT
- EXECUTIVE SUMMARY
- Italian preference for new products
- Health and convenience drive volume and value growth
- Lavazza maintains its lead of value sales
- Economic uncertainty leads to polarisation
- Off-trade channel and new products forecast to drive volume and value
growth
- Ageing population
- Fear of recession
- Competitive landscape
- Health and wellbeing
- Changing consumer preferences
- MARKET DATA
- Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown
2003-2008
- Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth
2003-2008
- Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
- Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
- Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
- Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
- Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
- Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth
2003-2008
- Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
- Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth
2003-2008
- Table 11 Hot Drinks Company Shares by Value 2004-2008
- Table 12 Hot Drinks Brand Shares by Value 2005-2008
- Table 13 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
- Table 14 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
- Table 15 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth
2008-2013
- Table 16 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth
2008-2013
- Table 17 Forecast Foodservice Sales of Hot Drinks by Sector: Volume
2008-2013
- Table 18 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume
Growth 2008-2013
- Table 19 Forecast Total Sales of Hot Drinks by Sector: Total Volume
2008-2013
- Table 20 Forecast Total Sales of Hot Drinks by Sector: % Total Volume
Growth 2008-2013
- APPENDIX
- Published Data Comparisons
- Production/Import/Export Data
- Table 21 Production/Imports/Exports/Apparent Consumption of Hot Drinks
by Sector 2001-2007
- DEFINITIONS
- Summary 1 Research Sources
- LOCAL COMPANY PROFILES - ITALY
- CAFé DO BRASIL SPA - HOT DRINKS - ITALY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 2 Café Do Brasil SpA: Key Facts
- Summary 3 Café Do Brasil SpA: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 4 Café Do Brasil SpA: Competitive Position 2008
- COSWELL SPA - HOT DRINKS - ITALY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 5 Coswell SpA: Key Facts
- Summary 6 Coswell SpA: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 7 Coswell SpA: Competitive Position 2008
- CRASTAN SPA - HOT DRINKS - ITALY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 8 Crastan SpA: Key Facts
- Summary 9 Crastan SpA: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 10 Crastan SpA: Competitive Position 2008
- KRAFT FOODS ITALIA SPA - HOT DRINKS - ITALY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 11 Kraft Foods Italia SpA: Key Facts
- Summary 12 Kraft Foods Italia SpA: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 13 Kraft Foods Italia SpA: Competitive Position 2008
- LAVAZZA SPA, LUIGI - HOT DRINKS - ITALY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 14 Lavazza SpA, Luigi: Key Facts
- Summary 15 Lavazza SpA, Luigi: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 16 Lavazza SpA, Luigi: Competitive Position 2008
- NESTLé ITALIANA SPA - HOT DRINKS - ITALY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 17 Nestlé Italiana SpA: Key Facts
- Summary 18 Nestlé Italiana SpA: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 19 Nestlé Italiana SpA: Production Statistics 2007
- COMPETITIVE POSITIONING
- Summary 20 Nestlé Italiana SpA: Competitive Position 2008
- SEGAFREDO ZANETTI SPA - HOT DRINKS - ITALY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 21 Segafredo Zanetti SpA: Key Facts
- Summary 22 Segafredo Zanetti SpA: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 23 Segafredo Zanetti SpA: Competitive Position 2008
- STAR - STABILIMENTO ALIMENTARE SPA - HOT DRINKS - ITALY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 24 Star - Stabilimento Alimentare SpA: Key Facts
- Summary 25 Star - Stabilimento Alimentare SpA: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 26 Star - Stabilimento Alimentare SpA: Production Statistics 2007
- COMPETITIVE POSITIONING
- Summary 27 Star - Stabilimento Alimentare SpA: Competitive Position 2008
- COFFEE IN ITALY
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 22 Coffee Machine Sales: 2002-2007
- Table 23 Instant Coffee by Speciality Type 2004-2008
- Table 24 Retail Sales of Coffee by Type: Volume 2003-2008
- Table 25 Retail Sales of Coffee by Type: Value 2003-2008
- Table 26 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
- Table 27 Retail Sales of Coffee by Type: % Value Growth 2003-2008
- Table 28 Standard Vs Coffee Pods 2004-2008
- Table 29 Coffee Company Shares 2004-2008
- Table 30 Coffee Brand Shares 2005-2008
- Table 31 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
- Table 32 Forecast Retail Sales of Coffee by Type: Value 2008-2013
- Table 33 Forecast Retail Sales of Coffee by Type: % Volume Growth
2008-2013
- Table 34 Forecast Retail Sales of Coffee by Type: % Value Growth
2008-2013
- TEA IN ITALY
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 35 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
- Table 36 Other Tea by Type: % Off-trade Volume 2005-2008
- Table 37 Retail Sales of Tea by Subsector: Volume 2003-2008
- Table 38 Retail Sales of Tea by Subsector: Value 2003-2008
- Table 39 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
- Table 40 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
- Table 41 Tea Company Shares 2004-2008
- Table 42 Tea Brand Shares 2005-2008
- Table 43 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
- Table 44 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
- Table 45 Forecast Retail Sales of Tea by Subsector: % Volume Growth
2008-2013
- Table 46 Forecast Retail Sales of Tea by Subsector: % Value Growth
2008-2013
- OTHER HOT DRINKS IN ITALY
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 47 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
- Table 48 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
- Table 49 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth
2003-2008
- Table 50 Retail Sales of Other Hot Drinks by Subsector: % Value Growth
2003-2008
- Table 51 Other Hot Drinks Company Shares 2004-2008
- Table 52 Other Hot Drinks Brand Shares 2005-2008
- Table 53 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume
2008-2013
- Table 54 Forecast Retail Sales of Other Hot Drinks by Subsector: Value
2008-2013
- Table 55 Forecast Retail Sales of Other Hot Drinks by Subsector: %
Volume Growth 2008-2013
- Table 56 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value
Growth 2008-2013
